所谓专业化,即某个频率的电台针对特定地域,特定类型的受众相对固定的、集中的信息爱好、设计、策划和制作专门性的节目。本来,频率专业化既适应受众和市场的客观要求,又有利于集中优势,减少资源浪费,突出媒体特色,应该是自然可行的。但在实践中,许多本已迈向专业化道路的广播,却因为“节目匮乏,受众流失,广告滑坡”而举步维艰,甚至重回旧路。 The so-called professional, that is, a certain frequency of radio stations for a particular area, a particular type of audience relatively fixed, focused information hobby, design, planning and production of specialized programs. Originally, frequency specialization not only meets the objective requirements of the audience and the market, but also helps to concentrate the advantages, reduce the waste of resources and highlight the media characteristics. It should be naturally feasible. However, in practice, many of the broadcasts already on the road to specialization have struggled and even returned to the old road because of “the lack of programs, the loss of audiences and the landslides of advertisements.”