广播作为第一种电子媒介,在新兴媒介走俏之后一直饱受冲击。在电视时代,广播通过改革节目编辑流程和采取分众传播的方法,成功开拓新市场。然而,当前新兴媒体迅猛发展,3G技术带领人类走进视觉时代,受众本位的呼声越来越高,种种因素都将广播逼入发展困境。但非主流的“长尾理论”能从经营理念、运作模式方面拓开新的市场需求,或许有助于广播走出面临的困境。 Broadcasting, as the first electronic media, has been hit hard by emerging media. In the television era, broadcasting succeeded in opening up new markets by reforming the program editing process and adopting a method of mass distribution. However, with the rapid development of emerging media, 3G technology has led people to enter the visual era, and the voice of the audience is getting higher and higher. All these factors push the broadcasting into the development dilemma. However, the non-mainstream “long-tail theory” can broaden the new market demand in terms of business philosophy and mode of operation, which may help broadcasting out of the dilemma faced.