由于广播具有稍纵即逝、缺乏视觉效果的特点,在电视蓬勃发展、互联网兴盛的今天, 广播很难在日趋激烈的媒体大战中找到本应属于自己的位置。然面,正如英国BBC的负责人克里斯·韦斯科特所说.“广播……不会因为互联网的出现而死亡,但是会改变。”实践证明, 广播如果能借势网络,整合资源发挥自身潜在的优势,就能重获竞争力。网上广播具有传统广播无法比拟的优势,它代表着广播光明的未来。 Due to the fleeting nature of broadcasting and its lack of visual effects, broadcasting today is hardly able to find its place in an increasingly fierce media war as the television boom and the Internet flourish. However, as Chris Westcott, head of the British BBC, said: “Broadcasting ... will not die because of the Internet, but will change.” Practice has shown that broadcasting can take advantage of online resources and integrate resources to play Own potential advantages, will be able to regain competitiveness. Webcasts have the unmatched power of traditional broadcasts and represent a bright future for broadcasting.