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广播产业化的口号喊了许多年,发展步伐却非常迟缓。尽管广播广告持续增长,但在国内媒体广告总数中的份额始终没能超过3%。广告经营只是广播市场化的一部分,而不是全部。广播媒体应必须着力挖掘节目内容潜力,将节目推向市场,通过节目交易实现广播节目的市场化,从而打破单一的广告经营模式,促进广播产业化经营新格局的形成。
The slogan of broadcasting industry has been calling for many years and the pace of development has been very slow. Despite the continuous growth of radio advertising, the total number of domestic media ads has failed to exceed 3%. Advertising is only part of the marketization of radio, but not all. Broadcasting media should strive to tap the potential of program content, bring the programs to the market, and realize the marketization of radio programs through program transactions, so as to break the single mode of advertising operation and promote the formation of a new pattern of broadcasting industrialization.