随着新媒体时代的到来,作为传统传播媒介之一的广播,应该以什么样的形象出现在听众面前,如何在日益激烈的竞争环境下扩大自身影响、抢占广告份额,是每一位广播媒体从业者需要思考和探讨的问题。本文通过对传统广播与网络电台各自优劣的分析,着重探讨新媒体时代下,传统广播向网络电台发展的趋势及方法,强调传统广播应 With the advent of the new media era, what kind of image should one broadcast as one of the traditional media appear to the audience? How to expand its influence and occupy the share of advertising in an increasingly competitive environment? Every broadcast media Practitioners need to think and explore issues. By analyzing the advantages and disadvantages of traditional radio and internet radio, this paper focuses on the trends and methods of traditional radio broadcasting to internet radio under the new media era. It emphasizes that traditional radio should