广播公益节目是国家电台承担社会责任的形式之一。从2011年10月起,中央人民广播电台新闻综合频率中国之声进行节目改革,突破传统枯燥的时钟打点方式,以整点报时的形式宣传公益,开创了广播媒体公益宣传的新形式。本文从中国之声《公益报时》的节目特点、品牌价值及运行管理等三个方面进行论述,探索《公益报时》开创广播公益节目新形式问题。 Radio nonprofit programs are one of the forms that national radio stations undertake social responsibility. Starting from October 2011, the frequency of China Central News Agency’s comprehensive frequency of China news program reform, breaking the traditional boring clock RBI way to punctuality in the form of publicity, creating a new form of broadcast media public service. This essay will discuss the features, brand value and operation management of Voice of China from the Voice of China, and explore the issue of “public service announcement” to create a new form of broadcasting public interest programs.