我国加入WTO后,广播已全面进入媒体市场化竞争环境,虽然根据世贸协定规则我国广播暂不对外开放,国外媒体还不能直接在我国建立广播电台,但这种有限的保护只是为我国广播媒体提供一个适应国际大媒体市场的短暂的时间表,广播媒体如不转变理念,适应市场变化,陷于困境不能自营的尴尬境地将不可避免。因此,广播媒体应抓 China’s accession to the WTO, radio has entered the media-market competition environment, although according to the rules of the WTO Agreement, China’s broadcasting is not yet open to the outside world, foreign media can not directly set up radio stations in our country, but this limited protection is only for our broadcast media A short timetable for adapting to the international media market is inevitable when the broadcasting media does not change its mind and adapt to market changes. Therefore, the broadcast media should catch