在各种现代大众传媒中,广播常常被人们视为“弱势媒体”。面对电视声画一体,视听兼备的强大表现力和网络信息海量、跨越时空、多种符号,即时互动的丰富功能,广播总给人以势单力薄的感觉。面对新兴媒体严峻挑战的现状, 广播人只能以理念变革为先导,重新审视广播这一走过百年历史的老牌电子媒介在社会转型期的自身定位,并以此为出发点,对广播事业从管理体制、经营方式、节目运作、频率建设、盈利模式等多个层面进行全方位的调整和重塑, 最终实现频率资源和受众服务的全面优化。 Of all kinds of modern mass media, radio is often regarded as a “weak medium.” The face of television and audio and video integration, audio-visual both the strong expression of power and network of information mass, across time and space, a variety of symbols, real-time interaction of rich features, the total broadcast gives people a formidable feeling. In the face of the harsh challenges of the emerging media, the broadcaster can only take the idea of ​​change as the guide and re-examine the self-positioning of broadcasting, a veteran electronic medium that has gone through a hundred years of history, in the period of social transformation. Based on this, Management system, mode of operation, program operation, frequency construction, profit model and other aspects of a full range of adjustments and remodeling, and ultimately achieve the full optimization of frequency resources and audience services.