节目质量不高、受众市场份额小、经营效益较低,是县市级广播媒体发展中存在的主要问题。新的传播环境下,县市级广播媒体应立足地方特色、办好广播节目;在塑造品牌形象的基础上推行广告代理制,不断净化广播广告空间,走跨媒体、跨地域、跨行业的多元化经营发展道路。 Program quality is not high, the audience share of the market is small, low operating efficiency, is the development of radio and television media at the county level there are major problems. Under the new communication environment, the media at the county and municipal levels should base themselves on local characteristics and run radio programs; on the basis of shaping the brand image, they should carry out advertising agency system to continuously purify radio advertising space and take the multi-media, cross-regional and cross- Business development path.