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随着市场经济的不断发展,广播媒体在新媒体的冲击下,必须对传统的运营体制进行改革才能获取更大的发展空间。广播节目市场化运行模式不仅是广播业务创新的需要,更是中国媒体整体体制改革的必然选择,只有坚持走市场化的发展之路,才能提高广播节目质量,满足听众的需求,提高节目收听率,实现预期的节目效益。基于此点,在分析广播节目市场化运作现状和困境的前提下,对其市场化发展路径进行探讨。
With the continuous development of market economy, under the impact of new media, broadcasting media must reform the traditional operating system to gain more space for development. The market-oriented operation of radio programs is not only necessary for the innovation of broadcasting services, but also an inevitable choice for the overall system reform of the Chinese media. Only by adhering to the market-oriented development path can we improve the quality of radio programs, meet the needs of the audiences, and improve the program’s listening rate , To achieve the expected program benefits. Based on this point, on the premise of analyzing the status quo and predicament of the market-oriented operation of radio programs, this paper probes into its market-oriented development path.