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作为主要大众传媒之一,中国广播在前些年面对电视及其他媒体的压力,市场和听众曾经缩减,在强势媒体中呈现出弱势地位。然而,近几年经过业界不懈的努力,广播呈现出逐渐上升的势头,保持着较高的成长速度,成为媒体新的增长点,取得了其应该享有的地位。广播走了一条怎样的道路?它距离其应有的媒体地位还有多远,差距在哪?一、中国广播曙光初露2004年底,又有五家电台的广告收入跨过了亿元台阶。至此,我国广告创收过亿的电台已经累计达到了12家。广播的广告增长一直在以近20%的速度递增,超过了电视、纸质媒体。特别是2004年,广播广告收入达到了31亿元人民币,是近年来增长幅度最大的一年。根据央视-索福瑞的调查,2001年到2004年,中国广播电台广告收入如下:
As one of the major mass media, China Radio faced with pressure from television and other media in previous years, and the market and audience have shrunk, showing a weak position in the strong media. However, in recent years, with unrelenting efforts by the industry, broadcasting has shown a gradual upward trend and maintained a high growth rate. It has become a new growth point for the media and achieved its due status. What kind of road does broadcasting take? How far away is it from its proper media position? What is the difference? First, the dawn of China’s broadcasting revealed At the end of 2004, another five radio stations had exceeded the advertising revenue of over one hundred million yuan. So far, China’s radio advertising revenue billions have reached 12. Broadcast advertising growth has been increasing by nearly 20%, surpassing the television, paper media. Especially in 2004, radio advertising revenue reached 3.1 billion yuan, the highest growth rate in recent years. According to CCTV - Suo Furui’s survey, from 2001 to 2004, Chinese radio advertising revenue is as follows: