Online radio's borderless world—Practices and reviews of CRI and CRI Online
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III. Integrating wireless and online broadcasting
From 2009, we shifted our focus to integrating wireless and online broadcasting. Now, CRI has grown into a giant media group reporting in 61 languages. Wireless and online programs both have loyal audiences. In this situation, we set out to integrate traditional and new broadcasting modes.
The key to the integrated development of wireless and online radio is making comprehensive plans, sharing resources, making full use of personnel and combining the two different workflows.
The significance of integration can be seen from the following:
First, programs become more interactive. Editors know what the target audience likes and dislikes when planning a program. They can read out audience comments during a live broadcast. All this is in line with the idea of building a Social Network Service (SNS).
Second, resources can be used to the fullest extent. In the new media era, all media companies are confronted with the challenge of multimedia development and multimedia publicity. Enhancing the utilization and mutual sharing of personnel and information is of great significance. For a radio station, integrating wireless and online programs is definitely the best solution.
Third, shortwave broadcasting is improved. Some shortwave radio programs of CRI are still broadcast in the old-fashioned manner. But through integration, these programs can learn from online and FM programs and get a facelift, becoming more attractive, interactive and vigorous.
IV. Summary
Faced with the rapid development of the new media, the traditional media is worried about its future. But whether the new media presents the traditional media with a challenge or an opportunity depends on the mindset of the traditional media. If we seize the opportunity and tap the full potential of the new media, it can take us to new heights.
There is no doubt that online broadcasting is an efficient method for spreading publicity worldwide. It is where the future lies. To fully utilize online publicity channels, radio stations should carefully handle the relationship between wireless and online broadcasting, as well as the relationship between traditional business and the new media business. We need to make to full use of our traditional resources and strengths while taking full advantage of the advantages and potential of the new media. We need to encourage innovation in ideas, programs, systems, structures and all other fields, and move on to adjust our strategies, improve our business models, transform our personnel and restructure our systems.
Thank you!
