At present, the multi-media computer is being extensively applied in all fields of man's production and life. The birth and development of digital technology has made people feel the limitation of simulation technology.

In the 21st century, we will face an extremely good opportunity for developing the information industry. The information processing of raw date by digit compression and multi-media, or the business of increasing the value of information, will develop into a big industry. It is estimated that by the year of 2010 Japan's multi-media industry will have an output value as high as 950 billion U.S. dollars and create 2.4 million work positions.

Radio and TV broadcasting and film production are businesses of high scientific and technical content. The application and dissemination of every new science and technique will lead to revolutionary changes in their forms of propaganda, spread, coverage and programme - making. The digital compression techniques and multi-media, which are new technology ready for the 21st century, will thoroughly change the forms in which we receive information, change the total quantity of information that we contact with, and lead to the transformation of audio and visual transmission techniques from simulation to digit. Such transformation will surely result in revolutionary changes in the radio, TV and film business. With such changes, all media are again trying to know, locate and develop their respective positions in the "media market". It is unnecessary to say that each medium should try to win by developing its strong points and avoiding its weak points. For radio broadcasting, the question of how to develop its strong points and avoid its weak points with the new techniques will decide its success or failure in the competition.

1

All things are dialectical. Radio broadcast has no pictures, which is a disadvantage in comparison with TV. But just because

of this, people may listen to the radio at will. At the same time, radio provides listeners with boundless apace of association, which is a message source for creating beauty. So the most important measure for radio is to provide listeners with better-quality sound and programmes, by using new technology.

For example, editing, producing and broadcasting with a digital audio station has achieved great success in many countries and areas. It does not just ensure the high quality of sound, but also shows the charm of new and high technology. Furthermore, it has realized the goal of the centralized management of broadcasting date. With the technique of compression of bitrate, recording time can be greatly lengthened, and automatic broadcast of 48 hours or even longer time can be realized. Besides, there are various systems particularly prepared for radio programme editing and broadcasting, the smaller ones of which can complete the broadcasting of a programme, while the bigger ones can carry out systematic management of data and broadcasting. Signals may be or may not be compressed. These new techniques ensure a high quality of sound, and the high level of editing and producing, and realize automation and modernization of the systems of broadcasting and management.

Another example is DAB. DAB is a new development which has come after digital and compression techniques. It can fit into various receiving conditions and provide high-quality sound. The technique has been developed for drivers, enabling them to receive broadcast at will with in the area covered.

One DAB channel can hold six stereo programmes, meeting various needs. In Europe, DAB was put into use in 1995. The DAB system, developed in the U.S., uses the same AM and FM frequency. It will be put into use for big capacity transmission, using the present transmission system or a neighboring frequencies. The U.S. has carried out experiments, which have produced very good results in both AM and FM systems.

2

Satellites have gone into every corner of the world and provided a lot of radio and TV programmes. To constantly enlarge the transmission area, and offer the listeners more convenient service and richer programmes with new techniques - is another important measure for radio in this competition.

Due to digital and compression techniques, what is sent by way of ground transmission, cable system and satellite system is getting more and more, not just TV and radio programmes, but information of various kinds.

Some broadcast companies are making experiments to send programmes to or provide extra services for listeners by way of the information super superhighway. They use Internet. For example, Canadian Broadcasting Corporation (CBC) has had some programmes on Internet. This enables listeners all over the world to receive various programmes according to their needs. Listeners are no longer restricted by the time table, but can listen to the programmes they like at their convenience.

With compression techniques, one satellite transmitter can transmit many digital audio programmes. Some international short wave radio broadcasting companies are considering opening "satellite digital audio broadcast". DAB by way of satellite will offer many programmes and data services. In Germany, DAB by way of satellite is now in the experiment stage. With the technique of audio compression, the experiment enables one transmitter to transmit nearly a hundred stereo programmes, whose quality is as good as that of CD. The system enables radio stations in several different places to be conveniently connected directly to the satellite, and rebroadcast stations or DAB receivers to receive independently. Such services can be developed and send national, regional or local programmes to every family by way of satellites.

3

"Quickness" is an important feature and advantage of radio broadcasting, other medium can be compared with radio broadcast in this respect. Today, as communication technology is developing very fast with the help of multi-media and digital techniques, bringing the feature and function of radio broadcasting's quickness into full play should be a long-term goal.

For example, only after writing, typesetting, printing, distributing and some other processes can a newspaper or periodical reach the readers; only after shooting, editing, rearranging and producing can a TV programme be televised. In contrast, as soon as a script is written, it can be recorded and broadcast, or broadcast live. The information can be released at the same time as the event is going on, which is easy to carry out. What is needed is a radiotelephone connected to the studio. With radiotelephones, even news, economic and social activities happening at the same time in different places (different cities, countries and areas) can be reported to the listeners by radio wave.

Another example is the hot line, which has speeded up the tempo of radio broadcast. Here, hot line does not just refer to telephone hot line, but BP hot line as well. The speed of a BP in Chinese characters can be as high as 160 to 260 Chinese characters a minute. It can store 3000 to 14000 Chinese characters. A call over telephone hot line will result in a busy line, no matter it is answered or not. But a call over BP can be stored in the broadcaster's BP for later use. This ensures a through line, increases the information received, gives the broadcaster time to choose and edit the information received, and increases the accuracy and reliability of the information. Thus BP hot line is a good addition to telephone hot line.

Besides, a BP of big storage capacity can be set up to receive clues for news and comments and suggestions from listeners. The number and requirements can be made widely know to the public. By receiving clues for news, the radio station may get more information and find out hot points in news for later interviews and reports, By getting comments and suggestions from listeners, the station may get feedback in time.

Studies show that listeners like to have more chances to select and participate in programmes. This means an interactivity. Facts prove that, with new technology, it is possible to produce more interactive programmes to serve listeners. This shows the power of "quickness" in radio broadcasting.

Discussed above are some measures for radio broadcast's new development, with the use of new technology. In fact, the extensive use of new techniques has brought about new challenges to all mass media. Whichever medium can break through its limitations and develop with scientific means, will gain an extremely big market, numerous recipients and best effects. Now, as radio, TV and film businesses in the world are entering the important historical period of marching towards digitalization, radio broadcasting needs to make more efforts to show its characteristics, develop its functions, and make practical innovations, so as to play a more important role in the future information industry.