With its unique characteristics and advantages, broadcasting has become a major medium since it came into being in the 20th century.
Due to historical reasons, China's radio broadcasting has shouldered the mission of political publicity from the very beginning. Before liberation, it was an important channel for the Chinese people as well as people in other countries to know about the revolution under the leadership of the Communist Party of China. After the founding of the PRC in 1949, under the planned economic mechanism, radio broadcasting was was non-profit-making. During this period, China's radio broadcasting (CRB) did not possess the characteristics of being an industry.
Since 1997, the 3rd Plenary Session of the 11th Central Committee, with the development of the socialist market economic mechanism, gradual changes have taken place in CRB, its operation is now financed by both the government and itself. People come to realize its property characteristic. The changes have also brought about great development in CRB. looking into the 21st century, it is important to realize the role of China's Radio Broadcasting Industrialization (RBI) and new demands on broadcasting personnel.
1. RBI is a Necessity for the Existence and Development of the Broadcasting Industry.
In the past, we only emphasized the publicity and education functions of radio broadcasting. In doing this, we neglect its service and entertainment functions. With the deepening of the reform, the improvement of people's living standard and the development of economy, people have come to realize the multi-functions of radio broadcasting. This makes it possible for radio broadcasting to be industrialized. "Paying for the songs one chooses to broadcast" is a simple and poplar form which marks the beginning of "paid service" in CRB. It shows clearly that RBI is not only possible, but also demanded by the society.
In the 1980s, with the development of the commodity economy, commodity manufacturers and dealers became aware of the importance of advertisement which has entered the broadcasting industry and become the main financial source to maintain and promote broadcasting. In 1986, Pearl River Economic Radio Station (PRERS) came into being which represents the beginning of reform in broadcasting industry. It significance goes far beyond the electric wave it sends out. PRERS is a new broadcasting model, which goes with the trend of the times and meets the demand of the socialist market economy. This new model soon became very popular all over the country. In 1988, Chongqing Economic Radio Station (CERS) Came into being. It adopted the new mechanism, keeping separate account, assuming sole responsibility for its profits or losses, self-discipline and self-development. This new mechanism vitalized the broadcasting industry. Such structural reform not only brings about social and economic benefits but also greatly promotes the development of CRB. At present, in some areas of China, especially in coastal and developed areas, the broadcasting system develops various relevant businesses, such as audio-visual products and radio equipment. Together with advertisement, these businesses have become the economic backbone of the radio broadcasting industry.
It is obvious that profit-making of the broadcasting industry is a necessity in the socialist market economy. In many places, the broadcasting system is in great difficulty and relies solely on the government's financial support. There are various reasons for this. RBI is the only way out.
2.Information Explosion in the 21st century and High Technology Provide Vast Space for RBI.
Since the end of the 2nd World War, a fantastic spurt in science and technology has taken place. During this period, the scale of scientific research has expanded greatly. New branches of learning and new theories spring up in large numbers. The inter-relationship between science, technology and society is closer than ever before. The total volume of knowledge has increased greatly. It is said that 90%of man's knowledge has been acquired since the end of the 2nd World War. The accumulation of the rest 10%, knowledge follows a chain-reaction pattern or a snowslide pattern.
On the other hand, communication technology and transportation facilities advance with each passing day. The prices of stocks in New York Stock Exchange quickly affect those in Tokyo and Hongkong. A Middle-East peace talk draws the attention of the world. With the modern communication network, the earth is like a traditional explosion in China is not as great as that in some developed countries. With its economic development and its closer contact with the outside world, China will certainly have a greater "knowledge and information explosion" in the 21st century. This will accelerate the social development. Characterized by efficient information collection, transmission, classification, the Information Service Industry (ISI) will certainly leap forward. Radio broadcasting will absolutely play an important role in the ISI. Meanwhile, the wide use of new and high technology in communication provides new space for RBI.
At present,radio broadcasting is challenged by newspaper and TV. The competition is intense. But from a long-term point of view, the barrier among these 3 media will be broken down by new technology. Shanghai Broadcasting System has taken the lead in setting up cable TV, eg., Traditional Opera Channel (by Radio Shanghai) and Music Channel (by Shanghai Dongfang Radio Station). This marks the beginning of the merger of radio broadcasting will overcome of radio broadcasting and TV. In the 21st century, radio broadcasting will overcome the difficulties and get new vitality. In the U.S., the emergence of "electronic newspapers" makes people believe that "electronic newspapers" weighing only after pounds will overcome the difficulties and get new vitality. In the U.S., the emergence of "electronic newspaper" weighing only after pounds will take the place of printed newspapers in the near future. Readers can choose what they want to read by pointing at the electronic board with a pen. In Japan, visible broadcasting attracts people's attention. Radio signals can be stored in a small electronic chip in the form of a written language. This will make up for the fleetness of radio broadcasting. In regard to electronic information transmission, radio broadcasting and newspapers reach the same goal by different routes, each having its own advantages.
In recent years, Cable TV has thrived in China. Closed-circuit network has entered thousands of households. The resources of frequency modulation will be developed further. Cable radio broadcasting will come into being and thrive. Here TV and radio broadcasting merge again and make material preparation for the coming of the multi-media age.
At present, there is a multi-media upsurge in the world. It is represented by the Information Industrial Revolution which will have fundamental impact on society in the 21st century. Multi-media refers to the digital ways of synthetically processing and transmitting images, sounds, words and statistics through computers. This means the merger of radio broadcasting, TV, communication and information industry. Based on digital technology, Cable TV and cable radio broadcasting network is the key to the multi-media age.
Traditional radio broadcasting transmits information to an unspecified majority of people by radio signals. Cable radio broadcasting creates specified audiences of different consuming level. It will cater for the audiences' personalities, tastes and convenience. It will cater for the audiences' personalities, tastes and convenience. It will develop into a personal two-way broadcasting pattern of the multimedia age, i.e., personal storage radio broadcasting. It differs from the traditional radio broadcasting in that the users can enjoy paid service at any time, listen to or read the information they need at any time.
This new broadcasting pattern of the multi-media age provides new space for RBI. Active researches have been done in this field in western developed countries. It's safe to predict that radio and cable broadcasting, advertising and paid-service broadcasting will develop simultaneously. RBI will certainly take place.
3.The Tendency towards RBI Make New Demands on the Administrative personnel of the Radio Broadcasting Industry.
1) To Be Aware of the RBI and Lay Equal Emphasis on both Professional Skills and Management Skills.
Under the socialist market economy, radio broadcasting serves the government and the people. Its publicity function should not be weakened in the process of industrialization. Gone are the days when radio broadcasting relied solely on the government's financial support. This makes demands for the administrative personnel to master political theories, and to have news sensitivity, management pattern is done away with can radio broadcasting develop healthily in the future.
2) To Strengthen Competition Awareness and Open up New Space for the Existence and Development of the Radio Broadcasting.
The prospect for RBI is very bright in the 21st century. But competition between different media. It provides a stage for critical competition between different media. The administrative personnel must strengthen their competition awareness, improve their knowledge structure and keep up with the development of science and technology. They must understand fully the challenge faced by the broadcasting industry, make sciences prediction and decision as well as set up a new broadcasting service pattern in order to win the competition in the multi-media age.
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