The Reinforced Effect of Integrating New Media and Local Urban Broadcasting

Abstract

With the rapid advancements in information technology and the onset of the digital age, local urban broadcasting media in China, exemplified by radio stations, confront a slew of challenges and pressures. These range from competition with new media services, online broadcasting, and a myriad of digital media platforms. Yet, amidst these challenges lies the question of how local media can transition successfully in this new media era. Taking Haikou Music Broadcasting 916 as a representative case, this paper delves into the current predicaments faced by local radio stations. Moreover, it highlights strategies leveraging new media ideologies for transformation. The broader context involves a significant shift in listener demographics and preferences, underscored by the decline in traditional radio audience size and the parallel rise in smart device listenership. As local broadcasting stations grapple with these shifts, their strategic responsesincluding content diversification, multi-platform engagement, and offline event integrationsbecome pivotal. This research encapsulates these dynamics, offering insights into the evolving landscape of local urban broadcasting in China and presenting a roadmap for traditional media entities striving to remain relevant and impactful in the digital age.