On Present Development Condition Of China's Broadcasting And Its Competition Strategy

Broadcasting is an important part of China's media competition market. Although China's broadcasting is not as powerful as other media and they have weaker influence, they are facing intensive competition and having great development opportunities as well during the process of media industry adopting the market principle and the period of social transformation. Based on the present development situation, this thesis defines the pattern of China's broadcasting media market, which is two-way pattern (national-local). And in terms of the advantages of broadcasting, the audience market, communication in countryside and advertisement space, this thesis analyses the developing space of China's broadcasting from which we can conclude that there is a huge space for the development of China's broadcasting. However, there are still many obstacles for China's broadcasting's development such as opponents of traditional media, new media and other broadcasting frequencies, the lost of talents and lacking of capitals. This thesis, taking Voice of China and Beijing Radio and etc. as present objects, points out development strategies for China's national and local broadcasting respectively.