The Research On The New Path’s Development Of The City Traffic Radio Differentiation In The Context Of The New Media

Radio, as one of the earliest means of communication in modern society, which has been more than one hundred years of history. In recent years,with the rapid development of new media, media convergence seems to be the only way for the development of traditional media. As the development of newspaper and television showing the potential decline,although the radio has. demonstrated the strong vitality by its unique mode of transmission on differentiation, with the changing of times and the objective environment, the development of radio is also facing unprecedented challenges.HAPPY Bangzike is a consultation program in Gansu Traffic Radio.The three hosts in the program reporting the daily news and live traffic situation to the audience by Lanzhou dialect, this special reporting form won the audience generally well received.Thus its listening rate is ahead of other local radio programs in Gansu,which can be regarded as a good attempt for the traditional media breakthrough.The article aims to further discuss the localization and unique mode of transmission on differentiation of the current traffic radio through the in-depth investigation and text analysis of this program, and make the outlook for the further development prospects of the traffic radio combining with the historical background.