Research On Content Operation Strategy Of The Radio Drama Channel Of Qingting FM

After nearly a decade of development,China's mobile audio platform has gradually formed a unique competitive advantage and has become a force that cannot be ignored.After the payment of knowledge entered a period of gentle development,commercial audio platforms shifted the battlefield to competition for pan-entertainment content.As a multi-element entertainment audio program,radio dramas have attracted the attention of major commercial audio platforms.Qingting FM,as the first commercial mobile audio platform in China,took the lead in the layout of radio dramas.This paper takes the "Qingting FM Radio Drama Channel" as the research object,and uses the literature research method,content analysis method and case analysis method as the main research methods.This paper focuses on the development and positioning of the channel,content production,content management presentation and content diffusion.After in-depth analysis,I hope to bring relevant experience to commercial audio platforms in the operation of related content.Through research and analysis,it is found that the content selection of the Qingting FM radio drama channel is divided into groups.Although the network characteristics are still obvious,the theme of horror suspense has been discovered as "fist content".Relying on the complete PUGC layout,we endeavor to create the most accessible radio drama channel.In terms of content presentation,Qingting FM strives to meet the needs of different users by shortening the length of the repertoire as well as meticulous classification,and to grab users' attention through various ways of promotion.Although there is ambiguity in the concept,it is worth affirming as a whole.In terms of diffusion and communication channels,the radio drama channel Qingting FM combines social media to build a three-dimensional communication matrix.Seizing different scenes through smart speakers,wearable devices,etc.,creates opportunities and conditions for radio dramas to return to the home scene.Besides,it is actively trying to pay for radio dramas to drive the growth of the platform.At the same time,the problem of inadequate users' maintenance also appeared.By analyzing and summarizing the various links of the content operation of the Qingting FM radio drama channel,the enlightenment about its content operation strategy and future development direction are obtained.Commercial audio platforms should take PGC content as the core to create professional quality dramas,build copyright awareness while achieving “fist content” and “long-tail content”;establish an interactive mechanism based on the platform,besides building online communities,online and offline linkages should be considered to continuously enhance user stickiness;innovate profit forms,cultivate user payment habits,and use the fan economy to develop peripheral products.It will improve the business model.