Research On The Realization Of Local Music Broadcasting In The Media Fusion Environment

With the rapid development of new media,the survival and development of traditional media is very difficult.Although traditional radio has not seen a precipice like decline of TV,newspaper,magazine and other media in the past few years,under the attack of new media,it has also seen a continuous decline in cash flow.This paper discusses the realization of local music broadcasting,the "sandwich" broadcasting in traditional broadcasting.The research on local broadcasting is due to the lack of national and provincial broadcasting market,as well as the lack of financial support from local government for county-level broadcasting,which is the sandwich layer in the four-level market of national broadcasting;while the music broadcasting in local broadcasting is not as political as news broadcasting,has access to government resources,has not as large vehicle market as traffic broadcasting,and even more so "Sandwich in sandwich layer" in broadcast media.The realization of local music broadcasting is very representative of the market,which can well reflect the survival problems encountered by traditional broadcasting in the media environment.This paper uses the path dependence theory of Douglas North,an American economist,to analyze the realization of local music broadcasting with the cross-media effects of economics and psychology such as lipstick effect,domino effect and marginal effect.In the survey,we visited more representative the Pearl River Delta music channels in Southern China,including Guangzhou golden melody music radio,Guangdong radio music voice,Foshan music radio,Shenzhen music radio,Zhuhai music radio first line leader,host,and new media "fast" and "Baidu good-looking" operators.The measures and changes made by various media to cope with the difficulties not only see the difficulties but also presage the hope.The full text is divided into five chapters,the introduction puts forward the background of the topic,research significance,research point of view and research methods.In the first chapter,it analyzes the current situation of realization dilemma of local music broadcasting and the theoretical causes behind it.In the second chapter,it further analyzes the market and individual reasons for the realization dilemma of local music broadcasting in the current situation of media integration,deconstructs various problems in the realization under the economic environment,and further questions and analyzes the various contradictions between the subjective factors and the objective environment that cause the realization difficulty.The third chapter is the focus of the paper.It summarizes all kinds of methods and Countermeasures of local music broadcasting in the face of realization dilemma in the media integration,puts forward various methods of further implementing marketing services,building brand IP,establishing direct realization platform,and doing in-depth literature and art planning services,and puts forward to prevent the phenomenon of "pseudo media convergence".Finally,the article looks forward to the opportunity,challenge and development direction of the local music broadcasting in the coming 5g era,and provides the thinking and reference for its development.