Author: Liu Xiaofeng
In recent years, the new media represented by the Internet and mobile phones have shown an accelerated development trend in China. China Internet Network Information Center (CNNIC)' s 32nd Statistical Report on China's Internet Development shows that by the end of June 20 13, the number of netizens in China had reached 59 10/00000, the number of mobile phone users reached 464 million, the number of users in Weibo was 33 10/0000, and the number of mobile phone users in Weibo was 230 million.
① 201365438+1October 15, Tencent announced that its wechat users have reached 300 million.
(2) Under this trend, a number of new media applications based on Internet and mobile communication platforms such as Weibo and WeChat are becoming increasingly powerful, which not only provide a large amount of information for the audience, but also meet people's needs for interactive expression, entertainment and information enjoyment anytime and anywhere, which provides new opportunities for the development of traditional radio programs.
New opportunities brought by the new media era to traditional broadcasting
(A) the new media has expanded the living space of traditional broadcasting.
For a long time, traditional broadcasting has been using radio waves as the transmission medium, and people listen to the radio. This linear listening mode makes traditional radio programs fleeting, which is not conducive to the repeated use and long-term retention of radio programs. Since the 1990s, with the development of network technology, traditional broadcasters have set up their own websites, put programs on the Internet, and carried out live and on-demand services on the Internet, which largely made up for the disadvantages of traditional broadcasting and greatly expanded the forms and communication space of traditional broadcasting. In 2 1 century, some radio stations have specially developed network broadcasting completely relying on the Internet, such as china national radio Galaxy TV, China Radio International Online, Beijing Radio Network's real-time broadcasting and live video broadcasting. These network broadcasts combine audio, video, pictures, texts and other elements, which makes the traditional broadcasting reach a new level of multimedia interaction. In recent years, some new forms of broadcasting have emerged, such as telephone broadcasting, mobile radio and micro-radio. With the help of new media, they have expanded the living space of traditional broadcasting from different aspects, giving people more choices when listening to the radio.
(2) New media makes it easier for listeners to listen to and participate in programs.
The audience of traditional broadcasting is mainly students and the elderly, who are used to waiting for the broadcast. With the emergence and popularization of mobile phones, it has become a reality for people to listen to the radio through mobile phones, so many office workers have begun to listen to the radio, and the companionship of the radio has been fully reflected. In addition, the rapid popularization of ordinary mobile phones, especially smart phones, has caused two fundamental changes in the audience's acceptance mode, namely, changing linear listening to nonlinear listening and changing one-way listening to two-way interactive listening.
(3) Through mobile phones, people can participate in programs through SMS, Weibo and WeChat more conveniently. In particular, the appearance of WeChat enabled people to send what they saw and heard to the WeChat platform in real time through voice, which made the host change the idea of reading short messages and saying that Weibo was broadcasting WeChat, which not only freed the audience's hands, but also made the program more vivid and promoted the audience's enthusiasm for participating in the program. At present, in Zhengzhou, three professional traffic broadcasts, namely, Henan Traffic Broadcasting, Henan Private Car Broadcasting and Zhengzhou Auto FM, broadcast the traffic conditions in real time, mainly through the way of audience WeChat broadcast.
New requirements for the quality of broadcast hosts in the new media era
The new media has greatly enriched the traditional means of broadcasting, expanded the development space of traditional broadcasting, and at the same time made broadcasters face new challenges. This requires broadcasters to keep learning in practice, improve their professional quality, make career plans and exercise themselves.
(A) the new requirements of the studio
1. It has a good sense of lens.
Traditional broadcasting gives people the impression that "only the sound is heard, but the shape is not seen". With the application of audio-visual integration, more and more broadcast programs have realized live video on the Internet, making the broadcast room an open space. The host should accurately grasp the language environment in front of the camera and appropriately adjust the expression and language characteristics according to the program style. He should not only be calm and generous, but also have a good idea of the host's content, keep enough freshness and attract the attention of the audience. At the same time, the host should face the microphone in a positive state and communicate with the audience through the lens to promote the atmosphere of the program and improve the audience's participation.
2. Skillful operation of new media tools
Unlike traditional broadcasting which relies on telephone and SMS to participate in programs, broadcasting in the new media era relies more and more on new media tools such as Weibo and WeChat. According to statistics, as of May 20 13, among the ten self-organized programs of Henan People's Broadcasting Station, about 90 programs with the frequency of 10 1 participated through Weibo and WeChat. This requires the host to skillfully use Weibo and WeChat platforms, master their operating rules, and realize the seamless connection inside and outside the program. At the same time, in order to meet the requirements of new broadcasting forms such as Internet radio, Internet radio, telephone radio and mobile radio for program fragmentation, the host must skillfully use digital audio processing software such as Adobe Audition and Samplitude 2496, and make the program as unitary and standardized as possible, so as to facilitate the editing, making and surfing the Internet of later audio programs.
(2) New demands outside the live broadcast room
1. Flexible cross-border hosting capability
A remarkable feature of the new media era is media integration and cross-border development. As early as 2000, Su Jingping, a famous host of Beijing Radio Station, began to co-host the TV program "FQJC" with Beijing TV Station. Each program will take the real experience of a couple as the main line, interspersed with performances of drama sketches, and tell various stories that couples often encounter in their daily lives. After the program was broadcast, Su Jingping immediately appeared on the radio program RSRX to guide the audience to discuss the current story of FQJC and seek the way for husband and wife to live in harmony. With the joint efforts of the two major media, their respective advantages have been brought into full play, and more and more people have begun to pay attention to this unique program. The listening rate and audience rating are constantly rising, and good social benefits have been achieved. Su Jingping is also known as the "TV star" in the broadcasting industry.
2. Strong activity planning ability
Since the concept of host-centered system was put forward and gradually realized, some hosts have really become the soul of a program. In February, 2007, Henan Radio Traffic Broadcasting established the first "NF Studio" named after the host in Henan. Since the beginning of this year, under the planning of "NF Studio", China National Broadcasting Station has carried out the activity of "sending exams with love", which attracted many private cars, taxis and buses from all over the province to participate. In 20 12, 30,000 vehicles were sent to take the exam, which directly benefited 120,000 candidates. The activity of "sending the exam with love" has become an important symbol of civilized transportation in Henan and an important activity brand of Henan People's Broadcasting Station. The host, Nan himself, was hired as the image ambassador of civilized transportation in Henan Province and was praised as an "expert program host" by the industry.
3. Solid language skills.
In the new media era, information dissemination is in a state of fragmentation, which requires broadcast media to take the same fragmentation treatment for audio and video programs. At the end of 20 12, China National Radio cooperated with Henan Mobile and began to fully promote Henan Radio's programs through the mobile phone platform. One of the clear requirements is fragmentation, that is, the theme setting is set in units of up to 3 minutes. Therefore, China National Radio's information broadcast entertainment program FF Joy Club has specially adjusted the form and structure of the program, and no longer tells complicated and tortuous news stories with complete plots. In order to tell short and concise jokes, Liu Fei and Fan Yi, the hosts, played roles and performed the roles vividly in about two minutes. Together with excellent post-production, they quickly won the recognition of a large number of online and offline audiences.
4. Rich stage control ability
With the continuous implementation of the concept of "broadcast gate", broadcast hosts began to go out of the live broadcast room and participate in various cross-border online and offline activities. In 20 12, Henan People's Broadcasting Station * * held 252 events aimed at building media brands and enhancing media value. Most of these activities are held in public places such as squares, theaters and communities, with the participation of all media such as live broadcast, television, newspapers, internet and mobile phones. Some large-scale activities, such as site-wide promotion, are broadcast live on the Internet.
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With the continuous progress of new media technology, the future development of broadcasting will inevitably show the characteristics of more media integration, more diversified media, richer means of communication and more diversified program types. Only by actively adapting to this change, constantly strengthening their own learning, improving their skills in practice and keeping pace with the times can traditional broadcasters stand out from the fierce media competition and become a qualified broadcaster with excellent comprehensive quality to meet the development requirements of the new media era.
Precautions:
① The 32nd Statistical Report on Internet Development in China, 20 13 07 17.
② It took less than two years for Tencent WeChat users to exceed 300 million, 20 13 15 10, 65438.
(3) Zhang Jun: On the Cultivation of Radio Program Hosts in the New Media Era [J], Media Today, 20 12,No. 12.