Analyzing the Digital Promotion Strategies of Traditional Radio Stations- Based on the Cases of Hit FM, ICRT, Chinese Broadcasting Corporation of China (BCC).

• Main Authors: CHENG, CHING-HUA, 鄭靖樺
• Other Authors: YANG, SHIOW-JIUAN
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/52640904454080915359

碩士 === 銘傳大學 === 新媒體暨傳播管理學系碩士在職專班 === 105 === According to Marshall McLuhan’s view, the emergence of any kind of media would definitely have important effects over the human society. The emergence and development of the mass media industry has changed the lifestyle and appearance of the human race. Every kind of media has its own particular characteristics, for instance, broadcasting is distinguished for the speed with which it transmit the information, and it is also the easiest, more convenient and cheapest mass media available to the audience; by its side, due to the possibility for interaction and its vast array of information, the world-wide web (internet) has become the leading mass media tool of our times. Amid the mass media ecosystem, the broadcasting industry has been in use and developing for nearly a century. However, due to the speedy development of new media technologies and the dawn of the digital trend during the last decades, the world-wide web has been reshaping the way people consume mass media. With the advent of broadband mobile internet connection (4G, 5G), the quality of music and multimedia services offered by online platforms has improved significantly, which has increased the competitivity to take over the place of radio broadcasting in the entertainment area. Taiwan broadcasting stations do not only face the challenge from other competing stations, but also the strong competition from several other media formats which threaten to supplant broadcasters’ role in the mass media industry. Due to the modernization and technological development of our times, the use of mobile gadgets has become a common trend among people. This essay attempts to analyze whether in this digital era the strategy of launching official apps to allow for the reception online and the direct interaction with the radio hosts has some effect in improving the reception ratings, especially at a time when the listening habits of the public in our country are changing. After a thorough investigation, our conclusion is that during this digital era, thanks to the technological development and the popularization of mobile devices, the use of radio stations apps by the listeners has increased meaningfully. In addition, this research has found out that using the instant-broadcast functionality available through social media to promote the shows’ content is also another way to attract the audience’s attention, which can also increase the radio station’s presence in the market.