一、中国媒体格局发生重大变化,广播媒体的传播力面临新的严峻挑战随着新媒体的迅速崛起,传统媒体遭遇到前所未有的严峻挑战,广播事业也面临着网络电台、移动媒体软件APP、自媒体等新生传播介质的包围。从一定程度上说,广播遭遇的是一种被动的竞争,传统的优势被抹平。在口味越来越高的听众群面前,独家新闻的优势被抹杀,受众被分化,广告资源被抢夺。新媒体以短平快的优势抢占市场。在广播传播中也已经广泛使用手机短信、微信等参与节目。随着科学技术 I. Significant changes in the media landscape in China and the broadcasting media’s broadcasting capabilities are facing new and harsh challenges With the rapid rise of new media, traditional media have encountered unprecedented harsh challenges. Broadcasting companies are also facing the challenges of using Internet radio and mobile media software APP Media and other new media surrounded by media. To some extent, the broadcast is a passive competition, the traditional advantages have been eaten. In the face of higher and higher tastes, the advantages of exclusive news were denied, audiences were divided, and advertising resources were robbed. New media to seize the market with the advantage of short and fast. In the broadcast has also been widely used mobile SMS, WeChat and other programs. With science and technology