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在市场经济大潮下，广播节目的制作既要体现艺术价值，也应体现商业价值，两者相辅相成，缺一不可。而其商业价值的体现是在尊重艺术价值的前题下提升起来的，而艺术价值的不断提高又得益于商业价值的不断供给才能向良性发展。因此，在当今市场化的广播节目制作中除了它特有的行业专业性外，还要在经营管理上有自己的独到之处。广播是一种以声音为传播介质的媒体。这类媒体与文字媒体(报纸、杂志等)、图像媒体(电视等)、综合媒体(网络等)相比，具有自己的优势和局限性。
Under the tide of the market economy, the production of radio programs should reflect both the artistic value as well as the commercial value, and the two are mutually reinforcing and indispensable. The manifestation of its commercial value is raised under the prerequisite of respecting the artistic value, and the continuous improvement of the artistic value can benefit from the continuous supply of commercial value so as to develop in a healthy manner. Therefore, in addition to its peculiar industry professionalism in today’s marketized broadcasting program, it also has its own uniqueness in business management. Broadcasting is a medium in which sound is the medium of communication. This type of media has its own advantages and limitations compared with text media (newspapers, magazines, etc.), image media (television, etc.), integrated media (the internet, etc.).