Beyond: Beijing Transportation Broadcasting Analysis

Author: Liang Shaohui
Publisher:
Publish Date: 2003-12-01
Features: In recent years, China's broadcasting industry has achieved remarkable results. Among them, Beijing People's Broadcasting Station stands out. Under its seven series stations, Beijing Traffic Radio has become a flagbearer. Beijing Traffic Radio firmly targets the audience group of "reaching the masses" and comprehensively transforms its program content with timeliness, service, entertainment, and interactivity as its core. Since 2000, it has broken the record for the annual advertising revenue of a single frequency in China's broadcasting media for four consecutive years. In 2001, it was the first in the national radio and television system to obtain ISO9001:2000 quality management system certification. All of this constitutes the remarkable "FM103.9 phenomenon." This year (2003) is the year of broadcasting development, and it also happens to be the 10th anniversary of Beijing Traffic Radio's establishment. The Center for Finance and Journalism Research at Peking University has chosen Beijing Traffic Radio as a special research subject, hoping to demonstrate and answer four cutting-edge issues in contemporary media management through the study of the station's decade-long success: How can radio media adjust their functions and audience positioning amid strong competition from print media and television media, seeking breakthroughs from the low point? What are the concepts and implementation of the specialization of radio channels? How can the profit models and management of radio media achieve process-oriented operations and institutionalized, enterprise-standardized management?