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类型化广播在西方国家已经相对成熟和完善,但在国内却起步较晚,距今仅有十余年的时间。目前,部分中小城市电台在类型化广播方面已经进行了有益的尝试,但在发展过程中也遇到了一些问题与不足。类型化广播在制播过程中强调受众细分,注重专业化的内容与设置,重视广告的到达率。但中小城市发展类型化广播与一线城市存在一定的差异,区域因素、文化背景因素、人文环境因素等都将影响到类型化广播制播过程。中小城市广播电台在发展过程中应结合自身特点,借鉴成功类型化广播的经验,少走错路,少走弯路。
Typed broadcasting in the western countries have been relatively mature and perfect, but it started relatively late in China, only 10 years ago. At present, some small and medium-sized cities have made helpful attempts in type broadcasting. However, they have also encountered some problems and shortcomings in the course of their development. Typed broadcasting emphasizes audience segmentation in the production of broadcast, focusing on specialized content and settings, paying attention to the arrival rate of advertisements. However, there is a certain difference in the development of typed broadcasting between small cities and first-tier cities. Regional factors, cultural background factors and cultural environment factors will all affect the type broadcasting process. Small and medium-sized city radio stations in the development process should be based on their own characteristics, learn from the successful experience of type broadcasting, less wrong way, less detours.