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006, initiated by the Zhejiang TV \the production and purchase, independent radio drama competition in the market more and more intense,[link widoczny dla zalogowanych], and purchasing behavior of blindness are also more obvious. \From the perspective of industry chain, Zhibofenli conform to the development of television media industry requirements, CCTV's National Social Science Fund Project \4 to 12 times in 2004, producing programs of CCTV 15 channels of direct investment of over 41 games behind the vulnerable from the technology. But in September 2005 the advertising market for Beijing, after a full investigation, the U.S. statistics provided by the Rand Corporation and this view was the opposite. Survey, the advertising time in the media, do not choose the broadcast audience for Taiwan 77.9%, compared with only 43.4% of television viewers, radio,[link widoczny dla zalogowanych], television 34.5 percentage points higher. In the not-for Taiwan audiences, radio listeners in 51.2% of people will seriously listen to the radio,[link widoczny dla zalogowanych], only 43.8% of television viewers, although the two are similar, while broadcast TV is still more than 7.4 percentage points. In other words, advertisers are most concerned about the advertising reach, the television than radio. But do not say that the domestic advertisers that radio advertising business to know these people and how much data? No idea how they have to promote awareness of the broadcasting of these extremely favorable figures? In addition, dazzling television marketing activities, domestic radio promotion activities are not only rare but also means a single, promote the image of the active operation of the media, the far behind the TV. Radio advertising marketing and any other products or services, like marketing, from customer needs and buying behavior departure, in full grasp of customer choice on the basis of broadcast standards, the use of impartial third party data, according to the characteristics of the radio stations take their own publicity strategy take the initiative to create and promote media image to gain the initiative in the competition. To single case of market transactions in broadcast Wei Shen Rui Huang dream Nguyen mouth billion. 8.0 billion in 2004, CCTV's advertising revenue, more than 50% of the revenues are spent programming. \cost control. With the ratings competition,[link widoczny dla zalogowanych], copyright, trade acquisition of a single major market radio drama means of expression. but the current TV market but contains significant structural defects, independent radio drama of the high purchase cost, and Most private television production sector is at a loss. Pitfalls: unequal status of production and broadcasting from the State Administration of Radio that \show craze. to early 2006, the Mainland of China the existing types of film and television production company l000 more than 85% are private enterprises, and 80% focused on Beijing, but less profitable private enterprises 20%. ② content production must be achieved by means of channels broadcast the interests, the television station as the fourth, training and use of talent management team, integrated streamline internal resources and the environment. broadcasting the operation of the business section front also need to show not only understands but also understands business talents and resources within the integrated environment. However, the domestic broadcasting industry personnel training mechanism causing people to understand more editing operations, business people know little, columns and advertising business operating out of touch with each other. Local authorities do not know what kind of program to market advertising departments do not know which program to occupy the advertising market, advertisers do not know which part is more suitable for their delivery, the objective caused us some columns, launched a vigorous, people did not take long to fade out of sight; some part in spite of a warm response , but \space. It must be emphasized that the radio section \client; only social benefits first, will have long-term vitality. ◆ (Author: Jiangxi People's Radio) part Zebian: Chen Daosheng.

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