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谢伏瞻
    中国社会科学院学部委员,学部主席团主席,研究员,博士生导师。历任中国社会科学院院长、党组书记,国务院发展中心副主... 详情>>
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李培林
    男,汉族,出生于1955年5月,山东济南人,博士,研究员,全国人民代表大会社会建设委员会副主任委员,中国社会科学... 详情>>

    2021年中国广播市场竞争格局的变化与特点

    摘要

    2021年,在移动互联网和车联网的持续冲击下,全国广播媒体影响力整体回落。受网络收听与移动娱乐的影响,车载空间与场景中广播触达规模与收听黏性均下降。在此过程中,广播听众品质仍然较高,但高端人群出现萎缩苗头。三级电台的竞争格局依旧,省级电台保持领先优势,但市级电台持续发力,使得竞争更为激烈。交通、音乐、新闻三大主流类型频率依然具有垄断性优势,但音乐类频率竞争力有所下降,生活、经济、文艺类频率竞争力出现上升势头。各城市广播市场收听集中度稳中略升,交通广播继续稳居竞争榜首。在中央广播电视总台的引领下,全国广播媒体加强了对版权的管理、保护和对节目资源的交流共享,这在一定程度上引发了商业音频平台对于算法规则的调整。对广播频率资源进行整合精简,加强移动互联网与车联网布局,强化版权保护与同业交流,是全国广播媒体为应对传统直播流节目影响力下滑做出的积极探索,同时也是广播媒体转型发展的必由之路。

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    Abstract

    In 2021,under the continuous impact of mobile internet and internet of vehicles,the overall influence of national broadcasting media has declined. Influenced by the network listening and mobile entertainment,the broadcast touch scale and listening viscosity in the car space and the scene have decreased. In this process,the quality of radio listeners is still relatively good quality,but the high-end people appear signs of shrinking. The competition pattern of three-level radio station is still,provincial radio stations maintain the leading advantage,but the municipal radio stations continue to make efforts,and the competition is more fierce. The frequency of the three main types of traffic,music and news still occupies the monopoly advantage,but the frequency of music has declined,and the frequency of life,economy and literature is on the rise. The concentration of listening in cities has increased slightly,and traffic broadcasting continues to remain the top of the competition. Under the guidance of the China Media Group,the national radio media have strengthened the management of copyright,protection and the exchange and sharing of program resources,which to some extent has triggered the adjustment of algorithm rules by commercial audio platforms. Integrating and streamlining radio frequency resources,strengthening the layout of internet of vehicles and mobile internet,and strengthening copyright protection and peer communication are active explorations made by national radio media in response to the decline of the influence of traditional live broadcast programs,and also the only way for the transformation and development of radio media.

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    作者简介
    陈叶红:陈叶红,中科网联数据科技有限公司研究总监、中级统计师。
    张洋:张洋,中科网联数据科技有限公司高级数据经理。
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