Reasons and Influences in Music Communication with Traditional Broadcast in the Context of Media Convergence

Abstract

Seemingly, Radio is gradually neglected in the current phase of rapid media development, but its development, characteristics and significance are worthy of being discovered and valued. Radio provides the platform as an auditory medium in the process of music dissemination. The development of convergent media has brought challenges to traditional broadcast media, and music broadcasting needs to effectively combine new media, improve, and innovate based on retaining its tradition which allows listeners to have more interest in listening to the program and makes the program more widely known. This paper explores different aspects of music communication, radio development, and media integration to define "communication" and "integration"; at the same time, it uses literature analysis, case studies, and media graphics. Beijing Music Radio can enhance the main purpose of the radio station and the interest of the audience in terms of communication, content, and format.