In the era when television was popular at the beginning of the last century, radio was once considered to have reached its end. However, the popularity of private cars gave radio a new lease of life, and the origin of Internet radio seemed to confirm that airwaves "will never die." . In the opinion of some scholars, compared with traditional radio, online radio stations are more personalized and have more interactive programs. However, people who are engaged in Internet radio say that Internet radio still needs to further expand its broadcast channels. Because, according to incomplete statistics, the current highest average daily audience of online radio stations is only 110,000, and the average daily listening time is 80 minutes. These two data may be the best listening rate answer sheets handed over by online radio stations at present. Technology is no longer a problem. In April 1995, the "Progress Network" located in Seattle, USA, placed a trial version of Real Audio System software on its web page to provide "on-demand sound effects" services. This move marked the birth of Internet radio. Subsequently, the world's major international broadcasters have all joined forces with the Internet. Domestically, on March 18, 1997, Shanghai Oriental Radio's "Mengxiao Time" program launched a new "Dongguang Information Network" in cooperation with "Yinghaiwei Time and Space", setting the precedent for online broadcasting in my country. It is reported that there are currently more than 200 online radio stations in my country. Luan Yimei, director of the Central People's Broadcasting Station, summarized that personal Internet radio stations, commercial Internet radio stations, and government Internet radio stations together constitute the current triangular pattern of China's Internet radio stations. Representative government Internet radio stations include Galaxy Station, a subsidiary of the Central People's Broadcasting Station; representatives of commercial Internet radio stations include 2ICN Internet Radio, Maopu Radio, etc.; and currently, representative personal Internet radio stations in China mainly include Firefly Internet Radio and Skynet Network. Radio, etc. Qingmeng Internet Radio, co-founded by the Beijing Youth League Committee and Beijing People's Broadcasting Station, is an Internet radio station for teenagers. According to the director of the station, Zhong Yongjian, its main live broadcast channel Qingmeng Music Station was officially launched in April 2007. After three years of development, the average daily audience has reached 110,000, and the average daily listening time has increased from more than 60 minutes at the beginning. It has grown to more than 80 minutes now. Yin Jun, technical director of Qingmeng Internet Radio, told reporters that traditional online videos generally use P2P technology for live broadcast, and users need to install corresponding plug-ins before they can watch it. Qingmeng Internet Radio uses CDN technology in order to improve user experience. Netizens can watch it through the web page Can be listened to directly. At the same time, with the increase in Internet bandwidth, the amount of data that can be transmitted per unit time has greatly increased. Currently, Qingmeng can not only deliver higher-quality audio content to listeners, but also embed the program name, host, etc. into the program audio stream data. Picture and text information such as the person's name and avatar, and even information such as the name of the song and singer currently being played by the host. If the listener likes a song played by the host but missed the host's introduction to the song, it doesn't matter. You can see it at a glance by looking at the player interface. Dual integration of content and channels The word NJ is no stranger to listeners who often listen to Internet radio. Its full name is Net Jockey, and its Chinese name is quite romantic - Internet Knight or Internet Live Program Host. Li Rui, deputy editor-in-chief of Qingmeng Internet Radio, said that the host team of Qingmeng are all college students. "Most of them are not majoring in broadcasting and hosting. We believe that non-majoring students have more comprehensive knowledge. They are generally more sensitive, have a more accurate grasp of trends, and are more idealistic, which makes them do The program will also appear clearer." Qingmeng's NJ broadcasts live online from 9 a.m. to 24 p.m. every day, and Qingmeng Music Station has also broadcast music 24 hours a day. Compared with Qingmeng, portal radio stations mostly record and broadcast programs, such as Tencent QQ Voice, whose content is only the QQ music rankings recorded and broadcast by several hosts for each issue; while Internet radio stations such as Douban Radio and Maopu Radio, their programs There is no host at all and only music is played. Just like a magazine, Qingmeng launches a monthly theme every month, including monthly theme computer desktops, monthly theme songs and other related products. For example, the theme of May's "Blank Paper Years" reminds the audience of the past years on the white paper of youth. Whether they are studying in New York or traveling in Paris, the audience can "throw a note" online to the host if they have any thoughts on the topic being discussed, and it may be read out by the host. This is more economical and convenient than traditional broadcasting to send messages or make phone calls.

Zhong Yongjian told reporters: "Qingmeng has a syllogism for networked radio media. The first is to solve the problem of widespread broadcasting on the Internet, the second is to enhance user listening experience, and the third is to enhance interaction and enhance listener creation of content. At present, Qingmeng is still working hard Broaden broadcast channels and increase user listening experience through monthly themes and other methods. "However, online radio is a combination of radio content and online channels. Zhong Yongjian believes that there are many forums, SNS websites, and online games on the Internet. They can all be regarded as “virtual cities” on the Internet. In order to achieve widespread listening to radio programs, Qingmeng's "big speakers" must be erected in these "cities". The "citizens" in the "cities" are Qingmeng's potential listeners. It is difficult to earn advertising revenue with low listening rates. According to Jin Ling, one of the winning authors of the 2009 "People.com Scholarship" Outstanding Paper Award and a master's degree from the School of Journalism and Communication of Peking University, almost at the same time that traditional radio stations were testing the waters of the Internet, large portals such as Sina , NetEase, Tencent, etc. also started to get involved in the field of Internet radio very early. However, their involvement in Internet radio was just a move to follow the trend, and the decision-makers did not give Internet radio a clear development plan. The Internet radio station of the portal website is not a mainstream product in the operation of the entire website department. In addition, there is no stable profit model, a lack of high-quality original programs, and the listening rate is sluggish. "Globally speaking, the listening rate of online radio has increased rapidly in the past 10 years, but China's online listening rate seems to be stagnant. I think that first, the sound quality of China's online radio is not good enough. Excellent foreign music genres The sound quality of online radio stations can reach 128K bit streams per second, while most broadcasts in China are 32K bit streams or even lower. Second, the current online radio stations do not make good use of the accompanying features of broadcasts, such as radio dramas, film and television recordings and editing. The program has great vitality, but it is difficult to hear it now," explained Li Jiangang, associate professor of online journalism and new media at Communication University of China. However, high-quality sound is technically possible, but not cost-effective. In China, even Qingmeng Music Station, which has a daily listening volume of 110,000 people, still does not have any advertisements. In the absence of advertising revenue, Qingmeng also has to pay for its live broadcast technology and traffic. The advertising revenue of online music radio in the United States reached 5 billion US dollars in 2006. Chung Yongjian believes that, “To keep a radio station from going astray in the development process, in the early stages of development, we have to make a choice between listeners and advertising. But this does not mean that we will give up advertising, but we want to wait until the audience size becomes larger. For example, if it reaches hundreds of thousands of people, advertising will be a matter of course. "Is it feasible to obtain revenue through paid on-demand services? Li Jiangang believes that when the copyright mechanism is not yet complete, it is difficult to achieve paid on-demand broadcasts, and inserting advertisements into programs is still the most feasible way. However, under the current situation of sluggish listening rate of Internet radio stations, there are still traditional radio stations or portal websites flooding into the arena of Internet radio stations. On May 21, Anhui Internet Radio Station went online and planned to open 8 channels of news, variety shows, music, science and education, tourism, health and fashion, opera, and English for online live broadcast. Zhong Yongjian believes that the Internet-based "pop radio" has strong space-time scalability. Missed programs can be listened to repeatedly, and live programs can be paused. No matter where in the world you are, you can listen to them as long as you have access to the Internet. , these characteristics undoubtedly expand the space for growth for a media. Therefore, the industry is full of expectations for online radio and is actively practicing it.