What is the development prospect of Internet radio? Detailed analysis.

At the beginning of the last century, when TV was popular, broadcasting was once considered to be at the end of the road. However, the popularity of private cars gave broadcasting a new life, and the beginning of Internet radio seemed to prove that radio waves would never die. In the eyes of some scholars, compared with traditional broadcasting, Internet radio has outstanding personalization and strong program interactivity. However, people who are engaged in network radio say that network radio has yet to further expand its broadcasting channels. Because, from incomplete statistics, at present, the highest average daily audience of Internet radio stations is only 11,, and the average daily listening time is 8 minutes. These two data may be the best listening rate answers handed over by internet radio stations at present. Technology is no longer a problem. In April 1995, the "Progressive Network" located in Seattle, USA, put a trial version of Real Audio System software on its website to provide "on-demand sound effects" service, which marked the birth of network broadcasting. Subsequently, the world's major international broadcasting companies have been married to the network. In China, on March 18th, 1997, the newly-opened Dongguang Information Network on the program "Dream Dawn Time" of Shanghai Oriental Radio Station cooperated with "Yinghaiwei Time and Space", which was the first of its kind in China. It is reported that there are about 2 Internet radio stations in China at present. Luan Yimei, director of china national radio, summarized that personal network radio, commercial network radio and government network radio have become the triangle pattern of network radio in China at present. The representative government network radio stations are Yinhe Station under china national radio. Representatives of commercial network radio stations include 2ICN network radio stations and Maopu radio stations. At present, the representative personal network radio stations in China mainly include firefly network radio station and Skynet network radio station. Founded by Beijing Communist Youth League Committee and Beijing People's Broadcasting Station, Qingmeng Internet Radio is a network radio station for teenagers. Zhong Yongjian, director of the station, said that its main live broadcast channel, Qingmeng Music Station, was officially launched in April 27. After three years of development, the average daily audience has reached 11,, and the average daily listening time has increased from more than 6 minutes at first to more than 8 minutes now. Yin Jun, technical director of Green Lemon Internet Radio, told reporters that traditional online videos are generally broadcast live by P2P technology, and users need to install corresponding plug-ins before they can watch them. In order to improve the user experience, Green Lemon Internet Radio adopts CDN technology, and netizens can listen directly through web pages. At the same time, with the increase of internet bandwidth, the amount of data that can be transmitted per unit time has greatly increased. At present, Green Lemon can not only transmit higher quality audio content to the audience, but also embed graphic information including program name, host name and avatar in the program audio stream data, even including information such as the name of the song and the name of the singer that the current host is playing. If the audience likes a song played by the host, but misses the host's introduction to the song, it doesn't matter, just look at your player interface at a glance. The word NJ, which combines content and channels, is no stranger to listeners who often listen to Internet radio. Its full name is Net Jockey, and its Chinese name is quite romantic-Cyber Knight or Webcast Host. Li Rui, deputy editor-in-chief of Green Lemon Network Radio, said that the host team of Green Lemon is all college students. "Most of them are not regular students majoring in broadcasting and hosting. We believe that non-regular students have comprehensive knowledge. They are generally more sensitive, have a more accurate grasp of the trend, and will be more idealistic, which makes them appear clearer when making programs. " NJ of Green Lemon broadcasts live online from 9: a.m. to 24: p.m. every day, and Green Lemon Music Station has also broadcast music 24 hours a day. Compared with Green Lemon, portal radio stations mostly record and broadcast programs, such as the Voice of Tencent QQ, whose content is only recorded and broadcast by several hosts. However, Internet radio stations such as Douban Radio and Maopu Radio have no hosts at all and only play music. Like a magazine, Green Lemon will launch a monthly theme every month, including a monthly theme computer desktop, a monthly theme song and other related products. For example, in May, the theme of "White Paper Years" recalled the fleeting time of youth with the audience. Whether studying in new york or traveling in Paris, the audience can "throw a note" to the host on the Internet, 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 the reporter: "Green Lemon has a syllogism of radio media networking. One is to solve the problem of extensive broadcasting of the Internet, the other is to enhance the user's listening experience, and the third is to enhance interaction and strengthen the audience's creation of content. At present, Green Lemon is still trying to broaden the broadcast channels and increase the user's listening experience through various ways such as the theme of the month. " However, Internet radio is a combination of radio content and network channels. Zhong Yongjian believes that there are many forums, SNS websites and online games on the Internet, and they can all be regarded as "virtual cities" on the Internet. In order to listen to radio programs widely, it is necessary to erect the "big speakers" of green lemon in these "cities", and the "citizens" in the "cities" are the potential listeners of green lemon. Low listening rate makes it difficult to earn advertising revenue. According to Jin Ling, one of the winners of the People's Network Scholarship Award in 29 and a master of the School of Journalism and Communication of Peking University, almost at the same time that traditional radio stations are testing the water network, large portals such as Sina, Netease and Tencent have also started to set foot in the field of Internet radio very early. However, their participation in Internet radio stations is just a move to follow the trend, and the decision-makers have not given a clear development plan for Internet radio stations. The Internet radio station of the portal website is not the mainstream product in the operation of the whole website department, and there is no stable profit model, lack of high-quality original programs, and the listening rate is low. "As far as the world is concerned, in the past 1 years, the listening rate of network broadcasting has risen rapidly, but the listening rate of network broadcasting in China seems to be stagnant. I think, first, the sound quality of network broadcasting in China is not good enough. The sound quality of excellent music online radio stations abroad can reach 128K bit stream per second, and most of the broadcasts in China are 32K bit stream or even lower. Second, at present, Internet radio stations do not give full play to the accompanying features of broadcasting. For example, radio dramas, film and television recording clips and other programs have great vitality, but they are hard to hear now. " Li Jiangang, associate professor of network news and new media direction of China Communication University, explained. However, high sound quality can be done technically, but it can't afford the cost. In China, even the Green Lemon Music Station, which has a daily audience of 11, people, still has no advertisements. In the absence of advertising revenue, green lemon has to pay for the technology and traffic of its live broadcast. The advertising revenue of online music broadcasting in the United States has reached 5 billion dollars in 26. Zhong Yongjian believes that "in order for a radio station not to be biased in the development process, in the early stage of development, it is necessary to choose between listeners and advertisements. But this does not mean that we will give up advertising, but want to wait for the audience to be larger, such as reaching the scale of hundreds of thousands of people. At that time, advertising is a matter of course. " Is it feasible to get income through pay-per-view form? Li Jiangang believes that under the condition that the copyright mechanism is not perfect, it is difficult to realize pay-per-view and it is still the most feasible way to insert advertisements in the program. However, under the current situation of low listening rate of Internet radio stations, there are still traditional radio stations or portals flooding into the rivers and lakes of Internet radio stations. On May 21st, Anhui Internet Radio was launched, and eight channels, including news, variety, music, science and education, tourism, health and fashion, opera and English, are planned for live broadcast online. Zhong Yongjian believes that the Internet-based "pop" radio station has strong space-time expansibility, missed programs can be listened to repeatedly, live programs can be paused, and they can be heard no matter where in the world they can access the Internet. These characteristics undoubtedly expand the room for growth for a media. Therefore, for Internet radio, the industry is full of expectations and active practice.