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随着科技技术的不断进步,为了满足当代社会人们的需求,新媒体应运而生并得到了快速的发展,同时也带动了新媒体广告的发展,给传统的媒体带来了巨大的挑战。在这种市场经济条件下,传统的媒体和新媒体的兼容是时代发展的必然趋势。而广播电台作为一个传统的媒体,其广告创收要想取得突破性的进展,就必须要在新媒体环境中寻找突围,探索更多经营方式的策略来增加广告创收,最终实现广播电视广告的新突破。
With the continuous improvement of science and technology, in order to meet the needs of the people in the contemporary society, the new media came into being and developed rapidly. At the same time, the development of new media advertisements also brought great challenges to the traditional media. In this market economy, the traditional media and new media compatibility is an inevitable trend of development of the times. Radio as a traditional media, its advertising revenues in order to achieve a breakthrough, we must find a breakthrough in the new media environment, to explore more ways to increase business revenue strategy to generate revenue, and ultimately the new radio and television advertising breakthrough.