The basic duties of each of our "broadcasters". Today, as we move towards the "network age", this issue is particularly important. Based on the recent survey results of CCTV survey and consultation center and new generation market monitoring institutions, this paper describes and discusses the present situation and related problems of radio music listeners. First, the current situation of the basic audience of radio music Radio music is the floorboard of all kinds of radio music festivals. Broadcast media has a broad audience market. According to the audience survey conducted by Beijing New Generation Market Monitoring Agency Co., Ltd. and CCTV Survey and Consultation Center, "what the radio audience listens to most is music programs". The listening rate of music programs in Beijing, Shanghai and Guangzhou reached 54.2%, 52.7% and 49% respectively. News programs take a back seat. In a sense, the prosperity of radio music is the development of the radio market and plays an inestimable role. Therefore, it is particularly important to analyze and study the current situation of radio music listeners. 1. The basic audience of radio music is "cultivated" by radio stations. What kind of radio station has what kind of audience. In recent years, various series of radio stations, despite their different names, have elements of pop music in their structures. Pop music takes up a lot of time in entertainment and music festivals without exception. Therefore, the main audience groups of radio music are roughly 15-24-year-old student listeners and 24-35-year-old young listeners. Among them, 15-24 years old, with high school and technical secondary school education, has the largest audience. 2. The influence of the basic audience of radio music on the media value orientation. If we call the program setting "mass entertainment" and pursue novelty and excitement in order to cater to the audience as much as possible and strive for the listening rate, it will inevitably lead to a vulgar program list and will be despised by mature people of insight. The second is the low income tendency. At present, the income and consumption power of the audience is an important reference for advertisers to place advertisements. If music programs can't attract high-income white-collar workers and mainstream listeners, it will give advertisers an impression that radio music is something that teenagers listen to and has no advertising effect. Even those big advertisers who are willing to advertise on the radio, such as real estate, furniture and department stores, are reluctant to put advertisements in radio music. Third, the tendency of low social groups. From the professional characteristics, the main audience of the current radio music festival is mainly employees in business, service industry, culture and art, education and health departments, in addition to students. There are relatively few civil servants in party and government organs and managers in enterprises and institutions. In other words, there are fewer mature mainstream listeners with real political and economic power. In this way, although the listening rate is high, the "social influence" is not great. Whether it can attract the audience of white-collar workers and cadres aged 30 ~ 40 is an important aspect of whether the radio and music media can improve their competitiveness. 2. Radio music should meet the needs of multi-level audiences. 1. Cultivating the mainstream audience The so-called "mainstream audience" is not a concept of "age". It is more a "target group index" from the aspects of lifestyle, attitude towards life, work type, consumption behavior and psychological needs of the target group. It mainly refers to "white-collar workers" with higher education, higher income, higher position, higher consumption power and higher cultural taste, and "managers and cadres of institutions, enterprises and institutions" and other audiences. In terms of quantity, it only accounts for a small part at present, but it is of great significance in terms of quality and influence. This has a very important impact on our projects and income generation. It is very important to attract this kind of audience to change people's impression that "broadcasting has no culture". Judging from the audience orientation of radio music, the lack of "mainstream audience" raises two questions for us. The first is the listening rate and the effective target group index. As broadcasting practitioners, we are often proud of our listening rate, but we often ignore the "effective target group index". High listening and low income is a common problem of many TV stations, and many people usually attribute the reason to "poor local market" This general analysis has not found the root of the problem, mainly because there are too few "effective target group indicators". There is a phenomenon that can explain the problem. Everyone knows that the income of Beijing Music Station is particularly high, and everyone goes to study, but after listening to their programs, the metropolis says, "It's not that good, not as good as ours." The reason lies in the perspective of evaluation: the student audience wants to "listen" and the mainstream audience wants to "listen". It is, of course, "not so good" to measure "listening" programs by the standard of "listening". But a careful analysis of their audience composition shows that the audience of Beijing Music Station 12-25 years old accounts for 3 1.9%, and 26-45 years old accounts for 38.2%. The target group index of college education, professionals, enterprise managers and civil servants is higher than that of general stations. Such an audience structure is rare in radio stations. What is commendable is that they not only have a large number of student audiences, but also attract a large number of mature young and middle-aged audiences. Advertisers pay special attention to this audience. 2. Meet the program needs of "standard audience". The audience's demand for programs is, in the final analysis, the audience's demand for radio stations. What does the audience need to broadcast? I think the big aspects are information and music. Broadcasting belongs to "companion media". Although its traditional function-spreading news and information-has been impacted by other media, it still has a certain market. Many older listeners still think that radio is an important source of information. From this point of view, the most important thing for a "standard listener" is the accompaniment of the program-he can provide appropriate music and information services in his spare time or after work. The "companion" demand of this kind of program requires that the broadcast should take the audience as the main body, and arrange and develop "suitable programs" according to the audience's life rhythm, psychological needs and behavioral characteristics. 3. The length of the program should be suitable for the audience's listening time. The "length of time" for listeners to listen to radio programs is often ignored. When you open the program schedules of various stations, you can see that the standard duration of many programs is one hour. Compared with the traditional radio program setting, the current program is like white wine soaked in water, which is not pure and concise. There is nothing we can do about it. The conclusion that "the radio audience is decreasing day by day" should more or less arouse our deep thinking: what went wrong? The crux of the problem is that the actual length of time that listeners listen to radio programs is wrong with the standard length of our programs. According to the survey data of CCTV survey and consultation center and the new generation market monitoring organization, among the radio listeners, 24.56% spend about 1 hour listening to the radio every day, 23.84% spend about 30 minutes listening to the radio, and 13.88% spend about 20 minutes listening to the radio program. 33.7% listened for 30-60 minutes, 2 1.7% listened for1.5 hours, 16. 1% listened for 2 1-30 minutes. In a word, listeners spend less and less time listening to radio programs, while students and young people are the ones who listen to the programs for the longest time. From this point of view, it can also be seen that compressing the program duration, enriching the program content and providing more choices for the audience as much as possible are also important means to attract and seize the "standard audience". Third, the development of the potential audience of radio music 1. In this information age, the "information deficiency group" that can develop into the mainstream audience begins to appear, and a group of people who are afraid that they will not get enough information and fall behind the times begin to appear. Japanese scholars call it "mental deficiency syndrome". They are willing to contact all kinds of media to get information. However, because most of these people are in the mainstream of society, they have little leisure except a lot of work and a little rest time 24 hours a day. They require intelligent working hours, that is, receiving information while working in a relatively closed environment. Among many media, only radio can meet their requirements. The development and research of this audience group will help to improve the cultural taste and income-generating ability of broadcasting, and contribute to the perfect integration of broadcasting music and news information. Let the audience get leisure at work and get useful information in leisure. This kind of broadcasting will undoubtedly be the best for the "people with mental retardation syndrome" who often blur the boundaries between working hours and leisure time. 2. The two specific listening groups, "drivers" and "sleepless", which can be developed as specific audience groups, are also the goals that broadcasting should actively strive for. With the improvement of living standards, the number of urban cars has increased rapidly. Needless to say, there are 70,000 taxis in Shandong, and the total number of social vehicles reaches1200,000. This group of drivers are all potential listeners of radio music. If the program content designed and provided for them can meet their needs, this market will expand with the development of society and the increase of cars. There are also "sleepless people" in the middle of the night, mainly including two kinds of people: middle-aged and elderly people who can't sleep, and young people who can't sleep or don't want to sleep. They are all late-night listeners. "When the TV station has come to an end and the TV ratings tend to be' 0' index, broadcasting shows its magic at this time, and communicates with a large number of listeners in space (you know, even if the listening rate is 1 at this time, there are still nearly 20,000 people listening, and this is an active listener who is consciously listening! Developing programs with music as the main content can meet the demands of "closed modern people" for releasing pressure and alleviating loneliness, and also attract a group of white-collar listeners with high cultural level.