Author'S radio programs in the system of russian and chinese radio broadcasting

T he increasing role of mass media in the life of the modern people is caused by the demands of time and by their great social, cultural and political significance. Among all the media groups, radio has always been the most popular type of mass media because radio broadcasting cover the large part of a country’s territory.

Despite the fact that nowadays the radio broadcasting does not play such a role as it did 30– 40 years ago, it is still an essential component of the Russian and Chinese media system and largely determines the structure of the information space of these countries.

In China and Russia radio is the chief medium by which news, information, and entertainment are being communicated to both urban and rural audiences. Though the popularity of television in the- se countries is extremely high, both Chinese and Russian people are listening to radio quite willingly, which is primarily due to its availability.

Radio should be defined as an exclusively audio channel for transmitting information. If on television the sounds are in close connection with the visual aids, sounds (music, voice, noises) have been the basis of radio broadcasting [2]. So the author’s radio programs, the narrator of which selects music, information, and other materials, are very popular among the citizens [1, p. 77]. According to the definition of A. Sherel, the author’s program is a broadcast, the creator of which simultaneously works as its producer, director, literary and music editor, corrector [5]. The author’s radio broadcast the radio, due to the author’s emotional comments of the public and political events and the empathy to the heroes’ fates, leave a response in the hearts of radio listeners.

The radio station “Russian Radio” offers to listen the author’s programs “Closer to the body”, “Money on a barrel”, “Delicious life” created by Peter Chernyshov. There are such programs as “The Evening show of Alla Dovlatova”; an entertaining evening show “Everything for the best”, which is hosted by Yulia Baranovskaya and Maxim Privalov, Anna Semenovich's program “Demob Album” and others on the waves of this radio staion. The broadcasts going on “Radio of Russia” are Larisa Katysheva’s talk show “Tomorrow in the world”; Galim Vergasov and Alexander Sladkov’s talk show “Overcoat” dedicated to the Armed Forces of the Russian Federation, the author’s program of the actor, chairman of the Russian Theatre Union Aleksander Kalyagin “Echoes of the theater”; the radio version of the TV program “Dialogues about the animals” with Ivan Zatevakhin; the author’s program about the writers and their books “KultBrigada” by Vyacheslav Konovalov, etc.

Chinese radio network, in addition to the Central Radio Station in Beijing, is represented by more than 300 regional transmitting stations and two thousand rural broadcasting centers. These radio stations transmit broadcasts that the various groups of the citizens are interested in [4, p.108].

It should be noted that Chinese regional radio stations broadcast such a number of interesting author’s programs that the citizens of other provinces listen to them with pleasure. The topics of radio broadcasts are quite diverse, as well as their genre diversity. Chinese radio stations transmit artistic, publicistic, entertainment, scientific and informational programs in their air. The most radio broadcasts have a target audience. For example, the radio station “Countryside Radio” offers a large number of programs dedicated to agriculture (for example, the program “The Landed Estates”) to its listeners.

There are also universal programs, i.e. programs that are interesting for the whole Chinese nation. For example, one of the most popular regional radio broadcasts is the entertainment radio program “Funny Firecracker with two charges”. Listeners of all ages and social groups like music programs, such as “Modern Music” and “Musical Steering Wheel”. Chinese people listen to the radio shows in which famous doctors are taking part with interest. The invited guests talk about the most relevant and significant events in the medical sphere, about medicines and a healthy lifestyle. Listeners in turn can call the studio and ask their questions. One of such radio programs is the broadcast “Women’s Health”.

Some programs of Chinese radio broadcasting have been going on for many years. And they are still popular. Thus for 16 years the Zhengzhou radio station has been broadcasting the program called “Cola” for Breakfast”. This broadcast gives a variety of practical information about the situations on the city’s roads, about the weather, about the economic condition in the country. The target audience of this broadcast is business people [3, p. 102].

At the end of the twentieth century, the author’ s radio programs of Russia and China filled the Internet space. Nowadays there are 23 Internet radio broadcasting channels in Russia offering a large number of original programs to their listeners. For example. “The Russian radio” program “AutoToch-ka” which airs on the online radio station “JUICE”, is very popular. The target audience of this program is listeners who own cars or who are planning to purchase them. The narrator of the program Anna Tolstova describes the techniques of a car care vividly and figuratively. She talks about emergency situations and gives recommendations how to overcome difficulties concerning an auto (for example, how to dig out a car after a heavy snowfall). She advices which companies can sell good auto details.

In China the era of Internet radio began in April 2009, when China International Radio (“INETRADIO.CN”), opened on July 13, 2005, began preparations for online broadcasting throughout China. At present the Internet platform has expanded the transmission channels of radio broadcasting and attracted a new generation of radio audience, which now has the opportunity to listen to the author’s radio broadcasts in the World Wide Web.

The author’s radio program helps any journalist to reveal all his professional knowledge, abilities and skills. But the author's program is also a great opportunity to bring something new to the history of the radio station. Due to the successful author’s program, the rating of the radio station can grow significantly.