KJCKorea
Journal Central

With the advent of new media there is growing concern about the interactivitybetween program producers and radio users. This study is about the transnationalinteraction of “internet C-Radio <OuXiangBenSe>,” a competitive medium of a newmedia era. <OuXiangBenSe>, a program which realizes the interactivity betweenproducers and users being attempted domestically for the first time, is considered to bea program with great potential of growth in broadcasting industry. This study firstlyseeks to understand the background of the program production and the organization &direction of program planning through the in-depth interview with the producer. Secondly, I tried to analyze in what ways communications between producers and users are occurring and whether there is a difference in understanding the program betweenproducers and users, through the message boards such as YouKuTuDou(优酷土豆),LaiWang(来往), WeiBo(微博). The findings of this study show that the gap ofunderstanding between the two groups is beginning to narrow, thus the<OuXiangBenSe> establishing itself as an interactive medium, not as aculture-conveying medium under the name of “Radio” - an active communicativemedium between producers and users. Consequently, <OuXiangBenSe> is likely to havea lot of implications in that the program is a real example of interactivity in the futurebroadcasting industry of new media distributed transnationally beyond the limit of theairwaves.

New Media, Transnational, Interactivity, Internet Broadcasting, <OuXiangBenSe>