The study uses media system dependency theory to portray the media system of the sales promoting talk radio. To explore the structural media system relationships, the methods of participatory observation and in-depth interviews were applied. Major structures in the system include the radio station, the program producing company, the drugstore, and the pharmaceutical factory. It was found that drugstores are comparatively more dependent on the radio station and program producing company for promoting commodity(mostly Chinese medicine), while radio stations need the producing company to buy air times. Asymmetric power relationships were identified among structures. The relation between the radio station and the producing company is interdependent. The radio station has the channel resources, while the producing company owns the message resources. The two must work hand in hand to send the promoting message to the audience. All structures maintain a cooperative yet competing, even conflicting relationship to share resources in the system and to accomplish individual goals.