China's Educational Television Development Model

The topic of this thesis is originated from the author's long time experience. The author has witnessed the preparation, establishment and development of Shanghai Education TV Station. Nowadays, it has become a leading unit among domestic education TV stations.During longtime work of interviewing, editing and producing, we went through puzzle, hesitation by means of tremendous perseverance, and made much achievement.Despite short history in China, ETV station has gone through a memorial period of growth, however, there is still no systematic research on it so far. Thus, this thesis is attempting to trace back to its history, to comment on the achievement and loss, and as well learn from the successful lessons from the same type of TV station from both home and abroad, in order to explore a sustainable route of development for ETV station in China.It exactly exists many unfavorable aspects in current situation of ETV station, for example, program contract transfer, completely profit-orientation and etc.Of course, the lack of fund is a big problem. Inadequate capital led to the decrease of program quality, then hard to attract commercial. The difficulty in raising fund makes it even harder to produce quality program.The thesis is trying to analyze the reason of the phenomenon subjectively and objectively, and further propose that the survival of ETV in the fierce TV market competition depends on its core competitiveness. And the effective measure to quickly improve the core competitiveness is to merge channels, which will facilitate reasonable allocation of TV resources to refine TV programs, to develop ETV brand, to satisfy target audience's demand for multi-culture and the exchange of education information by "characterized program" and "featured service". Meanwhile, TV station will enhance itsvibrancy and cohesion to move to a new phase of development, and based on which to obtain larger space for development.The core competitiveness of ETV is the key to survival and development. It can be reflected in featured program and producing method, in well-developed program marketing, in high quality education information service system as well as in famous ETV brand, host and top program design.No doubt, the realization of all above is based on the innovation and merger of the present ETV's social resource, market resource, program resource, and management mechanism such as profit-making module, evaluation method and etc.The most critical is the capability of supplying popular ETV program and education information service more efficiently than other TV station. Therefore, ETV station should center on ETV program, making deep exploration on TV's educational function, and merge ETV's business operation to strengthen competitiveness in ETV market and even the whole TV market.At last, with the research on plenty of literature and comparison study on similar TV stations from both home and abroad, we made systematical research of Chinese ETV stations' development, covering ETV stations' style, target, audience, brand, marketing, directing and polishing, as the reference for ETV stations' merger and development in our country.In conclusion, ETV stations' merger and development will not only refresh the form and content of broadcasting but also enlighten the reform in ETV market and industrial structure, as well as the revolution of management concept. All these are of great importance to the survival of ETV station, because the reform and industrialization must be incubated in the environment of innovative system and suitable policy. As long as in such sound environment can ETV professionals have a full...