Research Concerning The Reform Of Recreation And Sports Channel Of Dalian TV Station

In The late 1990's, along with the reform of our country to the depth development and the economic system transformation, as well as the market being more perfect, the multiplex tendency of market development is obvious day by day;The subdivided audiences start to appear, in addition, the medium itself develop quickly;information communication technology make great progress, the channel specialization has become the major tendency of Chinese television.The television specialized channel show that the mass media already changed from the broadcast to narrowly broadcast, from the passing on center to the receiver center. At the same time, the audiences have changed from the mass to the mass-decentralization;audience's main status strengthens day by day. There appeared a lot of specialized channels by name from the central station to the province and city stations. Under the multi-channels media environment, new problems arose such as the over-establishment of channels, duplication of programs with similar forms, lack of program resources, and the decrease in the quality of these programs and so on which all become a stern question which in the channel specialization process can not but face.Taking the two reforms of The Recreation and Sports Channel of Dalian TV Station as an example for review, which show it three stages experiencing in the specialized construction process, namely from the early popular specialized channel to take the football as the core audiences' football channel to mass-decentralization specialized channel which concentrate on recreation and sports. Besides, I use the communication and marketing related theory explains the reform of Dalian television station in the specialized process, and point out the reasons. A short of human, wealth, strength and the simple profit model and the administrative mechanism are all the obstacles which affect the development of the specialized channel. Aimed at problems and reasons, the thesis integrates all the academic improvement and consummation and wishes to provide value experiences to the reforms of Dalian TV station and other city TV stations.