The Study Of Development Strategy On Financial Programme Of Civic TV Station

From 2001, financial TV programs are booming in China. Following teleplay and news, it becomes the uppermost type of TV program. But there are many obstacles on the way of its development: the low level of production, the localization of TV broadcasting, the contradiction between financial TV program's given audience and TV's attribute of mass media, the single profitable mode and severe homogeneity among themselves. All these make TV financial programs have to show a new face on the screen of city TV station.The article analyzes civic financial TV programs from many aspects such as content, audience, way of broadcasting, broadcaster and broadcasting effect. This article takes New Biz (DLTV) as an example, analyzes its staff, management mode, producing procedure and audience, then comes some conclusion which is beneficial to the development of financial TV programs. Also the article cites the experience of Economic Foreland of Qingdao TV station, Fortune Opinion of Shenzhen TV station and CBN of Shanghai TV station as reference, and gives some practical and theoretical advice on innovation and development of both New Biz and its "brothers" in China's city TV stations.For financial program, there is a contradiction between its professional content and its TV attribute---mass media. The author's analysis shows the survival way of civic financial TV programs: first, its content must be accepted by the masses; second, its management mode must be a marketable one. On this base, try to develop some ramification in order to gain some more revenue. Furthermore, to make itself develop continuably, financial TV program also needs to innovate in its content, anchor's choice, marketing management and so on.