Research On The Problems Of Peoples' Livelihood News Of City TV Station

From 2002, some TV stations of Chinese cities began to create their own news programs of people's livelihood. And with these high viewership rate programs, the regional TV stations try to improve their competing ability. The news of people's livelihood begins to be the trend of nowadays programming and the effort instrumentality to face CCTV and provincial TVs'fury competing under the media industry reform.The news of people's livelihood of the cities stations develop fast and created high viewership rate in these years, but also, the media market now is saturated. So, there are some problems in the news of people's livelihood of city TV stations.1.In the same region, the news resource is limited, and under the same news value judgment and face to the same audience, the news of people's livelihood is homogeneity. 2.In the media competition, low-cost programming is a principle, so, they use lots of common and trivial news. But this is a challenge to the authority and prestige. 3. Consensus supervise is a function of these kind of news, but for improve viewership rate, our news become to act a role like government, but not themselves.Behind those problems, the real reason is the reform of TV industry in our country. News of people's livelihood of city TV stations is the pioneer of this reform, and become the brand of each station. But somehow, these programs also have lots of limitations. 1.Comparing with CCTV and provincial stations,the city stations bear more responsibilities but have less policy favorites. 2. City TV stations can not share the income and benefit from high level stations, but have more tasks to report. Under this environment and as the main program, the news of people's livelihood certainly bears more inequity. The news of people's livelihood has a tight relationship with the city TV station. It takes more income, enlarge the station's infection and optimize the report environment. But it is indigenous, close and commutative. And with these advantages, the news of people's livelihood still has a large market.In the TV market nowadays, competition of regional news of people's livelihood has already shaped. Penman has a view that news of people's livelihood of city station want to win this competition, enlarge its advantage, it should construct, consolidate and inaugurate brand visualize with scientific and efficient operate policy.Aiming at the problems of same, common and trivial, I think they can be solved in these ways: 1. Regional report can bring into play, and dialect can play an important role. 2.Individuation can make the programs avoid same report, so we can use SWOT analyse to orientate our brand. 3. Use CI system to establish brand identified system, and establish its own character. Extend brand resource include to set up subsidiary programs, engineer series news reports or hold some movements. Conformity of the news resource and media linking in the region.At last, we'll discuss the development of the news of people's livelihood in the future. Its development need theories to promote, and the concept of public journalism show us a way which it can follow. Comparing with the news of people's livelihood, the public journalism shows more respect to the civic. It can improve civics'ability to solve society problem and public affair. Also, public journalisms establish a flat roof which offer government, media and civic can communicate equally. Thought public journalism now still is a totem, it shows us an apocalypse and a new view of news value.The news of people's livelihood can not change the city TV station's bottom position of the Chinese media pyramid. But for the news of people's livelihood, the only way to develop itself is establishing brand and improving ability of competing, in order to change the city TV station effect in the audience and market. Also, in the reform of the channel, the news of people's livelihood should explore the rule of the market and assort with the advertisement.The news of people's livelihood of city TV station will be the focus in a long time. Facing the illogicality between the social benefit and economic benefit, the news of people's livelihood should use the advantage of two sides, and combine them, in order to get the two benefits and win the competition in this brand's time.