Chinese Television Entertainment Program Mass-decentralization Dissemination Strategy Research

"Demassify"is suggested that by American futurist Tuofule most early, afterwards widely discussed in the European and American. Mass-decentralization theory emerged in recent years in our country, not only because it comes from overseas theory fashion, moreover because the Chinese media was facing the demassify development reality.Political system, economic system and economic development level decides intermediary pattern, economical development is the basic push strength. From 1980's , with change from the market economy to the plan economy, society and economy splits up unceasingly, has caused the social structure heterogeneity, derives different social stratums,the social groups, organizations and the communities. From this, the consumer hives off more and more obviously, different degrees of audience increases,the program presents numerous and diverse,. Since the 90's, along with the new dissemination technology widespread application and the medium competition, the mass media dissemination more and more presents demassify tendency. In order to satisfy the demand of television viewer, the television dissemination has implemented the demassify strategy, while the television entertainment program mass-decentralization is the subdivides of the television dissemination mass-decentralization.Part one of the paper has introduced the Chinese medium mass-decentralization dissemination, thus has drawn out the Chinese television entertainment program mass-decentralization dissemination development; Part two through the audiences' demand and difficult position of entertainment program to explained the necessity of mass-decentralization dissemination strategy; Part three pointed out the problem of mass-decentralization by analyzed programs; Part four proposed the mass-decentralization dissemination strategy of Chinese television entertainment programs, including locating audiences, the content and style of program accurately, Strengthening brand strategy, enhancing the cognition ability of director, paying attention to humanities concern, understanding the relation of "mass" and " demassify " correctly; Conformitying marketing strategy and conformitying dissemination channel. These strategies could be helpful to our country television entertainment program's development.