Research On Communication Of Mainland Television In Hong Kong

Nowadays, external communication has been expanding increasingly, but we have no way to observe the communication effect. As a result, we can not make out suggestions. From the perspective of communication and with the literature review, questionnaire, deep interview and comparatively analysis, this study aims at analyzing on the communication of mainland TV, content, channel, audience and effect in Hong Kong. The author attempts to find out the discrepancies between disseminator and audience, and puts forward some countermeasure to the problems, in order to provide reference for Chinese external communication.On the whole, this study shows that it is still on the first development period for mainland TV in Hong Kong. Mainland TV has not acquired enough cognitive and dignity, therefore, the communication effect is not evident. After investigating the audience, due to interesting subjects and good quality, mainland TV programs attract few audiences. Adopting "Uses and Gratifications" approach, the author analyzes the needs and gratifications of audience with amusement, culture value of motherland, multi-cultural and information, in order to understand the reasons of their motives for watching mainland TV. With comparison among TV from overseas, based on discrepancies between the disseminator and the audience, the author analyzes the strength and weakness of mainland TV in Hong Kong, and makes use of concept innovations, channel innovations and industry innovations to cope with the problems and suggests appropriate ways to further improvement on external communication of mainland TV in Hong Kong.