Research Of Chinese Television Channel Specialization

Media Channel Specialization is a specialized channel operation process, based on market segmentation theory. In this process,media organizations divide media with the unit of channels, disseminate information resources of particular fields in each channel.The trend of channel specialization in China has started since 1995,and it has developed for nearly 15 years until now. The development has a significant importance to China's media industrialization and branding.In this article, we divide China's channel specialization process into three stages:program specialization, column specialization and channel specialization. The arise of channel specialization is an inevitable outcome of TV industry's development, and an ultimate choice with the combination of political, economy, culture and technology factors.First we give a brief introduction for the development background of channel specialization, points out the competitive status and challenges of media industry. With the dynamic game relationship among communicators, audiences and advertisers,we analysis and summarize three develop patterns of China's channel specialization:CCTV-8 pattern, First Financial Channel pattern and Modern Estate Channel pattern. Finally, we focus our discussions on the current problems of China's channel specialization and propose some feasible solutions.Currently, China's channel specialization is encountering a lot of obstacles.Based on the interviews and experience of related experts and researchers,we have dedicate analysis in the following six aspects:to improve uneven audience levels, divide markets into three parts based on audience, and strength the guidance and training; due to short of specialized experts, apply appointment system, deepen in-depth reforms; for the lack of good program content, fasten the separation of media manufacture and broadcasting, build up program deal market; to find more profit models, expand new kind of media; to change the simple and crude administrative mechanism, encourage the innovation mechanisms; facing the three dilemmas of media channels' living status, highlight three develop patterns.Besides,for bottlenecks of media coverage caused by Chinese administrative division, we give a proposal of "cross-region joint" with the persistence of content's quality and branding strategy.At the end of this article, we take the Female Channel of Changsha TV as a case study, in order to get some enlightenment for the development of our country's media channel specialization.