The Study On Position Of Provincial Educational TV Program

With the rapid development of the digitalization and correlative technology, TV channel resources are no longer scarce, the characteristic and specialization of TV content became the first choice, the professional development become the trend of Chinese television.The provincial educational television of China is professional media since from established, the earlier development is unpleasantness. Therefore, seizing the good time of national education system reform, following the professional development trend of TV media, working out its own programs positioning, forming the competitive advantage, and promoting its healthy and rapid development, are urgent tasks provincial educational television facing.This article pays the present development situation of provincial educational television station as a starting point, according to the economic and management science correlative theories, from elaborating the target point of the provincial educational television programs positioning, to achieving the target point as the basis, studied and discussed the present situation of program positioning, the existing problems and the reasons for these problems, and the corresponding strategies settling, and explained the media environment of innovation of provincial educational television programs positioning.This paper argues that the provincial educational television programs positioning should be to disseminate the scientific and cultural knowledge, transfer the educational information and advanced educational concepts as the goal point, to follow the "big education" principle, the principle of educational characteristics and innovation principles. At present, not only the development of provincial educational television should not be equated with the other television medias, and in the realization of the function of education has also been lacking. About the programs of provincial educational televisions, few educational programming sources, low quality, unobvious features, monotonous styles, few and lack of competitiveness in self-maked educational programs, and other issues. There are many reasons to led to these problems, the paper argue that there are three main reasons such as the constraints from the marginalization of administrative ownership, insufficient capital investment and lack of professional personnel.To address the issues of provincial educational television programs positioning and the causes leading to these, as the positioning theory for the paper's basis, proposed some strategics of innovation of provincial education television programs positioning. Includes audience strategy, content strategy, scheduling strategy, program extenting strategy and development of product of program diversificating strategies. Finally, the paper also analyzes the media environment of innovating of provincial educational television's programs positioning, thought that it is necessary to create the sound macro-environment such as fighting for support of government policies, but also strengthen the internal systems of management to create the good micro-environment.