| Phoenix Satellite TV launched to the audience in April of 1996. It relies on the mainland, and bases in Hong Kong. It starts from a single channel, and after thirteen years, it has grown to a media group with multi-channels and multi-media.Mr. Liu Changle, the pathfinder and top leader of Phoenix TV, plays an important role in Phoenix TV's success. He forms his own media concepts to a unique model in the course of Phoenix TV's continuous exploration of practice. The model is suitable for Phoenix's development.And how to change "ideological concepts" into practical applications during the dissemination process? Under the guidance of Liu Changle's media concepts, what effects has Phoenix TV made? Facing the comprehensive reform of CCTV's news channel and the environment change of Chinese mainland news, what are the challenges of Phoenix TV? All these are the focus of this paper.In this paper, documentation researching method and in-depth interviews method are put into use. I specially went to Phoenix Satellite TV's headquarters in Hong Kong at my own expence, and interviewed a dozen or more central figures of Phoenix TV. I received many valuable primary sources.Firstly, I wrote Liu Changle's personal experience and Phoenix TV's background, giving a more in-depth study of his media concepts' formation.Secondly, with the help of Harold Dwight Lasswell's 5W mode, I tried to look into the actual operation condition of Liu changle's media concepts in Phoenix TV. After this, I tested its practical effects.Finally,as research findings, I talked about the challenges faced by the Phoenix TV and its future opportunity, trying to give a complete panorama of the practice of Liu Changle's media concepts and its future development. |
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