Tv Programs Orientation And Development Strategy On The Challenge Of Network Video

Although the networked society brings about the challenges of network television, traditional television media still has its own exclusive audience. It is sharing the market of target audience with the network television in a situation of both intersection and independence.In order to compete with the web TV better, appealing to the demands and the different personal factors which contribute to that are required in the field of traditional TV media. Specifically, through a survey we found the people who have strong demand for living room culture and traditional TV media are often with high independence, outgoing personalities, the habit to turn on the TV once arrive at home and an older age. On the contrary, a dependent, introversive, younger people and someone in a low mood will have an inclination for more cultural needs in the study and the choice of the network television.In the fields of reception quality and technology, the television media are defeated in both quantity and quality of program content. In this regard, the traditional TV should avoid direct functional and technological collision with web TV and base its program on the audiences'needs to increase the possibilities of competing with new media. Therefore, television media should make appropriate adjustments to the program content, such as filling most of the program with entertainment and popular, normal, common program, offering more events with attracting aspects and exciting topics, providing more service programs which are close to the audiences'life and can reflect their opinions better to make up the deficiency of the current program.Through the analysis and interpretation for audiences'demands and the right program a TV media should has we can imply from the conclusion a set of strategy based on the audiences'needs and the consolidation and expansion of the target market. This include further strengthening the service function and audience awareness, pinpointing their target audience and program style while appropriately establishing the professional channel and unique program in the condition of the satisfaction of current audience. Also, strengthening the in-time property and interact quality, it need to have a concise and clear brand appeal and position, which can directly dock with context of customers'needs, and closing the cooperation between television and internet for realizing the complementary advantages, are wise method to offer valuable suggestions for the future reference of the development of television media.