Strategy Of China’s Local English Television Development Based On Media Ecology

As a media of external publicity and an exhibition window, English media is an essential part of the communication with foreign countries. Regarding the case of China, the central English television media has been taking the dominant role; while local regions have been in low pace in developing local English television media.In the long run, with the globalization and the more participation of China in the world stage, the emerging and growth of local English television media is a clear trend of the media development in China.However, the survival mode of the local English television media is inadequate, and there exist many problems and challenges. Besides, it is not seriously taken into account by academic researchers. Therefore, it is extremely urgent and necessary for researchers to study the survival mode and development necessities of local English television media from an appropriate perspective.This thesis begins with the examination of the current living environment of local English television media and the clarification of the basic concept. Secondly, the methodologies on media ecology are employed to investigate its related systems, the current policy environment, advertising resources and the condition of the industry and audience from macroscopic, mesoscopic and microscopic perspectives. With the detailed review of existing literature and the collected information from the site visits and talks with practitioners, this thesis conducts a case study of the International Channel Shanghai (ICS) and summarizes the current challenges and the causes in terms of communication effect. Subsequently, customized developing strategies are proposed for ICS to win the competition in the market. Finally, based on the experience and lessons from ICS, this thesis provides constructive comments and suggestions for other local English television media.