| Chinese composite channels stay in the age of mass-decentralized communication, and they faced a lot of challenges especially from professional channels. There are more than 2000 TV stations and 3000 channels in China However, most of them did not produce satisfied programs to the audience and high efficiency in economy. So more and more scholars focus on professional channels and they believe it is the tendency of developing professional channels. But can the latter really give a lot of big surprises to the audience? According to the research of some professional channels' programming, it may draw a conclusion that composite channels still have intangible advantages and they can develop very well depending on the accurate strategy. But how composite channels develop and how can they take excellent experience from other channels into account? How to maintain a good relation with professional channels? The thesis discusses above issue from several aspects. Firstly, the definition and character of mass-decentralized communication and the reflection of composite channels ' development by charts and figures; Secondly, the reasons why composite channels are still a main part of media market, outlining the causes from three hands: the character of Chinese audience, the present situation of Chinese channels, mainly in the ability of producing programs and the models of some foreign channels excelling in producing marketing and so on; Thirdly, the strategy of composite channels ' development, including the choice of programs, the arrangement of channel structure and the marketing strategy offamous-brand in the composite channels. |
