Market Competitive Power Study On China's TV Program

China's TV program market has grown up with the development of TV industry and the programs entered into the real market by the end of 1970s, when Shanghai TV station broadcasted the first commercial advertisement of China mainland. This broadcasting is a milestone for China TV industry and marked the entrance of TV program into free market. With the improvement of TV technology, the demand and production of TV program keeps increasing and a non-profit program exchange networks came into form, which proved to be the sprout of program market in the planned economy. Market economy dominating, China now has step into the early-development stage of TV program market. During this stage the concept of program marketing has been widely accepted and TV program corporations with notable size have emerged. These corporations keep expanding by adopting flexible marketing strategies. In accordance with this trend TV program market, advanced with an accelerated speed after 1995, as was represented by TV series market.TV program, as the main products of TV media, is the foundation for market competition. As the economic rules indicate, market success relies greatly on the competitive power of TV program, which accordingly provide dynamics for TV media. The research into TV program production and circulation is a necessary step for the study of its market competitive power. The decision of competition strategy and analysis of opponents are proved important by the competition rules from market economy and ensure advantages in competition. The ongoing TVsystem reformation has brought on agenda the separation of program production and broadcasting, which will mark a milestone of China TV program market. In this case, it is of great economic importance to research into the competitive power of China TV programs from the market perspective.