Study On The Strategies Of Localization In Television Broadcasting

Today the global overcast of television is a worldwide phenomenon. Meanwhile the "localization" of television broadcast is still the kernel of the life force and rivalrous ability of the television media. In virtue of technology and accumulation of capital, television expands its area of overcast to wider abroad markets. After that, many multinational television institutions have met with some important problems, such as how to get effective area of television channels' take-over, and how to make a profit on oversea markets' management. It is proved by practice that the global overcast and take-over of television broadcast is based on its localization in oversea markets. Modern multinational television corporations have already abandoned a simple broadcasting behavior, which a certain corporation tried to copy what has been broadcasted in one region market to others.There is a large population in China. Recent years China's rapid development in society, economy and culture has been focused attention upon by the whole world. Certainly every media group will not miss this market where developmental potential is great. When many abroad television corporations get into inner China's market in turn, there has been an incandesced competitive state in hinterland television market since many satellite TV station appeared in every province. Relying on the regional advantage and local culture, television medium in inner China base themselves upon local market and contest audience and advertisers by way of localization of television broadcast. Overseas come into China market with rich capital strength and abundant experience of operation of localization strategies. No doubt they would expect to gain profit as much as possible in Chinese market.This thesis begins with the survival environment of television media and then expatiates on the sense and methods of practicing strategies of "Localization", integrating with some cases which multinational television groups practiced localization. After that this thesis finds out some obstacles during the process of practice of localization. At the end of the thesis I bring forward a few suggestions to break through those obstacles. I do expect that there would be systemic analysis on the strategies of localization and external, rational cognition in my thesis. At the same time I also hope this thesis could be a special "mirror" to Chinese mass media, which has not go abroad when they would exploit in overseas markets in the future.