Music Channel Of CCTV

Based on the case of Music Channel, the first subdivided specialized channel of CCTV. this paper expatiates the necessity and feasibility of Music Channel establishment from aspects of audience's demand, elegant music and television media itself. However, the survival and development of Music Channel is not plain sailing, but has fallen into some predicaments. According to the current running state of Music Channel, this essay summarizes its present predicaments: the slight attention after its broadcasting; the block of the program broadcasting channel; the lack of profits; a small quantity of program shown for the first time; the absence of supporting brand program etc.. This paper analyses both the surface and deep factors from which the predicaments resulted. For the surface one. it refers to the small number of regular audiences, the system of television program division.etc. (external cause) and the fault of channel running (internal cause). For the deep one. it refers to the pattern of advertising profit and the misplacement of subdivided specialized channel. This thesis probes into the present feasible countermeasure from aspects of rating channel, audience's status, professional advertisement.etc. striving to alleviate the current embarrassment of the Music Channel. At the end of this paper, based on the case of CCTV Music Channel, it summarizes the universal problems of subdivided specialized channel in our country and the primary conditions for its survival and development, so as to enlighten the subdivided specialized channels of this type in our country to some extent. The conclusion predicts the direction of progress in television channel specialization, points out the position of subdivided specialized channel and the progressive development course that channel subdivision needs to go through in our country.