On The Specialization Of Chinese Provincial Satellite Television Channels

With the development of Chinese economy and relevant technology, more and more television channels are operating in China, which makes the competition in the television industry even fiercer. On the other hand, Chinese audiences are becoming more educated, and the great variety of their watching preference has also been observed. The specialization of television channel has been proposed as a solution to reform the television industry. This paper researches some provincial satellite television channels and discusses the concept and its application from the perspective of those provincial satellite TV channels. There are four chapters in this paper.Chapter I examines the concept of the specialization of TV channel. This chapter also identifies some supporting evidence for this concept's application in provincial satellite TV channel, theoretically and practically. This proves that the concept's application is necessary for the provincial satellite TV channels to enhance their performance to encounter the intensive competition in this industry. This chapter also provides some clues on practicability of its application in provincial satellite TV channels. The uses and gratifications theory in communication, market segmentation theory in economics and the experience drawn from the successful practice of overseas specialized TV channels offer the supporting evidence to specialize Chinese provincial satellite TV channels.Chapter II researches the application of channel specialization in some Chinese provincial satellite TV channels. Two cases have been chosen here: Travel Satellite TV in Hainan has been used to analyze the feasibility of "1+X" channel mode (news + professional programs); Hunan Satellite TV was analyzed to prove the irrationality of the " 2+X " channel mode (news + teleplay + characteristic programs).