The Current Media Ecology Of Shanghai District TV Station

The district television stations which are placed at the bottom of the Chinese television industry, are facing competitive pressures from not only CCTV, province and city television stations, but new media such as Internet and mobile. However, it is undoubted that district television stations have played great roles in spreading government policies,enriching local people's daily life, communicating business information and enlivening culture markets. Taking these reasons into consideration, it becomes quite necessary to reconsider how to develop television stations of the district level which has been small and weak.Just like other local country television stations with clear regional division, local district television stations in Shanghai are also surrounded by problems of resources wasting,confused competitions, poor programs as well as low audience rating. This kind of situation is totally unmatched with the theme of 2010 Shanghai Expo, "Better city, Better life" and the special political and economic situation of Shanghai. In that case, how to make the Shanghai district television stations outstanding and increase their audience rate and influence have caught attention of both government and academic circles.In August 2009, the author started an investigation on the audience rate of Pudong TV which lasted for 2 months. After steps of on-site observation, questionnaire and focus group, the author got a comprehensive understanding to Pudong TV. In the thesis, the author firstly gives a detailed analysis to the media ecology of the whole Shanghai district TV system including its political, industrial and audience environments. Then, the SWOT method is used to analyse the advantages, disadvantages, opportunities and challenges of Pudong TV.Later, the author proposes solutions in creating brand programs, improving the quality of the editorial team, transforming operating model, carrying out cross-media cooperations, etc. It is hoped that these suggestions could also be conducive to the development of district TV stations in other metropolises in China.