Research About The Problems And Outlets Of China TV Channel Specialization

Channel specialization is known as the second innovation of China TV industry. Along with the expedite TV industrialization and the severe market competition, Channel specialization becomes more and more important. What is called Channel specialization? In fact, it is to fractionize the audiences contrapuntally. Under existing condition of the channel resources, it locates and compartmentalizes the content, and let the programs of one channel concentrate on the needs of certain field audiences. That is to say, channel specialization is a carding and arrangement of the content the TV transmits, it put the programs with the similar content into the same channel, and forms the content uniqueness of this channel. Channel specialization is the necessity of the TV development, the demand to satisfy the progressive culture consumption of the audiences, and the reasonable choice for the TV to adapt the market competition.Early integrative TV stations always regard the whole audiences as their object, no matter the male, female, old or young, and in spite of their social stratum and culture tropism. Currently, some super TV medias are still adopting this strategy, while most of TV systems prefer grasping some audiences'special demand, and serve them intently. The precondition is that this series of programs must have considerable coverage. The social and economy benefit of a series of TV programs lie on two factors, coverage area and audience rating. Because the audience proportion is small after the fractionization, thus the channel must have reasonable coverage to exert its influence fully, to have more advertisement income, to ensure better program...