The Analysis Of China's Television Competition State And Running Strategies Since 2003

The pattern of China's television media has changed profoundly since 2003. With the rising of provincial satellite channels and the frequent rearrangement of China Central Television (CCTV), the previous pattern "the monopoly of CCTV dominating the airwaves" in China's television circle has been gradually broken up. And the new pattern has gradually changed from the "rigid" administrative one "CCTV—provincial TV stations—local TV stations" to the market one "national channels—regional channels—local channels". China's television media is bringing its own practices in line with the market increasingly. In addition, media overseas is marching into China's television market vigorously . As a result of these, the whole China's television market has found itself in a tight corner and entering the times of share competition characterized by "the strong stronger, the weak knocked out",In the times of share competition, China's TV industry has entered the transformation period of industrial structure adjustment and reform and China's TV pattern is facing readjustment.This paper describes China's TV landscape since 2003 and clearly introduces the competition of running strategies adopted by TV channels at all levels ( including CCTV, provincial satellite channels and terrestrial channels ) by citing a great number of figures, facts and cases. It analyses the causes of the present landscape of China's TV competition. Based on the profound analysis, combining the "external environment" with the "internal environment", it puts forward the way out for TV channels at all levels.