Case Study On The Content Innovation Of The City Channel

After all, the media industry is content industry. Then only by promoting unceasingly suitable content product for the needs of the market and community, it can be able to participate in the market competition. The richness of Chinese TV channel resources to the world is rare, which has simultaneously created the media market competition fierce and even harsh. Provincial non-satellite television channel is one kind in multitudinous television channels. One of its greatest specialties is that it can neither affecting the whole country or leading the medias in local place. Thus each provincial non-satellite TV channels have to seek a breakthrough development .In view of this, the literature research, interviews, content analysis and case studies etc are used in this paper. Taking the city youth television channel of Shaanxi province as an example, standing in the multi- media integration trend in conjunction with other city channels practice, using communications, journalism, economics and sociology theories to support the contention, in terms of analyzing the city channel content innovation plight of the reality, we try to find the direction and way of the city channel content innovation.This research breaks through the traditional methods which always focus on one single program form, but pay attention to the overall structure of a channel.First of all, the object of this study ,city channel ,is defined.Secondly, take the city youth television channel of Shaanxi province, the city channel of Jiangsu province and Qilu channel of Shandong province, has analyzed the contents structure of the city channel. Based on it, we hope to find out not only its core——civil news and civil entertainment program, but also an effective combination of these two elements——innovative forms of seamless edition.Thirdly, discuss the innovation way of civil news and civil entertainment program in conjunction with communications, sociology, and other related theories. Combined with the background of the changes in city audience we hope to analyze the city youth population——middle class in order to discuss the content innovation direction of the city channel.At last, return to the media itself and discuss how the content innovation of the city channel responds to the media integration trend.