A Study On TV Season In China

"TV Season" is an innovative television channels operating methods, which originated from the United States. Based on the reality of our country, from both theory and practice,this paper illustrates the exploration and development of China's local "TV Season" , and makes made some comments about their development countermeasures.The article is divided into four parts, the first is on the concept "TV Season" and its the origin. In "TV Season", programs broadcast by "season", produced by "season" and made sales by"season". The "season" refers to the television programming & broadcasting season which is designed by broadcast groups according to television viewers'daily and viewing habits, and the ratings volatility, similar to the film's calendar. Also, the"season"means the unit concerning the production & broadcasting of television programs.Part II analyzes the necessity and significance of the introduction of Chinese"TV Season". The author holds that "TV Season" could cater to the audience's viewing habits, mold audience viewing expectation and consolidate the relationship between the programs and the audience. And the "TV Season" is expected to build quality programs, extend programs'life span, and create brand programs. At the same time it can reduce production costs and avoid business risks. China's television industry has stepped into the era with multi-channels and the competition of audience share, which is changing from broadcaster oriented to audient oriented. So there is the urgent need to learn from this mature television of operation.The third part analyzes the development process and the status quo of "TV Season" in China. The article holds that China's "TV Season" mainly scheduled basic on holidays or the golden week. The vertical thematic arrangement of the program expands from through time and space to though month and quarter or season. Meanwhile, the satellite television channels create large-scale live reality show programs, which are operated by "season" and broadcast by "season". That has made "TV Season" operation in the market gradually moving towards maturity. But on the whole, it is that much that the implementation of the "TV Season" is conducted in the real macro planning, scheduling and the entire channel programming, from the production model to production processes and production methods. The "special presentation season" and the "channel programming season " are the two models of the TV season in Chinese television. Since Chinese "TV Season" is still in the exploratory stage, there are many inadequacies. Most of channels just schedule programs by "season", rather than innovation, developing new programs, and the operation from the entire channel.In the fourth part, the author puts forward their own views on China's "TV Season" approaches. Firstly, the macroeconomic policy-making and the scientific and rational planning of "TV Season" are needed. Secondly, in the broadcast process, the establishment of large newsroom system, project method and the integration among programs should be implemented; Third, in the content and the structure of the programs, the audience should be taken as the core, market be oriented, and the schedule should be strengthened. Fourth, highlight marketing and make use of the incident (activities) marketing, integrated marketing, brand marketing, relationship marketing, experiential marketing, and other marketing strategies to improve sales level.