A Case Study Of Changsha Woman TV Channel

When the wave of television reforms which aims at audiencesubdivision and TV channel specialization encountered the flourishingfeminism, the specialized Women's TV Channel began to emerge. Firstof all, it contains all the basic characteristics as other mass media such asfixed agency establishment and staff existence, produces specificideology texts, meets their specific audiences' needs and transacts withadvertisers who interested in them. Secondly, it must meets the Genderneeds of feminism in the same time, such as improves "the image ofwomen on media", establishes the discourse power of women,disseminates women's subjective demands and so on. However, this kindof Women TV Channel exists only in ideal state. The reality is a largenumber of Women TV Channels are emerging constantly like bambooshoots rapidly grown up after the spring rain, but there is still a huge gapwith the ideal state once considering the survival strategy, operationmethod, content production, staff settings and communication effects. Insuch circumstances, Changsha Women TV Channel known as China'sfirst "Women" named TV Channel which has some specific womancharacteristics gradually means great value to the researchers of "Womenand Communication".From the case research in "Changsha Women TV Channel", thispaper would specifically review the background of its birth anddevelopment, analyze its media structure, texts content and sale strategy.Then the author would discuss whether it is success or not through threestandards such as degree of specialization, reflection of Genderconsciousness and profit performance. The author also wants to providesome useful advices for the development of China's Women Media onthe basis of those above analysis. Specifically, this paper was divided into five parts for discussion.The first part was an introduction of the background of ChangShaWomen TV Channel's birth and development, and a brief review of thehistory of TV channel specialization and women TV media'sdevelopment as well. The end of this part was three standards whichwere used to discuss whether Women TV Channel is success or not, suchas degree of specialization, reflection of Gender consciousness and profitperformance.Part two was an analysis to the media structure of Changsha WomenTV Channel, including its organization structure and staff constitution.Part three was an analysis to the content of Changsha Women TVChannel, which was a texts analysis through certain cases to show ushow its "women characteristics" to be reflected.Part four was an analysis especially on the sale strategy of ChangshaWomen TV Channel, including its event marketing and advertisementconstitution.Part five Was based on all the analysis above. In this part, the authorprovided his own ideas about the current predicament and the way outfor China's Women TV Channel.