On The Strategy Of Regional Growth Of Urban TV Stations

Since the central government of China carries out the policy of"setting up TV stations in the country, province, city and county"in the beginning of 1980s, China TV industry develops rapidly, especially urban TV stations, which have been an important pillar in the China TV industry. Urban TV stations have played great roles in linking up various information, transmitting government's spirit, carrying on the supervision of public work, recording city changes, enriching citizen life. What's more, it has direct impact on Chinese citizen's spiritual and cultural life. However, along with the emergence of a series of national Broadcasting-TV policies,"duality"and the pressure from TV media at home and abroad, urban TV stations have been struggling for survival painfully. Therefore, how to survive and develop under the fierce competition circumstance seems to be an important topic for the media practice and research.On the basis of the sufficient collection of corresponding materials, data and qualitative and quantitative study, this paper aims to discuss on what specific strategy to be adopted with case study, so as to change the present situation. Meanwhile, it attempts to argue the regionalized strategy as urban TV stations newly-developed strategy. The main work is as follows:Firstly, it analyzes the historical origin of current problems through the survey of urban TV stations'development course and present situation.Secondly, it analyzes all factors which influence urban TV stations'development strategy, namely advantages, disadvantages and opportunities.Thirdly, it studies the successful examples in urban TV stations' management strategy through a theoretical survey. Furthermore, it reconsiders and supplements the current problems and the orientation of academic research. Finally, it claims that the regionalized media can help urban TV stations struggle effectively under the fierce competition.The paper has two main innovation spots:On the one hand, the paper develops its own style. It discusses urban TV stations'development from the perspective of strategy, abandoning the traditional perspective of the management and operation.On the other hand, regionalization is regarded as a counter-crisis solution for urban TV stations in new media environment.Strategy of regional TV media is a kind of economic consideration for urban TV stations themselves. It breaks through the limitations of existing systems and reflects the concept reform of urban TV stations. It will certainly become a new competitive spotlight of urban TV stations.