Study On Children's Television Media Development Strategy

In recent years, children' s television is developing fast, specialized channels for children have been opened all over the country. In addition, three Cartoon channels have been approved by SARFT (the State Administration of Radio Film and Television).Channel is the primary method to operate the children programs. As a relatively independent organization, channel has its own objectives, resources and business model. Channel is a complex system with the perfect structure.This paper is mainly study on children channels in china. In accordance with the history and current state, the conclusion which can explain the fundamental characteristics and law of development of children TV shall be drawn by using SWOT, the method could tell us the strength, the weakness , the opportunity and the threat to find the strategy position and significance of Children TV. On the basis of this, the 'overall expansion strategy' is put forward. This paper highlights the program strategy, market strategy, diversification strategy, brand strategy and international strategies. Finally, compare with the case of Oriental Children Channel, the strategy of the children television lay out again.This paper includes the following innovations:SWOT analysis applied to our children' s television development strategy.A macro-level study on children' s television development strategyThe case from the writer' s firm, Shanghai Oriental Children TV belonging to Shanghai Media Group had been studied in this paper.