Researching A Management Road Of Children Channel

The article is the research about the children channel management. In recent years, children channel in every city is required to be on according to the Boradcasting Bureau. However, the children channel has experienced a lot of difficulties which other channels have never had before since opened. As is known to all, advertisement is the major source of income for domestic television stations. But it is confronted with many difficulties on the advertisement management. For one, there are not enough big brands for all kinds of utilities for children, and many companies do not do marketing via media. Second, children are the subject to the children channel, but the persons who can make the decisions are their parents. In addition, being public is a charater of the children channel, and there are many restrictions of advertisement input. Hence, the advertisement income will also be influenced. At last, audience rating is still the major target of the implimentation of advertisements. However, the performance is not so good due to the limitation of the subject to the children channel. Therefore, certain problem will emerge in the advertisement management.According to these problems, the author summarizes and analyzes the main problems that the children channel is facing, based on the survey of each local children channel and the knowledge of channel management and advertising, and also attempts to put forward the way to feasibly contribute to the development and management. In conclusion, the train of thoughts of the paper goes from the hypothesis, demonstration to conclusion.The author hopes that the paper can make certain contribution to the overall research of domestic children channel management. And the author also hopes that the strategy and mode of the channel management proposed can enrich its related theory, as well as that the strategy put forward can be instructive to the practice of the children channel management.