Media Commercialization Through The Vision Of Political Economy Of Communication

On January 1st, 1997, Hunan satellite TV transmitted programs officially through the AsianΙΙsatellite.Later, the entertainment program which leads the provincial satellite's entertainments'first way"Happy Camping"enters every family. It blows the joyful tornado and attracts audience ratings. Thus, HuNan satellite TV gains the title of"China's first entertainment channel", HuNan TV ren are called"Television Xiang army". But it was no long time that HuNan satellite TV fell into a serious loss.Since the steppes onto the commercialization path in 2003, HuNan satellite TV enters a golden age with channel operation and high-speed brand development, and it obtains a great success.In order to study the benefit and the influence that the media commercialization brings to the mass media, this paper takes the political economy of communication as the study direction and the commercialization of HuNan satellite TV is its study object, it studies this object with the audience orientation and brand image theories. Also, through the concrete data analysis of the audiences attention and the program coverage, it draws a conclusion that for mass media, media commercialization is the right way for it to get out of the difficulties. On its basis, the author analyze the problem which appears in the process of commercialization and propose some suggestions.