From The "Read Newspapers Every Day" And "Ma Bin Read Newspapers" To Analyse The Similarities And Differences In Hong Kong And The Mainland Newspaper-reading-program On TV

"Read newspapers every day" in Phoenix Television and "Ma Bin read newspapers " in China Central Television are the most representative newspaper-reading-program on TV in Hong Kong and the Mainland. From the communication point of view, both are some samenesses and differences in the disseminator, audience, the media, content and effect in five areas. There are some samenesses at the conceptual level, such as the combination of reading and Comments model. Their differences focus on the technical level, such as the diversity in strategies for Editor and Broadcast. The common prosperity of newspaper-reading-program on TV in Hong Kong and the Mainland roots in the development of the society and the television media. The differences come from two different cultural backgrounds and media management system. Fundamentally, two programs existence internal consistency on the understanding of television communication rule, but there are significant differences in the applications. Although the methods are different in the practice, Both have favorable effect. we can see that the key is to grasp the rule of television communication. Accordingly, I suggest that we should build media brands and develop diversity competitions which are based on local land.