| In the national and county level television stations,the county level television media in the Pearl River Delta Region are taking the leading positions in the level of development and profit due to its priority in the regional economies,some of which even have transcended those TV media at a higher municipal level in terms of development strength presenting the vitality of "Small media,big market".However, along with the change of television policy environment,as well as the intensive competition in TV broadcasting market,this area's county level TV media also faces some development difficulties,such as the policy limit,the program content to be frail, single TV advertisement,new media challenge as well as integration efficiency in the process of media grouplization.This paper,from the angle of combination of theory and practice,taking the historical and strategic opportunities of Guangdong government implementing "the Outline of the Plan for the Reform and Development of the Pearl River Delta(2008-2020)", authorized and approved by the State Council and promoting the "integration of Guangdong,Hong Kong,Macao and the Pearl River Delta" strategy with all efforts presently,put forward the basic ideas and the measures on the basis of a serious study on the characteristics of county level TV media reform and development in the Pearl River Delta Region as well as the existing problems.It mainly includes:Referring to "the Special Economic Zone" model,to break through the policy limit of county level television by implementing "Special TV Media Zone in priority";to overcome the limitations of "Media Grouplization" with the consciousness of "Media Integration in the Pearl River Delta Region";to build county level TV brand programs with localization strategy;to overcome the unitarity and the vulnerability of the county level television advertisement with innovative advertising strategies;to promote county level television's superiority of competition by adjusting strategic position to new media,etc. |
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