Holiday TV Media Status And Development Strategy Research

There are two 7-days holidays including Spring and National Festivals, and five 3-days holidays including New Year's Day, Tomb-Sweeping Festival, Dragon Boat Festival, Labor Festival and Mid-Autumn Festival since the new Chinese holidays policy has been published in December, 2007. With the improvement of legal holiday policy, the life style of Chinese people has changed a lot. The holidays have become a huge resource for social culture and economy business. TV media which are closely related to the leisure, consume and culture of society, need to evolve to attract more audience in holidays. This is going to be a great challenge, and also a great chance for TV media to improve the influence of channels, expand brand awareness and development spaces, and also increase the advertising revenue.Facing the great challenge of proliferated numbers of audience and enormous information requirements, most Chinese TV media don't pay much attention. At the same time the odds and ends of theory research for holiday TV program is also far behind the practice reality.This paper bases on the current status of holiday TV programs, summarizes their development courses, analyzes the contents of TV programs, existed documents and does some cases studies. It focuses on the specific requirements of audience on holidays, analyzes with the basic theories of Communication, so called "Requirements and Satisfaction Theory" and "Audience Flow Theory". After the research for holiday TV media development strategies, this paper summarizes the types of holiday TV programs, points out the problems existed in current holiday TV development. Took western broadcast season as reference, a systematic point view for holiday TV research has been established. In the end this paper provides a possible and efficient solution for Chinese holiday TV development.