On Specialized Way To Survive Of The Science And Education Technology Of Zhejiang Channel

With more and more establishment of radio and television institutions and the popularity of cable television since 1990s, the television programs in China have become more and more prosperous. As a result, more and more professional television channels have come into being, and their social influence has gradually expanded, which have signified that the specialized television channels have become the trend of television programs' development. Zhejiang Education Science and Technology Channel (ZJESTC), as a provincial professional television channel, has been rated in the first place by its late night television programs among all the Zhejiang provincial programs for many years since its establishment in 2001, and has also won the Four Little Dragons name in Chinese provincial terrestrial channels. ZJESTC, oriented to education, science and technology, takes carrying forward education, science and technology as its career philosophy, whose audiences are mainly the young and white-collars. Meanwhile, based on many kinds of media such as television channels, magazines, newspapers and websites, the channel is a cross-media group, rather than a simple TV channel. Thus a successful specialized survival road, integrated TV production with operation and management, has been explored. First of all, the stable success of its late night programs lies in the good media-based environment, the appropriate channel positioning, the novel content, and the reasonable time schedule, the unique forms of presentation and audience-oriented operation, and multi-sources of channel programs. Secondly, the effective operational strategies have also helped ZJESTC to achieve great success and a series of honors. The strategies include new marketing ideas, the emphasis of people-based quantitative management, making use of assistant forces, the branding campaign and cross-media operation. All of those successful practices and experiences can give much enlightenment to other Chinese professional television channels. They can learn from ZJESTC.