Integrate Regional Cultural Resources: One Way To Enhance Provincial SAT-TVs' Competitiveness

After 20 years of development, Provincial SAT-TVs are growing into an important force in market of audience. Forever, enhancing the overall viewing share does not mean high competitiveness. While growing sense of competition, Provincial SAT-TVs have highly homogeneous contents. This obstructs the development of Provincial SAT-TVs. How to share high quality resources, how to operate and ultimately enhance competitiveness, this is one of the important issues to Provincial SAT-TVs in the current.This paper starts from the perspective of content resources, and discusses the value and operation of region cultural resources for Provincial SAT-TVs. I use the theories of media environment and media economics, the methods of theoretical explanations and case studies in this paper. I give full play to viewing the objectivity and empirical data, financial subjective reasoning and quantitative research as a whole, seek through scientific analysis and rational exposition, to provide a sustainable development perspective and the feasibility of ideas for Provincial SAT-TVs.This paper is divided into four parts. Media ecology is a theoretical guidance in the first part, we study the competitive environment of Provincial SAT-TVs and their own operating conditions as the background support for subsequent chapters. After three areas discussed, we can find the overall pessimistic condition, because of the environment of emerging video technology, media fragmentation and other factors, the total audience ratings go downward trend, and the value of viewing people will lost. In this competition, the great increase of the number of channels, content, upgrade competition phenomena have led to increased pressure on Provincial SAT-TVs' competition. The Provincial SAT-TVs have problems such as homogenization of the contents, the majority of TV channels without a clear competitive advantage, so they need unique resources to increase competitiveness.The second part discusses the meaning and value of regional cultural resources on the basis of the content and features. Because of its uniqueness, value and scalability, regional cultural resources not only become the content resources of Provincial SAT-TVs, but also conducive to the realization of competitive differentiation. If the regional cultural resources have national communicational condition, it is sufficient to enhance the competitiveness of Provincial SAT-TVs.The third part of the argument with specific examples analyze the current Provincial SAT-TVs'experience and disadvantage in the use of regional cultural resources. Part of the outstanding Provincial SAT-TVs have adopted the improvement of regional cultural resources and processing, increase the value itself, according to their characteristics, or to make the characteristics of traditional culture into a channel. Other TV reference resources can learn it within making good use of regional cultural resources. But there are also parts of the TV channels with low ratings. Analysis of problems in this chapter is a summary and remind of Provincial SAT-TVs.The fourth part is the focus of this paper. I want to specify that we should pay attention to issues and adopt strategies when using regional cultural resources. The viewing object of Provincial SAT-TVs is the national audience; it must extract common resources in the country and realize the spread of values across the region. If divorced from market demand, we can not achieve social and economic benefits double harvest, so we have to use market awareness to view and extract regional resources. Provincial SAT-TVs also need to pay attention to negative impacts of regional cultural resources, develop the good and discard the bad.On the subject of use of regional cultural resources in the Provincial SAT-TVs, previous researches pay attention to the meaning and value of regional resources. On this basis, this paper systematic summarizes the practice situation and focused on the problems and solutions during the operation. This is a longitudinal extension of the results of previous studies, even more I provide a new method for development of Provincial SAT-TVs.