| With the coming "era of fragmentation" of the media, the media market competition has been becoming more and more complex and severe, the living space of the media has been further reduced. From the other side of the TV media, the actual strength of each sub channel and program team has also been developing and increasing, with the advantage of controlling quality resources and flexible programming and broadcasting policy, provincial satellite TV has become the only one channel group with the advancing trend being lasted for five years. However, as the program type with the largest audience group, TV play has made distinctive contribution to the media development and audience rating improvement for provincial satellite TV.However, under the presentment of general prosperity of provincial satellite TV, the degradation of the media environment caused by over-reliance on TV play and unfair broadcasting competition cannot be covered up. What is more serious, the utilization ratio of TV play resources has been decreasing in recent years, and which has become an indisputable fact, provincial satellite TV's expansion road depending on TV play has met the bottleneck. How to stop and control the decrease of audience rating year-by-year, and how to upgrade the audience rating competition into brand competition or to explore TV play's new contribution to provincial satellite TV? This essay is attempting to use the theories from communication and marketing, combining with CCTV CSM data and case study to objectively analyze the current situation and dilemma of provincial satellite TV, then to creativity bring out some ideas and suggestions for the breakthrough of provincial satellite TV.This essay can be logically divided into five parts:chapter one will mark the position and orientation of provincial satellite TV in the media market according to the general situation of Chinese TV market system, then draw out TV play's value to provincial satellite TV's sustenance and development. Chapter two will focus on provincial satellite TV's media environment to indicate the severe situation of the dilemma caused by too much TV play. From chapter three to five, the constitution of breakthrough, the constructive meaning of TV play to provincial satellite TV are going to be discussed from three points of audience rating, brand and industrial development.Specifically speaking, chapter three will analyze some policies and strategies which are applicable for the margin effect of TV play; and chapter four will analyze the self-produced TV play's contribution to the brand establishment of provincial satellite TV in an all-round manner; chapter five will preview the provincial satellite TV in the future media system from a macroscopic view, to prospect the commission penetrating into TV play, which may become the ideal logical choice for provincial satellite TV to break the limited system and to achieve the goal of "being stronger and bigger". |
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