On The Role Of Public-Interest TV Product In Enhancing Channel Image

From a general survey of China's mass media development over the recent years, we can learn that public-interest TV product has become a widely-accepted form of media which is used more and more by the TV industry. As"establishing channel image", today, has become a heatedly-discussed issue, more attention should be given to public-interest TV product, which plays an unique role in enhancing channel image.The current thesis is set to discuss the role of public-interest TV product in enhancing channel image through a study of the interrelationship between public-interest TV product and the establishment of channel image. Chapter one gives a definition of the term"public-interest TV product"and tentatively divides it into four major categories: commendatory, philanthropic, educational, and documentary. With case studies of CCTV programs, it also provides an overview of the main characteristics of this kind of TV product. Chapter two explains what is meant by the term"channel image", the characteristics of it as well as the significance of establishing a public-interest channel image. Chapter three first illustrates the inevitability of the emergence and development of TV product and then analyzes the enhancing impact of public-interest TV products over channel image in terms of publicity, recognition, reputation, popularity and audience loyalty, with support from attention-economy theory and marketing-power theory. Chapter four points out the principles and purports of developing TV product, followed by a predictive analysis of its future development: adhere to the theme of public-interest and the aim of serving the public; stick to moral principles and give prominence to humanistic care; uphold the spirit of humanity and provide help through multiple channels; emphasize auditory effects and improve product quality.