| Zhejiang TV has been the 10th on the list of television ranking for the domestic provincial-level satellite channel in 2007. Since the reform of the Zhejiang TV in August,2008, I love memory singing words began to broadcast, the rating of Zhejiang TV has become the third on the list, and the sixth on the whole-years rating. During the summer in 2009, Zhejiang TV has run to the second of list, just beneath the Hunan TV. Zhejiang TV has accomplished the leaping development. Zhejiang TV's entertainment programs has become its famous brand after Hunan TV.This thesis makes the research on the entertainment program of Zhejiang TV, analyses the competitive environment of the entertainment program from both outside and inside, depicts the managing development of its several special programs, describes the status and positioning essential elements in management, probes the reason for the high audience rating of Zhejiang TV entertainment program in a short time, that is the positioning of its entertainment program, which plays the key role in these entertainment programs.This thesis bases the research on the positioning developments and features of Zhejiang TV programs, combining the marketing expert Ketller's marketing strategy to analyze the constitution of both contents and audiences in every aspect of its definite positioning since the changing form of Zhejiang TV, to summarize the positioning changes of the constant adjustment according to the entertainment program's development flow. Comparing the differences on program setting and managing in entertainment program between Zhejiang TV and other provincial-level satellite channels, under the homogeneity of TV channelentertainment programs, with seriously weathering phenomenon and intensified TV media competition situation, Zhejiang TV takes advantages on its resources, set up the popular and famous model for the provincial-level satellite channels, to make some suggestions on the positioning entertainments for other provincial-level satellite. |
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