On The Predicament And Countermeasure Of Local Television Specialty Channel

With the issue of the No.82 document from the Office of the State Council in 1999, all the provincial TV stations, either cable or wireless, merged at a high speed. A reform aiming at setting up new groups as well as specializing the programs of different channels is now underway.Since 1999, CCTV has gradually opened eleven channels, each specializing in a certain aspect. To keep up with the steps of CCTV, most provincial and municipal TV stations also have, opened at least four channels, which classified the programs into more specific ones. From the central areas to the local ones, such a frame of specialization of channels has almost been completed, and the specialization are flourishing all over the country."The Specialization of Channels" helps to eliminate the way of making programs regardless of the tastes of the audience in the past years, and endows the TV screen with greater attraction. However, new problems arose, such as the over-establishment of channels, duplication of programs with their similar forms, lack of program resources, and the decrease in the quality of these programs. TV program-makers have to face up all these problems after they have celebrated their achievements in these reforms. In the process of the reforms to eliminate the drawbacks of running stations in a four-graded system, they have created for themselves such new setbacks as the duplication of construction, as well as the waste of resources.In view of this, "specialization of channels", this imported new trend, needs a long time to adapt itself to the condition of China. Anyway, It should be considered first how the central or local TV station find their proper position and exist in their respective ways in the process of their channel specialization, and the same importance should be attached to how to solve the problem of duplication at the beginning of the reform. The TV program makers should think about this, take effective measures, and probe into the necessity, possibility and direction of the development of their specialized channels of local TV stations, from the situation taken as a whole to the partial one, from the complicated to the easy aspects of the problem. Only in this way can they advance steadily, and realize their good wishes progressively.