Television Media Resource Integration

As the most powerful mass medium, television, one of the greatest inventions in the 20th century, has completely penetrated people's daily life and become one of the most important stimulative factors in the social reform. With the emergence of internet, however, television is confronted with double fierce challenges: the traditional mass medium, such as newspaper, magazines and broadcasting, and the newly developed mass media, especially internet. Being the dominant medium in a sovereign country, television is undertaking serious tasks presenting public opinions. Facing such complicate and variable circumstance, the undertakers in TV medium are urgently wanted to consider that how our television industry will exist and be developed in the cruel competition from other countries and the newly developed mass media at home. Before answering this question, it's necessary to confirm a certain principle: The mass medium including television is involved in a completely new cultural environment, which is basically characterized by the return of the humanities spirit. Thus reflected to the mass media, all types of mass medium, unexceptionally consider the human factor as their initial considerations. Thus reflected to the spreading activities, the receiver as an individual and dynamic "human being" awakens in its consciousness. It urges the spreading of information transforming from one-way mechanic mode to double-way individual interactive mode, which also to a great extent clears up the information monopolization sprang from the traditional "centre--fringe" structure of the information transmission. Thus reflected to the public life involved by the mass medium, the voices declaring for media as public instrument are higher and higher, they wish media will play fairer role in personal communication, spreading organization and politics democratization. Therefore, the receiver with specific personality will enjoy more spiritual freedom. Backing such a social environment, the puzzles now Chinese TV industries are confronted with have its deep cultural reasons except for the Chinese state conditions. Thus, according to the author, Chinese TV industry should follow the time pace, take the road of connotative development, and form its nucleus competitive power; the Chinese TV medium should integrate itself with the advanced cultural thoughts and cry out for it, honestly concern with the audience, actively respond to the audience expectation, and try all the best to become the promoting power of the social progress.To realize the above-mentioned goals, TV medium has to thoroughly evaluate the situation around it, and adjust and integrate all presently available resources, including internal media resources and external media resources.On the one hand, from the view of internal resources, TV medium has to adjust and integrate its channel, time, program and human resources. Firstly, as to channel resources, channels have to be designed scientifically to make sure that comprehensive channels possess their own features and professional channels specialize in one field, moreover, channel groups' construction has to be accelerated. Secondly, to reasonably arrange time resources, the audience's work and rest time, life style, habits, educational levels, etc. must be taken into consideration. With regard to different audience in different periods of time, the undertakers in TV medium have to set up a basic frame about the programmes showed in different periods, gradually making audience form the habit of watching TV in fixed time. Thirdly, while adjusting and integrating program resources, the undertakers must pay more attention to employing historical materials, arranging the programmes elaborately. Finally, for human resources, each unit has to meet the following three requirements: first of all, human resources should be scientifically evaluated and reasonably arranged in terms of the real need; then every unit should establish an effective checking mechanism for its staff and gradually perfect its stimulative, rest...