On Core Competitiveness Of Local Television Outlets

Local television station is always regarded as the fundamental broadcasting unit among all national television media industry. Nowadays, with the intense market-based competition, the development of digital technology and the increasing and ever-changing needs of the audience, local television stations have to be faced with special surviving situation. Keeping pace with the other local stations, Zibo Television Station is striving to find effective ways to success in the future. In the past four years, Zibo television station has grown up rapidly, achieved great achievements and received more concerns from craft people and relevant experts.As a reporter of Zibo TV station, the author of this thesis has witnessed the reforms and the development of it in recent years. By studying the theories of journalism and communication, and analyzing lots of specific cases, the author expounds them to enhance the Core Competitive Competence (CCC) and go further to explore a unique way based on the local culture, which is of great importance for local television stations.Centering on this view, this thesis falls into three chapters. Chapter one analyzes the survival environment of local television stations at present. Chapter two explains what the Core Competitive Competence of mass media is and its characteristics. Chapter three is the most important part in this thesis, focusing on how to improve the CCC. It points out that the Core Competitive Competence of a local television station will be enhanced in the following aspects, a) making high-quality and famous-brand programs; b) establishing a series of reasonable and effective regulations; c) cultivating its own industry spirit; d) reinforcing its cooperation with other communication media and e) extending its relevant trades and developing its diversification.This thesis is an attempt to illustrate the experience through an analysis of "Zibo Broadcasting and TV phenomenon", with the help of a large amount of materials in the process of its reform. The author hopes that there will be certain use for reference in this thesis to the development of other domestic local TV stations, especially, for their promising future.