On The Specialization Of TV Channels

It has been 47 years for the development of Chinese Television by 2005. In these years, the TV industry has been extremely prosperity. But "we paid more attention to practice than theory for a long time." ? Problems emerging from the practice are still less of academic analysis and summarization. TV channel's specialization is just one of them.Specialized TV channel came to exist in 1980's. It based on the growing number of the TV channels for the applying of the satellite transmission and digital technology. At the same time, the competition among local TV stations, or between local station and the CCTV became more and more sever. In the competition, TV industry turns its way from selling market to the buying market. Then specialized TV channels cameto being, by which TV stations hoped to win the market share by it.On May 23rd,1999, Fujian TV station firstly set up 24 hours news channel, which was the start of our country's TV channel's specialization. In the following days, a number of local TV stations and cable stations joined together and many so-called specialized channels emerged. Step into 2003, the TV channel's specialization was obviously speed up. CCTV news channel started to broadcast from July 1st; On October 20th, CCTV-2 changed orientation to "Economy Channel", and turned its' way from a part-integrated channel to a specialized economic channel. After 3 days, Shanghai Satellite TV Station changed name to "Oriental Satellite TV Station". It was seen as a important step to channel specialisation for Shanghai Culture and Broadcast Group. In the same year, Hunan, Jiangsu, Guangzhou, Beijing, many TV stations integrated channels and set up specialized channel.At the same time, there were many problems emerged in the new arising "specialized channel", which reflected many wrong recognition in the stations' channel specialization. Now, there are more than 3000 TV channels, 48 satellite programs in our country, but it widely exist that many programs are in the same pattern, "specialized channels are not specialized".This paper analysis firstly the reason from the view of technology, broadcasting and economy, which is based on defining the "channel's specialization" and the principle to rule the extent of the channel's specialization. After that the condition of the channel's specialization is described. Then the paper pay more attention to analysis the reason existin it, and finally research it from four views of cognition, audience, management and profit. This paper bring forward the way to solve the puzzle by the stratagem and maneuver. Particularly, the paper arise an important opinion that how to break out a new way to construct specialized channel in our country.Chapter five and chapter six turn to a concrete example. In this part, I research the CCTV economic channel in October 20th, 2003 and make approve for the theories arose before. By describing the change, judging the effect, concluding the characters, the paper gives an approve to the channel specialization's theory. Finally, the paper gives some good inspiration to constructing a specialized channel.All in all, this paper divide into two parts of theory and practice, just for bringing out the best in each other and provide a reference to the research in the relative fields.