Provincial Satellite Tv Industry Management Theory

Satellite television broadcasting was born with the advantage in trans-territory transmission, which makes it possible for local medias to extend their regions and make an anabasis into the national market. The former district-based China televisionbroadcasting system, the "CCTV-Provincial-----Local" model, is giving position to anew market-oriented model, the "National - Regional - Local" model.Faced with this new challenge, provincial satellite television stations will have to adjust their competitive strategy and industrial policies to develop and to fight for their positions in both the national and local market.The essay has analyzed at the outset the market positions of provincial satellite TV-station, and it points out that the polarization among different satellite transmitted programs will lead to the structural reconstruction of provincial satellite TV-stations. Few high-quality channels are likely to be promoted to gain a position in national channels, and they will thrive in this favorable circle. On the other hand, quite a few of other provincial satellite channels will have to abandon satellite transmission to switch back to be a local or regional media because of the huge gap between the input and the output. The whole nation's television broadcasting system, therefore, will be polarized into two camps-----the renowned media and the promote media.Aiming at this new trend, a new development strategy is proposed concerning the reform and the industrialization of provincial satellite TV-stations. To begin with, the satellite station should actualize the Brand Stratagem which will give more evidence to the special features of their channels, and then to promote their kernel competitive power; secondly, they should take on the IMC-Integrated Marketing Communications-theory to boost the marketing system; to increase investment; to upgrade the channel image through the promotion of projects. They should confirm better marketing services to enhance prosperity in both the media and the advertisement client. This will then promote the value of the media as well as its capacity of making profits. The last but not the least is to integrate resources, and to advance the systematic reform; They should actively go into the market to extend the chain of their business and to clear operational assets from the administrative assets which may enhance a modern enterprise with clear property rights.