Provincial Tv Satellite Channels Characteristic Analysis

Television broadcasting industry in China, after 4 decades of development, is now in an era of "Warring States". The fate of thousands of channels that form overlapping TV networks-the 10-odd satellite and ground TV channels of CCTV, together with the 30-odd satellite channels and hundreds of ground channels of provincial levels, and the thousands of channels of prefecture and county levels-is in the control of billions of television viewers' remote controls. The satellite TV channels that came into being in already fierce competitions have in recent years adjusted their competing strategies, hoping to promote audience ratings and their profit. However, provincial satellite channels are established on the basis of individual administrative regions with strong political and administrative characteristics. Therefore, it is difficult for them to achieve profit by means of market-oriented reforms. With this question, this paper, through the study of various reform attempts by satellite channels of provincial level, proposes a model suitable to the development of most provincial satellite channels. The model can be generalized as " channels with unique characteristics, which covers: 1) synthesizing creativity in columns, programs and styles; 2) branding the channel by highlighting its brand features; 3) stressing the characteristics of the channel; 4) establishing the mechanism that serves the unique characteristics of the channel. The scope of uniqueness should not be too broad, or too narrow. It should be comprehensive and specialized as well. And its branding should be promoted but should not be solely depended upon. This mode is in accordance with the trends of specialization, demassification and branding in TV broadcasting industry. But it is also different from the trends in that its goal is both to survive in fierce competition by promoting viewers' rating, and the publicity of regional economy, politics and culture. It both serves the work of party and government and achieves profit as well.