China The Status Of The Provincial Children's Channel And A Way Out

For responding the Notice of Establishing Children Channel from the Broadcast and TV General Bureau, most provinces of China began setting up their children channels. And in the last two years ,they have made a large number of programmes , which help the children ife more colorful. These channels become the important plat for the children moral educationHowever, such a fact can not be ignored. At present time, provincial children channel have to face many problems , such as lack of advertisements, talent and programmes, programmes of poor quality and single income system, etc. These problems threaten the channels existence and healthy development directly. Where can these provincial go ? How can they solve those problems and grow up healthy and sound?For solving these difficulties, the author puts forward a proposal that using industry value chain theory helps those children channels overcome the dilemma. At the same time, the thesis also gives the reasons for the possibility of setting up and extending the channels industry value chain. The arguments include the policies of TV industry, the characteristic of children channel, the success of world famous children channel and the distinguish features of children programme. But the focal points is put on how to set up and extend industry value chain especially on how to producing the core value, programme and brand. According to the methods, the thesis also raises a feasible way, advertisements and programme, by-product, multi-way of receiving programme going forward together. In this chapter, the author put the emphasis on how to dig the potentiality of the channels advertisements.As to the cautions, the author also introduces briefly in the last part of the thesis.