The Development Of Provincial Satellite TV In China's Media Ecology Environment Strategy

The basic hierarchy of Chinese TVs network is composed of CCTV, provincial TVs and local TVs.And provincial TVs falls into provincial SAT-TVs dating from 1980s,and provincial ground TVs.In order to solve the problem of signals,central government entitled each province to have a satellite channel.By this means,provincial SAT-TVs are physically equipped for developing across the whole China,as CCTV.Due to the administrative,regional,conceptual, interest and resource barriers,much regional characteristic is added to this policy.Provincial SAT-TVs,designed according to the administrative divisions, demonstrate enterprise attribute meanwhile they gradually start to run like companies and chase profits under central government's policy.The competition in Chinese media market is becoming more and more furious.With the preponderant resource,CCTV holds the leading position.Local TVs search for breakthroughs based on their smail size.At present,provincial SAT-TVs unfortunately get into the homogenous competition.With the globalization of economy and culture,overseas media groups stream into China by means of programs or channels.A market with full competition across the nation is not yet established.The whole productivity of domestic TV industry is still weak.Under the intensive competition,how will the provincial SAT-TVs balance the public role and business role,survive and develop? As the crucial components of the Chinese TV industry,provincial SAT-TVs' survivals and development are significant to the whole.From the aspects of administrative regulations,audience,ads resources and TV industry,this thesis analyses the entire environment of provincial SAT-TVs and tries to deduct the development strategies of provincial SAT-TVs:Brand Strategy,to position and visualize the channel brand and then develop the industry chain;Diversification Strategy,to feature but not specialize the channel; Regionalization Strategy,to define the competition region by one's own situation, get strong locally and then develop further.