The Study Of Media Management Development Of West County Level TV Stations Broadcast After Limited Broadcast Advertising Order

"Radio and Television Advertisements Broadcast Management Approach" (commonly known as "Limited Broadcast Advertising Order", referred to as "Decree 61") published by The State Administration of Radio Film and Television on September 10,2009 has specified the duration and types of advertisements aired on television. The provisions have brought a lot of shock to China's TV Industry. From CCTVs to various levels of provincial or municipal TV stations have to adjust their advertising business strategy. To the county-level TV stations,90% of operating income is usually from their advertising revenue, therefore, an introduction of Decree 61 affects the survival and development of county-level TV stations dramatically. Moreover, how to conquer the operational crisis in a new situation is becoming a big issue to the county-level TV stations.This thesis uses the case study method on the Pengzhou TV station——a western county-level TV station that is author's workplace as a research subject. Combined with other related county-level TV medias'materials that collected, I analyze various kinds of survival condition about county-level TV medias when the Limited Broadcast Advertising Order was introduced through a detailed and informative concrete example, sum up the advantages and disadvantages of county-level TV's survive and development in the current system, and conclude the challenges and opportunities faced in operation. Based on these, the communication and advertising theory and other related theories are applied to make suggestions on promoting county-level TV's development. In particular, this paper finds that the county-level TV channels should focus on an influence economy to improve the coverage quality firstly, strive to unite the most advertising value audiences in their excellent columns. Secondly, through the differential competitiveness, the county-level TV channels should character their native columns with the special local resources, and take the high quality road. Lastly, but not least, this paper proposes a county-level TV media efficiency strategy, such as innovating advertising business model, speeding up the contents' reform of self-making programme. In addition, this research purposes and limitations and future research considerations are concluded.