Research On The Development Bottleneck And Competitive Strategies Of Prefectural-level TV Stations

From 1980s, Chinese city TV stations have sprung up like mushrooms and formed the four-level basic pattern of national, provincial, prefectural and county levels, which form Chinese television transmission system together. However, facing China Central Television and provincial television's advantages of policies, fund, technology and human resource, various prefectural television stations become disadvantaged minority, which have difficult in developing with doubled-pressure of competition from outside and rigid system from inside.As one of the research series on prefectural TV stations in Shanxi Province, this paper researches on prefectural TV stations in Shanxi Province through field survey, data collection and detailed analysis of their developmental history, status quo, channel settings, programming, advertising, technical equipment, staff structure and regime reform as well as the application of communication theory, basic statistical methods, radio and television arts theory into the organisation. formation,plan of programmes, then reach the conclusion of the basic developmental pattern of prefectural TV stations. Based on the research of our Province's prefectural TV stations' development bottleneck, some suggestions and detailed strategies are proposed. At present, home research of prefectural TV television stations are mostly focused on programme styles while research abroad also focus on audience ratings, advertising, digitize and internetize.Throughout all these research, we have no specialized research result about prefectural TV stations. Thus, this paper is of significant meanings to research on the development, bottleneck and competition strategies of prefectural TV stations in Shanxi Province.Recently, as the deep going of television reform and the speeding up of television industry, competition among television media is increasing, survival environment of Shanxi's prefectural TV stations is becoming worse and worse. The survival environment of most TV stations is really worrying. They are squeezed into a rather narrow space and some even cannot survive because of the money problems. Therefore, to search for surviving road and development of prefectural TV stations in our Province is the most important subject.