Research On Provincial Satellite Development Strategy From The Perspective Of Media Ecology Based On The Study Of Anhui Satellite TV's Growth From1997to2010

As an important force in the Chinese television system, provincial TV channels began to originally apply for satellite TV in1986intended to solve the coverage problem technically but later for publicity. Thus CCTV, provincial TV, city TV and county TV have blended together to form four-level intercrossing system with Chinese characteristics now.Provincial TV as a principal part of this pattern stands in an awkward position though develops rapidly, for It can compete neither with CCTV in the aspect of authority and resources, nor with local channels in terms of localization and closeness. It now has to try surviving commercially in the culture industry, yet also plays its orginal role of publicity for our party as a non-profit institution.Due to lack of industry rules and the homogenization of serious competition, it is hard for provincial TV to get rid of harsh survival status. Nevertheless, a number of provincial TV channels behave well, for example, Hunan Satellite TV, Jiangsu Satellite TV, Anhui Satellite TV, Zhejiang TV, Shanghai Satellite TV. Among this, Jiangsu, Zhejiang and Shanghai develop fast economically, while Anhui and Hunan fall behind a little. So what factors determine the development of provincial TV and whether there are golden rules to follow?Too many studies have shown that the development of China's provincial TV channels depends not on a single reason, but lots of complicated factors, that is, media ecosystem. Thus it is convincing and objective to sort out provincial TV channels' growth track and law from the point of view of media ecology.At present, China's provincial TV channels are facing media ecological crisis under the atmosphere of a new round of change, such as huge changes in environmental policy, the homogenization of increased competition, the sudden emergence of new media and foreign media invasion.From media ecology perspective, this dissertation tries to summarize the track of provincial TV channels' growth and blaze a new trail for the reform by analysing the basic law and growing trends based on the research of Anhui Satellite TV's development from1997to2010.