Problems And Countermeasures Of Medium-city TV

Television, as traditional media, played and will play it's impotent role in the development of society at before, now, and the coming future. However, relative to the central and provincial television station, the Medium city TV station suffered from the unsatisfactory on scale and speed of development, as well as its credibility and effectiveness, because of the self-restriction from problems lie on system, history, and money. Television, being part of"The mouthpiece oft he party, government and people ", under the changes in social and technology,generally took a downward spiral recession route. Because it naturally faces bottleneck of limited signal coverage, marketing resources, and advertising funds.The dilemma that medium-city TV station suffered from, not only involves realistic system-problem, but also become an intercross theory problem consists of media, communication, public-management domains. Many domestic experts and scholars and media stuff have conducted a lot of research and exploration. Unfortunately, in the open literature, feasible measures targeted to analyze its dilemma of innovation development are rarely presented. Due to the difference in development period, media system and individual problems,Empirical researches and studies on dilemma of medium-city TV station conducted by Foreign scholars are relatively not enough,and short of Practical significance. Some problems of medium-city TV station in its survival and development are changing with time,some formed historically and will exist in a long term. Therefore, it is necessary that relevant influence factors should be studied,and practical guidance should be issued.The core of this paper, is discussions on the social existence of medium-city TV station, emphasizes the enhancement of its survival capability,Political and social functions,strength of credibility and influence in the interaction with the audience. Those discussions aim to provide feasible routes for medium-city TV station to solve its coming crisis. This paper try to define the problems and to find the corresponding strategies and to show the position medium-city TV station occupies in the media ecological environment,by defining the difference among different levels and media,and analysing competitiveness of social media born with new technology and distinguished communication mode.The author discussed the direction of future development of medium-city TV station,by putting the space and historical development as the horizontal axis,television reform and progress in contemporary conditions as vertical axis. On the basis of analysing common problems,the author took a empirical demonstration through systematic discussion on the individual problems and strategies conducted by Zibo broadcasting system consists to which Zibo TV station belongs.At the end of this paper, Strategic model of localization existence for Zibo TV station was Designed,in order to discover the public direction for all medium-city TV stations to follow on their way of development.