Research On Golf Channel Strategy Based On The Theory Of Customer Value Chain

Digital Pay TV is lower than expected since its first launch about ten years ago, that it doesn’t become a main source of income to turn its position as the new trend of TV to the main stream. On the contrary, lot of Digital Pay TVs ran into trouble in business especially the Tiansheng Media which operated the European Football Channel. After it bought the hot copyright of Premier League at50Million USD, it went into liquidation due to few paying customer. This was a big sensation in domestic Digital Pay TV. Digital Pay TV is in embarrassed situation in various TV stations. It has become one of the most important issue that to pull the Digital Pay TV out of woods.To find the way to solve the current problem of Digital Pay TV, the thesis takes the Golf Channel, one of the Digital Pay TV, as case study. By setting up the new strategy of the Channel, the thesis aims at provide suggestions for the other Digital Pay TV.By using the Theory of Value Chain from Professor Michael Porter and the media theory of Audience Communication, this thesis proposes the new strategy from the Theory of Customer Value Chain. It firstly understands the customer’s value and behaviors through survey and based on survey, the Audience Value and Corporation Value should be integrated together to make the Channel create the value that customer really need.It decides the business of Digital Pay TV that whether customer pay for it. It is not like the free TV that can run by the business idea of Content-Audience Rating-Advertising income. Digital Pay TV can have further development only when it focuses the Audience Value to make the customer pay for the value.