Localization——a Study On The Living Environment And Development Strategies Of The Qinghai Satellite TV After Cooperation

Now the provincial TV in China Game struggles in public media properties and commercial properties of the public media and survives between the CCTV and the local city TV and seeks a breakthrough with the competition from the international media and new media. There are63TV in China, and the TV pattern is changing a lot, so under such background they should think again and look at their own development path.Qinghai is located in the northwestern region with a multi-ethnic cultural integration atmosphere, and as a mainstream media, Qinghai Satellite TV plays an important role in the minority areas of Qinghai and even the upper reaches of the Yellow River. In order to be more active in the fierce competition of television media, in January2010Qinghai Satellite TV started to cooperate with Hunan Satellite TV. There are big changes in Qinghai TV show form, the dissemination of ideas, and market operations. The original strong ethnical characteristics programs of local color are gradually replaced by the national entertainment, lifestyle programs, resulting in the loss of the public property of the mainstream media. It becomes the "soft underbelly" zone in the spread pattem.By researching on Qinghai’s original resources and the cooperation between Qinghai TV and Hunan TV, this paper concluded that Qinghai TV has a unique resource advantages. In the competition in the domestic television media, it should be taken into consideration that Qinghai has a special political, economic, cultural, historical, geographical, military and border control factors and current situation. Based on the regional advantages of the Qinghai region, by strengthening local features, taking advantage of resources, developing a native-based road, transferring local resource advantages into program advantages, and continuously improving the personality of the program, Qinghai TV can improve the market share, the dissemination of results and the brand loyalty of the audience. Qinghai Satellite TV can go into a unique new world with the great development and prosperity.