China’s Development Strategy Of The Financial TV Programs

There have seen a rapid development during the China’s reform and opening up, which has attracted worldwide attention. With the rapid expansion of capital markets, the improvement of people’s living standards led to the finance and investment boom. And people tend to get access to domestic and foreign financial information through the media of TV, as a result, the financial TV programs are about to experience an unprecedentedly development.As the market economy develops with great speed, financial TV programs have experienced a tortuous course of development from beginning to maturity and flourishing for about30years. From only one program on CCTV-1to nearly one hundred programs on dozens of channels nowadays, today’s financial TV programs have made great progress. At the same time, the financial programs have played an increasingly important role in our nation’s healthy development of economy because of their knowledge popularization, the correct values orientation and market supervision. However, the problems of the financial TV programs should be paid special attention to, for instance, a lot of TV programs are faced with serious homogeneity, low ratings and single profit model. They not only cause the waste of resources due to its failing to provide effective services to their audience, but also endanger the continuous development of the financial TV program’s market.In this article, the serious problems of the financial programs are profoundly explained and analyzed. Through the analysis of some excellent domestic and foreign financial programs, the article will clarify the development strategy of these programs, by studying their orientation, content, marketing methods and brand building or other aspects.Research shows that, based on China’s current situation and the audience structure, TV programs still need to orientate in order to attract the public, expressing in a poplar way, and at the same time, improving professional production level according to segment the audience needs, and balancing both of them. They need to advocate the separation of producing and broadcasting, to introduce the marketing strategies, and to give great concern to financial activities, which are helpful to improve the quality and competitiveness of the financial programs. Finally, in face of tough competition, it would be better for them to cultivate popular TV broadcaster to expand influence, vigorously develop financial programs’brand construction, form the industrial chain, and to build a multiple profit model.