The Study On Extension Of Industrial Chain Of Xinjiang People’s Broadcasting Station

The broadcasting industry, as one of the multiple industrial sectors, follows thesame rules of the industrial development as other general industrial branches in itsmanagement. Xinjiang people’s broadcasting station, which is located in the northwestborder of China, owns a wide audience for its natural characteristics of this area and hasgained the first prize of National Press Awards for many times due to its high standard ofprogram designing. Under the requirements of policy orientation, media integration andproperties of the broadcasting industry, Xinjiang people’s broadcasting station will movetoward the extension road of industry chain along with its increasing development.Because of its backward concept and system, the extension of industry chain inXinjiang People’s Broadcasting Station are facing many difficulties. In addition to theexpansion of cross-regional and cross-media, it also need more control to the professionalmarket segment. The broadcasting station can only get out of homogeneity and becomemore popular by providing the programs with local characteristics that is loved to seeand hear by public, and the audience resources can be supplied to the advertisers in orderto have a deep development, by which, can the extension of industry chain besuccessful.First of all, the topic of this paper is original and creative, since the lack of thestudy about the extension of Xinjiang People’s Broadcasting industrial chain both athome and abroad. Secondly, this paper conducted research on the reform, the developingsituation as well as the main problems and reasons of the industrial chain extension ofXinjiang People’s Broadcasting and provided the developmental strategies and ideasrespectively. At last, against the special background of Xinjiang’s particular strategic andgeographical position, the research in this paper is of great practical significance inmaintaining national unity and social stability, in promoting the unity of all ethicalgroups, and in expanding the influence of both policy and culture, etc.