| Domestic exploration of programs exchanges activities starts from the early80s of last century. At the beginning, it appears in the form of TV program exchange weeks and firstly held in1986named "Shanghai International Friendly City TV Festival", of which Shanghai International TV Festival (STVF) origins. After years of development, a collection of domestic TV festivals, including STVF, made a huge change in principal aspects such as awarding [elect by ballot], forum [seminar], program exchange&facility technique exhibition and other theme activities.As a unique culture exchange form, an international TV festival centers on the overall scale of TV festival, quantity of exhibitors, creditable and authoritative election of winning program, popularity among TV industry and public, distinct idea, and the most important, close connection between global media business market.It is urgent to conclude way to settle how to build up a domestic brand, how to win a place in international TV exchange activities and provide a strong support for our culture hybrid and spread in the background of current media development situation and globally media communication un-regionally. STVF is an example for domestic TV festival, TV exchange activities and exchange market. To some extent, STVF is mature and representative. This essay also considers:How to pioneer new ideas in main section establishment? How to differ from other domestic TV festivals [e.g. Sichuan TV festival]? Which aspect to center on, being professional or making it a public-wide participated activity?Based on the history of STVF (1986-2011), we follow its progressing and evolution way, analyze the ordered or disordered adjustments and investigate on the intention of organizers and actual benefit of the adjustments. In a lengthwise direction, we retrospect the evolution of festival construction, theme and the thought of brand-building; and in a transverse direction, we compare it with other TV festivals in and out of China. This essay aims to conclude a development path for TV festival of China; deeply analyze the authority, internationality, profession and publicity; investigate on the core factor for sustainable development of culture exchange activities like TV festival; push on treasure of progressing media business represented by TV festival; forward thinking and giving appropriate advice for future development. |
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