The Study Of The Financial TV Programs Upon The "Dissemination Theory"

"Dissemination" appears the earliest in the book of "Future Shock" by Toffler in the United States, then widely spread in Europe and the United States academic circles. In recent years, this theory raised up in our country, first of all, it is the theory from abroad, secondly, because of the step by step development towards the audience-segment which is the reality of Chinese media. As China’s economic system transferred from the planned economy to the market economy and with social transformation which lead to social and economic structure separated increasingly, the heterogeneity of the social and economic structure derives all sorts of different social classes and groups. So the difference of consumers’ characteristics is obviously. With the fierce competition of media and the widely application of new communication technologies, the mass media present a trend of audience segmentation. To meet the rapidly change of the audience needs, TV broadcasting implement the strategy of the audience segmentation, the segmentation of the finance and economics program is one aspect of the TV program segmentation.This paper just take CCTV as an example, analysis on the current TV financial programs by questionnaire comprehensively, to the way of finance and economics program each link elements is analyzed, and the present state of finance and economics TV program reveals the existing problems, and puts forward specific solutions.This paper innovation lays in a specific angle, TV programs for financial research provides a theory basis. According to macroscopic analyses of the whole TV programs, figure out the problems of the finance and economics TV program. The purpose of this paper is to provide references for TV programs of the future development of finance and economics.This paper divided into six chapters. The first chapter describes the meaning and the reason of the audience segmentation. Points out this concepts does not detached from the mass category and analyses the reasons of the audience segmentation from the theory of social stratification and formation point of view. The second chapter reviews the development course of the finance and economics program. The third chapter used the questionnaire survey to research. The fourth chapter makes the audience as the breakthrough point to analyze the economic activity of the respondents and the role of audience in the family. Chapter5points out problems of TV program in current China’s financial field based on facts and draw. The sixth chapter lays emphasis on the operation of the financial TV program.