The Provincial TV Viewing Plight And Coping Strategies

In the past two years, the audience ratings of satellite TV channels have wholly declined, of which channels with growing audience rating accounted for only one-third of all. The first-tier channels, such as Jiangsu satellite TV and Zheiang satellite TV, both gained declining audience ratings. Instability existed in the competitive market of second-tier channels. The viewing market of the third-tier channels was also not optimistic. The audience ratings of most TV channels showed an up-and-down circumstance which lacked stability.These phenomena reflect that most satellite TV channels go into a dilemma, which result from many kinds of factors. The most important one is that excessive utilitarianism-orientation leads to their ignorance of the economic nature of the media industry and inability to meet the viewing requirements of the audiences. makes its own ratings business idea does not comply with the law of the operation of the media industry, makes itself can not be the depth of excavation and meet the audience’s needs and aspirations, which is major internal factors result in operating difficulties of the TV viewing.The strategic objectives and the commanding heights of satellite TV ratings should be social influence, which is the pre-requisite and basis to gain audience attention resource. Satellite TVs need to build their credibility and right of speech among the audiences in terms of personal life, family life and public fields through varieties of entertainment programs, news and TV shows, thus shaping their own platforms and public influence. This thesis, firstly, based on the rating data and relative literature, analyzes and elaborates the overall viewing pattern of nationwide TV channels, the present status of rating competition between different TV channels, the core programs of the TV ratings business and the plight of TV ratings. Secondly, from the perspective of media influence, this thesis analyze entertainment programs, news programs, high-rating TV shows and orientation of high-rating TV channels. Then, it summarizes the methods of building public influence through TV programs, thus providing new ways of TV ratings operation.