Look From The "630 Everyday" Of Chongqing Television Livelihood News Development Strategy

Since The city channel of Jiangsu TV city channel promotes the column"Nanjing Zero Distance" in2002, the TVs throughout China promotes their ownPeople’s Livelihood News in abundance, and have obtained the high audience ratingssuccessfully. From2002to now, People’s Livelihood News already has developedthrough10year, the high audience ratings also exposes many questions, such as thecontent is trivial and superficial, the phenomenon of homogenization is serious and soon.This article attempts to expatiate the connotations and characteristics of the termthe people’s livelihood news and its causes, to analyze the political, social, culturaland medium background of its emergence, induces the television People’s LivelihoodNews ’ development process into four period: embryonic period, rise period,prosperous period and transformation period. meanwhile, this paper takes “Daily630"as the example, discusses this column’s successful sections of report content,broadcasting way, operation pattern and brand packing, and analyzes some problemssuch as the theme is narrow and trivial, the depth report is deficient, the attention tovillage life is flaw, the current politics news is vacancy and the advertisement contentis emphatically vulgar, and proposes the corresponding countermeasure solution. Thispaper also summarizes the innovation strategies of television People’s LivelihoodNews in Chongqing, which establishes announcement topic establish,excavates localculture resources, explains the outside areas news in local ways, links the multimediaand strengthens individuality of the column;at last, it pointes out that the developmenttrend of People’s Livelihood News is profits “the public consciousness” from theoverseas public news, realizes self-reforming and self-surpassing from “the smalllivelihood of people” to “the big livelihood of people”.