Research On Local Audience Of Qinghai TV

In January1st,2010, the Qinghai TV and Hunan TV began a remarkable cross-regional cooperation. Their cooperation has come to the third year until today. Deep cooperation with Hunan TV leads to a large number of local programs of Qinghai TV being replaced by entertainment program. Today, the Qinghai TV is faced with both external and internal problems. Externally, it does not have the advantage to compete with other strong TV Stations in the country. Internally, it faces the shaking domestic market of the local audience. In this context, this article, based on survey and interviews of local audience, discusses the Qinghai TV development and training of the local audience market.This paper is divided into six parts. The first part of the introduction, introduces background significance of the Qinghai local audience research, research methodology, literature review and theoretical basis:the "usage and meet" theory and selective theory. The second part is about the analysis of the media environment of the Qinghai TV from the four aspects of the natural, political, economic and cultural. The third part of the course discusses the development history of the Qinghai TV, its program composition, as well as the development status of the Qinghai Satellite TV, from the four aspects of the advantage, weaknesses, opportunities and challenges. The fourth part, the main point and part of the paper, is an analysis of Qinghai Satellite TV audience’s viewing conditions, ratings motivational needs, viewing preferences, usage and meet standard, revision attitude of Qinghai TV, evaluation of Qinghai TV. The fifth part is a combination of the current situation of the Qinghai local TV audience, the media environment and the development of the present situation of the development of the Qinghai TV and local audience market training strategy. The final part is the summary and conclusion.Competition in the media, in essence, is the competition of the audience. The ultimate purpose of this paper, hopefully, is to. through field surveys and interviews master the Qinghai local TV audience ratings status and therefore, provide advice and suggestions to meet the needs and aspirations of the local audience of Qinghai TV, solid local audience market and promote better development of the Qinghai Satellite TV.