To Innovate Or To Persist:Dilemma And Promotion Of Provincial Satellite TV In The Northwest

In the underdeveloped areas of Northwest China, Shaanxi, Gansu, Qinghai, Ningxia, Xinjiang and Inner Mongolia have numerous nationalities. The development of Provincial Satellite TV in the northwest is in a relatively backward status and faced with similar problems, whether its condition or its ability to produce television program. Ningxia TV, Qinghai TV and Gansu TV have chosen to cooperate with other domestic powerful media to seek new breakthrough. Therefore, this paper takes the revision in Ningxia TV (China Business News) as a case study. The study will carry on the analysis to the Ningxia TV by Lasswell’s5W model, analysis of Ningxia TV which has not reformed in the communication environment, the main production, the audience and the communication channels, and analysis of the effect of the its revolution by depth interviews and market research. It will find out Ningxia TV’s predicament, and give the corresponding solution.Through the research, we found that Ningxia TV is not out of the woods through cooperating with strong media. Only take the road of "localization", the Provincial Satellite TV in the Northwest can form its own unique, irreplaceable competitive advantage.