The Research Of Our Country Satellite TV Channels’ Development Strategy In "Zero Time"

Under the guidance of “The80/20Rule”, the TV media industry of our countryfocus on the80%power developed the20%of the24hours a day-"PrimeTime"(19:00-22:00). However, with the increasingly intense competition of TV, thedevelopment of "Golden Period" was facing the bottleneck.According to “The Long Tail”, if we accumulate the power of "Non-Prime Time"could get the more development value than the "Prime Time".In recent years, thesatellite TV channels have started to increase the development efforts of"Non-Prime time". Especially, the three time of morning period "6:00-8:00", noonperiod "12:00-14:00" and evening period "22:00-24:00" had made some developingachievement. In2011, the great success of Hunan satellite TV in the "zero time"raised the people’s interest to the "Zero Time".This paper put forward the “Zero Time” concept according to the "Non PrimeTime" theory and the current situation of our TV media developing, and limited thistime just from "24:00” to “2:00".The "Zero Time" still had a number of audiences,with male primarily, and presented the characters of “High-Age”,“High-CultureDegree” and “High-purchasing degree”. It had the huge development value whichcould not be ignored. However, making a general survey of the developing situationof the “Zero Time” in each big satellite channel, could find that this time didn’t get thefull attention. And it also had some problems such as “monotonous forms”,“the lackof the premiere” and “The lack of understanding about audience”.Nowadays,"audiences are the core". In one hand, the developing of "Zero Time"should analyze the “Zero Time” audiences as the foundation, according to theaudiences’ demand in this period, using the successful experience of foreigncountries’ development for reference, innovating TV show form, differentiationarrangement and creating a professional "Zero Time" programs. In the other hand, thesatellite TV channel should catch the opportunities of developments, strengthencommunication of the international image, developing the "Zero Time" industrialchain, to broaden channel of the TV media profit, promoting the commission andactively promoting the reformation of Chinese TV media industry.