Core Competence Of Local TV Stations

With the continuous operation and development of the market economy, the wave of theindustrialization and group has spread into all walks of life nowadays, due to the limitation offactors such as finance, technology and human resources, cooperation, matching support andregion, the programs of local TV station media can’t compete with the programs from CCTV,provincial (municipalities) and famous local TV station (Phoenix Satellite TV etc.)，theratings continues to decline. They even need the financial support from the governmentbecause of the declining ratings, less audience, low coverage of media and the low advertisingrevenue. However, in order to promote market-oriented restructuring of the television mediathe government cuts the support, which make the local TV media fall into a dilemma. Aimedat reducing the waste of resources, promoting the television media Channelization,specialization, market-oriented, group restructuring, the problem of adjust the direction ofdevelopment to enhance local TV media’s core competitiveness becomes a very importantresearch topic for us.This paper mainly contains:（1） Based on large amounts of researches, the paper is toanalyze the main problems existed in local TV media and the current situation of itsdevelopment. A. In the combination of qualitative and quantitative analysis, the paper makean analysis of the audience rating of the local TV media, and discuss the differences andproportion of the audience rating of TV media in various level:83.5%of the audience arefond of watching programs in CCTV Station, and the ones that are interested in the provincialTVs are second to this. Only19.6%of people enjoy the news and the livelihood program inthe local TVs. Yangling Television Station enjoys the special position of “the Silicon Valley inAgriculture”, which has led to fact that its audience rating are obviously higher than otherlocal TV stations by26%. However, there are still11.3%audiences who never pay attentionto local TV media. B. The paper has also analyzed the government allocation and ad value ofthe local TV media:30%of the TV media are paid by the government, whose main role is tohold the native news broadcasting. The advertisement income is relatively low than the TVmedias of other levels. The advertisement income of every TV media is far from the same:local TV media get the lowest advertisement income. C. The paper then analyzes the current situation and structure of human resource in the local TV media: most of the local TV mediahave about20employees, there still exists the phenomena of talent structure imbalance andunreasonable level coherence inside the current reserves of local TV media. The connotativemeaning and the essence of human resource in TV media lies not in its amount, but in thewin-win cooperation between the managing genius and technology talent with rich experience.While there is a severe lacks of reporters, editors of high quality and famous anchorperson, aswell as the qualified people with the ability of management. D. It’s an indisputable fact thatthe local TV media seldom lay emphasis on its culture.(2) The thesis gives a detailed analysisof the main factors that may affect the core competence of local TV media. After reading a lotof books in the field of the management of media industry, five main factors that caninfluence the core competence of local TV media are concluded, which are: Human resource,enterprise culture, audience market, production and operation, brand innovation. Theimprovement of human resources can do great good to the knowledge accumulation andtechnological innovation of local media, which, as a result, will enhance the potentialcompetitiveness of TV media. All these factors work together and link with each other andbecome an organic whole, which is also regarded as the core competence of local TV media.In order to evaluate their influence, an evaluation system is built, which was scored by experts,and their weights are calculated by using function [D,V]=eig(A) in Matlab. As a local TVmedia without too many resources, Yangling TV station sets a good example on how tobalance these factors, and despite certain shortcomings, their approaches really worth beingstudied.(3) There are two main approaches to enhance the core competence of local TV media:On one hand, spare no effort to consolidate the construction of enterprise culture, the brandinnovation and the quality of human resources; On the other hand, follow the path ofgroup-oriented development, and organize more advertising operations, which is an effectiveway of integrating resources and optimizing hardware devices.Conclusions and innovations: By discussing the current situation and establishing theAHP structure, it is obvious that enterprise culture, brand positioning and human resourcelevel are the most influential factors. And it is very important to collectivize local TV mediato realize resource allocation. Innovation of the paper lies in (1) using AHP to obtain the mostinfluential factors of improving core competence of local TV media;(2) collectivizing is themust way for Local TV media according to huge amount of literature.