The Research On Operating Strategies Of Beijing TV Station Kaku Children’s Channel

Children’s television media in China has been through more than ten years since theestablishment of the first children’s channel. the constant advancement of mediamarketization,the unceasing change of audience’s needs, the increasing competition inhomogeneity between channels and the multimedia symbiosis of media environment bringchallenges to the development of children’s channel. How to make full use of the channel’sresources, how to improve the channel’s management level, how to establish reasonableoperating mechanism have become a big concern of children’s channel.At present, children’s television media of our country have more than30children’schannels and four special animation channel under CCTV children’s channel’s leadership.Taking coverage, rating, industrialization as consideration, Kaku Children ’s Channel is themost outstanding in our country, the landing of it coveres82key large and medium-sizedcities all over the country, population covering nearly800million, and rating among the coreaudience of4to14surpasses other channels in Beijing, rating among all ages is the highest inthe national animation and children’s TV, repeatedly ranked among the top ten of allprovincial TV in2013.Therefore, taking BTV Kaku Children’s Channel as example,this paper analyzes theindustry environment of our country’s children’s channel firstly; On this basis, contrastingwith CCTV Children’s channel, Jinying cartoon TV and Shanghai XuanDong Cartoon TVchannels and other major competitors, this paper analyzes the operational strategies of KakuChildren’s Channel from the aspect of channel positioning, channel integration and utilizationof resources, channel branding and maintenance, and the channel industrial development.Finally, the author puts forward some suggestions on Kaku children’s operations based on theanalysis of operations strategy of the Kaku children’s channel, aiming at providing referencefor the operation of children’s channel in our country and helping children’s channeldeveloping healthly in the market competition.