The Study Of CCTV-10Mass-decentra Lization Dissemination Strategy Under New-media Situation

The study of new media circumstances TV demassify communication, is an importantsubject in traditional media reform, there is positive significance for the TV media to attractaudience in the increasingly intense market competition.The paper depends on Demassify Communication theory, Market Segmentation theoryand Long Tail theory, from the angle of media market competition and industrial operation，and combines with digital technical transmission platform to discuss mass-decentralizationdissemination strategy of television media. It takes the focus media example of CCTV-10asthe entry point, sees trivialness from greatness and pries into the evolving development andreform of the complete television media mass-decentralization dissemination strategy.The study of CCTV-10’s mass-decentralization dissemination strategy,as a typicalexample of the domestic audience fragmentation channels is of great representativeness.Fromthe scenes of the industry competition,this article, is about a systematic study on demassifycommunication of CCTV-10. The content could be divided into four chapters. The firstchapter analyzes that the new media has the influence and new changes to the CCTV-10demassify communication. Focus on those effects of the new media, Chapter II analyzes thecoping strategies of CCVT-10demassify communication,mainly from four parts: the contentcommunication strategy, the audience communication strategy, brand communication strategyand channel communication strategy. The third chapter discusses the lack of CCTV-10onresponsing to the new media competition, and the practive suggestions for the futuredevelopment. Chapter IV presents that under the situation of new media, how could thedomestic demassify communication taking CCTV-10’s successful experience, learned theclasses of development, promoting demassify communication of our TV-media, and the paceof reform for our traditional TV-media.