The Research About China’s Public Service TV Programs

In the ’2013The First Ten Profitable Variety Show List’ after summarizing the bidding results of every TV station at the end of the year, There are two public programs:’Chinese Dream Show’ of Zhejiang TV station is at the fourth place by170million while’Dream Choir’ of CCTV is at the fifth place by169.99million. Obviously, public program’s aim is for social public service and its prominent feature is non-profitable. However, the public programs in China are at such top place in the ranking list of making profits that we should think about it. Therefore we can regard TV public programs as object of research. Besides, we can comprehensively use communication, politics and sociology to seek reasons from the development of the program, to explore transmission feature from policy of program and to analyze the trend in the future from constraints of program.The conclusion after investigating the development of TV public program shows that as the public managing department loosens its control on TV media, the main lead of public program is changed from public to society. Especially after the reform and opening-up, the governmental public program is gradually changed as social public program for the perfection of market economic system. From the reason of rise of TV public program, we can find that its rise is caused by TV agency’s adaptability to media environment. That is, on the condition of guaranteeing its own interest, the public element is creatively integrated into the production and marketing of a program according to politic guidance and social needs. Thus a situation which is satisfying for government, TV station and the public is created finally. In terms of the type of a program, public is only one element. If it is combined with other TV elements, different TV public programs are created.TV public program is public marketing program that the social responsibility is assumed by TV agency in social transformation. TV public program not only gets better social benefits and increases the reputation of program but also produces great economic benefits. To TV agency, the double benefits are the consequence that TV adopts special spreading policy to go on program marketing on the basis of its own resource. As the typical representatives of TV public program,’My Father and Mother’of CCTV,’Natural Sound One Team’of Hunan TV and’Chinese Dream Show’are all based on their own resource. They are all special TV products by uniting public element. This kind of program develops the public business, spreads public spirit, is approved by managing department and appraised by society; what’s more, it creates a new road for TV program.New things always bring new problems such as editing, taste, type and theme and idea of the program. This paper points that the public program will be constrained by politic and economic factors. In fact, we need to consider economic factors when a TV station promotes a public program. Thus public interest is not the most important but a marketing way.For the future development of TV public program, TV agency should make innovations in idea, and spreading to avoid athletic fatigue. Besides, TV agency and public organization should both exert their own advantages for deep cooperation to develop TV public program. Finally, government should learn from foreign public TV’s development experience for’top-level design’. Government should explore and solve the problem in establishment and management of Chinese public TV to organize a non-governmental and non-commercial platform for TV public program. Thus it can contribute to the good development of TV public program.