And Development Of The Western City Television Media Business

In China, press units’ function of political attribute,propaganda and mouthpiece has been overemphasized for a very long time, even the economic attribute and industrial function of pree units are ignored and denied. Since press units are affected by administrative management, management of press units are extensive. Urban TV was restricted by advertising revenue and programme production level, so its business development is difficult. Due to the problem of economic development and education background in western region, management issue of grassroot press units is more prominent:low,or even primitive management level. Under such condition,between western urban TV and other TV stations,there’s a big gap in source of media and advertisement resources,charisma to media,credibility and competitive advantage. Facing the increasingly intense competition among all media, urban TV,during its management, has a great issue of how to keep itself improving and developing, how to achieve the co-evolution of its enterprise aspect and industry function.Nowadays, what stands in front of the development of western urban TV is a diversified circumstance, in which not only radio and television media compete and permeate with each other as well as radio and television media with print media, new media,communication industry and even strong foreign media with the in-depth development of reform and opening-up. Under the stress and challenge, western urban TV should make better use of its advantages, and turn the stress and challenge into motivation.Comparing to other media and industry, western urban TV has the potential advantages of big potential for growth, large leeway, strong ability of editing and obvious local characteristics etc. How to strengthen the management and make these potential advantages to actual strength is the key point for western urban TV during development, and experience as reference from other urban TV, combine with Internet, strengthen the independent innovation, develope the advertising business and expand the development space at the same time.In this thesis, the media and policy circumstance which urban TV is under in China, will be introduced. To be specific, the factor of difficulty forming in development of western urban TV will be analyzed and discussed. At the same time, the circumstance and management of Xi’an TV, in which I work,will be taken for example to discuss the management and business issues western urban TV face together and find the problems and the roots. After studying and discuss the problems using scientific approach, making advice and solutions such as media business pattern and brand building, the thesis will put forward effective advice as below. First of all, the western urban TV should follow the western media industrial pattern, and improve the diversified and flexible management. Second of all, the western urban TV should open its business model by following the trend of the convergence of the telecommunication,Internet and broadcasting networks, as well as working on a alliance of all the western cities. Last but not least, to realize the individualized management, western urban TV should shape the feature of local media and strengthen the brand building. Through these advices, this thesis is aiming to provide reference and support to other western urban TV.