Strategy Of Development Of Western TV Stations

Under the "four-grade-station" structure of China’s television industry, CCTV andprovincial TV stations have become the most dazzling stars in the broadcasting mediamarket, whose rapid development caused a huge impact on the development of TVstations at the level of region and city. With the economic development lagging behindand weak capital base, TV stations in western regions and cities are struggling tosurvive. Currently, due to the facts such as a lack of funds, poor quality of televisionsetting and the introduction of television, low television program production, theaudience share of TV stations in western regions and cities declines, impactingadvertising revenue, which results in even fewer funds. Thus, a vicious circle begins.But, TV stations in western regions and cities, in the current situation, will not disappearin the development of the television industry in the future. While their special functionalattributes determine the necessity of their existence. Therefore, we want to find the pathsuited to their development through research for the inevitable presence of televisionstations. Based on Jack Trout, Al Ries’ positioning theory and Micheal E.Porter’sstrategic theory, this thesis aims at finding the problems in the TV stations in westernregions and cities, such as problems in management system, personnel system, channelpositioning, and sources of funding, through analyzing the current development of theTV stations in western regions and cities, including unclearness in its positioning,pseudo-profession in channel setting, low levels of program production and schedulingand that operating income is not ideal. Through comparing the local functions of TVstations in western regions and cities with those of CCTV and provincial TV stations,this thesis is to find out the particular influence of TV stations in western regions andcities in local area, to analyze the development opportunities that TV stations in westernregions and cities will usher in the new situation of media convergence and to discoverthe development opportunities for TV stations in western regions and cities thateconomic integration and inter-regional cooperation bring with the rapid economicdevelopment in the West nowadays. On this basis, this thesis is to make proposes for thedevelopment of TV stations in western regions and cities in the localization,differentiation and inter-regional cooperation and to put forward feasible ways andeffective support to the future development of TV stations in western regions and cities.