A Study On Channel Specialization For Hunan TV Station

Currently, there has already witnessed a bountiful supply of TV channel resources across China. Such a great upsurge of TV channels has compelled a swift shift of TV media from "seller’s market" to "buyer’s market" on the one hand, and has turned the audience focus to become a rare source on the other. Hence, it is natural that a finer division among TV media recipients, together with a development strategy characterized by its specialized channels to draw certain audience community in particular, should serve as a breakthrough, as to maintain a continuous earnings from recipients.With case studies as its analytic method, Hunan TV station as its object for such analysis, and the stations’s reform process as its clues, this thesis has conducted a thorough treatment\combing of its specialized channel development course; it has deconstructed the station’s channel specialization from dimensions such as channel positioning, arranging, packaging, and brand broadcasting, to explore relevant advantages and disadvantages during such course.Under the impact of new media, professional channels, including Hunan TV, are faced with lots of obstacles, such as the decrease of time viewing, the loss of young viewers, the diversion of advertisements and monopoly in contents. This paper argues that IPTV and pay television are not the good methods to solve the current problem of channel specialization. In correspondence to the existing problems, this article has proposed a solution under the background of new media era. As a result, this research points out that four considerations should be addressed, given that the TV station strives for a step further and deeper along its channel specialization course. Firstly, build the advantageous status as content integrator by exploiting TV-and-Online supplementary mechanism; secondly, launch a new vista to TV marketing by expanding terminals; thirdly, widening the impact and dissemination of specialized channels by adopting on-line marketing; fourthly, discover and boost the recipient’s economic value to realize worth augment in TV industry and to transform the singular business model centered on advertisement by developing derivative business.Through the deep exploration of channel specialization, being conducive to opening the highly fragmented and segmented pattern, television industry in China can take this opportunity to establish a more reasonable industrial structure and economic order so that scientific and modernized management as well as the solid basis for cultivating international and famous television industry with Chinese features can be achieved.