Reform Research On The Program Operation Management Mode Of Hunan Satellite TV

Hunan satellite TV is influential media in China. Since2003, Hunan satellite TVput forward new strategic orientation, that is "targeting entertainment, targeting youth,targeting the whole country". Under the guidance of the concept of “happy China,healthy entertainment”, we devote ourself to constant innovation, and our audiencerating have been ranking top over other provincial satellite TV. The current researchtake the program operation management mode of Hunan satellite TV as researchobject, exploring new innovation of management mode in a long term, whichpromoting the further development of Chinese TV program. From the aspects of theReform goals and principles of operation management mode of TV program, thecurrent research concluded outcomes of the Hunan satellite TV program operationmanagement mode reform and the successful experience, and discussed the problemsand coping strategies of it.This paper studies suggest that innovation of Hunan satellite TV programoperation management mode happened under the joint action of the externalenvironment and internal environment. External environment includes the policyenvironment, technology environment, competition environment and the audience s;The internal environment including organization structure, productio n managementand operation mechanism. There are3stages of TV program operation managementmode development of Hunan satellite: program operation management mode as Centeris the core; program operation management mode as program producer is the core; andprogram operation management mode as team is the core. Goals of innovations aremeeting the demand of program development, assurance program run efficiently andconsolidating the program competitive advantage. Principles of innovations areadapting to the environment, obeying strategy, people-oriented and quantitativemanagement. Contents of innovations mainly reflects in the organizational structure,program production management and operation mechanism, etc. Overall, the reformof program operation management mode of Hunan satellite TV has obtained thepositive outcomes, its ratings, advertising revenue, social influence got a rise.However, there are still some problems in here, such as management lags behind,shortage of resources, brand protection, over-entertainment, etc. Therefore, furtherpromotion of hunan satellite TV program operation management mode reform needsto attach importance to the channel management and supervision, to strengthen of the open and utilization of resources, to facilitate the brand construction and protectionand to promote the quality of the program and style.