Study Of Content For English Television In Chinese Cities During The Multi-screen Era By Using ICS As The Case Study

Under the premise of Globalization3.0, the53rd EXPO was successfullyheld in Shanghai with the Shanghai Pilot Free Trade Zone also beingbuilt. Thousands of foreigners and business people flooded into Shanghaiwith the goal of development of internationalization. However, due to thelanguage barriers, most of the foreigners needed a localmedia-broadcasting channel in English because they were still in theblind when receiving local information. At the same time, emerging newmedia brought the whole media industry into the modern era ofMulti-screen Media which begged a compelling question: How willtraditional TV media keep up and attract more targeted audiences withtheir TV programming?Based on relevant theories, this study made a concrete analysis oftargeted audiences and their needs plus to question: As anEnglish-language Media in an international city, how do you set a newagenda according to their needs by making use of the integration of newmedia in the context of multi-screen media development? This researchadopted the Case Analysis Method and gave suggestions regarding ICS’sprogram contents and its future development by making analysis of theaudience needs and content, distributing questionnaires and having indepth interviews. By analyzing specific cases, this study visualized previous theories of TVagenda-setting methods by giving suggestions and inspirations toagenda-setting for traditional TV media in this modern era. Through ageneral survey of local residents including foreigners and business people,the study aimed to fully understand the target audiences’ need fordifferent contents with different cultural background, summarizingEnglish-language media’s rules and plans for content setting, offering aninnovative reference for English-language media in other cities andsimilar counterparts in China.