Current Situation Of TV Programs For The Aged In China And Improving Path Under The Background Of Aging

With the development of medical technology and the social economy, the life expectancy of China’s population is getting longer; additionally, since the foundation of the People’s Republic of China, many times of baby booms and the later birth control has resulted in the increasing absolute numbers and percentages of aging population. According to the data from the national aging committee office, by the end of2011, China’s aging population aged60and above has reached185million, accounting for13.7%of the total population, which has greatly exceeded the UN defined10%to be an aging society. For the TV media, this means the age structure of TV audience is in constant change. Generally, compared to young people, older people are more willing to get information from traditional media, take a longer time to watch TV, have higher loyalty and tolerate more to advertising.However, things won’t stay the same all the time. In fact, the group borne in the1960’s will reach60six years later. They are now active in the core of the social stages, using the new media skillfully and frequently. It can be anticipated that in the near future, they will keep their media habits when turning older. The traditional media, including television, will lose part of comparative advantage in the traditional sense of the elderly at that time.Therefore, in the time when new media eroded the market share of traditional media, it is wise for the TV media to target on the elderly audience, either from the perspective of business profit or public service.However, the number and play mode of TV programs as consumer goods provided for the elderly doesn’t meet the size, need and characteristics of the old audience. According to current available data, since the emergence of the first TV programs for the old in the1990’s, China has launched many other TV shows aimed for the old but most of them are short-lived. Only a few programs like "Sunset" which have made reputation and brand are still in the air. There are several aspects of problems existing in the programs, ranging from low production level to social and cultural factors. Only by exploring these issues above can we draw valid conclusions.This article takes the status quo of China’s TV programs for the old as the starting point to analyze responses of TV media to the aging audience. Through analyzing old people’s physical and psychological characteristics as well as their viewing habits and characteristics, the paper points out the possibility for the TV media to survive under the aging background. Together with case analysis, the paper concludes the gains and losses of the television programs, upon which draws the summary of existing problems in the programs and their reasons. At the end of the paper, it provides three equilibrium solutions targeting to the three problems mentioned. This paper has certain reference significance for making the age-related programs.