The Research About The Market Location Of Jiangxi TV Children’s Channel

On March 31, 2004, the State Administration of Press, Publication, Radio, Film and Television of China issued the Notice on Opening Children’s Channels, which required the TV stations all over China to prepare to start Children’s Channels, and this marked the beginning of professionalization waves of China’s Children’s Channels. Being no exception, Jiangxi TV Station launched its own Children’s Channel, Jiangxi TV-6. Jiangxi TV Children’s Channel debuted on November 28, 2005, and was operated independently on June 1, 2007. Jiangxi Children’s Channel was aimed at building a professional Children’s Channel with two parts, i.e. children audience-centered children’s part and family members-based family life part, supplementing each other and going forward neck by neck, so as to develop and expand the channel. However, duo to the intense competition in China’s current TV market, specificity of Children’s Channels’ audiences, and other factors, Jiangxi TV Children’s Channel is under various external pressures. In addition, there exist many problems in Jiangxi TV Children’s Channel’s market location, such as confused location of programs’ content, low proportion of self-made programs, unclear location of audience market, low advertising revenue, and so on. Jiangxi TV Children’s Channel is suffering from great operational pressure due to its poor overall audience rating and needs to be improved urgently. In this context, this thesis was intended to analyze and discuss the market location of Jiangxi TV Children’s Channel through studying other Children’s Channels across the country and on the basis of previous researches, and try to figure out a reform mode suitable for Jiangxi TV Children’s Channel, with the hope of helping Jiangxi TV Children’s Channel become bigger and stronger and providing children in Jiangxi Province with more, better, and completer nourishment for the mind. Moreover, currently in China, most of the papers in this field are studies on market positioning of other Children’s Channels, and no paper has specially studied and analyzed the market location of Jiangxi TV Children’s Channel. This condition gives another meaning to this topic, and this analytical study on the market location of Jiangxi TV Children’s Channel could be a good supplement to the studies on market location of Children’s Channels in China.This thesis employed documentary method and case-analysis method. By using documentary method, it made a systematic arrangement and summary of “location of Children’s Channel” related works and research achievements both at home and abroad, and based on that, performed an in-depth study and active exploration. Approaches and viewpoints to study the problems were found through summarizing and arranging the materials, and the foundation of this thesis was laid in this process. By using case-analysis method, it analyzed the typical cases in the industry, learned from successful location experiences of other Children’s Channels, and thus figured out the reasonable market location suitable for Jiangxi TV Children’s Channel. This thesis was divided into 5 chapters, including introduction, overview of Children’s Channels in China, market location of Jiangxi TV Children’s Channel, problems in market location of Jiangxi TV Children’s Channel, and improvement strategies for market location of Jiangxi TV Children’s Channel. It analyzed the market location of Jiangxi TV Children’s Channel from our aspects, namely location of program content, location of audience market, location of program style, and location of advertising market, and pointed out the location problems in program content, audiences, and program style. The main problems include: in location of program content, confused location of program content, some programs’ adult-like tendency, few self-made programs, excessive preachment of program content; in positioning of audience market, unclear differentiation of audiences’ ages, not enough differentiation between urban and rural areas; in location of program style, lack of famous hosts in Jiangxi TV Children’s Channel; and in location of advertising market, inaccurate positioning, which is caused by various kinds of factors.Aiming to solve these problems, this thesis proposed four major improvement strategies:(1) strategies for location of program content, including two strategies, namely taking self-made brand programs as the core and local customs as features, and strengthening programs’ entertainment and parent-children interaction;(2) strategies for location of audience market, including two strategies, namely broadcasting different programs on different time slots for different audience groups, and paying attention to rural children and making programs for rural children;(3) strategies for location of program style, mainly including making host stars;(4) strategies for location of the channel’s profit-making market, mainly including building peripheral industrial chain.Through the above investigation, this thesis analyzed and concluded the location problems in Jiangxi TV Children’s Channel, and put forward some solutions for modification and adjustment. This thesis hopes these plain measures and suggestions could not only serve as reference for Jiangxi TV Children’s Channel to make strategies of market location and development, but also be helpful for other TV Stations’ Children’s Channels that suffer from similar problems. Considering the intense competition in China’s Children’s Channel market, only by constantly improving the channels’ market location, can they keep growing and going forward in the competition.