Research On The Development Strategy Of QD Radio And TV Station

QD Radio and TV Station is a regional city TV station.It has 6 radio frequency and 7 TV channels. The business includes radio frequency, television channel, media network, mobile TV, radio and television network station, mobile phone APP client. Signal coverage radius is more than 130 kilometers, coverage of population is more than ten million, coverage of population in percent is more than 97%. In the past two years, because of the pressure from CCTV, satellite TV, provincial terrestrial channels, it is very hard to keep market share and ratings. From the entire industry, the threat from social media challenges traditional media more and more. Therefore, the correct understanding of the opportunities and challenges in the development, examining own advantages and disadvantages, the choice of strategic decision, are very important for QD Radio and TV Station to break out successfully in the critical environmentAt present, for QD Radio and TV Station, the main external opportunities is, media industry is in a high-speed development period, the limitation from system loosed, the policy more flexible, capital inflows, technical innovation, policy support and financial support from Qingdao government, public demand. The main threat is, the value of media resource limited because of administrative constraints, the challenge from new media, the competition from powerful media, the content of product prices keeping going up, revenue slashed because of the strict control of pharmaceutical advertising.The main advantages are the following, monopoly channel and frequency resource, advantage of natural native, a group of popular TV programs which is close to livelihood. After years of development and accumulation, QD Radio and TV Station has advanced technical facilities and equipment, Omnimedia pattern appears. QD Radio and TV Station has Advanced position, salary and performance management system after the reform, the Program development and evaluation system has been established initially. The disadvantages are, the obstacle of system, low market degree, Operation ability not enough, too dependent on non-Operating income, internal organizational framework to be optimized, Internal homogeneity competition leads to a serious waste of resources, Inefficient use of funds, low input-output ratio, shortage of talent, lack of innovation, program type not rich.Through the research and analysis, this paper thinks that, the development of QD Radio and TV Station should be based on the integration model to realize the transition from traditional broadcast media to modern media industry:centering on production and operation of content, optimizing channel positioning layout, comprehensive developing and operating the content industry, reorganizing framework and process of traditional media, expanding business, implementing Business strategic alliance.In order to guarantee the implementation of the integration strategy, this paper thinks that, QD radio and TV station should proceed from the following aspects: straightening system, financial reform, bringing in needed talents, improving target management performance evaluation system, technological transformation, Implementing large data analysis system and media information distribution platform.