Study On Development Strategy Of Satellite Media Based On The Context Of TV Commercials Ban & Cutback On TV Entertainment

The 18th Party Congress report pointed out that in the "developing a strong socialist culture in China", China’s building a well-off society, realizing the great rejuvenation of the Chinese nation; we must strengthen the construction of socialist culture, the rise of a new upsurge in building socialist culture. Only by improving the national cultural soft power, to play leading role in fashion, culture education, social services, promote the development of the people, in order to promote the development and prosperity of socialist culture. Only carry out the reform of the cultural system, the liberation and the development culture productive forces, persist in putting social benefits first, to realize the social benefit and economic benefits, in order to promote the prosperity of cultural undertakings and cultural industries development.In recent years, China’s cultural system reform accelerates the pace of. With the development of the reform of cultural system and cultural industries, the media industry is also more widely participate in the market competition; the media market is becoming more competitive. As the market competition is most intense in the field, competition among television media from the past ratings and competitive advertising income, gradually transformed into media core competitiveness on the contest. This means that China’s TV media in a new development opportunities at the same time, also faces a deeper challenge. This requires the TV media need not only through structural adjustment to achieve the efficiency optimization of the whole industry, but also the need for TV media of its social role reorientation.By the end of 2011, the State Administration of radio, intensify efforts to control the TV screen, has promulgated the "on the further strengthening of broadcast television advertisements broadcast management notice" and "on the further strengthening of television channel Star comprehensive management advice" (hereinafter referred to as the "two limit"), fully involved in television commercials and programs, TV the media must be economic returns and social benefits, which give the television media especially the traditional operation mode of TV media has brought tremendous impact, resulting in TV media have to rethink the development mode and strategy. Therefore, in this paper, against the background of our country to vigorously promote the reform of the cultural system based on learning theory, combined with the master during MBA, from the current development trend of the TV media of different stages and channel characteristics as the starting point to carry on the analysis, discussed in the "two forces" background, how the TV media in the pursuit of economic to maximize efficiency, achieve social benefit as the public media, how to handle the relationship between viewers watching preference and the content of TV programs, how to enhance the core competitiveness, the differentiation competitive strategy to seize, consolidate market share, in order to survive in the fierce competition in the market for survival and development issues. In addition, in view of the existing TV media "two restrictions" policy problems, This article puts forward some reference suggestions.