The Dilemma And Penetration Stategy Of Chinese Education Television

Under the impact of the market competition and the rapid development of informationtechnology, our educational television station has a lot of pressure and so many troubles so thefuture direction is not clear. The society has different opinions about whether the educationaltelevision station should exist or not. Education television started late and because of limitedby system, the speed of development to the educational television is relatively slow and the lagof technology, the lack of professional talents, the shortage of funds, they all have resulted in theaudience rating of education television station ratings are not high. The function of education isnot well expressed, some educational television station are even deviate from the track of publicwelfare only for seeking the economic benefit. Now looking for the direction of the survival anddevelopment to the educational television station are the research topic of the related workers.This introduction of this research,explainedand defined the related concepts, analysis theresearch value of the education television and the significance of this topic, elaborated thecurrent situation both at home and abroad, introduces the research methods and the researchinnovation used in this study.In the first chapter, the author briefly outlines the development history of educationaltelevision that is from the initiation period to the bland expansion period to the rationaldevelopment period, and finally goes into the transformation of fusion development period, itcan be said that education television has been explored a better development. The problems inthe development are put forword after the study of the capital, technology, programs and industrythrough the preliminary investigation. Education television depend on the not substantialadvertising revenue to maintain a television`s survival, not professional in the program content,insufficient understanding on the application of new media network, inadequate input. In theindustry management, the range is still relatively narrow. Through this chapter, the reader cangain some understanding on the development and the plight of educational television.In the second chapter, the author analysis the current dilemma of educational TV station, theexternal system restrict the development of educational television, domestic and internationalmedia group, TV, network is constantly growing, they not only cause the audience split-flow butalso divided up the education resources. In the mean time, the inaccurate positioning of thechannel and program, the conflict of public welfare and commercial, evaluation mechanism isnot reasonable, they all lead to the dilemma of the development of education television. The third chapter is the key part of this research, on the basis of the analysis about the currentdilemma,the author puts forward some reform strategies for educational TV development in thefuture. We should increase in government funding for educational television station, integrate ofresources and the platform, across the system restriction, start the personnel reform, and theprogram mechanism reform, find the channel positioning, audience positioning and programpositioning. Nowadays, we believe the content is the king the channel is the king. TV content,production level and the publicity channels are all become the important index to win theaudience. The education television station should aimed on own professional education program,the information that be transferred should be rich content, strong service and close to the real lifeof the audience; under the thought of the internet we should strengthen the innovation of theform of the program; create our own unique education brand to help the development of channels;use their own education brand to create the development chain of the public service and toexpand their business channels, find the way of diversification strategy. Looking for the way tosustainable development for education television station.