| In May 1, 1958 Beijing Television Station(the predecessor of CCTV) was established. That means, China’s TV career started. In the same year, Shanghai TV Station was established, too. It’s the first provincial television media of our country.Today, China’s TV Media has gone through fifty years of wind and rain away, and has come to the new age of information consumption. As the important industries of the information age, communication and TV media are showing a clear trajectory: whether at the technical level, or at the business level, the integration of these two industries will become the same theme of their developments. In the face of the irreversible trend of Tri-networks Integration, the traditional TV media seems a kind of unresponsive while the video industry based on development of the internet technology are expanding rapidly. Traditional TV are losing their audience, and the growth rate of their advertising revenue drops every year in recent years, and what’s worse, some experts and scholars has predicted that the traditional TV would vanish in the near future. In one word,although traditional TV media once was the king of the media kingdom, it has been in trouble, and the the situation of it is becoming more and more serious nowadays.There’s an old saying: a diversity leads to prosperity. That means, when all means are exhausted, changes become necessary; once changed, the solution emerges. The time left for the traditional TV media is not enough, with the purpose of finding the competitive strategies for it, I wrote my master’s thesis. And I also took the provincial television media as the example so that my paper would be more targeted and operable.This paper consists of seven chapters. The first chapter is the introduction part, it introduces the background research, the reason why I write this paper, the research priorities, and my research methods, including the innovation of my thesis. The second part of my article, is about the development and evolution of the traditional TV media’s institutional structure, technology application and industrial history. And in the third part of my thesis, I focused on the new living environment of the traditional TV media, I described the characteristics of the new age, and the relevant policies about tri-networks Integration in our country. In the next two part of my master’s thesis, I analyzed the external challenges and threatens of the provincial TV media and also their own internal problems in detail. In the sixth part of the article, I introduced the existing competitive strategies of provincial satellite television channels and the provincial terrestrialtelevision channels by using the method of case analysis. And in the last part of this paper, I presented my own personal suggestions for the provincial television media. |
