Research Of Local Television Station Management Pattern Reform

Information dissemination and media environment has greatly changed due to science & technology communication and the development of digital technology as well as network technology. With the rapid development of Internet and wide use of mobile media, new media is developing rapidly, however, the traditional TV media is faced with a series of survival difficulties, for example audience cut and shunt, dropped TV viewing, etc., which formed a severe challenge to local television stations. Moreover, compared with CCTV, traditional TV media is lack of audience coverage, financial support as well as preferential policy; while compared with the new media, its communication ways and interactive patterns are restricted, therefore, traditional TV media can hardly make a breakthrough of communication. There are always both advantages and disadvantages to everything. Although the rapid rise of new media will restrict the development of local television stations, to a certain extent, it can promote resources integration and market operation between traditional media and new media. In addition, new media also provides some new ideas for the development of local television stations.Television station audience coverage depends on administrative division in traditional media pattern, forming the radiation scope of media as well as inter-city influence, and causing a great constraint to the development of city television stations. Administrative division and its closed regional market operation has monopolized and divided audience coverage, therefore, the corresponding market space is small, what’s worse, it is difficult to carry out market competition and make a breakthrough. Traditional media pattern was broken by the development of network technology and the innovation of new media communication. City television station made a breakthrough in audience coverage limit by making good use of network communication advantages. It has realized the overall improvement in many aspects through the reform of television development pattern, including media influence, market space, operating pattern and audience coverage, etc. What’s more, its development positioning is no longer limited to the city itself, but for the development throughout China. New media industry layout was gradually formed under the overall background of "tri-networks integration", which will undoubtedly lead to greater development space and more resource advantages, but at the same time, it also creates a competition and challenge for the development of local television stations. Therefore, local television stations should be actively integrated into the industrial layout of new media and vigorously explore markets to actively develop new media business, and promote the development of digital TV, mobile TV, IPTV, mobile media, etc. Integrate resource advantages of traditional media and new media to form a new development pattern through multi-media integration. In the era of Omni media, unifying the content and form, and strengthening the integration of media resources is the fundamental starting point of local television station management reform. Therefore, media information on Internet and newspapers can be integrated by local television stations to make TV program. They can create a program of "reading newspapers on TV" by combining the advantages of TV with print media to attract audience’s attention, participation and interaction, that is to say, by combining the amiable image on TV with intensive and meticulous print media; local television stations can also realize "TV network reading" to collect information essence, and focus on sensitive topics to break media restrictions of local television stations. At the same time, local television stations can improve their media influence and market competitiveness in the above process.Changchun radio & television station carried out cultural system reform by using the breakthrough point of separation between television program production and broadcasting. Straighten up production and operation mechanism as well as management mechanism by separating television program production and broadcasting to maximize the available operating resources, then expand the new media business to increase company’s market size and promote the market influence as well as social influence of the media. Changchun radio & television station actively expands the field of new media on this basis for the development of cross-regional media operation, and finds a new development method for local television stations. Compared with Changchun radio & television station, Jilin radio & television station management pattern is in transition. Its media management pattern is gradually changing from the unity of production and broadcasting to the separation of production and broadcasting. However, market operation and pattern exploration of Jilin TV station management pattern is not complete due to public institution’s administrative nature and cultural industry’s market characteristics. Based on this reality, the paper made a comparative analysis of differences between local media management patters from the vantage point of organization management patterns in Changchun radio & television station and Jilin TV station. Then the paper discussed the differences and similarities of market and administration on television media management influence under the background of Omni media to find new development ideas for local television station management pattern.By taking the management pattern of local television station as the research object, the paper made research and analysis of organization management pattern in Changchun radio & television station and Jilin TV station. By following the technical thinking of "asking related questions- carrying out detailed analysis- finding out solutions", and combining the rapid development of new media with the reform tendency of media management system, the paper made a horizontal and longitudinal comparison between Changchun radio & television station and Jilin TV station on the basis of current operating state of local television stations. The paper analyzed the opportunities, challenges and countermeasures of local television stations through combination with the new media pattern of "tri-networks integration". Combining with the development trend of separation between television program production and broadcasting, the paper summarized organization management pattern of Changchun radio & television station and Jilin TV station through case studies and comparative analysis method to analyze their advantages and disadvantages, and explore new methods of innovation and integration. Furthermore, the paper proposed countermeasures for local television station management reform.Specific organizational structure adopted in the paper is: section I was the overview of research background, research significance, research status and related literature, then the paper elaborated research ideas as well as research methods on this basis; section II compared with city television stations, and made a systematic discussion on their management patterns as well as features through case studies, then the paper compared the advantages and disadvantages of the differences between the two patterns through comparative analysis to explore new ideas of reform; based on the above case studies and comparative analysis, section III clarified existing problems of the two management patterns in Changchun radio & television station and Jilin TV station; section IV put forward corresponding countermeasures for the reform; section V was the conclusion and prospect for the paper.