| Triple play is the trend of economic and social development. By the end of 2010, Chinese authorities require relevant industries to promote the development of TV-networks, telecommunications and internetworks positively, starting the pilot of triple play integration across the whole country. After a few years of pilot, tremendous achievements have been made. At the same time, new problems appeared, some of which are caused by the barrier of mechanisms and others by the fierce competition between TV industry and Telecommunication industry. TV has played a significant role in traditional communication industry, needing reform and development forces facing the huge advantage of triple play development. During the reform, the competitive advantages of TV should be used fully to face the challenge of coming problems and matters. Through the efforts of reform and development, TV must participate the competition with others, achieving the target of the creative achievements and building the importance of TV during the triple play.At the beginning of this paper, a few relevant concepts would be defined, following by the analysis of current development of triple play and TV networks. The strategic tools, PEST and SWOT shall be used to analysis the inter and outer environment of SCTV. Analysis of successful cases of traditional TV networks has been stated, presenting the competitive advantages and weakness of SCTV under the tense market environment. Poter five forces analysis is also been used to figure out the positive and negative factors of SCTV,.Based on the comprehensive analysis of problems of SCTV, this paper presents a few strategic ways, including the reform of division of creating and broadcasting, innovation of content, brand building, focusing on target market and cultivating talents. All this would help SCTV to improve the quality of development, aiming at building the leading position in the main stream of TV networks with the high satisfaction of both the customers and the market. |
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