On The Innovation Of Local Entertainment Programs In The Western Areas

Local TVs in western areas of China, as a very important part of the TV industry, have been a driving force for the development of local culture and economy. The recent wide-scale reforms in the cultural industry system, the mergence of media companies and the intensified competition have built up a tough challenge for them. Effective approaches need to be taken in order for the local TVs to survive and grow in the stern reality.This paper has done a case study of Haiyuan local TV in Ningxia Province and overviewed the current situation and future development of the entertainment programs from the local TVs in Ningxia, Qinghai and Sichuan provinces. The paper begins with an introduction of the development and current situation of Haiyuan local TV and then provides an overview of the difficulties in the entertainment programs in the process of growing with the analysis of possible reasons. Three cases of the local TVs in the western area have been studied in the paper for their approaches to success. The study shows that there are 5 major issues concerned regarding the entertainment programs from Haiyuan local TV: issues of market positioning and the defining features of the programs, the lack of local and ethnic cultural features, insufficiency of innovative driving force, in want of professionals, finance deficiency and etc. Four general suggestions have been put forward in order to facilitate the development of entertainment programs from the local TVs in the western areas: Firstly, the programs should diversify contents and have a very accurate market positioning; meanwhile, the local and ethnic features of the programs should be highlighted. Secondly, the local TVs need to achieve the beneficial combination of the traditional and new media and explore new ways to promote their programs.Thirdly, the local TVs need to reform their own programs and aim to enlarge their audience population. Last but not least, the human resources training system need to be improved in order to build an elite team to work for the local TVs. Based on the comprehensive analysis of the entertainment programs from the local TVs, the paper draws its conclusion: localization is a very effective way to seek for development in the competitive market and to make full use of the advantages of being a local TV. To reform the programs and enrich the local culture and ethnic features of a localized ethnic entertainment program can be effective approaches to make the programs more diversified, competitive and more attractive and meaningful to the audience which will result in a promising future development for the entertainment programs from the local TVs.To explore approaches of innovative development of the entertainment programs for Haiyuan local TV can be a reference for the management and development of the rest local TVs in western areas. The paper, using the managerial theory about integrated optimization and effective distribution of resources as the theoretical frame, explores the approaches to enlarge the market shares and to achieve the sustainable development for local TVs in the western areas through the efforts of innovatively localizing the contents, audience and commercials with the aim of building its core competitive strength.