Analysis On The Dillemma Of Private-Owned TV Funded By Chinese And Its' Development Strategy

With China stepping into the centeral stage of the world, reports about and concerns on China have been increasing everyday. However, the scale of international public opinion is unbalanced, with the West voicing lounder while the East reamaining less influential. Thus, it is necessary to improve China's soft power and improve Chinese media's influence and credibility while broadcasting abroad.Currently, several private-owned Chinese English-speaking TV networks have been completing the missing influence in the global media market. A leading one among them is Blue Ocean TV network, also known as, BONTV, nearly the first private-owned Chinese media broadcasting abroad. Apart from the state-owned media, such as CNC and CCTV, BONTV is the only one who has the capability to penetrate mainstream western viewers.The rapid development of BONTV showcases private-owned TV network's energy and effectiveness in global communication. BONTV could be seen as a typical successful example of multi-form media participating in the “going out” of Chinese culture. It has been exploring a way to penetrate into the mainstream of western society and manifest the spirit of international communication which strenthenes a new concept,new category and new form to intermediate the east and the west.However, the development of Blue Ocean TV now encounters difficulties, including challenged profit model which is now unsustainable and relies heavily on "media services" and advertising revenue. Also, the traditional program production situation has not suited to the new era of media. BONTV's domestic and foreign influence has declined. The news department even collapsed. And it has an unstable staff members. What's more, it has always been facing the international competition in media market and the restrictions from China's national policies on media.Accordingly, this paper tries to propose feasible strategies to make BONTV walk out of the current problems through the comparison with successful methods brought up by other overseas Chinese-run meida and the interview with producers from both home and abroad. Blue Ocean TV itself needs to explore new profit model, change management methods and stable employees. It also needs to embrace the new media age, expand domestic and foreign influences by generating innovative programs. Meanwhile, at the state level, Chinese government needs to recognize the legitmacy of BONTV and deliver supportive policies in order to open up the "second channel” of external communication other than merely replying on state-run media.