| As TV media is popularized and the one-child policy is implemented in the 1970 s, TV media is playing an increasingly important role in children's growth in China, among which children's TV channel especially affected children's development in cognition, character and outlook on the world, life and values. Children's TV channel in China was first built to serve the public, but being in the market environment and struck by the rapid rise of new media, it had to choose a development mode of combining marketing with public service.Hunan Golden Eagle Cartoon TV so far ranks in an upper middle position among China's star-rated provincial children's channels and thus can be a representative sample to study the commercialization of children's channel. Through watching programs and advertisements in Hunan Golden Eagle Cartoon TV during January 26 and February 8, 2015, and collecting the data, the author conducts a quantitative analysis first on ads broadcast during this period and then a content analysis on programs and ads placed in programs. Based on the analyses and in-depth interviews with guardians of this channel's audience, the author studies the commercialization of Hunan Golden Eagle Cartoon TV and draws some conclusions.In the study, the concept of “excessive commercialization” is defined and some relevant problems of Hunan Golden Eagle Cartoon TV has been raised. Moderate commercialization is beneficial to the development of a children's channel, but excessive commercialization will more or less have some influence which cannot be ignored on the growth of its children audience. The author has not only pointed out the potential influence of excessive commercialization of children's channel, but also put forwards some commercial strategies for Hunan Golden Eagle Cartoon TV to avoid problems caused by excessive commercialization through which the author hopes to provide some ideas and suggestions for the future development of Hunan Golden Eagle Cartoon TV and other children's channels. |
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