The Introduction Of Overseas Programming Models And Their Impact On The Market Structure Of China's TV Entertainment Programs

Since 2010, every television station buying program formats has been as high as dozens of files.on the China's TV entertainment programs market foreign program format competed continuously. each television station began to introduce the overseas program formats as their competitive weapon. Overseas program format frequently introduced brings the prosperity and development of the TV industry in our country,and changing the competition strategy significantly.Television entertainment market is a special market and its difference from the other traditional markets is the product.TV entertainment programs is the products of the television entertainment market.Television program is not only a kind of cultural products, also a kind of copyright products, but also a creative product.And overseas program format as a kind of copyright and creative,its introduction fill the gaps in Chinese television entertainment market, equal to a technological innovation of Chinese television entertainment market which affect the TV entertainment programs market in China.This paper use theoretical results related to market structure to study the relationship between the introduction of the program formats and TV entertainment market structure. Firstly article gets related to the theories of market structure,starting from the impact of technological innovation on the market structure,analyzing how the programs format affect on the market structure factors: product differentiation, cost,patents, barriers to entry on the mechanism. Then according to the current status of overseas program formats frequently introducing, clearing introduction of television entertainment history, the introducing of channels. Meanwhile, the paper analyzed the status of television entertainment market structure,mainly using television viewing data and statistics of program formats introduce,starting from market concentration,economies of scale, product differentiation, barriers to entry.This paper combine with2005 to 2015 audience share of quarterly data, market size, human capital and other datas to make empirical analysis for the program formats introduction and market structure of TV entertainment and making relevant policy recommendations.