Research On The Operation Strategy Of Public Service Programs Of Local Stations

In recent years,with the development of public welfare in our country,the concept of public welfare has been strengthened with the public interest participation and action of new media.In addition to the efforts of the government and public welfare organizations,the existence of public welfare programs has also played a certain role in the progress of public welfare.As a 10-year-old public welfare program for local TV stations,Joy on Ridge has a certain public welfare influence in Hubei Province.Today,when the traditional media advertising market is over the hill,Joy on Ridge has explored a more positive road in the field of operation.This article takes the pure public welfare program of Hubei TV Joy on Ridge station as the case analysis,through the case analysis,the field investigation,and the depth interview,participation observation and so on,to analyze the style characteristic,the development course of this column comprehensively,Operation strategy etc.Through reform and exploration,this program has come out of a business model that relies on the public welfare brand,combines the public welfare with the television industry,takes the television program as the main body,and derives the services as the auxiliary mode.This business model mainly reflects from five aspects:content operation adhere to the public interest,precise positioning,grasp the elderly audience market;the mode of production has changed from one of making and broadcasting to the separation of production and broadcasting,the marketing mode is more flexible;the original advertisement is innovatively used in the advertising operation,and the advertisement is organically combined with the content of the program;develop a derivative service in a profitable way,from tourism to sale,to research and study,and get rid of advertising as the only source of income;in the field of audience maintenance,the TV spectator is effectively accumulated and maintained,and transformed into the audience and even the consumer in a certain way,So as to carry out community marketing.Compared with the public welfare programs of satellite TV,the public welfare programs of local TV stations have some special features,such as limited coverage,limited advertising market,aging audience market,lack of entertainment factors,and so on.How to maintain a benign operation so that it can play a positive role in public welfare programs is a problem.Based on the analysis of the operation strategy of Joy on Ridge,this paper tries to provide some reference for other local public welfare programs.combined with the operation predicament of local radio public welfare programs,this paper tries to find out the countermeasures and suggestions for the operation of local TV public welfare programs,so as to make the public welfare programs serve the public welfare undertakings better.