Study On Development Strategy Of Jilin Satellite TV On The Microscopic Perspective Of Media Ecology

Nowadays,the rapid development of new media and the Internet has caused the loss of audiences,the decline of ratings and the difficulty of making profits of provincial satellite TVs,which has made them confronted with tremendous pressure of survival.At the beginning of this century,provincial satellite TVs have developed vigorously depending on the advantages of the system.However,the traditional operation mode lagged behind the times because of the slow operation of the attributes of public institutions in the process of entrepreneurship.Face on the situation of internal and external troubles,provincial satellite TVs must examine themselves,consider the interaction of external environment,and optimize and adjust the existing strategy.Based on the theory of Media Ecology and research on Jilin Satellite TV's current situation,this paper points out that there exists problems of this channel's niches.This situation is caused by the imbalance of internal ecological environmental factors such as industrialization transformation,personnel system,programs' value,and external ecological environmental factors such as politics,economy,social culture and technology.In the fierce market competition,how Jilin Satellite TV continues to maintain its current status and strengthen its competitive strength has become an urgent problem.In view of the above problems and shortcomings,this paper analyzes the advantages and disadvantages of Jilin Satellite TV,and the opportunities and threats of the market with SWOT,derived several basic strategie.This paper is on the basis of Media Ecology and the framework of SWOT,innovatively combines Media Ecology and enterprise strategy,suggests cuntermeasures could be taken for Jilin Satellite TV's development strategy: which are dislocation of media function niche,expansion of nutrition niche and symbiosis of space-time niche.Through a series of improvements in cultivating the core advantages of the channel,innovating the advertising revenue-generating mode and laying out the "TV+" of the all-media ecology,a new media ecology of Jilin satellite TV will eventually be formed.This will help Jilin Satellite TV to gain new vitality,regain discourse power in the media market,win profit space in industrial management,and upgrade to a new mainstream media with the needs of the new time.