Research On Terrestrial Channels Program Innovation Under New Trend

China's TV media differs from the development of Western TV media not only in terms of its own unique characteristics but also the unique style of China's TV media landscape.The vast majority of the channels in China are "terrestrial channels” except for “the star" channels which are the first and second-tier provincial satellite TV channels as well as the China Central Television(CCTV)channels that have the national influence.With its growth in the government,business and the increasingly market-oriented broadcasters,terrestrial channels account for half of TV channels in China.Moreover,a large number of high ratings television programmes are from terrestrial channels based on the data collected from the regional ratings.There's no doubting the influence of terrestrial channel in China.With the rapid development of network communication technology,people who work in the television media industry and all the media practitioners are faced with great changes.Every year,innovative formats and phenomenal TV programs are introduced and even the policy changes annually.With the accelerated pace of media industrialization and marketization,the theory that does not apply to the domestic media environment before can be applied gradually.2014 was a year of change.From the CCTV station to the terrestrial channels,advertising revenues have hit the ceiling.Advertising revenue is a good gauge of the health of an economy.In this context,specialization,branding,content-centered,innovative design,a suitable channel to the target groups are the industry consensus that a better,bigger and stronger terrestrial channel would have to kick-start a new era.In this paper,through “Internet Thinking” and research on media economics theory as well as the application of the dissemination theory combining with my own production experience in the "Art Longjiang" Haxia special TV program feature film to reflect on the terrestrial channel itself and its brand construction,marketing,operation mechanism,audience analysis and other aspects.Moreover,combining with the current situation and policy of the Chinese media industry and my five years front-line work experience plus two years graduate study,I hope this paper helps provide some perspective on the development of provincial terrestrial channels.