Research About The Problems And Outlets Of China TV Channel Specialization

Channel specialization is known as the second innovation of China TV industry. Along with the expedite TV industrialization and the severe market competition, Channel specialization becomes more and more important. What is called Channel specialization? In fact, it is to fractionize the audiences contrapuntally. Under existing condition of the channel resources, it locates and compartmentalizes the content, and let the programs of one channel concentrate on the needs of certain field audiences. That is to say, channel specialization is a carding and arrangement of the content the TV transmits, it put the programs with the similar content into the same channel, and forms the content uniqueness of this channel. Channel specialization is the necessity of the TV development, the demand to satisfy the progressive culture consumption of the audiences, and the reasonable choice for the TV to adapt the market competition.Early integrative TV stations always regard the whole audiences as their object, no matter the male, female, old or young, and in spite of their social stratum and culture tropism. Currently, some super TV medias are still adopting this strategy, while most of TV systems prefer grasping some audiences'special demand, and serve them intently. The precondition is that this series of programs must have considerable coverage. The social and economy benefit of a series of TV programs lie on two factors, coverage area and audience rating. Because the audience proportion is small after the fractionization, thus the channel must have reasonable coverage to exert its influence fully, to have more advertisement income, to ensure better program quality, and achieve benign cycle.TV develops so rapidly that it goes beyond people's imagination. In the face of more and more channels, the audiences have more choices, and the TV owners have more chances. Meanwhile, too many channels make it more difficult for the audiences to choose, and the competition is more violent, the crisis is more obvious for the TV owners. It is in order to respond to the channel increasing phase that the countermeasure of channel specialization comes into being. In a certain extent, TV has entered into the narrow-spread era from the bypast wide-spread age.However, retrospecting the TV specialization process last twenty years, there are many problems existing, nearly all the TV stations'channels are pretty much the same thing, program content clone becomes common practice, program resources are deficient, the audiences'demand can not be satisfied, and all these factors lead the China TV channel specialization into an embarrassing predicament. Basically speaking, traditional mass communication already cannot adapt the social demand, and the media presents an audience-differentiation trend. According to different audiences'taste, the media transmits different information, and audience-differentiation communication engenders. At the same time, because the audience market compartmentalization is not specific enough, the media still cannot satisfy all the audiences'diverse demands. Connecting with the domestic and international TV industry development situation, the thesis analyzes and studies China TV channel specialization, and intents to find an existing way for China characteristic TV channel specialization. The thesis is divided into four sections:Section one offers the theoretical background of TV channel specialization. On one hand, from the aspect of TV communication, the audience social differentiation theory is based on the sociology, the audience's information adoption behavior is concerned with all kinds of their variable factors, by unscrambling this relationship, the communication organization analyze and forecast different audience groups'TV information demand, then design and produce corresponding messages; On the other hand, from the aspect of economics, if the TV stations want to put the channel specialization into practice, they must fractionize the audience market, according to the audience's demand and consumption concept to satisfy their multiplex demands.Section two introduces the topic for discussion. After analyzing the inevitability of TV channel specialization, the emphasis is put on the existent predicament and troubles of it. Some problems appear nearly at all the joints such as Channel orientation, program setting and reformation, labor resource, advertisement and so on.Section three searches why TV channel specialization develops so slowly. The thesis mainly discusses the reasons from the following aspects: The audience market compartmentalization is not specific enough; the audience market investigation is not canonical; the business operational mode and the management system of TV media are unitary. The compartmentalization of China specialized TV channel should base on the investigation of media consumption market, otherwise, it not only can't realize narrow-spread and audience-differentiation, cultivate audience's faithfulness, on the contrary, it will make the audience even more optional, selective and unrestricted. The unitary business operational mode of TV media is another important reason that influences China specialization process.According to the analysis of the two parts above, section four is devoted to find the solutions. We usually pay much attention to the audience's feedback after they watch the program, in fact, it is also very important to investigate the audience before the program broadcasted. American communication scholar Schramm·Wilbur considers that pre-feedback is to investigate and find out the audience's mental demand, composition, behavior and so on. All of the following factors: pre-feedback and feedback investigation, channel's market orientation, program's brand consciousness, the advantage of production-broadcast- separation, the emergence of pay-channel, will impel China TV channel specialization process. The next introduces two ways to combine TV with network. One is net TV. It amalgamates TV with network, thus TV and computer display have no essential differences, and as long as the audience clicks the mouse, they can watch whatever they want. The other is interactive TV. It uses the CATV circuitry, but achieves the network function. Video order program, interactive program guidance, program record and broadcast are the main means. In the end, the writer thinks that, TV communication is unilateral, but the network communication is bilateral, and their combination makes the concept of"channel"become meaningless, and turns into a mere symbol.The thesis explores the problems China TV channel specialization faces and its subsistence strategy through antitheses, literature studying and case analyzing.