A Research On The Development History Of China Education Television (cetv)

China Education Television (CETV) is a national media along with China Central Television (CCTV). It has made outstanding contribution to the cause of public education and culture service system construction since it was built in 1986. At the same time, in the trend of TV media marketing, it tangled in the conflict between"state"and"market", however, found its own unique way to a professional education channel.In this thesis, the history of the development of CETV is looked on the vertical line, and the different unique development stage is the transverse line. The two were combined together to wholly display the history and the law of the development of CETV as a professional education television with typical Chinese characteristics. On one hand, the research chronologies the events of the changing of TV media and education environment and its own reforms of CETV, and stages its historical process, discloses its practical strategies and policies of program planning, marketing management, human resources management and brand building in the various period, centering on"education"and"television". On the other hand, the essay researches on the channel reform of advanced education television and media groups in and out of the country, and forms the conclusion that CETV should consider its current conditions, keep the"education"card, accurately orient, create high-quality programs, explore various profit models, and firmly take the way to the professional education channels.All in all, CETV find its own unique way of development between the"public-service"and"market". It's a valuable case for our further deliberation and research no matter on its great contribution in offering knowledge and educating the public, or the prolonged efforts in adjusting its development orientation to adapt to the law of market.