Provincial Satellite Homogeneity And Countermeasures Research

With the rapid development of television media, there is a bulge in homogeneity phenomenon of provincial satellite television. Meanwhile, as a necessary stage of media development, after carrying itself for a long time; the homogeneity phenomenon has undergone labor pains that the television media has to experience.It may be said that the homogeneity phenomenon of television is a new situation of television development, and there is no perfect results to follow in aspects of exploration, research and solution. Although there is some related experience abroad, it can only be used for reference, which is not necessarily in accord with the practical situation of our country. Provincial satellite television is a double-edged sword. To some extent, it can help weak media acquire some degree of market attention in a short time, and get rid of awkward existential predicament. However, its side effect endangers the whole television career in a healthy and orderly way, if let things drift, it is dreadful to contemplate. Homogeneity means the advent of brand competition times, which also means the rise of operation cost and apportion of operate profits. Facing new competitive situation, the provincial television station has to renew its market position of channels, and to decide competitive strategies and the adjustment of transmission contents. It can acquire its development space in both the whole country and regional markets; so there is a trend of version change in each provincial satellite television. The arrival of version change trend also indicates that provincial television has stridden out the first step of constructing media brand in the adversity of homogeneous competition. This thesis is the research on the trend and countermeasures of the whole country provincial television stations, and this is a timely and direct professional research.The four parts of this thesis form a unity:Chapter I is the introduction, which briefly makes a cut-in by the representation of SDTV in homogeneity competition, with a brief introduction to current situation, purpose and methods of research concerning television media homogeneity. Furthermore, the thesis puts forward the following ideas: the homogeneity competition, which the provincial satellite television faces, is a necessary stage, the practical problem is how to response to this competition, which cries for resolution. The most effective approach is to intensify independence, to strengthen core competition so as to create individual brand. Chapter II gives a brief explanation of the manifestation and influence of provincial satellite television homogeneity. First, it defines homogeneity, and then precedes a general clarification to the manifestation, on the basis of what it shows the double-facet contradiction of homogeneity provincial satellite television programs, and it examines provincial television homogeneity in the perspective of market operation and public interest. This chapter provides the later third chapter, i.e. the origin and countermeasure analysis of provincial television homogeneity with essential theoretical basis.Chapter III is the essential one in the thesis. In order to bring convenience to research, however, the author takes Shandong Satellite Television (SDTV) to do case analyses, leading full aspects by this point. The author precedes a delicate analysis on provincial satellite television homogeneity trend from social cultural and psychological origins, together with television program type and program innovation perspectives, on the basis of what the author proposes countermeasures to cope with homogeneity, including five parts"to tap fully and rely on regional cultural resources","to forge actively the internal quality of television media","feasibility analysis of professional road","to strengthen creativeness awareness of those who engage in television media"and"the necessity of establishing brand awareness"respectively.Chapter IV is also an essential one. It is the extension and intensity of"countermeasures to cope with side effect of homogeneity". This part mainly introduces the steps and strategies of brand construction in provincial satellite television homogeneity competition, and puts forward"establish brand-new brand standpoint","pay great attention to brand spread and promotion","attach great importance to institution innovation and the influence of administrative interference on brand operation","foster and reserve professional talents for television media brand operation"; these four important provincial television brand construction strategies. Finally, with reference to experts'opinions, who propose the idea of establishing provincial television alliance, the author presents opinions and makes final conclusion.Through the research of this thesis, the author proposes practical ideas from practical actions of SDTV, which would greatly pushes forward crisis awareness, to strengthen the determination to construct self brand, to transform traditional operating mode and to successfully precede strategies for promotion to cope with homogeneity.