The Cultural Dilemma And The Cultural Breakthrough

With the development of China’s cultural policy, cultural production in China isdifferent from any era.On the one hand, a cultural product need to creat the form thatpeople love to meet the spiritual needs of the audience,in the other hand have to facethe market to participate in market competition widely to create economic benefits.On the cultural industry background, Chinese TV media on the process of the marketto release of hitherto unknown culture productivity, gross appearance for eachprovincial SAT-TVs have stars, each in the commercialization of supernatural powers,to seek their own development brand features, modern commercial means into themedia operation, the pursuit of business value and aesthetic value a win-win situation.However, this process occurs due to the pursuit of economic interests in culture toguide the role of anomie, produced and friction against TV social and culturalfunctions, such as "entertainment","copycat", the commercial value of the one-sidedemphasis on the cultural value of the neglect or even damage, conflict of culture valueand commercial value. This requires a value orientation level and control analysis,harmony and unity of economic benefit and social benefit.Based on the television industry brand leaders--a case study of Hunan satelliteTV, combing the development of "brand of entertainment Happy China" and the statusquo, summarize and review of Hunan satellite TV commercial success on the onehand, more important is the cultural meaning of interpretation of it, analyzing socialand cultural factors, it is a new force suddenly rises. The encounter cultural value lossfactor the bottleneck in the development of culture, and how to obtain sustainabledevelopment, the Hunan satellite TV commercial development and the choice ofcultural value as the two main line, combining vivid examples, summarizes the basiclaw of culture in the process of marketization of commercial value and cultural value.