On Strategies For Developing Antique Appreciation TV Programs Based On SWOT Analysis

The antique appreciation TV programs have played a unique role in carrying forward 5000-year national spirits and essence,in which historical and cultural programs could never achieve.Such programs are creative in both forms and contents,for example,combining antique appreciation with history interpretation,providing audience with concrete images to learn historical knowledge.Antique appreciation and cultural aesthetics together allow audience to discover colorful stories behind these treasures.Because the international economics is now in a mediocre era,traditional media are challenged,audience’s passion is fading,and defects of homogenized competition appear.Such facts lead antique appreciation TV shows to a choke point,where new methods are required.To this point,this research is of great value and practical meanings.Ma Weidu’s Collection,an antique appreciation show put up by Guangxi TV,has been awarded as "Top 10 Provincial TV Programs on Culture and Education" of the 2015 China Television Satisfaction Boya List(Boya List)-the only program focusing on antique collection.This TV program,representative of antique appreciation TV shows,on the one hand,is unique,and on the other hand,is encountering difficulties and challenges.This research employs SWOT analysis,an analyzing method of media management,takes Ma Weidu’s Collection as a case study,and attempts to clearly explain its Strength,Weak,Opportunity and Threat.Meanwhile,it proposes suggestions for similar TV programs in China,such as providing more support,focusing on contents,paying attention to channel expansion,well managing cultural industries,integrally conducting audience analysis,and improving assessment.