Guangxi TV International Channel branding and business strategy analysis（广西电视台国际频道品牌和业务策略分析）

1、 guangxi tv international channel branding and business strategy analysis abstract: in order to implement the state administration of radio, film and television, “going out to project” soft power to improve our external communication, the tv station of chinas provinces and cities set up internationa

2、l channels, foreign player wonderful program. guangxi-based based asean oriented the world to publicize the concept of guangxi, was established in early 2010, international channels. guangxi desk international channels converge station within the excellent program, the majority of the dissemination

3、of the contents of a cultural type of program. looking at the operating conditions of guangxi and program schedule, i suggested that the government should increased emphasis on efforts, international channels do audience analysis, content production efforts to create features presided learning recom

4、mendations to the provincial station of the brothers. contribute exciting chapter in the countrys external communication. keywords: guangxi station; international channels; going out; external communication , china to strengthen external communication activities 1 the national radio and television “

5、going out” strategy proposed for chinas voice to the world, to make the world countries, especially the major countries of north america and western audiences, audience about a real understanding of major international issues stance, attitude and perspective; strive chinas radio, film and television

6、 in a foreign country can have with western media competitiveness after many years of research, and actively implement the idea of ”propaganda” on the basis of 2001, the state administration of radio, film and television administration officially launched radio, film and television “go global engine

7、ering. enhanced enabling environment of unprecedented strength of influence in china, “going to engineering to seize the opportunity to take the initiative and achieved very good results. china radio international, by overseas aircraft rental, rent periods landing broadcast ways to further strengthe

8、n the daily foreign broadcast in 43 languages to more than 1,000 hours of programs, including the city of 29 languages in over 60 countries and regions directly landing supporting this program form also advanced localization, to adapt to the local audience to accept habits. 2. cultural soft power to

9、 enhance external communication. since 1992, mainland china tv external communication achieved historic development before 1991, cctv external communication sent free. videotape sales network of television programs since 1992, in north america, western europe, southeast asia, australia, and chinas t

10、aiwan, hong kong and other regions has established ability to raise external communication is an important channel to build soft power of the state to enhance the countrys image. with the upgrading of chinas international status and the comprehensive national strength, the worlds understanding of ch

11、inas desire to further enhance the face of a new era of international media career development, accelerate the formation of the international spread of the concept of the transfer and integration of international spread, we must improve the external ability to spread and do a better job of outreach

12、work, to adapt to the work environment of the external communication in the new era, the better to create good conditions for doing external communication 1. second, local television historical review of the external communication the development of the international spread of our local stations. ja

13、nuary 1, 1994, zhejiang tv satellite covering the surrounding more than 40 countries and regions .2006 zhejiang satellite tv with international channels established in august, the first landing in france, january 18, 2008 by echo batista satellite platform on the great wall of china tv (usa) the pla

14、tform officially began on the u.s. broadcast the .1997 the heilongjiang tv program signals through the 2nd asian satellite transmission, covering more than 50 asia-pacific countries and regions, in 22 cities such as los angeles and australia melbourne, sydney, brisbane and new zealand capital wellin

15、gton can watch to the heilongjiang tvs program. january 1, 2002, the shanghai oriental tv officially landed in japan. shanghai dragon tv and stv - japan japan co., ltd. signed an agreement to become both cctv japanese government license to broadcast in japan, chinese tv media, it is currently the on

16、ly company approved by the sarft floor provincial tv stations broadcast in japan. shanghai oriental tv to march to overseas very rapid pace, following the successful landing in japan, australia, echostar “great wall” on the satellite tv platform was formally launched in october 2004 may 2 in 2009, h

17、unan satellite tv with international channels established and then through the great wall platform to enter the national market of the united states, europe and asia. 2. regional role of the international spread of international channels is the main medium of international spread, and its role is ma

18、inly two: communication policy and service economy. international channels for the country, the province and the whole region, the city is not only conducive to economic development, and give the whole area of political, cultural and even peoples minds a profound impact on it to speed up the pace of

19、 the world to know this region shortened so that the local people due to the inconvenience of the process of language communication, the trend of the international. therefore in the new environment international channels under more should run, give full play to the advocacy role, combined with local

20、 conditions, contribute to the development of our country. third, the practice of international channels in guangxi station to explore 1. guangxi international channels for practicing the roads of the national strategy. guangxi has a unique geographical advantage in the chinese territory, most of th

21、e city bordering guangdong, hunan, yunnan, guizhou, guinan some cities on the verge of the beibu gulf, in southwest guangxi city and southeast asian countries bordering guangxi beibu gulf and southeast asian countries and china, political, economic and trade exchanges between the link channel. janua

22、ry 1, 2010, the worlds third largest free trade area: china - asean free trade area was officially established, indicates that the trade zone has started to enter the era of “zero tariff”. china - asean expo in nanning, the permanent host city. “china - asean regional economic cooperation to increas

23、e trade between china and southeast asian countries, effectively improve chinas international status and overall strength. secretary hu jintao pointed out: to intensify the guangxi playing a connected multi-channel international channel, exchange the bridge, cooperation platform. formally launched a

24、t the same time, the guangxi tv international channel, which marks the first guangxi television based asean-oriented global outreach to china, publicity guangxi propaganda tv channel was born. guangxi television launch of international channels, an important step of the national strategic road guang

25、xi, guangxi station practice, and enhance the soft power of our country to the asean countries, spread to the world of foreign. comrade liu yunshan has pointed out that in the 2010 national outreach work, as chinas comprehensive national strength, international status and opening up to the outside w

26、orld to expand the international community is concerned about chinas policy in favor of more and more attention to my voice, urgently requires us to further enhance the level of outreach, expand cultural exchanges with the establishment of the guangxi tv international channel, publicity guangxi, exp

27、and and asean countries, as well as the world exchange, play a decisive role. 2. guangxi station mode of transmission of international channels. guangxi station before the establishment of the international channels, guangxi station has been through a variety of ways with the asean countries, media

28、exchange and dissemination. in 2007, guangxi station held many of the significant impact of international television event, jointly organized by china radio international, phoenix tv, radio guangxi, guangxi television broadcast tv joint interview activities - “china - asean cooperation tour” to reac

29、h the 10 asean more than 30 cities of the country conducted a series of interviews reported children, guangxi station in indonesias national television, vietnams largest city to carry television broadcasting week, to create a favorable international public opinion environment 3. recorded in bali, in

30、donesia, “landscape of approximately beauty in bali - << find the golden flower >> bali beautiful gathering large theatrical show in october each year, the annual “china - asean expo held in nanning, capital of guangxi, guangxi full table in various forms orientation reported, including

31、live news, alerts depth news, news commentary, as well as the activities of the editorial broadcast and exposition matters. , guangxi tv international channel via satellite tv in china great wall platform, the first step will be broadcast for southeast asia, and gradually expand the coverage of the

32、broadcast to the americas, europe and asia and other regions. the channel program premiered 6 hours, 24 hours scroll broadcast 4 .2011 january, guangxi desk international channels joining kylintv landing in north america 5, mr. wei ping, vice president of china international television corporation,

33、said: “the great wall is the most important channels to broadcast overseas platform overseas audience via television to understand the most important window to the great wall and kylintv hand again, guangxi tv with international channels bring the north american audience, will further enrich the ove

34、rseas audience of tv entertainment. “kylintv north americas first and the worlds largest iptv chinese tv channel platform, guangxi tv international channel relying on the great wall of chinas tv platform for the implementation of “going out” project has taken another important step. 3. guangxi tv in

35、ternational channel recently program analysis. guangxi desk international channels excellent program brings together the the guangxi taiwan channels produce their own << us guangxi >> programs, documentaries, travel experience piece by web search engines and the great wall (canada) platf

36、orm to see the program list of guangxi tv international channel, current program schedule can be divided into several categories: news / current affairs, culture, entertainment, movies / theater, where cultural class divided folk / cultural, arts / cultural subcategories, entertainment divided into

37、subclasses such as entertainment / fashion. their long information statistics obtained data are shown in table 1 as follows according to the program schedule. the total length of the sort of each program weekly frequency and each of the program a week comparison programs share circumferential length

38、 percentage pie chart shown in figure 1, figure 2, figure 3: seen from the figure, the broadcast frequency program basically movie / theater and culture class programs, entertainment programs, followed by relatively flat. broadcast the program in addition to the share of long drama because of its sp

39、ecial nature relatively and more, other program by its program characteristics arrange a relatively reasonable time, but the frequency can be seen, can reflect the international channels in guangxi asean characteristics “program, such as” in search of the golden flower “,” china - asean new observat

40、ion “broadcast infrequent, this may be the production of such programs is relatively difficult, the relative lack of subject matter, weekly broadcast content, many times out of circulation is likely to cause the audience bored and resist psychological considerations. too high the broadcast frequency

41、 reflects the resources undue single channel programs, to create their own programs lack ills. analysis on the proportion of the various types of programs can be seen in table 2 and figure 4. seen from the figure, the the cultural classes show the highest proportion of the length of time the movie /

42、 drama classes and entertainment programs overall proportion of flat, news / current affairs program, because of the nature of the program and other reasons share duration relatively small. visible in the international channel flagship “cultural” brand strategy is still very generic. culture program

43、 is an entertaining, with unique asean culture can convey to the audience, the two also propaganda has played the role of cultural “soft advertising”, “advertising” to play out, channel-owned regional investment the potential desire will gradually be achieved, to promote the regions tourism resource

44、s, production resources more effectively be developed. guangxi station operating conditions of the international channels. guangxi tv international channel management status swot analysis in view of the various situations described above, now, see table 3. in addition, guangxi desk international cha

45、nnels, as a propaganda channel, mainly to foreign countries, especially in southeast asian countries to promote our country, especially the customs of guangxi, development overview, the main line is “s assistance in guangxi desk international channels to deepen communication links with foreign gover

46、nments and media to expand off the ground, to increase ratings. addition to this, through the official network new media (website, blog, podcast positive health communication, video ads brand publicity, to expand the international influence of the international channels of guangxi station. 2 good au

47、dience fragmentation, a clear market positioning. deepen audience fragmentation, and still is a need to strengthen and uphold international channels next direction only clear to face the audience, clear understanding of their needs to the general direction of the production of programs have a clear

48、understanding and positioning. comrade li changchun has outreach in the central work conference that the propaganda work to stick close to the actual development of china, close to the needs of foreign audiences to chinese information close to the foreign audience thinking habits. guangxi internatio

49、nal channels the status quo, the face of the audience is still primarily asean eight hundred million viewers, overseas chinese and foreign audiences understand chinese. according to the results of the field research of scholars overseas, overseas chinese tv viewing requirements is strong and huge gr

50、eat wall platform partners acco costa kylintv and france chen media repeatedly reflected: international channel tv series broadcast not keep up with the requirements of the overseas audience. given this, i humble opinion, should be sought with the production capacity of the media film and television

51、 works in the asean countries strong media cooperation (such as the current rise of the thai drama shooting closer asean peoples cultural demand for film and television dramas as early as in 2005, when he was the state administration of radio, tv series, deputy director wang weiping had said, to enc

52、ourage co-production is another move to push forward the strategy of “going out”. “this is the quickest and most effective way, once the foreign capital to participate in their work in their own broadcast than we worry, our work will be more likely to be broadcast in the local mainstream television

53、6. content production efforts to build brand strength, there programs over a single variety of the soft underbelly of from the playbill view of the current international channels, only endless cycle of the same program which is most of the current provincial international channels a common problem,

54、namely the lack of own channel program. following table guangxi television comparison asean-related programs and international channel program resources: as shown in the table below, international channels many programs are excellent programs other channels on the same stage anycast so easy to make

55、the results of international channels into a platter from the other channels on the same stage, deliberately set up an “international channels” intention is not to launch programs of all channels broadcasting platform. well program, the highest goal is to hit a brand, how to brand, needs to be empha

56、sized is unique in the era of the media of the same type as easily homogenization, 7 media scholars yu guoming u strategy in the digital age of media he raised pointed out that the u of u, strategy 5 u is unique (unique), refers unique resources, capabilities to support future media value of the mos

57、t important the value of the the two fulcrum unique resources, not only to have those of others no more lies have that others do not have fully developed the ability to utilize the existing resources and how to seek a deeper cooperation with asean media cooperation relations stabilization long-term,

58、 sustained, and on this basis, to find new opportunities for planning several more influential theme activities, perhaps international channels to create their own programs and even guangxi television programming block in asean should consider. in the process of “going out” of local tv channels, sta

59、rt basically rely on government funding support and no advertising funding sources, almost difficult to achieve hematopoietic themselves, but must be convinced that the good market acceptance and recognition of the brand part influence after the formation of the local audience, advertising value also should be value-added, bring some profit space. shaping the brand-name presenters. moderator par