Opportunity and Challenge -- Marketing Strategies for Specialized TV Channels

Author: Peng Jixiang
Publisher:
Publish Date: 2006-01-01
Features: "CCTV Television New Horizons" is the first theoretical series on program formats introduced by China Central Television (CCTV) since its establishment. Based on original research reports, the General Editorial Office's Research Department collected a wealth of vivid and valuable materials and images from frontline programs across the station, and engaged experts to deepen, expand, and write the series. This series showcases the rich practical experience and theoretical achievements of CCTV. The book provides a systematic introduction to the background, development process, operational mechanisms, and marketing strategies of channel specialization, while offering in-depth elaborations on the current state of China's television industry. Additionally, it draws on the latest research findings on channel specialization both domestically and internationally, including case studies of successful specialization marketing practices by CCTV and some local television stations. It is a comprehensive academic work that integrates theoretical explanations, case analyses, and statistical data on television research.