Management and Marketing of China’s TV Dramas－A Case Study of China Central and Jiangsu TV stations

• Main Authors: Cyue, Xiaorui, 闕孝睿
• Other Authors: 何吉森
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/kd7bpx

碩士 === 國立臺灣藝術大學 === 廣播電視學系碩士班 === 101 === 　　 　　The relationship between the state and media system has long attracted academic attention. As Deng Xiaoping inaugurated in the late 1970s, China saw the arrival of globalization era, gradually embracing capitalism. While China remains a communist country, tightly regulating its broadcasting system, the new liberalized system has boost its broadcasting industries and the production of TV drama has proliferated since the dawn of new millennium. 　　In light of the significance of drama as a TV genre, this study analyzed how Chinese TV personnel planned and marketed TV drama by employing two TV stations as example. Over two-month field work in China, the researcher conducted in-depth interviews with marketers and producers from Jiangsu Television and Central Television. The result indicates: 1.The regulations from Chinese government frame and confine the creativity of marketing strategies pertaining to the TV stations.TV program planners just can only be obedient to the regulation imposed on them. Given such longstanding sociopolitical environment, the strategies will turn to be monotonously rigid. 2.Unlike Central Television actively seeking for new revenues, Jiangsu Televisoin seldom exports their television drama to overseas market. Because of astonishing domestic market performance,Jiangsu Television can make great profit in their own country. Besides, Jiangsu Television is short of experience of marketing overseas. Therefore, they just focus on domestic market. The Central Television emphasizes overseas markets otherwise. In the past, Central Television is the only Television that is permitted to market to overseas by authority. They learn a lot how to market overseas because of this reason. Besides, specially, the television drama made by Central Television are very classic and exquisite. Based on those, China Television market overseas easier and more often than Jiangsu Television. 3.South America has increasingly become a target market for Chinese TV drama. They start to interact because South American countries are interested in Chinese culture and they also want to market their dramas to China. And because of the successful experience of “Korean wave”, China wants to copy that experience, eager to market to South America. 　　In conclusion, this study suggests that TV drama shows implementing marketing strategies should be more specific during the era of entertainment, or they will be eliminated through the competition easily.