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http://dx.doi.org/10.5392/JKCA.2015.15.10.116

Competition among Chinese Broadcastings, CCTV1, Hunan and Gangso Satellite Broadcasting : The Programming Niche Dimension  

Yu, Sae-Kyung (이화여자대학교 커뮤니케이션.미디어 학부)
Gu, Yang (이화여자대학교 커뮤니케이션.미디어 학부)
Publication Information
The Journal of the Korea Contents Association / v.15, no.10, 2015 , pp. 116-126 More about this Journal
Abstract
The purpose of this study is to analyze the change of programming strategies of chinese broadcasting as competitions intensify in the niche dimension. Specifically, the niche breadth which indicates the diversity of program genre and way of program production, the niche overlap which indicates the degree of competition among the channels, are investigated. The results show, as the competition has intensified, three chinese television pursued different programming strategies; CCTV1 maintained programming strategy without big change, while Hunan and Gangso pursued change of programming strategy. However the change of programming strategies of Hunan and Gangso showed different direction; Hunan has tended narrows niche breadth of program genre and the way of progrm production, while Gangso broadens niche breadth. In overall, Chinese broadcastings have found the way of co-exist pursuing different programming strategy. And the programming strategy of Gangso satellite broadcasting which broadens niche breadth has showed better performance in rating and advertising revenue.
Keywords
Niche Therory; Program Genre; Chinese Broadcasting; Niche Breadth; Niche Overlap;
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Times Cited By KSCI : 1  (Citation Analysis)
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