我国卫星电视频道“零点时段”开发策略分析.pdfVIP

Abstract Under the guidance of “The 80/20 Rule”, the TV media industry of our country focus on the 80% power developed the 20% of the 24 hours a day-Prime Time(19:00-22:00). However, with the increasingly intense competition of TV, the development of Golden Period was facing the bottleneck. According to “The Long Tail”, if we accumulate the power of Non-Prime Time could get the more development value than the Prime Time.In recent years, the satellite TV channels have started to increase the development efforts of Non-Prime time. Especially, the three time of morning period 6:00-8:00, noon period 12:00-14:00 and evening period 22:00-24:00 had made some developing achievement. In 2011, the great success of Hunan satellite TV in the zero time raised the people’s interest to the Zero Time. This paper put forward the “Zero Time” concept according to the Non Prime Time theory and the current situation of our TV media developing, and limited this time just from 24:00” to “2:00.The Zero Time still had a number of audiences, with male primarily, and presented the characters of “High-Age”, “High-Culture Degree” and “High-purchasing degree”. It had the huge development value which could not be ignored. However, making a general survey of the developing situation of the “Zero Time” in each big satellite channel, could find that this time didnt get the full attention. And it also had some problems such as “monotonous forms”, “the lack of the premiere” and “The lack of understanding about audience”. Nowadays, audiences are the core. In one hand, the developing of Zero Time should analyze the “Zero Time” audiences as the foundation, according to the audiences’ demand in this period,