Daily and weekly dynamics of programming of Hunan TV, Zhejiang TV and Jiangsu TV channels
This article is the result of a complex study on programming strategies of three popular Chinese TV channels: Hunan TV, Zhejiang TV, Jiangsu TV. The relevance of the study is related to the low level of knowledge of this topic. In addition, the selected TV channels are the market leaders and have been competing over the past 10 years. The study was conducted using a unique methodology. A matrix was proposed for analyzing the genre-format structure of TV channels and segmenting the day into time slots, according to features of the daily life of Chinese viewers. The authors monitored TV programs during the period of 9-15 January 2023. The research showed that only television series and news were common formats for three television broadcasters; the channels were scheduled different ways, which indicates the relevance of the counter-programming strategy. Their content strategies were based on programs traditionally understood as entertainment: shows, reality shows, talk shows, which explains the perception of studied general interest broadcasters as entertainment ones, used for recreation and entertainment. Unlike Russian regional and local TV channels, Chinese audiovisual media of this type are aimed at the widest audience across the country, offering them a popular (and traditionally expensive to produce) TV programs. Not all the analyzed TV channels were aimed at following the rhythm of everyday life on weekdays and weekends. The leading Chinese satellite television channel Hunan TV had a more coherent programming strategy, but focusing on the rhythm of the audience's life was typical only for prime time and post-prime. Zhejiang TV and Jiangsu TV channels were characterized by a more chaotic schedule, especially during the early morning and late night periods. The analysis showed that commercial television in China did not always follow the programming strategies proposed by Western researchers and tested by Russian TV producers. The weekly dynamics of programming was unclear, it was difficult to identify priority formats for a certain time slot. As a result, Chinese local television has shown itself to be more diverse and distinctive. All time slots featured programs that focused not only on entertaining the audience, but also on informing and educating. Even in prime time, in addition to entertainment programs, all three TV channels broadcast socially significant ones. For example, the Hunan TV channel produced a docudrama about Chinese culture, and the Zhejiang TV channel showed a social reality show. Such formats are not found on Russian television. The authors declare no conflicts of interests.
Keywords
Chinese television,
entertainment TV,
television formats,
timeslots,
TV programming,
television genre and format structure,
daily life of TV viewersAuthors
| Dolgova Yulia I. | Lomonosov Moscow State University | yidolgova@gmail.com |
| Zhang Ying | Lomonosov Moscow State University | tchjanin@yandex.ru |
Всего: 2
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