Report On Research in Qingdao Television Station

REPORT ON

QTV QUESTIONNAIRE













Report Written by
Rebecca，Celia and PAN Yi
Date: May 29th, 2006

Content Page
Section No.
1. Introduction
2. Program Development by CCM and Innovative Media
2.1 Multi-culture Program
2.2 Self-designed Program
2.3 Planning for 2008
2.4 Innovative Program
3. Marketing Strategy and Communication
3.1 Regional Marketing Share
3.2 Marketing Strategy
3.3 Customer Care
3.4 Commercial Activities
3.5 Developing Points
4. HRM and Organizational culture
4.1 Employment
4.2 Structure and communication
4.3 Dismission
4.4 Culture
5. Conclusion


1. Introduction
In the year1958, Beijing Television, the first television started, and then the television changed to CCTV. In 1980s, TV station step into stable development procedure. In 1990s, TV station developed quickly.
QTV, a local TV media centre, attracting more than 10 million people in Qingdao. It is a profitable organization. All of its news-programs are tightly controlled by the local Government, however, the other kinds of programs have relatively wide space to develop, such programs as sports and entertainment, so that QTV mostly depends on those programs to earn profits. QTV has been founded in 1971. It has six channels and performances 100 hours every day..
QTV 1—News (the main channel)
QTV 2—Service and life
QTV 3—TV plays
QTV 4—Movies
QTV 5—Literature and Art, sports
QTV 6—Public
2. Program Development by CCM and Innovative Media
2.1 Multi-culture Program
l ‘Korean News’, for Koreans living in Qingdao, is broadcasted at 6:00 pm every Sunday lasting 10 minutes.
l ‘English News’ is broadcasted at 5:50 pm every Sunday lasting 10 minutes.
l Cartoons are broadcasted on QTV-6 two hours every day. Most of the cartoons come from Japan and America. In addition, they are translated into Chinese and adapted from caricatures.
2.2 Self-designed Program
l ‘Daily Life Show’ focuses on female, and it explains about cooking, house decoration and fashion. This program is broadcasted on QTV-2 from 5:35 pm to 6:00 pm every day.
l ‘New Sound of Law’, which is a legal program and recounts realistic civil and criminal cases in Qingdao, is purchased by some other television centre.
l ‘Royal Banquet’ is sold to CCTV-2, because this program is popular with different age groups. In ‘Royal Banquet’, there are two chef competitors making attractive Chinese traditional food. There are five experts deciding the winner.

2.3 Planning for 2008
l QTV has produced many relevant short clips for 2008, which are shown on public transport and published in forms of DVDs, books and Guides. The short clips are equ
l al to a kind of advertisement, which describes the history, the culture and customs of Qingdao.
l By the year 2008, QTV will publish DVD on introducing Qingdao city, which will be translated to 5 languages- English, French, German, Japanese and Korean.
l Although QTV has no rights of direct seeing, it will try its best to support the Olympic Games in 2008, through sending signals that it receives.
2.4 Innovative Program
QTV has signed a contract with Nantes Television Station (located in France) for cooperating some programs.
3. Marketing Strategy and Communication
3.1 Regional Marketing Share
The nature of QTV is regional organization, the signal of it that just covers the urban and rural areas of Qingdao city, which means its market is limited and regional. The graph below shows market share of each TV organization in Qingdao.
From these figures, we can draw a conclusion that QTV shared more than one fourth market in Qingdao, there is only 5% less than its biggest competitor- CCTV which is an international TV organization. Also channels of QTV-1 and QTV-2 seized more than 20% in this 35% proportion.
3.2 Marketing Strategy
a) Launch new program--
QTV has very serious procedures on promoting a new program. It needs to do the marketing survey firstly, which can be drawn from each community and viewing-rates. An appraisal company that attached to CCTV also helps QTV to do the research on the new program in order to improve the quality of its program.
b) Marketing segmentation--
It divides its market into groups that mostly depends on the age-bracket. However, as QTV does not cover a huge number of audiences, there is not each program that focuses on certain aged people. Some of the programs are suitable to all folks.
c) QTV bought most of its cartoons from abroad and corporate with foreign multimedia company, such as a French company to promote new program.
3.3 Customer Care
Feedback system-
Example: Everyday Life Show is a program focused on middle-aged women. At the beginning it has shown on QTV-2, the viewing rate is only 1.27%. QTV utilized feedback system the accept feedbacks and suggestions from internal and external customers, in order to improve and attract more audiences. The effect of that increased the viewing rate to more than 6%.
3.4 Commercial Activities
1) QTV has advised-program which is invested and sponsored by a big company, and then QTV will take on the advertisement of this company at the beginning or ending the program for free. For instance, the program about legal issues named ‘New Sound of Law’ is sponsored by China Mobile, a very big national organisation on providing mobile phone service.
2) Corporate with Movie & Soap opera making company. QTV invests in filming and producing movies or soap opera. Those will take on in QTV’s channel to gain viewing-rates, or selling to other local Tv organizations in order to earn profit.
3) Promotion—advertisement.
3.5 Developing Points
Digital TV, with more channels and perfect viewing quality, is increasingly accepted by every family in Qingdao.
4. HRM and Organization culture
4.1 Employment
QTV did not have foreign employees and they neither planned to employ foreigners nor internship with foreign students, because they thought it is not necessary.

4.2 Structure and communication
a. The QTV use this kind of structure which shows below (From top to down).
Head of broadcasting station

Assistant of the head

Central director

Department manager

Programmer

Movie maker
b. They use Top-Down structure combination with BOTTOM- UP structure together. If leaders have some constructive ideas, they can pass their ideas down. If employees have some special suggestions, the top will partly seek their good ideas. They usually communicate with each other though the regular meeting, talks, and other ways.
There is a complex feedback system to renew and improve their programs. Thinking should be discussed in common and then they definite these programs. After that the station will consider what style they would use and pass it to next process, packaging. At last the programs will be promoted on show. Internal organization will collect information and talk about the reform command and begin with the system from the very beginning.




4.3 Dismission
In QTV it was hardly dismiss an employee except they have really big mistakes. It is usually not allowed to dismiss any employees nowadays.
4.4 Culture
The organization does not have their own mission, may be the basic values and culture of QTV-enterprise is do the best programs for their customers. They do not have their mission, however; they have being developing their culture and form their own mission. In the future they will create one of their own.
5. Conclusion
QTV has the suitable structure and communication system which can make the organization growth fast, but the disadvantages are they do not form the appropriate mission and they do not employ foreigners to participate the cross culture programs. In addition, QTV should put the short clips on televisions of hotels, from which the foreigners and tourists can understand the places of interest, the Food Streets and commercial areas in Qingdao. QTV can obtain profits from this means and it will be beneficial to set tourism and economy into motion in Qingdao.


The Research Team of OUC School of International Education, HND
Date: 1st of June 2006, Qingdao