凤凰卫视

nullnullP. 1The Introduction of Phoenix SatelliteTelevisionYang Kai 3109315019Phoenix SatelliteTelevisionPhoenix SatelliteTelevisionPart A The growing of PTV. Part B The news philosophy and Chairman of the board & Executive Chairman Liu Changle. Part C The programs of PTV. The Overall IntroductionThe Overall IntroductionChinese Channel of PTV 1996www.ifeng.com1998Phoenix CNE1999 Phoenix Weekly 2000Phoenix Infonews channel 2001 The Phoenix Satellite Television (hereinafter referred to as PTV)began operations in 1996,and listed in the Hong Kong Stock Exchange in 2000 .Part A The growing of PTVnullPhoenix WeeklyMultimedia Platform Phoenixtv.comAmerican channelEuropean channelChinese Channel Satellite channels Print NetMultimedia PlatformThe Ownership Structure of PTVThe Ownership Structure of PTVHUA YING Internatioal8.34% Today Asia hold by Liu Changle 37.6%Star TV hold by Rupert Murdoch 17.6%Bank Of China China Mobile 19.6% Reviewing the development process of PTV Reviewing the development process of PTV When Liu Changle the first time said to the stratum of managers in 1996, he proposed the development goal that it was to achieve the financial balance and making itself to be of the most important influence Chinese TV except CCTV in the first three years,though PTV was no more than 110 people at that time. During the past thirteen years,PTV have produced many star hosts,found its own profit model,gained its discourse space(话语空间),and showed its vitality in Chinese media.With the tolerance of government to mass media improving,PTV is building its self-upgrading mechanism to satisfy the audiences’ demand for standard program.PTV Business Performance In 2007 PTV Business Performance In 2007 Unit volume: RMBnullPTV Business Performance In the first half of 2008Unit volume: RMBKeep on Breaking Siege Keep on Breaking Siege At the start of PTV,the mangers from USA held the philosophy of mass media programs was entertainment, entertainment and entertainment.While in 1997, the Death of Deng Xiaoping, Hong Kong‘s Return,and Jiang Zemin’s U.S Visit,PTV didn’t bear this situation any more. At the same time,they learned the failure lesson from Star TV,which always offensed the baseline of government.As Liu Changle said,the key factor of PTV’s success was to make a balance between the tolerence of government and the audiences’ demand for the high quality of programs. In the start of Phoenix Infonews channel,in fact,PTV suffered some restriction of government,the reason of which was that at that time,government wasn’t so enough open mind to the different sound,and as a private company,PTV had to probe the baseline of the government again and again.But Liu’s estimating to the policy of government in mass media was basic optimism,which was tested right by Chinese Premier Zhu rongji inviting journalist of PTV Wu Xiaoli to ask him questions twice in the Press Conference of Fifteenth National People' s Congress and Ninth Chinese People's Political Consultative Conference. Part B The News Philosophy & Liu ChangleThe Philosophy of PTVThe Philosophy of PTV The News Philosophy: PTV is the production of e-nlightened political,which in turn promotes the pr-ocess of enlightened political. The marking philiosophy:The basement of begini-ng a program is whether it is tailored for advertisi-ng department. Advertising department based on the business situation affords suggestion to the program for the sustainable development of the program. The Chairman of the board & Executive ChairmanThe Chairman of the board & Executive ChairmanLiu Changle He was born in 1951,being a soldier for a decade; being a announcer in China National Radio for a decade and being a businessman in oversea for a decade. For PTV,he just invests 10 percent of his property,but spares 90 percent of his energy. Liu ChangleGiant Buddha Liu ChangleGiant Buddha Liu ChangleIn Liu’s eyes,PTV faces four problems:The contradiction between high quality programs and low cost;the contra-diction between regulated commerical TV station and ir-regular marking; the contradiction betweeen the publici-ty of the brand and the attitude of being a low-key (low - tone) and cautious;the contradiction between the meeti-ng government and TV viewers’ taste. The most important discourse space(话语空间) of PTV is th-e space where mainland media aren’t allowed to report while PTV can report within the tolerance of mainland’s information policy.PTV walks in the slit between this sp-ace and did a lot of work in improving the realation with mianland government. The legitimacy and authority are approved by mainland government to a large extent.Liu ChangleLiu ChangleMulti-faceted Liu ChangleMulti-faceted Liu ChangleBefore starting the PTV,Liu was a businessman of one billion assets. In the begining of PTV,in order to low the cost,PTVers have a joke about this that was making its own programs with others’ money ,and make others’ money with its programe. At last,with the creativity and passion of PTVers,they make it! But Liu is a merchant of a little romanticism. PTVers said the times of tearing for every success of PTV,Liu is the most. Though being concerned about cost, he lauches the《PTV Br-oad Vision》(凤凰大视野)《Oral History》(口述历史) and so on,whi-ch are of no advertising revenue.He wants to improve people’-s sense of responsibility for society,for history,for ethical. The Masterpieces of LiuThe Masterpieces of LiuBreaking deadlock debate between China and Japan The NHK(朝日电视台) of Japan buys the only one program of PTV,which is 《Current Affairs Dabate》(时事辩论会). Under the condition that there is no dialoge mechanism between Chinese and Japanese official bodies,not to speak between folk and scholars. 《Breaking deadlock debate between China and Japan》carried a live telecast in PTV and NHK in 2005,which evoked strong repercussions in China and Japan. Li Ao’s cultural visit to mainland in 2005 Li Ao’s cultural visit to mainland in 2005Li Ao’s cultural visit to mainland in 2005null Reese Schonfeld ,who is one of the founders of CNN,said that there is a creed in mass media which is that the performance of the various television news agencies in the reporting of major news events directly determines the audience rating of the next decade. Part C The programs of PTVnullChinese Say No Today - The USA bombed the Chinese Embassy in Yugoslavia .PTV was the first to introduce the Commentator in reporting the news. Commenting on public affairs become part of news,which led to the emergence of Comment on current affairs(时事开讲) . The Presenter Dong jiayao said two worn-out chairs get two hundred million advertising revenue . 9·11 Live broadcast – During several hours after 9·11,PTV was the the only source of information about 9·11 in China.While CCTV made a brief report. PTV made a 36 hours’ continuous coverage ,which reflected the existence of Chinese Media. (taken from Time magazine) When The Events Happen–Watching PTVWhen The Events Happen–Watching PTVWhen The Events Happen–Watching PTVnullThe reasons why PTV attracts televiewersAuthoritative news In-depth analysis Sensitivity to current events Personality moderatorsprofessionalization specialization nullSome Host of PTVWang RuolinYuchi LijiaJiang ShengyangAn LenullSome Hostess of PTV Yang JuanShen XingThe Iron Triangle of PTVThe Iron Triangle of PTVChen LuyuDou WentaoXu GehuiThe Commentators of PTVThe Commentators of PTVPrograms of PTVPrograms of PTVPrograms of PTVPrograms of PTVPrograms of PTVPrograms of PTV Marketing:Depending on mainland,Grasping Tai Wai, Facing the global. Content orientation:News,Finance,Speech. Quality orientation:High and Authority. Style Orientation:Good Looking Host and Hostess and Specialized Commentator. The ability of producing and making in TV programs Take for an example:In the start of the program of《Newspaper Daily Reading》，the cost of the program was 268 rmb/day, but with the broadcaasting ,it got advertising revenue of fifty million. nullPTV’s views not represent my stand 中国最大的博士群在官场 人大校长：纪宝成 认为 嘉宾：张明（人大教授） 中国最大的博士群在官场 人大校长：纪宝成 认为 嘉宾：张明（人大教授） nullThank you!