Digitalization is the biggest technological change, the biggest development opportunity and the biggest severe challenge since the birth of radio and television. For educational television, this challenge is reflected in three aspects:

(A) the comprehensive promotion of digital technology, making unprecedented rich channel resources, more diverse viewing options. Educational TV, which is already in a weak position, is in a more difficult situation.

(2) The comprehensive popularization of digital technology has led to a revolutionary change in viewing mode.

The traditional one-way transmission of what I broadcast and what you watch TV has changed into interactive viewing of what I order and what you broadcast. The audience's requirements are higher. Compared with comprehensive channels, educational programs are not only for the audience to obtain information and entertainment consumption, but also for the education investment of the next generation. Whether content is king and closeness is the first can attract people's attention is both an opportunity and a challenge for educational TV.

(3) With the popularization of digital technology, the receiving terminal of TV has evolved into a multimedia information terminal.

Users can not only watch TV and listen to radio, but also get a lot of information services such as e-government, culture and education, life information, TV business and so on. The further expansion of the function brings about the further diversion of the audience. At the same time, digital technology gave birth to the emergence of digital new media. Such as mobile TV, mobile TV, network TV, building TV, etc. On this digital platform, educational TV has to face not only the new audience in the digital age, but also the new media in the digital age, and compete with the mature media of traditional TV, so the pressure of survival can be imagined.

Second, the current situation of educational TV operation has further aggravated this sense of crisis.

Article 18 of the Regulations on the Administration of Educational TV Stations issued by the State Education Commission in June, 2007 1997+ 10/4 stipulates that educational TV stations should focus on teaching programs, and the number of hours of teaching programs broadcast every week is generally not less than 60% of the total hours of broadcasting programs.

Educational TV station gave up its professional position in education and ran behind the comprehensive station. At first, the general direction of the station was wrong. Self-run programs lack depth, authority and irreplaceable. It is impossible to enter the mainstream media without its own voice in the massive information of other media.

Third, look for opportunities for the development of educational television.

(A) education, highlighting the basic position of educational television

The purpose of educational television is to serve education and teaching. The key is how to keep pace with the times, run an education that the government is satisfied with, that the society needs, that the audience recognizes, and that is forward-looking, developmental and international.

First, run news programs well, grasp the policy orientation, serve the center work, and improve the professionalism and authority of educational television.

The second is to run educational programs well, serve students, parents and educators in an all-round way, and improve the guidance, service and interest of educational TV.

(two) to strengthen media publicity, to create a professional brand of educational television.

Another feature of educational television is the television of education. This requires us to run TV stations according to the laws of television, operate according to the laws of media, create brand channels, brand columns and brand content, and implement brand strategy.

For any TV media, profit is crucial. In 2006, TV advertising revenue is still the most important profit source for TV stations at all levels, accounting for more than 90% of the total operating income of TV stations. With the profit-seeking and promotion of radio stations at all levels, TV advertisements rose steadily in 2006, and the competition among radio stations for advertising share was still fierce; The desire for profit and development makes the advertising management mode of TV industry more market-oriented.

The impact of emerging media such as Internet TV, mobile TV, mobile TV and building TV, the invasion and diversion of overseas TV media, and the influence of national macro policies on real estate advertisements and medical advertisements slowed down the growth of TV advertisements in 2006. The development of TV advertisements in the first half of 2006 was far less than that in the same period of 2004 and 2005. However, in the second half of 2006, such as Super Girl and Come on! Large-scale TV activities such as "My Hero" and important occasions such as the World Cup and the Asian Games have opened up new fields and ways for TV advertising marketing. After the famous brand wars at home and abroad, TV advertisements soared again in the second half of 2006, resulting in the annual TV advertisement growth rate of 18% (calculated by publishing price), which was basically the same as that of 2005 19%. It is estimated that the total business volume of TV advertisements will exceed 40 billion yuan.

In the context of the overall enlargement of the plate, the advertising amount of TV stations at all levels has increased to varying degrees, but the growth rate is not the same. With the distribution pattern of TV advertising share basically unchanged, the growth of CCTV and provincial capital city TV stations is more prominent, with the growth rate exceeding the average level of 18%, and the advertising share has also increased slightly. In 2006, CCTV gained a lot in event marketing and influence marketing. The Chinese Dream and the World Cup broadcast provide an opportunity for CCTV to explore a new advertising marketing model. The cooperation between CCTV 10 and China Mobile has become a typical representative of the market-oriented operation of a few channels. Different from the strong alliance between CCTV and big brands, provincial capital city TV stations are deeply dependent on national daily chemical brands and local retailers by virtue of their influence in the local market. Popular programs such as local people's livelihood news and dialect dramas not only provide a broad space for product placement, but also provide opportunities for new marketing models such as product placement.

On 2011,the State Administration of Radio, Film and Television issued the Notice on Further Strengthening the Broadcasting Management of Radio and Television Advertisements (hereinafter referred to as the Notice), which further stipulated the time, length and types of advertisements in TV dramas. The notice stressed that it is necessary to standardize the behavior of inserting advertisements between film and television dramas and news programs, and it is forbidden to insert any advertisements after the opening of the film, before the beginning of the plot, after the end of the plot and before the end of the film. In addition, it is also stipulated that news program hosts cannot speak for commercial advertisements. In response to this regulation, David said that it will be strictly enforced.