Abstract
Since reform and opening up to the world, China's TV industry has made considerable development, particularly satellite television had effectively changed the pattern of the original television. Many provinces and municipalities have been completed wired and wireless, radio and television, satellite and the ground from cities to rural areas, a combination of digital and analog multi-layered, multi-functional coverage of radio and television transmission network for the masses to provide a wealth of spiritual food, to become the masses to understand the principle of party and state policies, the development of the situation at home and abroad an important way to change. As China's rapid economic development, spiritual life is becoming richer, the development of Internet technology, the majority of the viewers are not satisfied with just understanding the situation home and abroad, but would like to have more and more rich and colorful programs to enhance people's spiritual and cultural. Monotonous past programs have long been unable to meet the needs of the people, the audience would like to see more exciting, enriching programs and requested news and information quickly and efficiently transfer. So as to provide a greater variety of programs to meet the different tastes of the audience.
Under the impact of the Internet, many existing television programs can not meet the requirements of the audience, there is no appeal, so that there is little support from the audience, so only in the increasingly fierce competition to be forgotten, with declining ratings and cost-effective lower, and be put out of the market. However, due to the unique nature of traditional media and non-substitutability, so the further development of China's television and other traditional media in the new situation is still of great significance.
In this paper ,we tell the current television and other traditional media are facing a new environment, analyzing their own strengths and weaknesses, pointing out that the question of its existence, at the same time with the success of television programs at home and abroad, compared to the adoption of a comprehensive strengths, weaknesses and analyze the internal and external environment to find the existence of the cause of the problem and put forward corresponding countermeasures, thereby to build the traditional media's core competitiveness.
