After all, in the nearly severe competition, the demands of the audiences are almost equal to the circulation, clicking rates and the rates of watching and listening, and the figures directly concern the existence and development of the medias.
Driven by both severe media competition and specific needs of audience, born the midnight TV news programs, whose appearance not only reinforces the communication function of TV news, but also satisfies special request of audience at midnight period, and makes the media close to audiences, finally, opening a new golden time of news program.
By means of interviews with experts and literature reviews,in combination with the conclusion obtained from the research and an analysis of the advantages and disadvantages of various forms of media,the author offers some specific suggestions of how the media in China should make the reports for the 2008 Olympic Games according to the characteristics of the needs of audience.
Based on the case of Music Channel, the first subdivided specialized channel of CCTV. this paper expatiates the necessity and feasibility of Music Channel establishment from aspects of audience's demand, elegant music and television media itself. However, the survival and development of Music Channel is not plain sailing, but has fallen into some predicaments.