What strategies does your organisation have in place to encourage development, change and innovation? Identify a model of change to help explain change within an organisation which you have experienced.
Before I came to HK, I had worked in Channel Zhejiang(Zhejiang Radio & Television Group), which is the best TV Station in local.However, with fierce competition in Chinese media industry, a TV station will die out if without continuous self-improvement. Thus, according to market need,this TV station re-integrates the channel resources, try to better performance and gain a higher TV rating.
I suppose the cultural innovation model is most suitable to explain Channel Zhejiang’s development because first, Channel Zhejiang got strong & well-established cultural and historical foundation,and:
In spite of the common/basic strategies such as: guarantee the quality of the traditional programs, update the program style, hire the famous hosts for the entertainment programs & anchors for news programs, buy high-quality (that can attract more audience) programs from outside (like some film and television making companies) directly, increase the payment to promote employees’ fighting capacity, etc, which adopt by most TV stations; Channel Zhejiang also make talk shows by ‘reusing’ some programs.
For instance, a self-made talk show ‘Words On Tongue’ takes some popular entertainment programs, which have been broadcast in Channel Zhejiang before, as its topic, talk about the background of these programs, some program producing tidbits, sometimes also review some interesting pieces of these programs. The guests for this talk show are always the staff who participant the production of these programs as they master all details of these programs. This talk show will attract the fans of these programs, thus, there is no need to hire expensive host or invite high-price guests for this talk show as the audience watch it for liking the programs it talks about, and certainly, this talk show can also formulate its own audience group. ‘Words On Tongue’ finally becomes a low cost but high payback talk show program. We see that, the secret of its success is the TV station realize and dig out the potential & value of each programs and staff, creative a new way to utilize them and gain/keep a high TV rating, which contributes to the favorable development of TV station.
Besides, the whole developing process of talk show programs like ‘Words On Tongue’ follows the Diffusion of Innovations Model.
1．Innovators: One staff
Some staff in TV station realize that some NG fragments are really funny but cannot be put into the program for some reason,and the audience are always curious about the interesting story happened behind the scene. Thus, they come up with the idea that to show these content to the audience. The best way to present is put all these things into a talk show as the topic, both host and guests can talk about anything related to them while review these programs.
2．Early Adopters:Colleagues
Once formulate an initial scheme in their minds, these staff shared their idea with some colleagues, and discussed its feasibility. Some colleagues would support them as they supposed it was workable. Then they made a rough proposal together.
3．Early Majority:The program planning section
The innovators and early adopters would hand in the proposal to the program planning section, which is the program-making approval authority of Channel Zhejiang. Every program can be produced only with their permission. Once this section nodded, right amount of staff would be assigned to this program, first they needed to perfect the proposal. At this time, the majority of staff would like to try creating programs with different style in same way.
4. Late Majority: Other TV Channels
Put the proposal into practice, ‘Words On Tongue’ was born. Once getting a high TV rating, other TV channels in Zhejiang Radio & Television Group would imitate fiercely. They become the late majority.
It is just one example of the development in Channel Zhejiang, but can reflect that the whole change in TV station is according to the Diffusion of Innovations Model. However, premise is, the way of innovation must be foreseen as workable and then be proved as successful.
No comments:
Post a Comment