A study on the present-situation analysis and feasible path of the elderly TV programs in mainland China

Abstract

In recent years, the aging population has become a serious global concern in various fields. For the elderly, the television media is still a mainstream media presence in their vision and shoulders the irreplaceable function and responsibility. For TV industry, the new media has caused a massive loss of young and middle-aged audience, but elderly audiences continue to grow. At this point, it would be a good choice if the TV station were able to attract elderly audiences, whether from a service or a business perspective.This study takes the Uses and Gratifications theory as the theoretical framework, uses content analysis method to summarize the present situation of the elderly TV programs in mainland China, and uses questionnaire method to conduct the viewing behavior, viewing demand and satisfaction degree of elderly audiences.