Media industry is developing rapidly in recent years, the Chinese government introduces a series of supportive policies and put the development of the media industry into a highly strategic level. As a strong media industry, the development of television media industry has made considerable progress in the favorable policy environment and the efforts of media people. However, compared with the international media industry and theoretical studies, the pace of development of Chinese media industry and the scale of development fall far behind, especially the study of the theory. The media industry, especially the development of the television media,is related to the smooth construction of spiritual civilization; its bilateralmarket characteristic also extends the application of bilateral market theory and provide reference to a similar industry study. Therefore, the research about TV platform based on the bilateral market theory has an important theoretical and practical significance.
Television media companies as a typical representative of the media industry , has the characteristics of a bilateral market. TV media industry links with the two types of consumer, namely advertisers and viewers. The platform provide for viewers and advertising the content of the product in order to attract the largest number of viewers, then platform sales advertising space to advertisers .The larger the size of the audience on the platform, the higher the proportion of the target audience , the more the advertisers access this platform. But usually the audience held aversion to advertising, which is so-called "negative externalities". In order to verify the bilateral market characteristics of television media platforms, we use Chinese five major TV viewing data to do the empirical research about behavior of the audience and advertisers. We use Nested Logit model to explore whether the audience really tired of advertising,and use instrumental variables estimation method to analyze the factor of advertising prices.The results show that: the audience really dislike ads which means that advertisers exert a negative network externalities on the audience; viewers prefer to change the channel to escape ads and disliked program , not directly turn off the TV , then choose other forms of entertainment ; the advertised price is proportional to the number of visitors , but negatively correlated with the length of advertising. Specific recommendations for the television media is paying attention to innovation about content advertising model , taking full use of the cross effect of the network, establishing appropriate advertising prices and the number of advertising , laying out advertising effectively to minimize losses caused by advertising exclusion .
With grasping the bilateral characteristics of TV media market, the paper further inquiries competition between platforms. Different from previous studies, we assume the advertisers are single-homed users, and there is a competition for advertising share. We discuss the effect of the cost of advertising disgust and platform differences on the platform profits.The results showed that: when advertisers are completely covered,the disgust cost is proportional to the platform profit, and is inversely proportional to the degree of platform differentiation; when advertisers are partial covered, the disgust cost is proportional to the platform profits, and is directly proportional to the degree of the platform differentiation. In order to become a winner in the competition, Media must take the different road.
Finally, we have a analysis based on the Jiangsu radio and television station as a sample case. Jiangsu radio and television station is one of the provincial radio and television media, it has the strongest comprehensive strength and the biggest impactbrand, the measure it takes in the advertising business, platform competition action is media entities operating model.To meet the opportunities of all media, television media industry must step up the training of TV special talent, change the mindset of disseminating information, strengthenthe interaction with the audience, and always pay attention to the quality of programs, and maintain the heterogeneity development.