立足改革开放以来我国电视媒体的历时性发展,人们发现一个鲜明的特征:在收视市场的刺激下,频频调整、改版,几乎已成为省级卫视应对竞争的常规策略。然而,实践证明,改版不能仅仅是对局部传媒市场变化的应急反应,而应该是在充分解析传媒市场整体环境与受众消费需求之后的理性创新,是传媒发展中挑战与机遇的全方位博弈。当前,省级卫视竞争和发展中面临的潜在危机是什么? Based on the diachronic development of China’s television media since the reform and opening up, people have found a distinctive feature: under the stimulation of the viewing market, frequent adjustments and revision have become almost a routine strategy for provincial satellite TV to cope with competition. However, practice proves that the revision can not merely be an emergency response to the change of the local media market, but should be a rational innovation after fully analyzing the overall environmental and audience consumption needs of the media market and an all-round game of challenges and opportunities in the media development. At present, what are the potential crises in the competition and development of provincial satellite TV?