2008年湖南卫视推出了自制剧《丑女无敌》，以自制自播的新模式解决了外购剧价格畸高的难题，随后推出的多部自制剧也屡破收视新高，逐渐巩固了湖南卫视在电视剧市场的领先位置。浙江、江苏、安徽、东方卫视也通过不同程度的复制湖南卫视自制剧模式，相继加入自制剧的竞争，使得自制剧成为当下中国电视领域广受关注的一个现象。与外购剧相比，自制剧在降低竞争成本、扩大频道影响力上具有独特的优势，特别是对频道品牌建设有很大的推动作用。但是受制作能力与运作经验的限制，近几年来省级卫视自制剧多呈现出廉价的面貌，原创匮乏、植入失范不仅是自制剧广受观众诟病的原因所在，也导致了自制剧发展缺乏足够的内生动力。本文以湖南卫视作为研究对象，详细分析自制剧策略的优势与不足，并将其与电视媒体的长远发展联系起来，透过自制剧的成败得失探讨省级卫视在激烈竞争中的发展策略。在中国电视大力推进制播分离、三网融合的背景下，省级卫视在自制剧上的投入应该有度的考量。电视媒体适度参与电视剧制作不仅有利于实现其内部的资源整合，而且能够有效推进外部电视剧制作公司的优胜劣汰，进而加快电视业的产业化、集约化进程。但是过度开发、盲目投入将会导致电视媒体的同质化竞争进一步加剧，从而造成对自制剧资源的过度损耗。从自制模式衍生出来的定制剧成为解决这一矛盾的有效策略，不仅符合推进电视媒体品牌化建设的要求，而且能够有效削弱电视台在自制剧上的垂直垄断，从而强化了外部制作公司在电视剧产业中的重要作用，因此成为未来电视媒体发展的一个可行方向。

In 2008, Hunan TV has launched a self-made drama of the Invincible Ugly Lady. Through self produced and self playing, Hunan has solved the problem of excessive price of outsourcing TV series. Subsequently Hunan TV launched several self-made drama series which have broke viewing records and consolidated its influence on market-leading position in TV series. Zhejiang, Jiangsu, Anhui and Shanghai Eastern TV have also successively joined the TV series competition camp through varying degrees of replication in Hunan-made model, which made self-made drama received a widespread attention in contemporary China. Compared with outsourcing drama, self-made drama has unique advantages at reducing competition cost and expanding channel influences, especially for promoting channel brand-building process. But due to the limitations of its production and operational experience, self-made drama of provincial satellite TV stations appears with cheap look in recent years. Lack of original works and specification of product placement not only caused extensive criticism from the audience, but also led the development of self-made drama lack of adequate endogenous dynamics.This article study on Hunan satellite TV, and make a comprehensive analysis on the advantages and disadvantages of self-made drama strategy. Through the observation of success and failure of self-made series, further discussion would be focus on the survival strategies of provincial satellite TV in the fierce competition, which is also attached to the television media's long-term survival. Under the background of reforming on separation of production and broadcasting system, integration of three networks, the input on the self-made series of provincial satellite TV should have a consideration of its degree. Appropriate participation of TV Media in production is not only conductive to the integration of its internal resources, and can effectively promote the survival of the fittest between external production companies, thereby speeding up the industrialization and intensive process of the TV industry. But excessive exploitation and blind investment will lead to the increasing of the homogenization of the television media competition, resulting in excessive loss of self-made drama resources.Customize play derived from self-made mode, and become an effective policy to solve this dilemma, not only meets the requirements of the construction of TV media brand, but also can effectively weaken the vertical monopoly of television on the self-made series, thereby strengthening the importance of the external production companies in the industry, thus becoming a possible direction of future development of TV media.