论文部分内容阅读
凤凰卫视资讯台台长钟大年在谈到凤凰的传播策略时,讲到“四借理论”:借机行事,借事造势,借题发挥,借力成事。这是凤凰独到的传播战略模式。一直以来,内地地方卫视形如小中央台,各自占地为王,却又明显对央视艳羡不已。不甘居人后的地方电视媒体不断突破地域界限,寻找新的途径,甚至不惜把自己彻底改头换面,要与央视争夺全国观众。一时间,全国从南到北的地方卫视变身运动展开得轰轰烈烈:湖南卫视的快乐,重庆卫视的麻辣,江苏卫视的情感,海南卫视的旅游,安徽卫视的剧行天下,
When talking about Phoenix’s communication strategy, Zhong Hongnian, director of Phoenix Satellite TV Information Station, mentioned that “four borrowings theory”: take the opportunity to take advantage of borrowing money to exert potential problems and lend a helping hand. This is Phoenix’s unique communication strategy. All along, the local TV stations in the Mainland are shaped like a small Central Television station, each occupying the land as king, but obviously envy of CCTV endlessly. After reluctantly living in the local TV media continue to break the geographical boundaries and find new avenues, even at the radical change their face, to compete with CCTV audience across the country. For a time, the whole country from the north to the north of the local TV turned movement started vigorous: Hunan Satellite TV’s happiness, Chongqing Satellite TV’s spicy, Jiangsu Satellite TV’s emotion, Hainan Satellite TV’s travel, Anhui Satellite TV drama world,