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目前,我国媒介技术和网络信息技术飞速发展,新兴媒介层出不穷,媒介之间的竞争也日益激烈。在这样的大背景下,电视广告如何抓住机遇、迎接挑战,是各个电视台应该深入思考的重要问题。县级电视台由于传播范围小、传播内容局限等,受到的挑战更为严峻。如何在短时间内壮大县级台的实力,并让县级电视广告站稳脚跟,是值得我们研究的问题。本文首先概述了媒介生态理论,然后阐释了电视广告与媒介生态之间的关系,其次分析了县级电视台广告播出中存在的问题,最后为县级电视广告的健康发展和创新提出了建议和对策。
At present, the rapid development of China’s media technology and network information technology, emerging media emerge in an endless stream, the competition between media is also increasingly fierce. Under this background, how to seize opportunities and meet the challenges of TV commercials is an important issue that all TV stations should think in depth. County-level television stations have been challenged more severely because of their limited scope of transmission and their limited content. How to expand the strength of county-level units in a short period of time and to gain a firm foothold in county-level TV commercials is a question worth our study. This paper first outlines the theory of media ecology, and then explains the relationship between television advertising and media ecology. Second, it analyzes the problems existing in the broadcast of county-level television. Finally, it puts forward suggestions for the healthy development and innovation of county- Countermeasures.