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在电视媒体告别了短缺传播之后的今天，中国的传播业进入了“营销时代”。例如浙江杭州仅省市电视媒体就多达11家，电视用户加装机顶盒后，杭州观众可以收到的电视频道多达100套以上。电视媒体之间的竞争愈演愈烈，而受传者选择余地也自然愈来愈大，传播市场开始由卖方市场转向买方市场，营销成了电视媒体确保自己的竞争活力而必须采取的重要手段。杭州电视台影视频道成立于1999年8月18日，作为一家省会城市电视台的影视频道，在人力、物力、财力上显然无法与中央、省电视台相提并论，但是，根据AC尼尔森数据统计，在2002年1月1日至2004年12月31日，该频道晚间平
Today, after the television media said goodbye to the shortage of communications, the communications industry in China has entered a “marketing era.” For example, Hangzhou, Zhejiang Province, only as many as 11 television media provinces and cities, television users to install set-top boxes, Hangzhou, viewers can receive up to 100 sets of television channels. The competition among television media is fiercer and fiercer, while the choice of the recipients is naturally more and more. The market for communication begins to shift from the seller’s market to the buyer’s market. Marketing has become an important means that the television media must take to ensure its competitive vitality. Hangzhou TV channel was established on August 18, 1999, as a provincial capital television channel, in the human, material and financial resources apparently can not be compared with the central and provincial TV stations, however, according to AC Nielsen statistics, in 2002 1 From January 1 to December 31, 2004, the channel is flat at night