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目前,国内电视媒体市场正在经历卖方市场向买方市场的转换,开始走市场化运作的路子。在这种媒介过剩、供求失衡的背景下,各级电视机构都要为生存担忧,仅仅关注节目质量,关注受众应该知道什么是不能在市场上胜出的,因此必须逐步采取整合营销的战略,从频道定位、品牌建设、节目制作中充分考虑受众心理,考虑受众希望看到什么、希望知道什么。电视应该依靠自己的传播功能带给观众更多的娱乐和服骢。这就需要新一代的电视人科学的分析市场,科学的策划和编排属于自己的“黄金时间段的黄金栏目”,更好地吸引受众。
At present, the domestic TV media market is experiencing the change from a seller’s market to a buyer’s market and starting to take a market-oriented approach. In this context of excess media, imbalance between supply and demand, all levels of television agencies have to worry about their survival, focusing only on program quality, attention to the audience should know what can not win in the market, it must gradually adopt a strategy of integrated marketing, from Channel positioning, brand building, program production full account of the audience psychology, consider what the audience wants to see, hope to know what. Television should rely on its own communication function to bring more entertainment and service to the audience. This requires a new generation of television science analysis of the market, scientific planning and layout of their own “golden section of the golden section of time” to better attract the audience.