摘要
电视业在经历了产业化、集团化,再到如今的频道专业化,这既是现代科学技术提供强大技术支持、受众群体变化和媒体竞争激烈的要求,也是电视体制改革的方向。电视频道专业化其实质是在媒体竞争中细分市场,形成专业化品牌并占领市场,因此频道专业化前景广阔。既然频道专业化是在激烈竞争中细分市场,又要“套牢”更多的受众,强调高收视率,分得市场这块蛋糕的更大份额,这无形中给电视业出了一道难题,也留给电视从业者和经营者更多的思考。本文写作的目的就是对之的探讨。
TV industry develops from industrialization, grouping and the current specialization of TV channel. It is the demand from the changes of many groups and the fierce competition of media industry supported by contemporary science and technology, and it is the direction of reform in TV system. The nature of TV channel specialization lies in the sub - division of markets in media competition, formation of specialized brands and occupation of markets, and so there is a broad prospect for specialization. Now that channel specialization is to sub - divide markets in fierce competition and attract more audience, it produces a big problem for TV industry and leaves much for people engaged in TV industry and management to think about. The writing attempts to explore it.
出处
《绵阳师范学院学报》
2006年第3期106-108,共3页
Journal of Mianyang Teachers＇ College
关键词
电视频道专业化
细分市场
收视率
产业链
TV channel specialization
sub - division of markets
TV attendance
industry chain
