摘要
考察中国电视产业发展的视角早已转入媒介深度融合领域,从这个视角观察,可以发现电视在融合发展中的新关系,即电视与数字化视频传播的关系,以及电视与社会化视频传播的关系。数字化和社会化视频对电视的持续影响通过内容、渠道、终端、用户和营销等各个层面反映出来,使新电视产业景观与传统电视产业格局大不同。从智能终端、用户行为、营销创新、节目管理、价值测量等维度重新观察和把握新电视产业即构成本文讨论的重点。
The development of China's TV industry has long shifted to the field of deep media integration,from which we can see the new television relationship in the development of integration,that is,the relationship between television and digital video communication and the relationship between television and social video communication.The continuous impact of digital and social video on television is reflected through content,channels,terminals,users and marketing,which makes the landscape of the new TV industry very diferent from that of the traditional TV industry.The focus of this paper is to re-observe and grasp the new TV industry based on the dimensions of smart devices,user behaviors,marketing innovation,program management and value measurement.
作者
郑维东
Zheng Weidong(Kantar Media)
出处
《中国传媒产业发展报告》
2022年第1期50-63,M0006,共15页
REPORT ON DEVELOPMENT OF CHINA'S MEDIA INDUSTRY
关键词
视频包裹用
户媒介时间
数字营销
节目触点管理
新常态
Video Packaging
User Media Time
Digital Marketing
Program Contact Management
New Normal
