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电视媒体正在经历由资源竞争向品牌竞争转型的时期,单纯的购买和播出已经不能解决树立竞争优势的问题,也更不可能使媒体具备传播品牌。伴随着电视媒体市场化竞争步伐的加剧,电视媒体的经营环境也在发生着迅速的变化,以电视剧为主要内容和收视基础的省级卫视,买什么剧,如何策略性地播成了关键一环,而怎样围绕剧的播出来吸引固定的收视人群并保持相对的收视稳定性,无疑成为省级卫视吸引广告投放的最核心因素。如何在竞争激烈的电视媒体环境中脱颖而出,始终保持自己独特的竞争优势,做一个行业领跑者,安徽电视台在不断创新中摸索出了适合自己的道路。安徽卫视将自身定位为电视剧频道,这就更加要求在电视剧的选择和编排上要精耕细作,与此同时,在竞争日趋激烈的卫视电视剧播出市场中,要抢得先机并形成品牌,只是依靠自身媒体平台和常规手段已经不足以充分的销售“电视剧”这种产品,在这种意义上,电视媒体本身就成了一家商业企业,在销售产品的时候也必须应用整合营销手段。
The television media is experiencing a period of transition from resource competition to brand competition. Simply buying and broadcasting can no longer solve the problem of establishing a competitive advantage, and it is even more impossible for the media to have a brand of communication. With the aggravating pace of marketization competition in the television media, the operating environment of the television media is also rapidly changing. How to buy the drama based on the TV drama as the main content and the basis for viewing the television shows how to strategically broadcast the key issues Central, and how to broadcast around the play to attract a fixed audience and maintain the relative stability of the ratings, will undoubtedly become the provincial hub to attract advertising the most central factor. How to stand out in the highly competitive television media environment, always maintain its own unique competitive advantage, to be an industry leader, Anhui TV station in the constant innovation found a way for their own. Anhui Satellite TV itself will be positioned as a TV channel, which requires more in the selection and arrangement of the TV drama to be intensive, at the same time, in an increasingly competitive TV and TV drama market, to grab the first chance and the formation of the brand, just rely on In this sense, the television media itself has become a commercial enterprise, having its own media platforms and conventional means of selling enough of the “TV series,” in which case integrated marketing tools must also be applied when selling the product.