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融媒体时代,城市电视台的生存遭遇严峻挑战,影响力逐渐下降,传统小作坊式做出的节目很难吸引受众眼球,而且离市场越来越远。本文通过剖析温州瓯江先锋频道贺岁短片《年是什么》和《回家过年》的成功实践,从如何立足地方资源进行艺术创作和项目运作、如何开创新的商业模式、如何通过立体传播提升影响力等方面探索微创作之路,以期为城市电视台的发展提供借鉴,这也是城市电视台积极投身媒体融合、探求自身发展的需要。
In the era of financial media, the survival of urban television stations has been severely challenged and its influence gradually declined. The programs made by traditional small workshops hardly attract the audience’s attention and are getting farther and farther away from the market. Based on the successful practice of “New Year’s Eve” and “New Year’s Eve” from New Year’s Video of Oujiang Pioneer Channel in Wenzhou, this article discusses how to start a new business model and how to improve the influence through the three-dimensional communication based on how to base local resources on artistic creation and project operation. Force and other aspects of the road to explore the minimalist, with a view to provide reference for the development of urban television stations, which is also actively involved in the urban television station media integration, to explore their own development needs.