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“媒体”这个概念还没有进入到每个家庭,人们必须购买昂贵的设备才可以收看节目,并且是实在不怎么样的节目。这当然不是指Web,而是指1948年的电视。那刚好是在“电视的黄金时代”之前,电视节目制造商们面临着进退两难的局面,正如同今天的Web节目制作人遇到的麻烦:广告商们无法向客户证明他们所宣传的新媒介具有市场效力。“如今Web所面临的正象是早期电视的情况”,MGM公司创意内容执行制作人说,“我们必需说服那些大的广告商们,Web是一种观众能接受的好媒介。”对于今天的Web节目制作人来说,这意味着他们要象曾面临类似情况的电视先辈们一样,找到那些新型娱乐导向节目的方法。几十年前,电视先驱们就取消了出售广告节目的提案,而代之以赞助形式。具
The concept of “media” has not yet reached every home, and people have to buy expensive equipment to watch the show, and it’s a really bad show. This of course does not refer to the Web but refers to the 1948 television. Just before the “golden age of television,” TV show makers faced a dilemma similar to the troubles faced by Web programmers today: advertisers are unable to prove to their clients that the new media they promote has Market effectiveness. “What the Web now faces is the same as the early TV,” said MGM Creative Executive Content Producer. “We have to convince those big advertisers that the Web is a good medium for the audience.” For today’s For web programmers, this means finding ways for new entertainment-oriented programming, just as TV pioneers in similar situations have faced. Decades ago, television pioneers canceled the proposal to sell advertising programs and replaced them with sponsorship. With