广告经营 市场化、专业化——中国电视媒体发展的必由之路

• 作 者: 凌平
• 出 处: 大市场(广告导报)
• 发表日期: 2003年05期
• 关键词: 专业频道 广电集团 产业化改革 媒体领域 电广传媒 激烈化 中国电视传媒 广播电视总台 上海文广 福建电视台

中国电视媒体竞争的多元化和激烈化,使国内的媒介已进入产业化竞争的时代。为了保持各自的优势,各大媒体纷纷展开了大规模的结构调整。从2001年至今,电视媒体领域发生了很多变化:改版推出针对性很强的专业频道,有线频道与无线频道合并,各地纷纷组建广电集团,电视节目引入淘汰机制,等等。

The diversification and fierce competition in China’s television media have enabled the domestic media to enter an era of industrial competition. In order to maintain their respective advantages, major media have embarked on a large-scale restructuring. Since 2001, many changes have taken place in the field of television media. The revision has introduced a highly targeted professional channel. The combination of cable channels and wireless channels has led to the formation of SVA groups in various places and introduction of elimination mechanisms for television programs.