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当前的营销传播环境越来越复杂,消费者对信息接收的渠道和观念在发生变化,传播的工具越来越多,媒介种类层出不穷,对传统电视传播的创新越来越难!在新的媒介传播环境下,须打破常规,寻找新的突破点,方能实现传播渠道、传播形式、广告主、传播对象之间的有效互动,实现多方共赢,取得良好的传播效果。笔者试图结合自身的工作经验和对传播的思考,试图在新的媒介环境下,对电视媒介的传播形式创新上进行探讨,供广大同仁参考!
At present, the marketing communication environment is more and more complex, consumers are changing the channels and concepts of information reception, more and more tools are disseminated, and more and more media types are emerging. It is more and more difficult to innovate the traditional television broadcasting. In the new medium In the dissemination environment, we must break the routine and find new breakthrough points in order to achieve effective interaction between the channels of dissemination, forms of communication, advertisers and objects of communication so as to achieve win-win results and achieve good communication results. I try to combine their own work experience and thinking of communication, trying to explore the innovation of the form of transmission of television media under the new media environment for the reference of the majority of my colleagues!