论文部分内容阅读
美国三大电视网商业性的恶性膨胀——拚命追求广告收入——致使其新闻节目主持人变成了一种特殊“商品”。三大电视网的所有新闻节目中都要插入广告,以广告收入做为节目的主要资金来源。这种资金一旦贫乏或被抽掉,新闻节目就有停办或垮台的危险。因此,为了保住广告收入,各个电视网千方百计要保持收视率的稳定,并设法提高收视率。收视率越高,广告要价就越高;反之亦然。而要提高收视率,就非得有能吸引观众的新闻节目主持人不可。哪一家电视网有明星新闻主持人,哪一家的新闻节目收视率就趋于稳定,并能有所上升。因此,三大电视网像争购紧俏商品一样,四处奔走,不惜重金、使尽各种手段争夺明星主持人。八十年代初,三大电视网为争夺哥伦比亚广播公司名记者丹·拉瑟展开了一场白热化的人才争夺
The vicious expansion of commerce in the three major U.S. television networks, desperately pursuing advertising revenue, has turned its news anchor into a special “commodity.” All news programs on the three major networks should have ads inserted to make the advertising revenue their main source of funding. Once such funds are scarce or withdrawn, there is a danger that news programs will cease or collapse. Therefore, in order to keep the advertising revenue, every television network tries every means to maintain the stability of the ratings and try to increase the ratings. The higher the rating, the higher the asking price; and vice versa. And to increase the ratings, you have to be able to attract viewers of the news anchor. Which TV network has a celebrity news anchor, which one of the news programs tend to stabilize, and can rise. Therefore, the three major television networks, like the purchase of goods like tight, run around, spared no expense, make all kinds of means to compete for celebrity presenters. In the early 1980s, the three big networks launched a heated competition for talent for Dan Rather, the reporter for CBS.