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自2004年媒介金牛工程成立伊始,省级地面频道成为继央视、省级卫视后,人们关注的又一媒体群。处在电视媒体三级中的省级地面频道,夹在卫视和城市台之间,上不能“登天”,下不能“入地”,处境颇为尴尬。具有全省覆盖优势的省级地面频道,由于机制、经营观念等方面的原因,竞争不过同处一城的省会城市频道。但是近两年,随着省级地面频道内部改革、机制创新、经营观念的转变,省级地面频道迎来了其春天。特别是以“湖南经视、浙江科教、湖北微波、山东齐鲁和安徽影视”5家频道联合成立的“媒介金牛工程”异军突起,在广告经营中的强势表现,为省级地面频道的发展开出了一片新天地。为了使广告主和更多关心电视媒体发展的读者对当前国内省级地面频道的发展有一个较为清晰的认识和了解,本刊特推出“省级地面频道经营模式大扫描”专题。力求通过深入的采访和经营案例剖析,较为全面的介绍各省级地面台在实践中所取得成功模式和积累的成功经验。
Since the establishment of the Media Taurus Project in 2004, provincial-level terrestrial channels have become another media group of people concerned after CCTV and provincial-level TV stations. In the television media at the provincial level three terrestrial channels, sandwiched between the TV station and the city, can not “ascend to heaven”, can not “enter the land”, the situation is quite embarrassing. With the province’s coverage of provincial-level terrestrial channels, due to the mechanism, business concepts and other reasons, competition, but the same provincial capital city channel. However, in the recent two years, with the provincial interior terrestrial channel reform, institutional innovation, business philosophy changes, the provincial terrestrial channel ushered in its spring. In particular, the “Media Taurus Project”, a joint venture of “Hunan TV, Zhejiang Science and Education, Hubei Microwave, Shandong Qilu and Anhui Film and Television”, has emerged as a unique force in ad management and has been developed for provincial terrestrial channels A new world. In order to enable advertisers and readers who are more concerned about the development of television media to have a clearer understanding of the current development of provincial terrestrial channels, we hereby launch the special topic of “Large-scale Operation of Provincial-level Territorial Channels”. Through an in-depth interview and analysis of business cases, we will try our best to introduce the successful models and accumulated successful experiences of the ground stations at the provincial level in practice.