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电视节目形态具有知识产权属性,即版权属性。电视节目形态的版权营销已经成为传统媒体生态建设的方向。除了传统的“出售受众”换取广告收入的营销方式外,依托内容本身再造用户价值在众多传统媒体的改革转型中已被证明具有科学性和有效性。宋慧献教授在《版权生态与版权创新初论》中提出“版权生态”这个概念。所谓版权生态,是指版权生产过程中的环境因素及其相互之间的制约与促进性关系,包括外部生态和内部生态两个方面。外部生态包括了制
TV programs have the form of intellectual property, that is, copyright property. The copyright marketing of television programs has become the direction of the traditional media ecological construction. In addition to the traditional marketing methods of “selling audiences” in exchange for advertising revenue, relying on content itself to recreate user value has proved to be scientific and effective in the transformation and transformation of many traditional media. Professor Song Huixian put forward the concept of “copyright ecology” in “The Introduction of Copyright Ecology and Copyright Innovation”. The so-called copyright ecology refers to the environmental factors in the process of copyright production and their mutual restraint and promotion of relations, including the external ecology and internal ecology two aspects. External ecology includes system