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当前,所有大众媒体,数电视媒体经营最为艰难,电视广告份额增长缓慢,据有关资料显示,除省有线电视台外,几乎各个电视台年初的广告收入都出现大幅下跌。电视媒体面临什么样的形势?电视广告经营到底会怎样?这是极为令人关注的问题。一、广告经营的处境大型电视媒体的整合已基本完成,境外电视媒体已部分进入中国,这是两个不容忽视的事实。部分境外媒体将进入广告资源最为丰富的我省地区,必然要切分原有电视广告的份额,随着这些媒体特殊的节目优势,他们所占
At present, all the mass media and the number of television media businesses are the most difficult to run and the share of television advertisements has been growing slowly. According to relevant information, almost all television stations except the provincially-owned cable TV stations have seen their advertising revenues fall sharply at the beginning of the year. What kind of situation is the TV media facing? What exactly will TV commercials do? This is a matter of great concern. I. The Situation of Advertising Management The integration of large-scale television media has basically been completed and the overseas television media has partially entered China. This is a fact that can not be ignored. Some overseas media will enter the province with the most abundant advertising resources, and they will inevitably cut down the share of the original television advertisements. With the special programs of these media, they account for