品牌化目标下频道编排与包装的策略发展

发布时间：2018-04-10 07:58

本文选题：策略发展　切入点：生产平台　出处：《当代电视》2015年05期

【摘要】：正从节目、栏目竞争到频道竞争、产业竞争,这一电视媒体竞争的整体发展趋势,也意味着电视生产平台、营销平台以及竞争平台的升级。早在2005年央视深化增强频道核心竞争力的综合改革,提出"频道品牌化"战略,推动了专业频道的进一步发展,即"以频道为一个基本单位来经营,重在频道品质、品位和品格,节目酝酿、策划、推销与播出的各个环节都在统一目标下运作,栏目和节目都融入到频道的品牌创造和总体利益中,从而提高媒体的整
[Abstract]:From program, column competition to channel competition and industry competition, the overall development trend of TV media competition also means the upgrading of TV production platform, marketing platform and competition platform.As early as 2005, CCTV deepened the comprehensive reform of enhancing the core competitiveness of the channel, and put forward the strategy of "channel branding", which promoted the further development of the professional channel, that is, "operating with the channel as a basic unit and focusing on the channel quality."Taste and character, program brewing, planning, marketing and broadcasting of each link under a unified goal, columns and programs are integrated into the channel brand creation and overall interests, thereby improving the media integration
【作者单位】：天津师范大学新闻传播学院;
【分类号】：G222

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