电视季播型节目的预告研究

发布时间：2018-03-14 09:12

本文选题：季播型节目　切入点：频道预告　出处：《天津师范大学》2015年硕士论文　论文类型：学位论文

【摘要】：摘要：在欧美的电视节目形态中,季播型节目已经是较为成熟和常态化的节目播出形式,而在中国兴起的时间较短。作为我国电视界的新生事物,实力雄厚的卫视频道纷纷投资试水。季播型电视节目,是一年中固定在某一个时期,按季节编排播出的节目形式,播出的时间分别为2到3个月。那么,如何保证老受众不流失而新受众被吸引,则是季播型节目面临的最大考验。因此,节目预告也就成为了季播型节目的重要构成部分与环节,也是一个传播难题。解决这一难题的方法,不只依靠实践领域摸着石头过河的探索,也有赖于学术界对这一个领域的理论梳理和规律摸索。本文先是研究常规节目的预告,对常规节目预告体系进行文本分析,探索常规节目与季播型节目之间的区别,并以《爸爸去哪儿》第二季、《中国好声音》第三季、《奔跑吧兄弟》第一季为案例对此展开分析；然后研究季播型节目在本频道的编排、包装、营销等预告体系；再分析了新媒体预告特性及分类；最后,探讨频道预告与新媒体预告如何共构,并运用了问卷调查法与深度访谈法对电视季播型节目的预告效果进行评估与分析。本人在对季播型节目预告体系的发展现状及问题进行梳理和研究中发现,季播型节目的预告在节目品牌的建构过程中起着非常重要的作用,季播型预告节目应该在积淀中找寻新的起点,通过差异化的品牌形象定位和与时俱进的内容创新,强化季播型节目从预告中塑造品牌价值,从而打造节目的核心竞争力。本论文还结合季播型节目的特征及现实情况,提出实现理想传播效果的预告体系构建策略以及创新策略。
[Abstract]:Absrtact: among the TV programs in Europe and the United States, the seasonal-broadcast program has been a more mature and regular form of broadcast, but it has been rising for a short time in China, which is a new thing in the field of TV in our country. Powerful satellite TV channels are investing in water testing. Season TV shows are fixed in a certain period of the year and are scheduled to broadcast seasonally for two to three months, respectively. How to ensure that the old audience will not be lost and the new audience will be attracted is the biggest test faced by the season broadcast program. Therefore, the program forecast has become an important component and link of the season broadcast program. The method to solve this problem depends not only on the exploration of crossing the river in the field of practice, but also on the theoretical combing and law groping of the academic circles in this field. This article first studies the routine program forecast, carries on the text analysis to the conventional program forecast system, explores the difference between the conventional program and the season broadcast program. Taking the second season, the third season and the first season of running Brothers as the case study, the author studies the system of programming, packaging, marketing and so on. At last, it discusses how to construct the forecast of channel and new media, and evaluates and analyzes the effect of the forecast of TV season by questionnaire survey and in-depth interview. In this paper, I have found that the forecast of season show plays a very important role in the process of brand construction. Season broadcast forecast programs should find a new starting point in the accumulation. Through the differentiated brand image orientation and the content innovation of keeping pace with the times, we should strengthen the season broadcast programs to shape the brand value from the forecast. In order to build the core competitiveness of the program, this paper also combines the characteristics and reality of the season broadcast program, and puts forward the construction strategy and innovation strategy of the forecast system to realize the ideal communication effect.
【学位授予单位】：天津师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G222

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