我国电视频道专业化的问题与发展方向

发布时间：2018-05-19 18:58

本文选题：我国 + 电视　；参考：《东北师范大学》2007年硕士论文

【摘要】： “频道专业化”曾被称为中国电视的第二次创业,随着电视产业化进程的加速和市场竞争的加剧,频道专业化也越来越凸显它的重要性。所谓频道专业化实质上就是对观众进行对位性细分。它是指在现有的频道资源条件下,以频道为单位进行内容定位划分,从而使节目内容较为集中地反映某个特定领域的需要。也就是说,频道专业化是对电视频道传播内容的一种梳理和安排,将内容一致或相关的节目放在同一频道中播放,形成一个电视频道传播内容上的独特性。频道专业化是电视发展的必然,也是满足观众日益增长的文化消费的需求,更是电视适应市场竞争的合理选择。早期的综合电视台都是想把各类观众一网打尽,不论男女老少,也不分社会分层和文化取向。现在一些超级电视媒体仍然采取这种战略,但更多的电视系统宁愿找准一部分观众的特殊需求,专心为他们服务。不过这需要一个前提——网络覆盖面。一套电视节目的效益,不论社会效益还是经济效益,取决于两个因素:覆盖面积与收视率,细分后的观众比例小了,必须有一个相当可观的频道覆盖面才能让节目充分发挥影响,才能有较高的广告收入,才能实现保证像样的节目质量,有一个良性循环。电视发展的速度太快,超出了人们的想象。频道多了,观众多了选择,业者多了机会。但多也有多的难处,对于观众来说,太多的频道让人不知如何选择;对于电视业者来说危机更明显、竞争必然更激烈。正是面对电视频道不断增多的局面,才有了频道专业化的对策。从一定程度上讲,电视已经从过去的“广播”时代进入到“狭播”时代。然而,统观中国电视近二十年的专业化发展之路,并不尽是鲜花与掌声,频道设置千台一面、节目内容克隆成风、节目资源匮乏、受众需要得不到满足等因素使得中国的电视频道专业化之路已经走入困境之中。究其实质,传统的大众传播已不能适应社会的需要,媒介越来越呈现“分众化”趋势,传媒有针对性地传送符合受众各自口味的信息,形成了分众化传播。与此同时,媒介对受众市场的细分不够,不能满足受众的差异性需求。本文结合国际、国内电视业的发展情况,对中国电视的频道专业化进行分析与研究,寻找中国特色电视频道专业化的生存之路。本文主要分为四个部分: 第一部分,概述了电视频道专业化的理论依据。一方面,从电视传播学角度来看,受众理论中的社会分化论以社会学为基础,按照受众的性别、年龄、文化程度、工资收入、职业、籍贯、民族、居住地区等人口统计学上的因素,将受众划分为不同社会群体类别,社会分化论通过这些可变因素与人们信息接收行为之间的联系,指导传播机构分析和预测不同受众群体的有选择性的媒介信息接收行为,进而设计和制作讯息。同时还提出了非群体化传播时代的到来,这是美国未来学家阿尔文·托夫勒在《第三次浪潮》一书中提到的。另一方面,从经济学角度分析,提出分众化理论和市场细分理论。这两种理论分别是由20世纪80年代的日本著名广告媒体“博报堂”首次提出“分众时代”的全新概念以及20世纪50年代中期美国市场营销学家温德尔R史密斯(Wendell R.Smith)在总结企业市场营销的实践经验基础上首次提出的。第二部分,提出问题。在分析了电视频道专业化的必然趋势后,着重分析了中国电视频道专业化的生存困境以及存在的问题。频道发展方向的偏移,即专业频道更象是准综合频道,虽然具有专业特色,但频道定位还是面向大众;频道缺乏创新意识,模仿成风导致收视效果较差;广告盈利模式单一也是一大瓶颈,毕竟专业频道不允许节目在播出过程中或播出后插播广告,而目前的频道专业化却依然以广告盈利为主;再就是频道专业人才的缺乏。文章的第三部分以探求原因为主要内容。主要从受众市场细分不足、受众市场调查不规范以及行政体制方面来探索我国电视频道专业化之所以慢步不前的原因之所在。中国专业化电视频道的划分缺少对媒体消费市场的调查研究。缺少市场调查的专业划分造成许多的不良后果,不但不能形成窄播化、分众化、培养受众的忠诚度,相反会加剧受众收视的随意性、选择性和自由性。第四部分内容主要是在前两部分分析的基础上,有的放矢的寻找解决问题的办法。我们常常注重的是节目播出后的反馈效果,实际上,对受众的前馈调查也是致关重要的。美国传播学者威尔伯·施拉姆认为前馈是事先对受众做调查研究,了解其心理需求、构成、行为等等。进行了市场调查,就要确立受众的市场定位,这是发展电视频道专业化的关键。专业化频道能否受欢迎、可否在市场上站住脚,准确定位是频道的立足之本。频道定位主要是确定节目的宗旨和风格,明确频道的经营思路,找准目标收视群。品牌栏目的培育是发展电视频道专业化的核心,没有好栏目,就没有固定收视群,并且我国已经实行制播分离制度,这给我国频道专业化的实行和发展带来优势。最后,对付费电视的发展以及存在的问题做出了分析。付费电视系统能够推进我国频道专业化的发展,它提供了更丰富的内容和个性化、人性化的服务;提供了新的商业模式,打破以往盈利模式单一的状况;为广告主提供更有效的营销传播途径,不再插播广告,而是以栏目冠名权、现场促销等形式为企业提供多种营销方式。本文采用对比分析法、文献法、个案分析法等研究方法对中国电视频道专业化面临的问题和生存策略进行研究。
[Abstract]:"Channel specialization" has been called the second business of Chinese television. With the acceleration of the process of television industrialization and the intensification of the market competition, channel specialization is becoming more and more important. The so-called channel specialization is essentially a subdivision of the audience. It refers to the channel as a single channel under the existing channel resources. The content locates and divides the content so that the content of the program is more concentrated to reflect the needs of a particular field. That is to say, the channel specialization is a sort of arrangement and arrangement of the content of the television channel, which is played on the same channel in the same or related programs, forming the uniqueness of the content of a TV channel. Professionalization of the road is the inevitable trend of TV development, and it also meets the growing demand of cultural consumption of the audience. It is also a reasonable choice for TV to adapt to market competition.
Early integrated television stations are trying to get all kinds of audiences, men, women, old and young, social stratification and cultural orientation. Now, some super TV media still take this strategy, but more TV systems prefer to find out the special needs of a part of the audience and concentrate on serving them. But this requires a premise. Coverage. The benefits of a set of TV programs, regardless of social and economic benefits, depend on two factors: the coverage area and the viewing rate, the small proportion of the audience after subdivision, and a considerable channel coverage to allow the program to fully exert its influence and have a higher advertising revenue to achieve a decent program. Quality, there is a virtuous circle.
Television has developed too fast, beyond people's imagination. There are many channels, the audience has a choice, the industry has more opportunities. But there are many difficulties. For the audience, too many channels make people do not know how to choose; for the television industry, the crisis is more obvious and the competition must be more intense. It is the increasing situation of TV channels. To some extent, television has entered the era of "narrow broadcasting" from the past "broadcasting" era.
However, the road to the professional development of Chinese television in the past twenty years is not full of flowers and applause, the channel is set thousands of sides, the program content is cloned, the program resources are scarce, the audience needs to be met and other factors make the road of the TV channel specialization in China into a difficult situation. The media can not adapt to the needs of the society, the media is more and more "divided" trend, the media can transmit the information that conforms to the tastes of the audience. At the same time, the subdivision of the media to the audience's market is not enough to meet the difference demand of the audience. The specialization of TV channels in China is analyzed and studied to find out the way of professionalization of TV channels with Chinese characteristics. This article is divided into four parts:
In the first part, the theoretical basis for the specialization of TV channels is summarized. On the one hand, from the perspective of television communication, the theory of social differentiation in the audience theory is based on sociology, and the demographic factors such as gender, age, cultural degree, wage and income, occupation, native place, nationality, and residential area are divided into different audiences. The social group category, the social differentiation theory, through the connection between these variable factors and the people's information receiving behavior, instruct the disseminating agencies to analyze and predict the selective media information receiving behavior of different audience groups, and then design and produce the information. Meanwhile, it also puts forward the arrival of the era of non group communication, this is the American futurist. On the other hand, on the other hand, from the perspective of economics, Alvin Toffler put forward the theory of division and market subdivision. The two theories were first proposed by the famous Japanese advertising media in 1980s, the new concept of "the division of the crowd" and the mid 1950s. American Marketing scientist Wendell R Wendell (Wendell R.Smith) first proposed on the basis of summing up the practical experience of enterprise marketing.
The second part, put forward the question. After analyzing the inevitable trend of the TV channel specialization, this paper emphatically analyzes the existence predicament and the existing problems of the Chinese TV channel specialization. The channel development direction is offset, that is, the professional channel is more like a quasi comprehensive channel, although it has special specialty, but the channel orientation is still facing the public; the channel is lack of creation. New awareness, imitating the wind leads to poor viewing effect; the single advertising profit model is a big bottleneck, after all, professional channels do not allow programs to broadcast in the broadcast process or after broadcasting, but the current channel specialization is still based on advertising profit; and then the lack of channel professionals.
The third part of the article is mainly to explore the reasons, mainly from the lack of subdivision of the audience market, the non standard of the audience market investigation and the administrative system to explore the reason why the specialization of TV channels in China is slow. The lack of the investigation and Research on the media consumption market by the division of Chinese specialized TV channels. The professional division of the market survey results in many adverse consequences. It can not only form a narrow sowing, divide the public, and cultivate the loyalty of the audience. On the contrary, it will aggravate the randomness, selectivity and freedom of the audience.
The fourth part is mainly on the basis of the analysis of the first two parts to find a way to solve the problem. We often pay attention to the feedback effect after the program broadcast. In fact, the feedforward investigation of the audience is also important. The American communication scholar Wilbur Skei Rahm thinks that the feedforward is the investigation and study of the audience in advance, To understand its psychological needs, composition, behavior and so on. In the market investigation, we should establish the market positioning of the audience. This is the key to the development of the TV channel specialization. Whether the professional channel is popular, can we stand on the market and locate the channel accurately is the base of the channel. The channel orientation is mainly to determine the purpose and style of the program and clear frequency. The cultivation of the brand column is the core of the development of the TV channel specialization. Without good columns, there is no fixed viewing group, and our country has already implemented the system of production and separation. This brings the advantages to the implementation and development of our channel specialization. Finally, we deal with the development of the fee TV and the existing problems. The pay TV system can promote the development of China's channel specialization. It provides more rich content, personalized and humanized service, provides a new business model, breaks the single profit pattern of the past, provides more effective marketing transmission ways for advertisers, no longer broadcast advertisements, but is the right to name the column, Field sales promotion and other forms provide various marketing methods for enterprises.
This paper adopts comparative analysis, literature review, case analysis and other research methods to study the problems and survival strategies of Chinese TV channel specialization.
【学位授予单位】：东北师范大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：G229.2-F

【引证文献】