编播季：电视资源整合传播的魔方

发布时间：2018-06-12 19:05

本文选题：编播季 + 电视资源　；参考：《华中科技大学》2008年硕士论文

【摘要】： 电视节目编排是一门分割时间的艺术,又是一门传播统筹的艺术,它需要在认真分析目标受众情况、广告投放需求的基础上,针对频道的节目定位,将有限的电视传媒资源与目标受众、广告投放找到一一对应的关系。所以说电视节目编排既联系着观众的收视需求,也关系着电视节目和电视传媒整体资源的收视效应和经济收益。尤其是在传媒竞争愈演愈烈的今天,吸引和维持受众眼球、广告投放的任务变得更加艰巨,电视节目编排比以往任何时候都更具有挑战性。各电视媒体都必须考虑如何将有限的电视传媒资源进行有效的整合传播,打造品牌影响力,增强媒体竞争力。正是在这样的背景下,由美国引进的电视“编播季”概念,新近成了国内一些新锐媒体在节目编播上创新的尝试。重庆卫视、中央电视台经济频道、湖南卫视相继“试水”。同时,业界的实践也引起了学界的重视和探讨。有人认为,“编播季”概念带来的不仅仅只是电视节目在编排和播出上的改变,它还可能触动以往电视节目传统生产方式的改变,影响传统的广告经营方式,甚至影响到国内电视产业模式的未来走向。但也有人认为目前国内电视传媒对“编播季”概念的实践不仅存在着很多局限,还有哗众取宠之嫌。实际上,笔者认为“编播季”这一舶来品,是对中国电视传媒资源整合传播机制、节目生产编播机制的一次全新挑战,很多课题都需要从实践中及时总结并对其发展趋势进行前瞻性研究。因此本文在对国内外“编播季”概念和实践进行全面系统梳理的基础上,抛出一些不成熟的想法,以期业界和学界的交流探讨。本文主要采用文献研究法、统计分析法、跟踪观察法、个案研究法,总结了美国电视网“编播季”概念发展的经验,概述了国内某些电视台实施“编播季”概念的现状,并是以湖南卫视《超级女声》节目为例分析了运用“编播季”概念的实质,最后从国内电视界实践“编播季”概念存在缺失的角度出发,阐述了怎样从受众、广告销售等方面拓展我国电视节目“编播季”概念的发展空间,促进电视传媒产业链的形成和完善。
[Abstract]:The arrangement of TV programs is an art of dividing time. It is also an art of communication as a whole. On the basis of careful analysis of the target audience and the demand for advertising, it will find the corresponding relationship between the limited TV media resources and the target audience and the advertising delivery on the basis of the demand of the target audience. It is not only related to the audience's demand for viewing, but also to the viewing effect and economic benefits of the overall resources of TV programs and television media. Especially in today's growing media competition, attracting and maintaining the audience's eyeballs, the task of advertising has become even more arduous, and television programming is more challenging than ever. The media must consider how to integrate the limited television media resources effectively, create brand influence and enhance the competitiveness of the media.
It is in this context that the concept of television "broadcast season" introduced by the United States has recently become an innovative attempt by some new media in China. Chongqing TV, CCTV economic channel and Hunan TV have "test water". At the same time, the practice of the industry has also attracted the attention and discussion of the academic circles. The concept of "season" brings not only a change in the arrangement and broadcasting of TV programs, but it may also touch the traditional mode of production of the traditional TV programs, affect the traditional advertising mode and even affect the future trend of the domestic TV industry model. The practice not only has many limitations, but also has the suspicion of making a fool of others.
In fact, the author believes that the "broadcast season" is a new challenge to the integration and dissemination of China's television media resources, and a new challenge to the program production and broadcasting mechanism. Many topics need to be summarized in time and prospectively studied in practice. Therefore, this article is on the concept and Practice of the "broadcast season" at home and abroad. On the basis of comprehensive systematic analysis, some immature ideas are thrown out so as to discuss the exchanges between the industry and academic circles.
This article mainly adopts the literature research method, the statistical analysis method, the tracking observation method and the case study method, summarizes the experience of the development of the "broadcast season" concept of the American television network, summarizes the current situation of the implementation of the concept of "broadcast season" in some TV stations in China, and analyzes the application of the "broadcast season" concept by the example of the program of "Super Girls" in Hunan TV. In the end, from the perspective of the absence of the concept of "broadcast season" in the domestic television industry, this paper expounds how to expand the development space of the concept of "broadcast season" of TV programs in China from the audience and advertising sales, and promote the formation and improvement of the TV media industry chain.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：G220

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