省级卫视自制剧发展策略研究

发布时间：2018-11-15 16:35

【摘要】：电视剧成为当今中国的第一叙事艺术,是当代中国大众文化最重要的现象。随着电视产业市场的发展,各频道的竞争也是愈发的激烈,甚至达到了白热化的程度。省级卫视竞争激烈的一个重要表现就是对电视剧的争夺,当前我国电视剧生产基数大,可是精品数量却少之又少,出现一部精品剧,各家卫视便会蜂拥而至,竭尽全力去抢夺,这就促使电视剧的购买价格越来越高,致使电视台难以负荷,因此便出现了多家电视台同买一部电视剧的购买方式,这就导致了本来就已经很严重的电视节目同质化、千台一面的现象更加地惨不忍睹。这时自制剧的出现给各大卫视带来了希望,自制剧不仅可以降低投资风险,而且有利于自身频道的品牌建设与定位,还可以扩大广告增值空间,最重要的是电视台能拥有自制剧的永久版权,可以根据需要进行节目编排,反复播出,进而可以长期、多次获利。 近几年,自制剧强势回归荧屏,卫视间自制剧的竞争愈演愈烈,自制剧成为电视剧制播模式发展的新趋势。就此,本文以省级卫视自制剧的发展策略为研究对象,总结并提出了自制剧的概念,对省级卫视自制剧回归荧屏的原因进行分析与解读,梳理我国自制剧发展的现状及存在的问题,并根据这些问题提出相应的建议与对策,希望省级卫视自制剧能够适应市场规律,蓬勃发展,开创电视剧创作的新局面。
[Abstract]:TV drama has become the first narrative art in China and is the most important phenomenon in contemporary Chinese popular culture. With the development of TV industry market, the competition among channels is becoming more and more fierce, even to the degree of hyperthermia. One of the most important manifestations of the fierce competition among provincial TV stations is the competition for TV dramas. At present, the production base of TV dramas in our country is large, but the number of high-quality products is very small. As a result of the emergence of a top-quality drama, each satellite TV station will flock to the theatre and do its utmost to grab it. This has prompted the purchase price of TV dramas to become higher and higher, which makes it difficult for television stations to bear the burden. As a result, a number of TV stations are buying a TV series together. This has led to the already serious homogeneity of television programs. The phenomenon of a thousand channels on one side is even more unbearable. At this time, the appearance of self-production brought hope to the major TV stations. Self-production not only can reduce the investment risk, but also be conducive to the brand building and positioning of its own channel, and it can also expand the space for advertising value added. The most important thing is that the TV station can have the permanent copyright of its own play, can program according to the need, broadcast repeatedly, and then can make profit for many times in the long run. In recent years, with the strong return of self-production to the screen, the competition between TV and TV has become more and more fierce, and self-production has become a new trend in the development of TV series production and broadcasting mode. Therefore, this paper takes the development strategy of provincial satellite TV self-production as the research object, summarizes and puts forward the concept of self-production, and analyzes and interprets the reasons why provincial satellite TV self-production returns to the screen. This paper combs the present situation and existing problems of the development of self-made drama in China, and puts forward corresponding suggestions and countermeasures according to these problems, hoping that the self-production of provincial satellite TV can adapt to the law of the market, flourish and open up a new situation for the creation of TV series.
【学位授予单位】：哈尔滨师范大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：J943

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