金鹰节互联盛典跨屏传播策划方案的效果评估

发布时间：2018-01-08 22:10

本文关键词：金鹰节互联盛典跨屏传播策划方案的效果评估　出处：《浙江大学》2015年硕士论文　论文类型：学位论文

【摘要】：中国金鹰电视艺术节前身是“中国电视金鹰奖”,以电视金鹰奖的颁奖为主要活动内容,以机器投票为主选方式产生的全国性电视艺术综合奖。于2000年正式落户湖南,由湖南广电传媒有限公司承办。2014年第十届金鹰艺术节分开幕式、互联盛典和颁奖晚会三个部分,互联盛典不同于另外两台晚会,是首次亮相金鹰节,由传统媒体为新媒体颁奖的形式也是一次独特的创新。本研究力图为金鹰节互联盛典的跨屏传播和互动方案进行效果的评估,分析这一场传统媒体融合互联网思维的跨界盛典的策划在具体实践中的效果和受众影响力,审查传统晚会节目在竞争激烈的生态环境中融合新思路,创新新形式的操作性和可行性,以期为传统媒体融合新媒体技术的传播提供经验和借鉴。本研究首先对传统电视晚会现状进行分析,明确严峻的竞争环境,明确传统电视晚会节目的发展瓶颈以及与新媒体发展的潜力,然后通过对策划方案的分析,结合市场评估、节目编排策略评估和收视反馈的评估,辩证刚看到传统媒体与新媒体融合的方式和内容,总结优点,发现问题,推动优势整合和方案完善,为媒体融合发展提供帮助和借鉴。2014金鹰节互联盛典以跨屏传播和多屏互动为特色,让观众可以突破时间和空间的限制在互联网终端实时同步直播,也可以通过连接手机屏、平板屏、电脑屏和电视屏与全国观众以及节目主创等进行互动,使信息由单向线性传播变为双向传播。一方面,联手芒果TV进行同步直播。让被互联网影响生活方式的受众更方便、多渠道收看到节目。同时通过为客户端直播定制“海涛逛金鹰”特别节目来突破传统媒体广告时间流失大量观众的局限,在网络版不仅无广告直播,还通过与观众微博互动满足观众的需求,有创新意义。另一方面,创新电视直播互动方式。引进源自互联网的弹幕形式进行首次电视直播弹幕,观众在客户端发送的评论有机会直接出现在电视屏幕上,让信息获取和反馈形成闭合回路,提高影响力,同时也能营造一种“实时互动”的体验,调动观众观看节目的积极性。最后本研究对传播的效果进行了主客观综合评估。一方面通过收视率的统计、近两年收视率对比以及分段收视的分析,进行整体的量化评估,看到跨屏传播和互动形式对收视率波动的影响。另一方面,通过微博关注度和受众满意度调查进行主观效果评估,以资料收集和访谈的形式得出受众对节目跨屏传播和互动创新的真实评价。在综合评估的基础上反思节目制作中凸显的问题和值得推广的经验,为以后传统节目融合新媒体的发展提供思路。
[Abstract]:China Golden Eagle Television Arts Festival was formerly known as the "China TV Golden Eagle Award", with the award of the TV Golden Eagle Award as the main activity. The national television art comprehensive award, which is mainly produced by machine voting, was officially settled in Hunan on 2000. The opening ceremony of the 10th golden eagle art festival was held by Hunan radio and television media co., Ltd on 2014. Internet ceremony and awards show three parts, the Internet ceremony is different from the other two evening, is the first appearance of the Golden Eagle Festival. The traditional media for the new media award form is also a unique innovation. This study tries to evaluate the effectiveness of the cross-screen transmission and interaction program of the Golden Eagle Festival. This paper analyzes the effects of the planning of the traditional media fusion of Internet thinking in the concrete practice and the audience influence, and reviews the new ideas of the traditional evening programs in the competitive ecological environment. Innovation of the new form of operation and feasibility, in order to provide experience and reference for the traditional media fusion of new media technology dissemination. Firstly, this study analyzes the current situation of the traditional TV evening party, and defines the severe competition environment. To clarify the bottleneck of the development of traditional TV evening shows and the potential of new media development, then through the analysis of planning plan, combined with market evaluation, program layout strategy evaluation and feedback evaluation. Dialectical has just seen the traditional media and new media integration of the way and content, summed up the advantages, found problems, promote the integration of advantages and program improvement. To provide help for the development of media integration and use for reference. 2014 Golden Eagle Festival Internet festival features cross-screen transmission and multi-screen interaction, so that viewers can break through the time and space constraints in real-time real-time live broadcast on Internet terminals. You can also connect mobile phone screens, tablet screens, computer screens and TV screens to interact with viewers and program creators across the country, so that information can be transmitted from one-way linear to two-way. Join Mango TV for simultaneous live broadcast. Make it more convenient for the audience affected by the Internet to live their way of life. At the same time through the client live customized "Haitao Jinying" special program to break through the traditional media advertising time loss of a large number of viewers, not only in the online version of live advertising. Also through the interaction with Weibo audience to meet the needs of the audience, innovative. On the other hand, the innovation of live television interactive mode. The introduction of projectile form derived from the Internet for the first time live television screen. Comments sent by viewers on the client have the opportunity to appear directly on the TV screen, allowing information to be retrieved and feedback to form a closed loop, increasing influence, and creating a "real-time interactive" experience. In the end, this study carries on the subjective and objective comprehensive evaluation of the effect of communication. On the one hand, through the statistics of the ratings, the comparison of the ratings and the analysis of the segmented ratings in the past two years. Through the overall quantitative evaluation, we can see the impact of cross-screen transmission and interaction on the ratings fluctuations. On the other hand, through the Weibo attention and audience satisfaction survey subjective effect assessment. In the form of data collection and interviews, the audience of the cross-screen dissemination and interactive innovation of the real evaluation. On the basis of comprehensive evaluation, reflect on the problems highlighted in the production of the program and worthy of promotion of experience. For the future integration of traditional programs to provide ideas for the development of new media.
【学位授予单位】：浙江大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G229.2

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