Wednesday, November 17, 2004

北京大學廣告相關論文

北京大學廣告相關論文
電視專業化頻道就是完全根據特定的觀眾分類,進行電視頻道的設置和建設,通過最有效地利用頻道資源、節目資源、人力資源和管理資源,爭取獲得特定觀眾群體的最大佔有率。
電視專業化頻道服務於和連接了兩個用戶端:目標觀眾和廣告商。它是在電視媒介的賣方市場逐漸轉變成為觀眾的買方市場時形成的一個新的媒介形態。
根據“使用-滿足”理論,電視頻道的形態變化有三個發展階段:“廣播”的電視綜合頻道階段——“窄播”的電視專業化頻道階段——“觀眾實現”的電視與觀眾互動階段。我國電視媒體正在經歷從第一階段向第二階段的形態變遷,滿足了觀眾的對於電視媒介“由弱變強”的需求,是一個必然發生的過程,但是具有我國自身的特色。
我國的“電視專業化頻道”是由國家行政命令在全國範圍內統一完成的電視頻道形態變化,在建設的初期,還存在著很多不足。比如缺乏專業化頻道的調查研究機構、節目市場不健全、國內的媒介收益來源單一、經營手法不符合市場的要求,等等。但是我國的電視專業化頻道建設結合我國的實際情況,不斷的學習國際的先進經驗,正在走一條“學習-摸索-實踐-總結-再實踐”的道路,逐漸形成對電視專業化頻道的正確認識,成功實現向電視專業化頻道的形態轉變。
The niche television channel is a television channel based on a specified niche audience, its utmost usage of the channel resources, program resources, human resources and management resources will reach the maximum of the niche audience.
The niche television channel serves and connects two customers: the niche audience and the advertisers. This new media form comes into being during the change from the media’s seller’s market (media) to the buyer’s market (audience).
According to the “Usage and gratifications”, the television media channel experiences three periods of changes: “broadcasting” all-around channels, “narrow-casting” niche channels, and the “audience-oriented” interactive television.
Television channels in China are experiencing the change from “broadcasting” all-around channels to “narrow-casting” niche channels, meet the gradually intensive requirements of television audience. It is a change inevitable but full of Chinese characteristics. Chinese channels change from all-around channels to niche channels under the administrative instruction during the same period. The deficiencies are unavoidable in the beginning, such as lack of the media research service, especially audience research; the program mechanism is not market-driven; the television media has a solely revenue; and the management is not well developed. But Chinese television media will succeed to accomplish the perfect niche channels once the inside disciplines were caught.

0 Comments:

Post a Comment

<< Home