公共频道的运营策略探析

Exploration on the Operation Strategy of Public Channel

公共频道在我国的创办是电视业迅猛发展的必然产物,2002年7月开始在全国省级电视台全面推行。开办公共频道,目的在于推动电视资源整合,促进市县播出机构职能转变,建立广播电视体制的现实。关于电视公共频道的探索和讨论方兴未艾。目前我国公共频道呈现出繁荣发展的局面,但是也凸显了一些运营上的问题。在电视传播市场相对饱和的情况下,公共频道需要从频道理念、资本运营、市场定位以及栏目的策划、受众群的把握等方面来探析生存和运营之法。

The arising of Public Channel is the certain result of rapid development of television broadcasting industry in China. In July, 2002, Public Channel began to be put into operation in all the television stations of provincial level throughout the country. The purpose is mainly to integrate broadcasting resources, promote the transformation of the responsibility and function of broadcasting institutes in cities and counties, and establish and perfect the television broadcasting system. However, the discussion and exploration on Public Channel is about in full swing with no signs of slowing down. Despite prosperity of Public Channel in China recently, problems still exist in the operation. This paper points out that the principle of running the channel, the operation cost, market orientation, program planning as well as audiences need be taken into consideration while exploring the best way for Public Channel to survive and to operate, since the broadcasting market has come into being and is relatively saturated.