供需失衡下的电视剧供给模式创新

TV Series Supply Model Inovation under the Circumstance of Supply-Demand Disequilibrium

从近几年电视剧的数量指标来看,我国电视剧的市场需求似乎已经饱和,但这并非真正的供给过剩,而是由于综合原因导致的结构性和体制性的供需失衡。我国现行的电视剧供给模式存在多种问题,新媒体为其创新提供了有效的技术环境、消费环境和流通环境的支撑。构建新的供给模式可以从两个方面入手:一是拓展播出渠道进而增加播出资源,二是建立消费者能够更容易接触产品进行选择的通路,或者强化各类供给主体的专业性和独立性。

From the quantitative indicators about TV series in the latest years, market demand of TV series in our country seems to be saturated, which is not the real over-supply, but the structural and institutional supply-demand disequilibrium caused by comprehensive reasons. Current TV series supply model has many problems, new media provides the good enviroment of technology, consumption and circulation for its inovation. New supply model can be structured from two aspects: one is to enlarge broadcast channels and therefore increace broadcast resource, the other is to build channels through which the products are easier to be accessed and chosen by consummers, or strengthen the speciality and independence of kinds of main supplying subjects.