广播电视报的现状及走出困境的对策

The Current Situation of the TV Broadcast Newspaper and the Countermeasures for Its Predicament

广播电视报在我国报业中是一份较特殊的报纸。20世纪80年代末90年代初,随着广播电视事业的迅猛发展,广播电视报进入鼎盛时期,而到了20世纪90年代中后期,广播电视报却出现了发行量和广告额急剧下降的局面。出现这样的情况,与社会经济文化生活的迅猛发展和都市类报纸的出现、报业竞争加剧有着深刻的关系,也与广播电视报自身存在的一些弊病有关。因此,广播电视报要想走出困境,必须克服自身的弊病,抓住自己的行业特点,顺应市场的需要进行深化改革,才能迎来发展的春天。

TV broadcast newspaper is a relatively special kind in the newspaper cir- cles. With the development of TV broadcast industry, the TV newspaper reaches it prime time in the late foth and early qoth of 20th century. Yet, in the mid—late 90th, it's circulation and advertisement volume began to decrease. Such predicament is a re- sult of the mushrooming of other metropolitan newspar and the increasing competition with them. And, some drawbacks of its oun made the things worse. Therefore, for the TV broadcast, only when it overcomes its defects, make good wse of its advantages and cater for the need of market, can it greet its soring tine of development.