试论电视节目的管理策略

On Management Strategies of TV Programs

节目是电视媒介日常活动的重要内容,也是其提升整体竞争实力的一种重要途径。我国电视媒介在节目管理过程中,可以通过采用编导中心制、制片人中心制、主持人中心制、部门中心制和频道中心制等多种机制不断丰富节目生产机制,并采取制播分离的手段提高节目质量。同时,通过实行频道专业化、节目市场化、管理企业化和各环节控制有效降低节目成本,运用电视节目交易网、交易会(电视节)、节目购销与代理公司和网上交易平台不断规范和加强电视节目的市场交易,从而实现电视节目质量的整体提高。

Programs are the important content of daily activities of TV media, and even an important approach to strengthening the competitiveness. In the process of managing programs, China＇s TV media can try to enrich the program-producing system by adopting director-centered system, producer-centered system, host-centered system, department-centered system and channelcentered system. Also, separation between programming and broadcasting can be employed to improve the quality of program. Meanwhile, the quality of TV programs can be improved wholly by channel-specializing, program-market-orienting, enterprise-managing, by reducing program cost of various procedures in an effective way, by regulating gency companies and the net trade platform through the buying and selling of programs. and strengthening marketing trade with the agency companies and the net trade platform through TV program trade net, fair （TV festival）,and the buying and selling of programs.