受众细分应该成为节目创新的基本理念

Addressee Subdivision Should be the Basic Conception for Program Innovation

受众细分的理念最初是从市场营销学中借鉴过来的,并在文化传播的实践中与接受美学的理论发生了相当深刻的内在联系。广播电视节目作为当代大众传播的重要形式,同样必须通过受众细分才能获得社会特定层次的接收者的认同。这就要求节目在内容和形式上具有某种针对性,有的放矢地为特定的接收群体服务,只有这样才能使节目真正打动人心。受众细分可以说是节目创新得以成功的基本前提。

The addressee subdivision is an idea that was borrowed from the discipline of marketing,and was in close contact with the theories of reception aesthetics in the course of its cultural transmission.As important forms of mass media,broadcasting and TV programs have to undergo addressee subdivision before they acquire identification from the receivers from certain social classes.This requires that programs should be aimed at and serve certain groups of audience.Therefore addressee subdivision is the fundamental premise for the success of program innovation.