生存还是死亡——论在夹缝中生存的地方体育频道电视栏目的活动化

To Be or not To Be——About Activalization Program Style of Local TV Station

采用文献综述法、专家访谈法、逻辑分析法,以新闻学、传播学为理论支撑,分析地方体育电视生存状况,对电视栏目活动化进行了解释,从培养受众、广告经营两个角度分析电视栏目活动化的优越性,认为栏目活动化过程中应遵循结合自身定位,整合资源优势,立体化传播的原则,最终得出体育电视栏目能以资源内容为核心,以活动为手段,才能拥有忠实的观众群体,获得较大受众群体量从而收获开拓体育电视市场,获得生存资本。

This paper analyzes the environment of the District Sports Channels （DSC）, explain the TV programme Activalization with the method of documentary, interview and logic. From the view of audience and advertiser, this paper analyzes the advantage and principle of the TV programme Activalization. In fact, the concomitancy with the industrialization of sports have created District Sports Channels （DSC）which due to participate the behalf of sports, whereas the extent of audience and professionalization is infirmness withal, then this result in DSC is struggling to survive.