利用信息共享提高广电收听、收视率及广告创收

Using Information Sharing to Increase the Listener and Audience Ratings and Advertising Revenue

大众传播进入网络时代后,我国广播电视现行的"四级办"体制,已暴露出其体制模式的局限性。分级建设使得广播电视事业主要以满足内需为目的,缺乏良好的竞争机制;同时,由于"四级办"电视台各自为政,又导致各台之间出现影视素材占有的严重不足。文中通过从利用建立栏目信息共享数据库,实现了业内互动的媒体市场和广播电视节目收听、收视率、广告创收共赢的目的。同时,对广播电视节目信息共享中出现的问题及解决方案也做了较为全面的分析阐述。

Wth the mass media dissemination entering the network age, the limitations of the four-level management system carried out in China＇s broadcast and television industry have been exposed. The four-level management has satisfaction of internal demands as the major goal of the broadcast and television industry, thus lacking good competitive mechanisms. In addition, because TV stations with the four-level management system do things in their own way, each station is seriously short of film and television source material. This paper serves the goal of achieving both an interactive media market in the industry and mutual benefits among listener rating, audience rating and advertisement revenue by establishing column information sharing databases. Problems in column information sharing and their solution are also analyzed.