地市级广电产业发展环境与对策探究

On the Development Environment of Municipal Radio and Television Industry and Countermeasures

随着国家文化体制改革的逐步深入,在媒介经营越来越市场化的今天,数量众多的地市级广电媒体面临着产业发展上的外忧内困。要解决发展问题,一方面要在内容生产上凸显个性,牢牢吸引目标受众,以此获得更多的广告收益;另一方面,则要想方设法压缩成本,走跨地域合作之路,同时积极应对网络等新媒体的挑战,以求占得先机。

In a market -oriented time, with the gradual deepening of cultural system reform, numerous municipal radio and television media are faced with internal and external challenges in their development. To resolve the problem, on one hand, municipal radio and television media should try to produce programs with unique characteristics to attract the target audience firmly so as to gain more advertising revenue. On the other hand, they should find ways to reduce costs, carry out the strategy of cross - boundary co - operation and at the same time take some measures to respond to the challenges from new media like network so as to obtain advantage in the competition.