论城市电视的本土化发展策略

On Localization Strategy of Urban TV Development

随着媒介技术革命的推进,城市电视也在多元化媒介生态大环境下,进入本土化时代,在未来很长一段时期内只能走本土化营销道路,依托民生新闻和咨询服务等类节目形态,形成自己的地域和文化优势。其本土化趋势和基本策略具体有三个方面,即新媒介生态下城市电视的本土化应对,城市电视本土化要在地缘文化、媒介理念和传播语态等三方面实现突破,城市电视本土化一个可资借鉴的路径是电视与新媒体的功能、技术融合。

Along with the advancement of media technology revolution,under the multiplex medium ecology macroenvironment,the urban TV has entered into the localization era.For survival and development in the future for a long period,urban TV station can only take the course of localization marketing,relying on journalism for people＇s livelihood and consulting service programs form their own regional and cultural advantage.Its localization tendency and the basic strategy are discussed from three aspects： the urban TV localization response under the new medium ecology,breakthrough in three aspects of geographical culture,the medium idea and the dissemination voice,and integration of media＇s function and technology.