中国电视调查性报道栏目发展途径初探

Way of Development of Chinese TV Investigative Reports

在电视媒体行业,激烈的竞争态势已经达到了白热化的程度,品牌的经营和管理无疑已经成为提升媒介形象、增强媒介竞争力的一项重大策略。以中央电视台《新闻调查》栏目历年来的改革和发展历程为个案进行研究,从媒体环境的培养和塑造以及实施品牌战略规划、建构品牌节目等角度,分析了中国电视调查性报道栏目发展的途径。

In the fierce competition of TV media industry, the operation and management of the brand has become an important strategy in promoting th＇e media image and enhancing the competitive ability of a media industry. Take the CCTV ＂News＂ colunm for example, the way of development of Chinese TV investigative reports can be seen from the media environment and brand-building strategies.