试论新媒体环境下电视“长尾”市场的开发

Exploiting the Long Tail Market of Television Industry under New Media Circumstances

随着社会环境的变化,电视观众出现分化趋势,传统电视为此进行了栏目专业化和频道专业化的尝试,但"收视率为王"的赢利模式使得这种尝试仍难摆脱困境。进入网络时代后,视频内容生产工具、传播工具的普及,以及搜索成本的降低,最终促成了电视"长尾"的形成。新媒体电视为"长尾"生存提供了空间,传统电视亟需改革。

When social environment changes, TV audiences are demassified. Though the attempts like program and channel specialization have been made, it is still hard for the traditional television industry to survive from the profit pattern of audience rating. In the age of network, the widespread vidography and editing tools, also the reduction on searching cost, have finally contributed to the long tail market of television industry. The new media provides long tail market with living space and the traditional television is in urgent need of revolution.