试论数字时代电视台媒资产业化开发

A Brief Probe into Media Content Industrialized Development of TV Station Archives in Digital Times

在全球化、数字化、市场化和媒介产业环境剧变的背景下,长期沉睡片库的节目资料正成为电视台的核心资产。当前国内各大电视台的媒体资产管理工作仍处于初级阶段,媒体资产管理的发展必须从初期节目数据量的扩张向内容产业化开发转变。文章初步探讨了媒资内容产业化开发的管理理念、开发策略及实施措施。

In the background of globalization, digitization, market-oriented situation and dramatic changes of media industry environ- ment, the accumulative program materials which have slept in the warehouse for a long time prove to be core assets of TV media. However, the current Media Asset Management （MAM）in media agencies of China is still in the primary stage, which means the development of media asset must be turned from the expansion of program quantity in the early days into improvement of quality in content industrialization. The thesis researches management concepts and development strategies which are necessary for industrialized development of media content, as well as some implementation measures.