论我国电视综艺娱乐节目的良性发展策略

On the Positive Development Strategies for TV Entertainment Programs in china

详细阐述了当前我国内地电视综艺娱乐节目的现状,指出我国电视综艺娱乐节目所面临的问题,并提出良性发展策略。中国内地电视综艺娱乐节目在内部结构上需要进一步调整,节目形态需要从单一走向多元,节目旨趣需要由＂娱乐化＂向＂平民化＂过渡,同时也要注重品牌形象的塑造。机遇与挑战并存,只有坚持走自主创新、分众化等道路,才能迎来中国电视综艺娱乐节目的新发展。

This paper elaborates the status quo of TV entertainment programs in China's Mainland, points out the problems and puts forward strategies for positive development. The internal structure of the programs needs to be adjusted further, the forms of pro- grams should be transformed from single to diversifying, the purport of programs needs a transition from ＂entertainment＂ to ＂civil- ian＂ ; meanwhile, the shaping of brand image should be attached importance. Opportunities coexist with challenges, therefore, only sticking to the self - innovation and audience fragmentation and other policies, can the TV entertainment programs in Mainland Chi- na witness further development.