从澳门莲花卫视区域化看卫星电视发展战略

Viewing Satellite TV Development Strategy from Macao Lotus Satellite TV Regionalization

澳门卫星电视的区域化发展现状存在资金投入量大但品牌和观众的培育周期长、市场狭小电视人才紧缺导致发展出现瓶颈等问题,因此澳门卫星电视虽然暂时维持了营运,但也面临着严峻的发展困境与压力。针对上述问题,我们以澳门莲花卫视为考察重点,运用深度访谈法,对正在澳门从事传媒一线工作的从业人员、高层管理人员进行访谈,在对澳门卫星电视区域化发展现状进行深入了解后,对区域化时代澳门卫星电视发展策略提出了初步思考和建议——有两种不同的区域化发展思路可供实行区域化发展战略的澳门卫星电视选择:一种是"由点到面",即区域性媒体利用现有的所有资源,定位于所覆盖的区域范围,加强区域内的覆盖,完成区域概念和品牌的打造;另一种是"由线及面",即区域性媒体以某种战略资源为纽带,在市场的某一个方面取得重大突破,并以此为杠杆,占据所在区域市场的制高点,甚至渗透其它区域的市场。

Macao is a region with very distinctive media development,but the development of Macao’s satellite television media seems somewhat inadequate.With four broadcast satellite corporations based in Macao,the ownership of television companies per capita ranks top in Asia.However,the prosperous illusion doesn’t guarantee a sustainable and profitable future.In fact,the current regional development of satellite TV in Macao has a large capital investment,but the problem of long incubation period of brands and audiences,small advertising market and lack of TV talents have led to bottlenecks in the development of satellite TV in Macao.Although Macao Satellite TV has temporarily maintained its operations,it is facing severe development pressure.For the above questions,this paper uses in-depth interviews,taking Lotus satellite television as its investigative model.This paper attempts to provide suggestions for the future development of satellite television in Macao in Regional era.This paper suggests that there are two different regional development ideas that can be offered to Macao satellite TV organizations:one is that regional media use all existing resources to strengthen coverage within the region and complete regional concepts and brand building;One is that regional media takes a certain strategic resource as a link and makes a major breakthrough in one aspect of the market,and uses this as a lever to occupy the commanding heights of the regional market,and then penetrates the market in other regions.