县级电视台影响力实证分析——以安徽某县级电视台为个案

An Empirical Study on Influences of County TV Stations——Taking One County TV Station in Anhui as a case

在中央省市媒体和网络新媒体的挤压下,县级电视台生存举步维艰。以安徽某县级电视台为例,从"收视习惯、收视动机、广告影响以及未来发展"等方面,调查分析了该县电视台的影响力状况,并由此分析出制约县级电视台影响力发展的"收视需求与经费不足"、"上线发展要求与网上营销困难"、"本土定位与脱离群众"、"广告创收与媒体形象"等四个发展矛盾。

In the extrusion of central, provincial, city and network media, it is very difficult for the county TV station to survive. Taking a county TV station of Anhui as an example, the writer investigates and analyzes the influence of the station from the aspects of ＂audience habits, viewing motivation, advertising effect and future development＂, and thus concludes the four developing contradictions restricting the influence development of country stations, which are ＂lacking of viewing demands and funds＂, ＂online request of development and online marketing difficulties＂, ＂localization and divorce from the masses＂, and ＂advertising revenue and media image＂.