俄罗斯传统媒体市场的经济效益评析与国际比较

Profitability of Russia's Traditional Media Market and International Comparison

在经济危机的大背景下,俄罗斯媒体市场的发展正经受着冰火两重天的考验。受国内经济形势和新媒体法监管的影响,俄罗斯媒体行业正在经历艰难的整合期。本文试图从俄罗斯传统媒体市场总体的经济效益和收入构成、俄罗斯印刷媒体和广播电视媒体的市场效益分析与国际比较几个方面,分析该行业当前所面临的困境及发展趋势。未来,随着俄罗斯经济形势好转以及媒体企业转型战略的逐步实施,到2020年,俄罗斯传统媒体市场中,除报纸和广播媒体外,其他媒体领域的经济效益相比2015年均可保持不同程度的增长。从世界主要国家媒体市场的各项收入水平来看,美国在全球媒体市场中拥有绝对的主导地位,新兴国家的媒体市场发展速度加快,中国与发达国家在媒体市场发展上的差距正在逐步缩小,而俄罗斯在全球媒体市场中所占的份额较低,未来仍有一定发展潜力。

Russia's media market is in the middle of tough integration against the backdrop of economic crisis and the enactment of new media law. This paper is dedicated to explore the difficulties and trends of Russia's media sector from the perspective of the analysis of profit and revenue composition, market performance and international comparison of Russia's print media,and radio and television media. It is expected that the 2020 profit of Russia's traditional media will be greater than that of 2015 except newspaper and radio media,as Russia's economic situation will improve and the country is likely to implement transition strategy for media entities. From the perspective of the revenue of major countries' media entities,the US holds the leading position in global media market; the growth rate of media market is increasing in newly emerged economies; China is keeping up with the developed countries regarding media market development,and Russia's media sector has a potential though the country's share in global media market is relatively small.