新媒体语境下省级卫视竞争策略研究——以福建省级卫视为例

On the Competitive Strategy of Provincial Satellite TVs in the Context of New Media:Taking Fujian Provincial Satellite TV as an Example

层出不穷的新媒体内容正不断聚焦大众注意力,并深刻改变着媒体生产与消费的格局,使得省级卫视媒体的收视率受到巨大冲击。研究采用SWOT态势分析法,对福建省级卫视发展相关要素进行系统分析,认为福建省级卫视需要运用跨界思维对卫视节目进行创作及整合,从“渠道为王”向“内容为王”转变,以高质量节目内容吸引个体受众转变为“链式”用户。研究从节目定位、内容创新、制播分离、传播渠道及人才培育五个维度提出重塑竞争力策略,以期实现省级卫视的影响力。

The content of new media is constantly focusing the attention of the masses and profoundly changing the pattern of media production and consumption,which has caused the provincial TV media ratings to suffer greatly. Using SWOT analysis method,this paper makes systematic analysis and research on the relevant factors of Fujian provincial Satellite TV. It points out that Fujian provincial satellite TV needs to use cross-border thinking to integrate TV programs,from "channel king" to "content-oriented" transformation,high-quality content to attract individual audiences into "chain" users. This paper puts forward the strategy of remaking the competitiveness from the five dimensions of program orientation,content innovation,separation of production and broadcasting,communication channels and personnel training,so as to realize the influence of provincial TV.