浅议媒体融合下的城市广电“粉丝经济”

"Fan Economy" of Urban Television and Radio to the Background of Media Convergence

当前,城市广播电视节目创新乏力、收视率下降,广告逐年减少,迫使广电人去思变转型、突围创新。粉丝是网络时代的产物,粉丝经济的产生,也是市场经济与互联网结合的产物。尽管它天生就带有些许非理性色彩而被人诟病,但它体现出的“忠诚消费”,还是在一定程度上促进了市场的繁荣和经济的发展。作为曾经十分接地气的城市广播电视台,由于多年来在民众心目中形成的良好社会形象,今天在媒体融合中,发展“粉丝经济”就有了先天的优势。尤其是广电媒体的名记者、名评论员、名主持、名栏目,在社会上享有很高的知名度和美誉度,其内在价值远超一些新媒体平台捧出来的网红。本文就城市广播电视如何在融合中发展“粉丝经济”进行一些探讨。

Urban TV and radio programs are faced with lack of innovation, declining rating, and decreasing advertising. It's urgent for TV and radio practitioners to think outside the box and make breakthrough. Fans are a product of the Internet era. The emergence of the fan economy is also a product of the market economy combined with the Internet. Despite its much criticized irrationality, its "loyal consumption" has promoted market prosperity and economic development. As urban radio and television station used to be quite close to daily life, it has formed a good social image in people's minds over the years. In the current media convergence, it has an inherent advantage to develop the "Fan economy". In particular, famous reporters, commentators, hosts, and programs of radio and television are well known and recognized. Their intrinsic value far exceeds the Internet celebrities boomed by some new media platforms. This article explores how the urban TV and radio could develop the "fan economy" amid the media convergence.