出版企业影视增值:逻辑、价值与现实路径

Added-Value of Film and Television in Publishing Enterprises:Logic,Value and Realistic Path

媒介融合弱化产业边界,出版企业跨界影视谋求增值渐成常态。跨界的内在逻辑,其一在于影像化时代来临的机遇,其二在于出版与影视媒介之间存在明显的互文性与互利性,其三在于出版业的内容资源、读者基础、人才、渠道等方面的优势。出版企业介入影视领域,其价值不仅表现为突破营收困境增加盈利机会,更在于整合资源、拓展产业链条,实现转型升级;其现实路径是多元化的,既可以借助影视营销图书,运营图书的影视版权,也可以直接投资生产影视产品,或实现影视相关多元化增值。

Media integration weakens media industrial boundary,and publishing enterprises seek value-added across borders.Its internal logic lies in the opportunity of the era of imaging,the obvious intertextuality and mutual benefit between publishing and film media,and the advantages of content resources,reader base,talents and channels in publishing industry.Publishing enterprises intervene in the field of film and television,its value is not only to break through the revenue dilemma to increase profit opportunities,but also to integrate resources,expand the industrial chain,and achieve transformation and upgrading.