“双维度”媒体融合评价体系的设计与实践

Design and Practice of"Two-Dimensional"Media Convergence Evaluation System

当前传统广电媒体融合已进入深水区和攻坚期,全面考察融媒现状,引导和推进广电媒体融合向纵深发展已成当务之急,但与之协同的媒体融合评价体系在行业内外却尚未达成共识。传统广电“二次售卖”的商业模式,到互联网新媒体以用户为中心的平台型商业模式,将原有价值链从线性结构转变为非线性结构。目前国内外对媒体融合评价体系的研究与实践主要集中在利用爬虫程序获取数据的各类新媒体平台领域。随着省级传统广电业务融媒布局的逐步成形,融合程度的不断提高,逐渐形成了利用品牌效应打造融合内容产品、“先网后台”“网主台次”、项目制运营等新型媒体融合模式。“双维度”媒体融合评价体系是通过设置以普通情形评价、生态圈建设评价和效益评价3大考察内容为基础,22个考察一级指标为纵轴,每一个被考评主体、栏目、项目、频道公号、主持人(含MCN)账号为横轴,双维度对广播电视媒体融合绩效展开考核,既兼顾考察整体与局部,同时又满足传统广电媒体不同层级内容生产主体对于媒体融合考核的需要,力图为传统广电媒体融媒业务整体布局、发展方向、重心调整、工作分配提供参考依据。

At present,the integration of traditional broadcasting and television media has entered a deep water area and a tough period.It is urgent to comprehensively investigate the current situation of the media and guide and promote the in-depth development of the integration of broadcasting and television media.However,the media integration evaluation system that is coordinated with it has not yet been reached in the industry and outside the industry.consensus.The traditional radio and television business model of"second sale"to the user-centered platform business model of new Internet media has transformed the original value chain from a linear structure to a non-linear structure.At present,the research and practice of media integration evaluation system at home and abroad are mainly concentrated in the field of various new media platforms that use crawlers to obtain data.With the gradual formation of the traditional media layout of the provincial-level broadcasting and television business,and the continuous improvement of the degree of integration,new media integration such as the use of brand effects to create converged content products,"first network background","network master station order",and project-based operations have gradually formed model.The"two-dimensional"media integration evaluation system is based on three inspection contents:ordinary situation evaluation,ecosystem construction evaluation,and benefit evaluation.22 first-level inspection indicators are the vertical axis.Each subject,column,project,The channel public number and host(including MCN)account number are on the horizontal axis.The two-dimensional assessment of broadcast and television media integration performance takes into account the overall and partial inspections,and at the same time meets the needs of different levels of traditional broadcast media content production entities for media integration assessment.,In an effort to provide a reference for the overall layout,development direction,focus adjustment,and work distribution of traditional radio and television media and media business.