美国互联网电视产业的媒介经营策略研究

Research on Media Management Strategy of American Internet TV industry

互联网电视产业作为一项由全球性的大型跨国科技公司主导的新兴产业,对算法和非线性节目的使用已经从根本上重塑了传统电视产业的生产、发行和接收惯例。美国互联网电视平台Hulu的在艾美奖中大放异彩,重新将这个有着传统电视基因的平台推进了大众视野,也为传统电视产业的转型提供了成功的经验。鉴于当前电视生态系统的复杂性,本文将对Hulu媒介经营的四个方面:组织结构、盈利模式、界面改革和国际拓展进行研究,从经济学和管理学的概念等理论结构化分析当代电视产业的一些关键问题,此方法有助于纠正过去简单化的互联网电视产业研究,促进人们用更科学全面的眼光看待电视产业的前景。

Internet TV industry,an emerging industry dominated by globally large multinational technology companies,its use of the algorithm and non-linear programming has fundamentally reshaped the production,distribution and receive practice of the traditional TV industry.The Us Internet TV platform Hulu shines at Emmys,which promoted the platform with traditional TV characteristics to the public’s vision and also provided a successful experience for the transformation of traditional television industry.Considering the complexity of the current television ecosystem,four aspects of Hulu’s media management including organization structure,profit model,interface reform and international development will be researched on in this paper.Some key issues in current Television industry are analyzed structurally from the concept of economics and management theories,which is helpful to the simple Internet TV industry research in the past and promote people to look at the prospects of the TV industry with a more scientific and comprehensive perspective.