全媒体背景下的电视传播特点

Characteristics of Television Communication in the Context of Omnimedia

在全媒体背景下,传播环境有了很大的变化,各种自媒体、社交媒体、人工智能、移动终端相继涌现。传统媒体进行全媒体打造,通过多端矩阵、线上线下联动构筑传媒场景,形成了“台网移动”格局。由于传播背景的变化和受众特点的不同,电视传媒的传播特点随着全媒体时代人群媒介消费特点而呈现出些新的趋势,电视目标受众由模糊转为精确,全网统一电视节目考核评价标准,电视节目策划过程由假想验证变成精准定制,以及电视节目盈利方式多元化等。

Communication has experienced great change in the context of omnimedia and there is a surge of different kinds of communication,including we-media,social media,artificial intelligence,and mobile terminal.Thanks to the involvement of multi-communication as well as online and offline channels,the integration of television and the internet has taken shape.While as there are different ways of communication and characteristics of the audience,new characteristics of television communication arise from the new characteristics of media consumption in the age of omnimedia.Television’s target audience has turned precise,there are unified evaluation standards for TV programs in the internet,the planning process of TV programs has changed from hypothetical verification to precise customization,and ways of making profits of TV programs have grown diversified.