电视行业构建全媒体传播体系的路径分析与发展预测

Path Analysis and Development Prediction of Building an All-media Communication System in the Television Industry

科技进步、新媒体环境变革、受众需求转变和市场竞争压力为推动电视行业全媒体化转型提供了驱动力。传统电视行业应充分利用电视制作平台,凭借新兴媒介技术支撑,融合多种新兴媒体,跨平台生产传播内容以满足观众多元化需求,逐步构建起全程媒体、全息媒体、全员媒体和全效媒体的电视全媒体传播体系。构建电视行业全媒体传播体系的关键在于技术支撑、内容革新、传播矩阵构建和商业模式创新。借力人工智能、5G等先进技术,电视媒体将实现多终端传播;创新融合式内容生产机制,加强与受众的双向互动;打通新媒体渠道构建立体矩阵,拥抱精准营销、付费点播等新型商业模式。未来,传统电视行业的全媒体传播将呈现内容形态多元化、传播平台泛在化、传播手段智能化和商业模式多元化等趋势。

Technological progress,changes in new media environment,shifts in audience demands and market competition pressures have provided driving forces for promoting the all-media transformation of TV institutions.Traditional TV organizations should make full use of the TV production platform,rely on the support of emerging media technology,integrate a variety of emerging media,cross-platform production and communication content to meet the diverse needs of audiences,and gradually build a TV all-media communication system with full-chain media,holographic technique media,all-member media and all-scene media.The key to the construction of all-media communication system of TV institutions lies in technical support,content innovation,communication matrix construction and business model innovation.By leveraging advanced technologies such as artificial intelligence and 5G,TV media will realize multi-terminal communication;The integrated content production mechanism should be innovated and bidirectional interaction with audiences should be strengthened;A stereoscopic matrix should be built by opening up new media channels,and new business models such as precision marketing and pay-per-view should be embraced.In the future,the all-media communication of traditional TV organizations will show the trends of diversified content forms,ubiquitous communication platforms,intelligent communication means and diversified business models.