电视三问:寻找中国原创品牌节目的活力之源

Three Questions for TV Program Production:Searching for the Sources of Vitality of Chinese Original Brand Programs

在讯息高度发展、传播渠道全面发达的当下,电视节目的价值内涵及其创新传播成为业界、学界讨论的新热点。本文以'寻找中国电视原创节目的活力之源'为线索,通过发出'什么是节目创新的源头活水''什么是传播创新的重要支点''什么决定电视品牌的高度'这'电视三问',论述电视节目制作中电视人对价值的创新挖掘、创新表达,表现电视人对价值高度的追求与探索。文章以央视一套《经典咏流传》《挑战不可能》《欢乐中国人》等节目为例,提出了'电视节目应从以’播出’为中心转向以‘传播’为核心'的论点,指出以往的电视节目以'播出'为最终目标、节目播出往往标志着传播过程的结束,而当下,以'传播'为核心才是应有之意,节目的播出只是传播的起点,电视内容播出后引爆新媒体渠道的扩散才是大势所趋。

At a time when the information industry is highly developed and the communication channels are fully evolved,the value connotations of TV programs and their innovative communication have become new hotspots of the industry and the academia.Starting from the perspectives of frontline TV workers and managers,this paper takes'searching for the sources of the vitality of Chinese TV original programs'as the clue,expounds on the innovative excavation and innovative expression of the values in TV program production,and demonstrates the high pursuit and exploration of values of TV producers by raising'three questions for TV program production',i.e.'What are the sources of vitality for program innovation?','What is the important fulcrum of communication innovation?'and'What determines the height of TV brands?'.By taking CCTV-1’s'Everlasting Classics''Impossible Challenge'and'Families that Laugh Together'as cases,this paper puts forward the argument that'TV programs should shift the focus from broadcasting to communication',and points out that while the TV programs took the'program broadcasting'as the ultimate goal in the past where the broadcasting of the programs in most cases marked the end of the communication process,the current focus of communication has become the core of TV program production.The general trend has become irreversible that the broadcasting of the programs shall only be the starting point to trigger the communication process and the full proliferation of the values through new media channels.