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困境与突围:新媒体语境下西部地市级传统电视媒体发展探究——基于玉林电视台的考察 被引量:6

Difficulties and Breakthroughs:Exploration of the Development of Traditional TV Media in Western China in the Context of New Media——Based on the Investigation of Yulin TV Station
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摘要 随着新媒体强势崛起,传统电视媒体已失去原先的娇宠。西部地市级电视媒体仍然存在宣传和经营不分,用政治宣传的手段管理经营的现象;媒介融合程度低,新媒介上内容更新缓慢;盈利模式单一,过度依赖广告等问题,这些问题严重制约了西部地市级电视媒体的发展。由此,需运用互联网思维加以审视改进,改革僵硬的管理制度,真正实现宣传与经营分离;简化管理机构,搭建数据库,进行内容生产流程再造;依托本土资源优势,增强受众对本地内容的情感偏好,打造精品内容;社群化运营,实现N次盈利,多元化发展;打造有个性的明星式的记者、节目主持人、编辑和导演。 With the strong rise of new media,traditional TV media has lost its original advantage. There are still some problems in the western prefectural and municipal TV media,such as indiscriminate propaganda and operation,management by means of political propaganda,low degree of media convergence,slow content updating in new media,single profit model and over-reliance on advertising,which seriously restrict the development of western prefectural and municipal TV media. Therefore,we need to use the Internet thinking to examine and improve,reform the rigid management system,and truly achieve the separation of publicity and management;simplify management institutions,build databases,and carry out content production process reengineering;rely on the advantages of local resources,enhance the audience’s emotional preference for local content,and create quality content;realize N times of profit and diversified development through community operation;make personalized star journalists,anchormen,editors and directors.
作者 冯菊香 黎礼俊 FENG Ju-xiang;LI Li-jun(School of Literature and Media,Yulin Normal University,Yulin,Guangxi 537000)
出处 《玉林师范学院学报》 2018年第6期94-99,共6页 Journal of Yulin Normal University
基金 2017年区级高等教育本科教学改革工程项目"部校共建视域下地方高校卓越新闻传播人才培养模式探索"(2017JGA278)
关键词 互联网思维 地市级电视台 媒介融合 internet thinking municipal TV Stations media convergence
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