發(fā)布時間：2018-06-12 19:05

  本文選題：編播季 + 電視資源��； 參考：《華中科技大學(xué)》2008年碩士論文

【摘要】： 電視節(jié)目編排是一門分割時間的藝術(shù),又是一門傳播統(tǒng)籌的藝術(shù),它需要在認(rèn)真分析目標(biāo)受眾情況、廣告投放需求的基礎(chǔ)上,針對頻道的節(jié)目定位,將有限的電視傳媒資源與目標(biāo)受眾、廣告投放找到一一對應(yīng)的關(guān)系。所以說電視節(jié)目編排既聯(lián)系著觀眾的收視需求,也關(guān)系著電視節(jié)目和電視傳媒整體資源的收視效應(yīng)和經(jīng)濟(jì)收益。尤其是在傳媒競爭愈演愈烈的今天,吸引和維持受眾眼球、廣告投放的任務(wù)變得更加艱巨,電視節(jié)目編排比以往任何時候都更具有挑戰(zhàn)性。各電視媒體都必須考慮如何將有限的電視傳媒資源進(jìn)行有效的整合傳播,打造品牌影響力,增強(qiáng)媒體競爭力。 正是在這樣的背景下,由美國引進(jìn)的電視“編播季”概念,新近成了國內(nèi)一些新銳媒體在節(jié)目編播上創(chuàng)新的嘗試。重慶衛(wèi)視、中央電視臺經(jīng)濟(jì)頻道、湖南衛(wèi)視相繼“試水”。同時,業(yè)界的實踐也引起了學(xué)界的重視和探討。有人認(rèn)為,“編播季”概念帶來的不僅僅只是電視節(jié)目在編排和播出上的改變,它還可能觸動以往電視節(jié)目傳統(tǒng)生產(chǎn)方式的改變,影響傳統(tǒng)的廣告經(jīng)營方式,甚至影響到國內(nèi)電視產(chǎn)業(yè)模式的未來走向。但也有人認(rèn)為目前國內(nèi)電視傳媒對“編播季”概念的實踐不僅存在著很多局限,還有嘩眾取寵之嫌。 實際上,筆者認(rèn)為“編播季”這一舶來品,是對中國電視傳媒資源整合傳播機(jī)制、節(jié)目生產(chǎn)編播機(jī)制的一次全新挑戰(zhàn),很多課題都需要從實踐中及時總結(jié)并對其發(fā)展趨勢進(jìn)行前瞻性研究。因此本文在對國內(nèi)外“編播季”概念和實踐進(jìn)行全面系統(tǒng)梳理的基礎(chǔ)上,拋出一些不成熟的想法,以期業(yè)界和學(xué)界的交流探討。 本文主要采用文獻(xiàn)研究法、統(tǒng)計分析法、跟蹤觀察法、個案研究法,總結(jié)了美國電視網(wǎng)“編播季”概念發(fā)展的經(jīng)驗,概述了國內(nèi)某些電視臺實施“編播季”概念的現(xiàn)狀,并是以湖南衛(wèi)視《超級女聲》節(jié)目為例分析了運(yùn)用“編播季”概念的實質(zhì),最后從國內(nèi)電視界實踐“編播季”概念存在缺失的角度出發(fā),闡述了怎樣從受眾、廣告銷售等方面拓展我國電視節(jié)目“編播季”概念的發(fā)展空間,促進(jìn)電視傳媒產(chǎn)業(yè)鏈的形成和完善。
[Abstract]:The arrangement of TV programs is an art of dividing time. It is also an art of communication as a whole. On the basis of careful analysis of the target audience and the demand for advertising, it will find the corresponding relationship between the limited TV media resources and the target audience and the advertising delivery on the basis of the demand of the target audience. It is not only related to the audience's demand for viewing, but also to the viewing effect and economic benefits of the overall resources of TV programs and television media. Especially in today's growing media competition, attracting and maintaining the audience's eyeballs, the task of advertising has become even more arduous, and television programming is more challenging than ever. The media must consider how to integrate the limited television media resources effectively, create brand influence and enhance the competitiveness of the media.
It is in this context that the concept of television "broadcast season" introduced by the United States has recently become an innovative attempt by some new media in China. Chongqing TV, CCTV economic channel and Hunan TV have "test water". At the same time, the practice of the industry has also attracted the attention and discussion of the academic circles. The concept of "season" brings not only a change in the arrangement and broadcasting of TV programs, but it may also touch the traditional mode of production of the traditional TV programs, affect the traditional advertising mode and even affect the future trend of the domestic TV industry model. The practice not only has many limitations, but also has the suspicion of making a fool of others.
In fact, the author believes that the "broadcast season" is a new challenge to the integration and dissemination of China's television media resources, and a new challenge to the program production and broadcasting mechanism. Many topics need to be summarized in time and prospectively studied in practice. Therefore, this article is on the concept and Practice of the "broadcast season" at home and abroad. On the basis of comprehensive systematic analysis, some immature ideas are thrown out so as to discuss the exchanges between the industry and academic circles.
This article mainly adopts the literature research method, the statistical analysis method, the tracking observation method and the case study method, summarizes the experience of the development of the "broadcast season" concept of the American television network, summarizes the current situation of the implementation of the concept of "broadcast season" in some TV stations in China, and analyzes the application of the "broadcast season" concept by the example of the program of "Super Girls" in Hunan TV. In the end, from the perspective of the absence of the concept of "broadcast season" in the domestic television industry, this paper expounds how to expand the development space of the concept of "broadcast season" of TV programs in China from the audience and advertising sales, and promote the formation and improvement of the TV media industry chain.
【學(xué)位授予單位】：華中科技大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：G220

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本文編號：2010750