本文關(guān)鍵詞：金鷹節(jié)互聯(lián)盛典跨屏傳播策劃方案的效果評(píng)估　出處：《浙江大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

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【摘要】：中國(guó)金鷹電視藝術(shù)節(jié)前身是“中國(guó)電視金鷹獎(jiǎng)”,以電視金鷹獎(jiǎng)的頒獎(jiǎng)為主要活動(dòng)內(nèi)容,以機(jī)器投票為主選方式產(chǎn)生的全國(guó)性電視藝術(shù)綜合獎(jiǎng)。于2000年正式落戶湖南,由湖南廣電傳媒有限公司承辦。2014年第十屆金鷹藝術(shù)節(jié)分開幕式、互聯(lián)盛典和頒獎(jiǎng)晚會(huì)三個(gè)部分,互聯(lián)盛典不同于另外兩臺(tái)晚會(huì),是首次亮相金鷹節(jié),由傳統(tǒng)媒體為新媒體頒獎(jiǎng)的形式也是一次獨(dú)特的創(chuàng)新。本研究力圖為金鷹節(jié)互聯(lián)盛典的跨屏傳播和互動(dòng)方案進(jìn)行效果的評(píng)估,分析這一場(chǎng)傳統(tǒng)媒體融合互聯(lián)網(wǎng)思維的跨界盛典的策劃在具體實(shí)踐中的效果和受眾影響力,審查傳統(tǒng)晚會(huì)節(jié)目在競(jìng)爭(zhēng)激烈的生態(tài)環(huán)境中融合新思路,創(chuàng)新新形式的操作性和可行性,以期為傳統(tǒng)媒體融合新媒體技術(shù)的傳播提供經(jīng)驗(yàn)和借鑒。本研究首先對(duì)傳統(tǒng)電視晚會(huì)現(xiàn)狀進(jìn)行分析,明確嚴(yán)峻的競(jìng)爭(zhēng)環(huán)境,明確傳統(tǒng)電視晚會(huì)節(jié)目的發(fā)展瓶頸以及與新媒體發(fā)展的潛力,然后通過(guò)對(duì)策劃方案的分析,結(jié)合市場(chǎng)評(píng)估、節(jié)目編排策略評(píng)估和收視反饋的評(píng)估,辯證剛看到傳統(tǒng)媒體與新媒體融合的方式和內(nèi)容,總結(jié)優(yōu)點(diǎn),發(fā)現(xiàn)問題,推動(dòng)優(yōu)勢(shì)整合和方案完善,為媒體融合發(fā)展提供幫助和借鑒。2014金鷹節(jié)互聯(lián)盛典以跨屏傳播和多屏互動(dòng)為特色,讓觀眾可以突破時(shí)間和空間的限制在互聯(lián)網(wǎng)終端實(shí)時(shí)同步直播,也可以通過(guò)連接手機(jī)屏、平板屏、電腦屏和電視屏與全國(guó)觀眾以及節(jié)目主創(chuàng)等進(jìn)行互動(dòng),使信息由單向線性傳播變?yōu)殡p向傳播。一方面,聯(lián)手芒果TV進(jìn)行同步直播。讓被互聯(lián)網(wǎng)影響生活方式的受眾更方便、多渠道收看到節(jié)目。同時(shí)通過(guò)為客戶端直播定制“海濤逛金鷹”特別節(jié)目來(lái)突破傳統(tǒng)媒體廣告時(shí)間流失大量觀眾的局限,在網(wǎng)絡(luò)版不僅無(wú)廣告直播,還通過(guò)與觀眾微博互動(dòng)滿足觀眾的需求,有創(chuàng)新意義。另一方面,創(chuàng)新電視直播互動(dòng)方式。引進(jìn)源自互聯(lián)網(wǎng)的彈幕形式進(jìn)行首次電視直播彈幕,觀眾在客戶端發(fā)送的評(píng)論有機(jī)會(huì)直接出現(xiàn)在電視屏幕上,讓信息獲取和反饋形成閉合回路,提高影響力,同時(shí)也能營(yíng)造一種“實(shí)時(shí)互動(dòng)”的體驗(yàn),調(diào)動(dòng)觀眾觀看節(jié)目的積極性。最后本研究對(duì)傳播的效果進(jìn)行了主客觀綜合評(píng)估。一方面通過(guò)收視率的統(tǒng)計(jì)、近兩年收視率對(duì)比以及分段收視的分析,進(jìn)行整體的量化評(píng)估,看到跨屏傳播和互動(dòng)形式對(duì)收視率波動(dòng)的影響。另一方面,通過(guò)微博關(guān)注度和受眾滿意度調(diào)查進(jìn)行主觀效果評(píng)估,以資料收集和訪談的形式得出受眾對(duì)節(jié)目跨屏傳播和互動(dòng)創(chuàng)新的真實(shí)評(píng)價(jià)。在綜合評(píng)估的基礎(chǔ)上反思節(jié)目制作中凸顯的問題和值得推廣的經(jīng)驗(yàn),為以后傳統(tǒng)節(jié)目融合新媒體的發(fā)展提供思路。
[Abstract]:China Golden Eagle Television Arts Festival was formerly known as the "China TV Golden Eagle Award", with the award of the TV Golden Eagle Award as the main activity. The national television art comprehensive award, which is mainly produced by machine voting, was officially settled in Hunan on 2000. The opening ceremony of the 10th golden eagle art festival was held by Hunan radio and television media co., Ltd on 2014. Internet ceremony and awards show three parts, the Internet ceremony is different from the other two evening, is the first appearance of the Golden Eagle Festival. The traditional media for the new media award form is also a unique innovation. This study tries to evaluate the effectiveness of the cross-screen transmission and interaction program of the Golden Eagle Festival. This paper analyzes the effects of the planning of the traditional media fusion of Internet thinking in the concrete practice and the audience influence, and reviews the new ideas of the traditional evening programs in the competitive ecological environment. Innovation of the new form of operation and feasibility, in order to provide experience and reference for the traditional media fusion of new media technology dissemination. Firstly, this study analyzes the current situation of the traditional TV evening party, and defines the severe competition environment. To clarify the bottleneck of the development of traditional TV evening shows and the potential of new media development, then through the analysis of planning plan, combined with market evaluation, program layout strategy evaluation and feedback evaluation. Dialectical has just seen the traditional media and new media integration of the way and content, summed up the advantages, found problems, promote the integration of advantages and program improvement. To provide help for the development of media integration and use for reference. 2014 Golden Eagle Festival Internet festival features cross-screen transmission and multi-screen interaction, so that viewers can break through the time and space constraints in real-time real-time live broadcast on Internet terminals. You can also connect mobile phone screens, tablet screens, computer screens and TV screens to interact with viewers and program creators across the country, so that information can be transmitted from one-way linear to two-way. Join Mango TV for simultaneous live broadcast. Make it more convenient for the audience affected by the Internet to live their way of life. At the same time through the client live customized "Haitao Jinying" special program to break through the traditional media advertising time loss of a large number of viewers, not only in the online version of live advertising. Also through the interaction with Weibo audience to meet the needs of the audience, innovative. On the other hand, the innovation of live television interactive mode. The introduction of projectile form derived from the Internet for the first time live television screen. Comments sent by viewers on the client have the opportunity to appear directly on the TV screen, allowing information to be retrieved and feedback to form a closed loop, increasing influence, and creating a "real-time interactive" experience. In the end, this study carries on the subjective and objective comprehensive evaluation of the effect of communication. On the one hand, through the statistics of the ratings, the comparison of the ratings and the analysis of the segmented ratings in the past two years. Through the overall quantitative evaluation, we can see the impact of cross-screen transmission and interaction on the ratings fluctuations. On the other hand, through the Weibo attention and audience satisfaction survey subjective effect assessment. In the form of data collection and interviews, the audience of the cross-screen dissemination and interactive innovation of the real evaluation. On the basis of comprehensive evaluation, reflect on the problems highlighted in the production of the program and worthy of promotion of experience. For the future integration of traditional programs to provide ideas for the development of new media.
【學(xué)位授予單位】：浙江大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：G229.2

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相關(guān)期刊論文 前1條

1 鐘書平;;大視頻時(shí)代下的跨屏傳播[J];廣告大觀(綜合版);2013年09期

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本文編號(hào)：1398854