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中国电视媒体的广告收入总额从2013年开始呈现负增长的趋势,国内各种“唱衰”电视媒体的言论也层出不穷。业界对行业的未来也充满担忧和迷茫。然而,作为传媒大国的美国,新媒体的发展处于世界领先水平,而其电视媒体的广告收入虽然增速有所下滑,但仍处于增长状态。本文将对中美电视媒体面对新媒体挑战的举措进行对比,并总结分析中美两国电视媒体经营发展趋势不同的原因。
The total advertising revenue of China’s television media has shown a negative growth trend since 2013, and the opinions of various domestic media outlets have also been heard endlessly. The industry is also full of concerns and confusion about the future of the industry. However, as a media power in the United States, the development of new media is at a leading position in the world, and the growth rate of advertising revenue of its television media, though decreasing, has been on the rise. This article will compare China and the United States television media in facing the challenges of new media and summarizes the reasons for the different development trend of television media in China and the United States.