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进入21世纪,中国电视卫星频道的数量已突破70个。与此同时,地方电视台地面频道的收视份额在不断下降,中国电视观众的收视时间逐年减少,电视广告收入虽逐年增加但增幅下降。进入2006年,中国省级卫星电视落地费用创出新高,很多频道的利润空间大幅压缩。笔者对此进行了梳理和分析,认为采取以下五个策略,对中国电视实现价值突围是具有现实意义的。一、定位绿色收视绿色收视是当今我国电视媒体倡导的一种既坚持正确的舆论导向,又符合大众收视需求的收视行为,其实质是实现媒体社会价值和经济价值的最大化,是媒体使命感和责任感的体现。要想实现绿色收视,就要首先对观众收视需求、党和国家对电视媒体的要求进行研究,归结两者的相同部分,并选择最能表达的节目模式,然后规划和统筹资源。如长征是观众认知度高、符合党和国家宣传要点的题材,若仅以记录的方式展示这段历史,就较难获得观众的广泛收视期待。而从长征的精神出发,采用
In the 21st century, the number of Chinese satellite TV channels has exceeded 70. At the same time, the viewing share of terrestrial channels on local television stations has been declining. The viewing time of Chinese television audiences has been decreasing year by year. Although the revenue from television advertising has increased year by year, the growth rate has declined. Into 2006, China’s provincial satellite TV landing costs hit a new high, many channels profit margins have been greatly reduced. The author sorts out and analyzes this and believes that adopting the following five strategies is of practical significance for the realization of the breakthrough in value of Chinese television. First, the positioning of green ratings Green ratings is today’s television media advocate a not only adhere to the correct direction of public opinion, but also meet the needs of the public viewing ratings of the act, in essence, to achieve social and economic value of the media to maximize media sense of mission And the embodiment of responsibility. In order to realize green viewing, the audience needs to be watched first. The party and the state should study the requirements of the television media, summarize the same parts of the two and select the most expressive programming model, then plan and co-ordinate resources. For example, the Long March is a subject that has high audience awareness and is in line with the propaganda points of the party and the country. It is difficult to obtain the wide viewing expectation of the audience if the history is only recorded. From the spirit of the Long March, adopt