地级市电视台的生存与发展

【作者】 金雪飞；

【导师】 高朝俊；

【作者基本信息】 南京师范大学 ， 新闻学， 2004， 硕士

【摘要】 自20世纪80年代初，中央确立“四级办电视、四级混合覆盖”的方针以来，全国的地级市电视台如雨后春笋般地涌现出来。在传播政府声音、丰富百姓生活、沟通经济信息、活跃文化市场等方面，地市电视台发挥了巨大作用；但同时又引发了许多新的问题：资源浪费、无序竞争、节目粗糙等。这引起了中央和各级政府、电视实务界与学界的高度重视和思考：中国地市电视应如何生存?还能不能发展?怎样发展? 带着上述问题，论文作者实地调查了常州、扬州、南通、泰州、淮安等多家极具代表性的地市电视台，并先后与这些台的台长、部门主任、一线记者进行了深入的访谈。论文主要以对这些地市电视台的调查研究和个案分析为重点，兼及国内其他具有特色的城市电视台；系统探讨： 1、当前地市台总体的生存状况，挖掘它的长处与短处；2、地市台在广告经营中的优劣；3、作为产业的地市台如何进行多元化经营、企业化管理。 在此基础上，论文提出了地市台在自办节目、频道设置、经营方式、管理模式等方面的发展对策。并进一步总结和提出了地市台今后的发展道路： 1、节目制作本地化；2、运作机制产业化；3、内外整合集团化更多还原

【Abstract】 Since the central government of China carried out the policy of "setting up television stations in the country, province, city and county" in the beginning of 1980s, television stations of the city were built widely. The city television stations have played great roles in broadcasting government’s voice, enriching people’s lives, linking up economy information and enlivening culture markets. However, at the same time city television stations have appeared problems such as waste of resources, confused competitions and poor programs, which have caught attention of governments and academic circles. How do the city television station survive? Do they need development? How to develop?With these questions the author investigated television stations of Chanzhou, Yangzhou, Taizhou, Nantong, Huai’an and interviewed the reporters and supervisors in these stations. The article tries to answer the following questions:1. The general condition of city television stations and their advantages and disadvantages2. The advantages and disadvantages of advertising management in the city television stations3. How do the city television stations do multi-marketing and corportional management On this basic, the article carries on the development tactics of city television station:1. Making programs localized2. Managing the city television stations industrialized3. Integrating the city television stations grouplized更多还原