“非黄金时段”电视节目策划与开发

【作者】 祝筱炜；

【导师】 沈义贞；

【作者基本信息】 南京师范大学 ， 电影学， 2004， 硕士

【摘要】 随着电视的发展，电视的“时段”概念日益清晰并逐渐进入了我们的研究视野。从一定意义上说，“黄金时段”与“非黄金时段”表述的仅仅是一种关系，即电视的线性延伸与电视受众的非线性接受状态之间的契合程度。就目前的电视收视状况而言，受众收视需求的日益分化和收视行为的不固定，使电视“黄金时段”与“非黄金时段”的界线日益模糊，这为我们重新认识与研究“非黄金时段”奠定了现实基础。 本文从电视的“时段”概念入手，分析“时段”的内涵及其成因，阐释“黄金时段”与“非黄金时段”的传播学意义，对“黄金时段”的说法提出质疑。接着文章将从三个方面分析“非黄金时段”开发的必要性，指出“时段特征”和“相对应的特定收视人群”这两个因素是我们研究“非黄金时段”策划与开发的着眼点。文章试图通过对不同时段的考察，分析总结清晨、白天、深夜等不同时段的特征和人们不同的收视需求与收视心理，以此来指导当前的电视实践。同时针对具体的节目策划活动，文章将着重探讨主持人节目、事件类直播节目以及服务类节目等几类适合在“非黄金时段”播出的节目样式。最后，借助于“创造受众市场”这一概念，提出“非黄金时段”的开发，要注重对观众收视习惯的引导和培养，用高质量的电视节目、良好的节目编排意识来赢得更多的观众。更多还原

【Abstract】 With the development of TV, the conception of the "period of the time" has become more clearly and come into our research field. In some sense, the conceptions of "Non-prime time" and "Prime time" only describe the relation of linear transmission of TV and TV embracer’ s non- linear acceptation state. From actual receiving state, increasing differentiation of the TV embracer’ s demands and the incertitude of receiving behaviors will make the two conception of the borderline out of focus. All of these have established realistic base on research of "Non-prime time" of TV.The essay starts with the conception of the "period of the time" , analyzing the meaning and the cause of formation of the "period of the time", expatiating the meaning of "Non-prime time" and "Prime time" in spread. Then we will oppugn the conception of "Prime time" . We will analyze the exploitation essentiality of "Non-prime time" from three aspects, pointing out that the two factors of "the character of period of the time" and "the corresponding receiving crowd" are our investigation respects. We will try to analyze and summarize the different characters of period of the time, such as early morning and daytime, to guide our nowadays practice. At the same time, we will discuss some feasible program mode that suits for "Non-prime time" . Finally, in virtue of the conception of "create the audience market " , we put forward that we should pay attention to lead and bring up the receiving habits of the audience and use the high- quality programs and the good arrange consciousness of the TV programs to win more audience.更多还原