【作者】 张志坚；

【导师】 许清茂；

【作者基本信息】 厦门大学 ， 新闻学， 2008， 硕士

【摘要】 目前省级卫视新闻节目整体状况不好,在省级卫视的频道定位中,它又被边缘化,欲振而乏力。面对这样的状况,本文指出了做好新闻节目对省级卫视发展的重要意义:它可以帮助省级卫视占领优质市场,降低市场风险,优秀的新闻节目更是省级卫视高品质、高品位的重要标志。因此切不可将它视为“边角料”。那么该如何做好省级卫视的新闻节目?本文提出了建设区域化品牌的发展策略。这一策略要求省级卫视根据受众和市场的需要,通过充分发掘所在区域的新闻资源,深入探索所在区域经济、文化、政治等方面的特色,做好品牌定位,并将这些特色融入新闻节目之中,使其节目具有良好的品牌形象和鲜明的品牌个性,从而提高受众的品牌忠诚度,提高其市场占有率和传播效果。本文还从宏观规划和业务措施两方面阐述了这一发展策略。宏观上,本文认为省级卫视的新闻节目应该发挥自身的区位优势,以区域化作为总的方向,找准自己和竞争对手的区别点,做好品牌定位。它可以围绕权威、深度、亲和、特色四个方面来塑造其品牌形象,并通过有特色的内容,有个性的表现形式,塑造独特的品牌个性。最后,本文结合省级卫视新闻节目的具体实例,从新闻业务的角度,探讨了它做好区域化品牌的具体措施。主要探讨了省级卫视如何做好分类新闻,如何以“大区域新闻”理念做好新闻节目,如何以个性化表现形式塑造新闻节目品牌个性,怎样做好深度报道和批评性报道,怎样做好民生新闻,怎样做好重大事件报道这六个方面的问题,并指出它们对省级卫视新闻节目建设区域化品牌的意义和价值。更多还原

【Abstract】 At present the overall situation of provincial satellite television (SAT-TV for short) news programme is far from being satisfactory. It has been marginalized in the ranking of provincial SAT-TV channels, but in the meantime it is incapable of bracing up. Confronted with such condition, this paper points out that news programme plays a significant role in the development of provincial SAT-TV: it can help provincial SAT-TVs dominate the market and lessen market risks, and outstanding news programme can be set up as an important token of a high-quality and high-profile provincial SAT-TV. Therefore, news programme must not be considered as a "resource of marginal importance".Then how to make a success of provincial SAT-TV news programmes? This paper puts forward a strategy of building regional brand. This strategy requires provincial SAT-TVs to take account of the necessity of audience and market so as to succeed in brand positioning by means of fully exploiting the regional news resources and thoroughly exploring the characteristics of local economy, culture and politics and so on. Then those characteristics should be incorporated into the news programmes to equip the programmes with good brand image and distinctive brand individuality, thus to enhance the audience’s loyalty to the brand and to improve its market share as well as dissemination effect.This paper also interpret s the strategy from the perspectives of macro-planning and business measures. On the macro level, this paper holds that provincial SAT-TV news programme should take its locational advantages, and under the general direction of regionalization, identify the distinction between itself and competitors to succeed in brand positioning. Provincial SAT-TV news programme could build its brand image on the bases of authority, depth, affinity and characteristics. Furthermore, it could build its unique brand individuality through special contents and specific expressions.Finally, combining with actual instances of provincial SAT-TV news programme and from an angle of news business, this paper probes into the specific measures it should take to successfully build regional brand. Principal explorations will be made on following six aspects: how to do a good job in the classified news, how to do well in the news programmes guided by the idea of "great regional news", how to build the brand individuality in the individual form of expressions, how to do well in the in-depth reports and critical reports, how to do well in the news about people’s livelihood, how to do well in the reports on important events. This paper will then exhibit that these six aspects are of great significance and value for provincial SAT-TV news programme to build regional brand.更多还原