市级电视台的生存困局及突围策略

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1、市级电视台的发展困局及突围策略市级电视台的发展困局及突围策略广播电视新闻专业冯全红指导老师王萌摘要：在我国目前的电视传播格局中,市级电视台数量庞大,在格局的最底层,在设备、人员、资金方面都无法与央视、卫视相提并论,央视依靠专业化的信息咨询夺得冠军,省级卫视强调特色定位,靠娱乐节目异军突起,当下随着移动电视、手机电视、平板电脑等新兴媒体的兴起,吸引了大量的年轻消费群体,现在的市级电视台独守空城、生存现状尴尬。如何突围困局呢？首先是“知己”，市级电视台的自身问题究竟在哪？市级电视台是否还有生存下去的价值？其次，“知彼”，竞争

2、对手（像移动电视、手机电视、平板电脑等）的优势在哪里？当下又有怎样的发展机遇？考虑清楚了这几个问题,我们才能真正找到市级电视台的发展道路，这也是本文所关注的问题所在。本文主要分为三个部分来进行阐述：第一，在和央视、卫视、新兴媒体对比中发现市级自身存在的劣势和弊病；第二，市级电视台的存在价值及当前媒体大环境下的发展潜力和机遇，最后，对市级电视台的突围策略做介绍和分析。关键词：市级电视台新媒体民生新闻HowtheMunicipalTVstandoutcurrentlyStudentmajoringinRadioandtele

3、visionyournalismFengquanhongTutorWangmengAbstract:InthecurrentpatternofTVtransmissioninourcountry,themunicipaltelevisionstationstakealargepercentagewhichareinthebottomofthepattern.Nomatterfromtheequipment,personnelandfundsthemunicipalTVstationscannotbementionedin

4、thesamebreathwithCCTVandanyothersatelliteTV.CCTVstaysonthetopbecauseofit’sspecializedinformationconsulting.ThesatelliteTVemphasizescharacteristicpositioningandbecomesmorepopularbytheentertainmentprogramme.WiththeriseofthemobileTV,padandtheothermultimediaproducts,

5、thesatelliteTVstationattractsalotofyoungconsumers.Thesurvivalstatusforthemunicipalisveryembarrassing.Howtobreakthroughthedifficulties?Thefirstis"toknowmyself".Whatistheproblemwithmunicipaltelevisionstationitself.Arethereanyvaluesforthemunicipaltelevisiontosurvive

6、?Secondis"toknowothers".Whataretheadvantagesofthecompetitors(suchasmobileTV,padandmulti-mediaetc.)Nowwhatarethedevelopmentopportunities?Thinkingaboutthesequestions,wecantrulyfindthedevelopingpathforthemunicipaltelevisionstation.thisisalsotheproblemweneedfocusonin

7、thispassage.Thisarticlestatesfrom3parts.first,fromthecomparisonbetweenCCTV,satellitetelevisionandnewmedia,wefoundthedisadvantagesanddefectsfromthemunicipalTVstationitself;Secondtherearestillsomevalue,advantagesandcapacityforthemunicipaltelevisionstation.finally,t

8、alkaboutthemunicipaltelevisionstationsHowtobreakthroughthedifficulties?Keywords:MunicipaltelevisionstationsNewmediapeople'slivelihoodnewsmaintenancemeasures,th