金鹰节互联盛典跨屏传播策划方案的效果评估

《金鹰节互联盛典跨屏传播策划方案的效果评估》由会员上传分享，免费在线阅读，更多相关内容在行业资料-天天文库。

1、万方数据浙江大学硕士学位论文金鹰节跨屏传播策划方案与效果评估查进行主观效果评估，以资料收集和访谈的形式得出受众对节目跨屏传播和互动创新的真实评价。在综合评估的基础上反思节目制作中凸显的问题和值得推广的经验，为以后传统节目融合新媒体的发展提供思路。关键词：金鹰节互联盛典；跨屏传播；多屏互动；效果评估万方数据浙江大学硕士学位论文金鹰节踌屏传播策划方案与效果评估AbstractThepredecessorofChineseGoldenEagleTVArtFestivalis”ChineseTVGoldenEagleTVGoldenEagleAward”，awardingasthemainco

2、ntent，machinevotingasthemainwaytoelectcomprehensiveawardofnationaltelevisionart．In2000settledinHunan，hostedbyHunanradioandtelevisionmedia．In2014，thetenthsessionoftheGoldenEagleFestivalisdividedintothreeparts，theopeningceremony，IntemetFestivalandawardparty，theIntemetFestivalisdifferentfromtheothe

3、rtwoparty，isthefirstappearanceoftheGoldenEagleFestival，it'sanewformfromtraditionalmediatoNewMediaAwards，andalsoauniqueinnovative．ThisstudytriestoplanaprogramofthespreadingandinteractionacrossthescreenfortheGoldenEagleFestivalofInternet，showingaceremonyaboutintegrationoftraditionalmediaIntemetand

4、cross—borderthinkingfortheaudiences，SOthatthetraditionalpartyprogramintegradenewideasintheecologicalenvironmentoffiercecompetition，innovate，enhancetheinfluence．Finally,evaluatetheimplementationeffect，toprovideexperienceandreferencefortheintegrationofnewmediacommunicationtechnologyforthetradition

5、almediaThisresearchfirstcarriesontheanalysistothepresentsituationoftraditionalTVshow,clearcompetitiveenvironment．WetrytofindthebottleneckofthetraditionalTVprogramsandpotentialofnewmediabasedonanalysisoftheindustrymarketenvironment，thecomparationofoldandnewmedia，newmediaaudiencemarket，thendetermi

6、nethetargetaudiencesandmakespecificprogrammingstrategy．2014theGoldenEagleFestivalcelebrationmadefeaturesofspreadingacrossthescreenandmulti—screeninteractive，SOthattheaudiencescanbreakthroughthelimitationsoftimeandspaceandbroadcastliveontheInternetterminalinrealtime，itcanalsointeractwithanational

7、audienceandcreativeprogramsthroughconnectingmobilephonescreen，flatscreen，computerscreenandTVscreen，SOthatthelinearcommunicationofinformationbecomestwo．waycommunication．Ontheonehand，theybroadcastedlivetogetherwithmangoTV．Lett