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最近,国内电视媒体消息频频:2月底,江苏卫视宣布重新定位为“资讯·情感频道”;3月初,中央电视台广告部传出消息,在春节提前情况下,央视2月份广告收入同比增长25%,延续了其已经达到34个月的连续高速增长势头;几天后的3月5日,安徽台影视频道、湖南经视、山东齐鲁频道、浙江教育科技频道在黄山联合召开“中国媒介金牛市场暨金牛工程新闻发布会”……沉寂数月的电视媒体广告市场一下变得热闹起来,局势复杂。为理清这一市场各主体间的竞争格局,我们不得不静下心来,对中国目前电视媒体的市场竞争进行回顾与前瞻,理性审视,寻求科学出路。
Recently, the domestic television media news frequently: at the end of February, Jiangsu Satellite TV announced the repositioning as “information and emotional channel”; early March, CCTV Department of Advertising came news that early in the Spring Festival, CCTV in February ad revenue growth 25%, continuing its continuous 34-month high-speed growth momentum; a few days later on March 5, Anhui TV Channel, Hunan Economic Television, Shandong Qilu Channel, Zhejiang Education Science and Technology Channel held in Huangshan “China Media Taurus and Taurus Project Press Conference ”... After several months of silence, the television media advertising market has become very lively and the situation is complicated. In order to sort out the pattern of competition among the main players in this market, we have to stop and review the market competition in China’s current television media for a review and forward-looking, rational examination and seek a scientific solution.