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对于城市广电而言,这是一个最坏的时代,也是一个最好的时代。受众流失、广告流失、人才流失、话语权流失,此外,还有央视、卫视强势夹击,城市广电可谓四面楚歌。变局之中,风险总是与机遇并存。扬州广电通过几年不懈地探索发现,移动端才是城市广电抵达用户的最佳路径,也是城市广电破局的利器。这和互联网精准传播的需求分不开,同时,也与人们阅读习惯的改变,人们对本土文化与生俱来的亲和力分不开。但是,城市广电要做好移动APP,一定要以互联网思维,遵循互联网产品的营销规则,让移动端的内容与服务触及用户的真正需求和痛点,同时,打通与电视平台的连接,利用电视平台的公信力与影响力,实现向价值平台的转型。
For the city radio and television, this is the worst time, but also one of the best times. Audience loss, loss of advertising, brain drain, loss of voice, in addition, as well as CCTV, Satellite TV, a strong attack, the city can be described as TV and broadcasting. Among the changes, the risks always coexist with the opportunities. Yangzhou radio and television through several years of tireless exploration found that the mobile terminal is the best way to reach the users of radio and television city, but also the city radio and powerful weapon. This is inseparable from the demand for accurate Internet dissemination. At the same time, people are inseparable from the change of people’s reading habits and people’s inherent affinity for the local culture. However, the city radio and television to do a good job of mobile APP, we must Internet thinking, follow the marketing rules of Internet products, mobile content and services to reach the user’s real needs and pain points at the same time, open up the connection with the TV platform, the use of TV platforms Credibility and influence, to achieve the transformation of the value platform.