论文部分内容阅读
对大多数电视业内人士来说,电视频道包装早已不是什么新鲜概念。随着电视媒体产业化进程的深入,国内传媒市场竞争日益加剧,在这个眼球为王的时代,大部分电视台都意识到要想取得更大的市场份额,仅仅依靠节目内容层面的提升是远远不够的,因为单个优秀的节目只能从点上拉动收视率,而我们需要的是提升整个频道的收视面。所以必须从整体营销的角度出发,利用资源优势打造自己的频道品牌,强化频道的差异性,从而拉动整个频道收视曲线。
For most television professionals, TV channel packaging is no longer a fresh concept. With the deepening of industrialization of television media and increasingly intensified competition in the domestic media market, most television stations are aware of the need to achieve greater market share in this eye-catching era. The reliance on only the enhancement of program content is far behind Insufficient, because a single good show can only pull ratings from a point, and all we need is to raise the look of the entire channel. Therefore, we must start from the overall marketing point of view, the use of resources to create their own channel brands, to strengthen the channel diversity, which drives the entire channel ratings curve.