论文部分内容阅读
我国的电视传媒正在进入一个“频道经营时代”。新的运愋机制、新的竞争环境、新的发展形势,决定了总编室必须更大程度地张扬其职能,充分发挥频道经营和宣传管理的组织、协调、服务、参谋的作用,这是电视媒体面向频道市场、节目市场、受众市场的客观需要,也是媒屽斱多频道竞争格局中发展、壮大的生存需要。与八九十年代电视节目的生产、经营模式相比,频道经营时代的诇睜蕭工作重心已发生了转移——由传统的节目管理为中心向以频道管理为中心转移;由被动的节目计划、编排服务,向主动的频道策划、宣传统筹、整体编艆和主动服务转移。笔者认为,在频道经营管理中总编室的职能应定位于:以频道定位、节目计划、编排包装为主体的频道品牌建设;以栏目出台、节目评审、收视调查、市场调研、改版调整为内容的良性懎环式节目动态管理;以面向市场开拓运营,强化推介,扩大购销为目的的频道宣传经营联合运作。完善和实施上述职能的最终目的是提升频道的市场竞争力,实现频道的两个效益共增长。
China’s television media is entering a “channel era.” The new mechanism of operation and development, the new competitive environment and the new situation of development have determined that the editor-in-chief must demonstrate its functions to a greater extent and give full play to the role of organization, coordination, service and staff of channel management and propaganda management. The objective needs of the television media for the channel market, the program market and the audience market are also the development and expansion needs of the mass media in the multi-channel competition pattern. Compared with the production and business models of television programs in the 1980s and 1990s, the center of gravity of the era of channel management has shifted. From the traditional program management as the center to the channel management as the center shift, from the passive program plan , Arrange services, to the initiative channel planning, publicity and co-ordination, the overall editing and active service transfer. The author believes that the role of editor-in-chief in the channel management should be located in: the channel brand positioning, program planning, layout packaging as the main channel brand building; to column introduction, program review, ratings survey, market research, revision adjustment as the content Of the benign 懎 ring program dynamic management; to open up the market for the operation, to strengthen the promotion, to expand the sale of the purpose of the channel publicity management joint operation. The ultimate goal of improving and implementing these functions is to enhance the market competitiveness of the channels and achieve a total increase in the two benefits of the channels.