回顾2016年中国电视媒体,愕然发现从播出平台到内容制作再到媒体投放策略都不大乐观;即平台观众规模的稳定下降、电视人口的两极分化、节目内容更新速度之快和卫视过度集中导致的投放策略简化。下面我就用几张图片来解读2016年我国电视媒体变化。图(一)为2014年~2016年我国35城市央卫视观众“日均到达率”与“观众人均收看分数”所组成的散点图。不难看出卫视观众日均到达率每年以一个百分点 Looking back on China’s television media in 2016, it was noticed that there was a lack of optimism from the broadcasting platform to the content production and then to the media distribution strategy. That is, the audience scale of the platform declined steadily, the polarization of the television population, the rapid updating of program contents and the over-concentration of TV The resulting delivery strategy is simplified. Here I use a few pictures to interpret the 2016 China’s television media changes. Figure (1) is a scatter plot composed of audiences “average daily arrival rate ” and “viewers per watched score ” of 35 CCTV viewers from 2014 to 2016 in China. It is not difficult to see that the average daily arrival rate of TV viewers is one percentage point each year