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厦门大学新闻传播学院“盘点2004”课题组何新华在媒介加快产业化和集团化的大背景下,2004年的媒介经营也出现了几个亮点,媒介经营运作越来越趋向于市场化。其中,广电局44号令允许外资入股国内广电公司、媒介跨区域联合办报继续升温、媒介品牌推广成功的江苏、安徽电视台,央视成功策划的奥运广告经营等,都使2004年的传媒市场高潮迭起。不同的媒介都在试图用不同的手法进行更为广泛的跑马圈地,以赢得更多媒介经营的机会。从整体上看,2004年媒介经营有三大热点:
Under the background of accelerating the industrialization and collectivization of the media, He Xinhua, director of the School of Journalism and Communication of Xiamen University “Inventory 2004 ” also made some bright spots in the media operation in 2004. Media operation tends to be marketized more and more . Among them, the State Administration of Radio, Film and Television 44 order to allow foreign investment shares of domestic radio and television companies, media inter-regional joint newspaper to continue warming, successful media brand promotion in Jiangsu, Anhui TV, CCTV successful planning of the Olympic advertising business, 2004 media climax . Different media are trying different ways to carry out a wider range of stakes in order to win more media business opportunities. On the whole, there are three hot topics in media management in 2004: