当前,严峻的媒体竞争态势迫使城市电视台必须全面创新,寻求突围。创新必须把握三个关节点:理念更新,方法出新,机制创新。 一.理念更新:以受众为本,进行有针对性的分众传播 社会经济,文化的变化,必然引发人们思想和社会心理层面的剧变,与此同时也会演绎出社会舆情的许多新变化,加上网络业的迅猛发展,文化产品交流与开放的扩大,电视媒体影响受众的难度也在加大。为此,新闻媒体必须真正地以受众为本位,传播受众之需,吸引受众眼球,提高受众满意度。 At present, the grim situation of media competition forces city TV stations to make innovations and seek breakthroughs. Innovation must grasp the three key points: the concept of innovation, new methods, mechanism innovation. I. Concept Renewal: Focusing on audiences and carrying out targeted mass media to spread social, economic and cultural changes will inevitably lead to dramatic changes in people’s thinking and social psychology. At the same time, many new changes in social public opinion will be deduced. The rapid development of the Internet industry, the exchange of cultural products and the expansion of the open, the television media is also more difficult to influence the audience. To this end, the news media must really be audience-based, disseminate the audience’s needs, attract the attention of audiences and raise audience satisfaction.