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没有预兆显示湖南卫视在上世纪90年代后期的突然崛起。迄今为止,湖南卫视的节目几乎尝尽了中国电视娱乐的一切可能,并由节目创新、活动创新走向品牌创新,从单频道走向跨媒体组合,频道已经从凭借重点栏目的点状影响转为凭借频道整体内容的面的扩展,已经成为在中国大陆地区具备强大传播实力的重要卫星频道。在全国卫星电视频道自办栏目的全国收视排名前50位中,湖南卫视占据14个,全国收视排名前30位中,湖南卫视占据了10个。湖南电视人殚精竭虑进行节目创新、制作精品,以精彩节目吸聚全国观众注意力,以强劲收视稳居中国强势电视传媒行列,造就了今天引人注目的电视湘军现象。一、节目创新认识清醒,引领时尚潮流节目制作与播出的脐带一旦被剪断,节目市场成为制播分离后制播双方的交流中介,节目营销也成为当代电视节目生产链中必不可少的一环。湖南电视台台长欧阳常林指出:“从某种意义上讲,营销必须先行,营销的好坏决定了制播分离的成败”,进而提出“以销定产,以营销带制作,实现节目生产的大策划、大制作、大营销”的观点。湖南卫视今天的成就与湖南电视人对节目创新子建设电视品牌的决定性意义有着清醒的认识是分不开的,与湖南电视人前卫,时尚的电视创新理念也是息息相关的。节目是营销的基础,节目制作水平直接影响营销好坏,特别是在同质化现象十分严重的电视节目竞争市场中,节目创新显得尤为迫切和重要。从这个意义上讲,电视的竞争关键还是在节目的原创能力。
There is no sign of a sudden rise of Hunan Satellite TV in the late 1990s. So far, Hunan Satellite TV shows have almost exhausted all possibilities for TV entertainment in China. From program innovation, event innovation to brand innovation, from single channel to cross-media portfolio, the channel has shifted from the punctuated impact of key columns The expansion of the channel’s overall content has become an important satellite channel with strong communication capabilities in mainland China. Among the top 50 national audiences in the national satellite TV channels, Hunan Satellite TV occupies 14 of the top 30 television stations in the country and Hunan Satellite TV occupies 10 of the top 50 television stations nationwide. Hunan TV professionals are making every effort to innovate their programs, produce fine products, attract the attention of the entire audience with their excellent shows, and maintain their strong ratings in China’s strong TV media. This has brought the compelling TV Xiangjun phenomenon today. First, clear understanding of the program innovation, leading the fashion trend Once the umbilical cord has been cut off and the program production and broadcast, the program market has become the communication intermediary between the producers and sellers and the producers and sellers, and the program marketing has also become an indispensable one in the contemporary television program production chain ring. Hunan TV station director Ouyang Changlin pointed out: “In a sense, marketing must be the first line, the quality of marketing determines the success or failure of the system of production and broadcasting,” and then put forward “to sell fixed production, marketing with production to achieve program production Big planning, big production, big marketing ”point of view. Hunan Satellite TV today’s achievements and Hunan TV people on the innovative elements of the TV program to build brand awareness has a clear understanding is inseparable, and Hunan television avant-garde, fashion TV innovation is also closely related to the concept. Program is the basis of marketing, program production level has a direct impact on marketing is good or bad, especially in the homogenization of the television program competition market is very serious, program innovation is particularly urgent and important. In this sense, the key to the competition in television is the original ability of the program.