节点文献
假日电视的现状与发展策略研究
Holiday TV Media Status and Development Strategy Research
【作者】 熊海鸥；
【导师】 陈信凌；
【作者基本信息】 南昌大学 ， 新闻学， 2008， 硕士
【摘要】 2007年12月新的《国年节及纪念日放假办法》出台后,我国的法定节假日已经涵盖了春节、“十一”两个七天大长假和元旦、清明、端午、“五一”、中秋五个三天小长假。随着假日制度的不断完善,人们的生活消费方式也发生了全新的改变,假日已成为一种可以被无限开发的文化和经济产业,作为与人们休闲、消费、文化紧密相连的电视媒体,如何借助这股热潮,吸引和留住假日期间众多的观众,是电视媒体提升频道影响力、扩大品牌知名度、扩张发展空间、加大广告收益的极好时机。然而,在假日期间突增的受众和巨大的信息量需求的挑战下,我国大部分电视媒体在假日里却没有大展拳脚,关于假日电视的理论研究也远远落后于实践,缺乏系统性、全面性、理论性。本文采用内容分析法、文献分析法与个案研究方法,从假日电视现状入手,在总结了假日电视的发展历程后,针对假日电视这一特殊变化的受众市场,融合传播学“使用与满足理论”和频道编排“观众流理论”进行分析,以假日电视发展策略为研究重点;同时对假日电视节目的形式与构成做了概括总结,提出了现存假日电视发展的一些问题,借鉴国外电视的“播出季”理念,树立了假日电视系统化观念,为国内的假日电视制作提供一个尽可能合理而有效的解决方案与思路。
【Abstract】 There are two 7-days holidays including Spring and National Festivals, and five 3-days holidays including New Year’s Day, Tomb-Sweeping Festival, Dragon Boat Festival, Labor Festival and Mid-Autumn Festival since the new Chinese holidays policy has been published in December, 2007. With the improvement of legal holiday policy, the life style of Chinese people has changed a lot. The holidays have become a huge resource for social culture and economy business. TV media which are closely related to the leisure, consume and culture of society, need to evolve to attract more audience in holidays. This is going to be a great challenge, and also a great chance for TV media to improve the influence of channels, expand brand awareness and development spaces, and also increase the advertising revenue.Facing the great challenge of proliferated numbers of audience and enormous information requirements, most Chinese TV media don’t pay much attention. At the same time the odds and ends of theory research for holiday TV program is also far behind the practice reality.This paper bases on the current status of holiday TV programs, summarizes their development courses, analyzes the contents of TV programs, existed documents and does some cases studies. It focuses on the specific requirements of audience on holidays, analyzes with the basic theories of Communication, so called "Requirements and Satisfaction Theory" and "Audience Flow Theory". After the research for holiday TV media development strategies, this paper summarizes the types of holiday TV programs, points out the problems existed in current holiday TV development. Took western broadcast season as reference, a systematic point view for holiday TV research has been established. In the end this paper provides a possible and efficient solution for Chinese holiday TV development.