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广播电视走向数字化是大势所趋,也是广电产业做强做大的关键。但必须看到,在彻底实现数字化之前,还存在相当长的一段过渡期,必须得保证在过渡期活下来,才能在未来活得更好。对于以广告为主要收入的电视台来说,这一点尤为重要。面对数字电视、互联网等新媒体的挑战,面对“传统”广告市场的残酷竞争,面对中央、省和县级电视台的上下挤压,地市级电视台如何在经营危机中寻找出路,如何实现数字化的安全转型,是一个错综复杂的系统课题。本期特刊发湖南株洲电视台马建平先生的文章,希望能带给读者有益思索。
Radio and television to the digital is the trend of the times, but also the key to bigger and bigger radio and television industry. However, we must realize that there is still a long period of transition before digitization is fully realized, and it must be guaranteed that it will survive the transitional period in order to survive better in the future. This is especially important for stations that have their main advertising revenue. Faced with the challenges of new media such as digital television and the Internet, in the face of brutal competition from the “traditional” advertising market, how does a prefecture-level television station find a way out in the business crisis in the face of the squeeze from central, provincial and county-level television stations? To achieve the digital security transformation is a complicated system issue. This special issue of Hunan Zhuzhou Television Mr. Ma Jianping article, hoping to give readers useful thinking.