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纪录片承载着诸多电视人的理想。有人曾说过,纪录片最能代表电视的魅力,也最能体现电视知识分子的力量。一般认为,纪录片有价值而没市场,属于“叫好不叫座”的节目类型,其收视率远不能与电视剧和综艺娱乐节目相比,因而远不及后者具有市场价值;然而事实证明,纪录片专业频道的生存虽然面临诸多难题,但并非一定是“赔本赚吆喝”的买卖:纵观我国的纪录片专业频道市场,既有在市场中遭遇挫折而几度转型的阳光卫视和开办不久即被迫改弦更张的深圳电视台原纪实频道,又有成功将理想与现实对接、社会效益与经济效益兼收的上海电视台纪实频道。那么,对于以纪录片这样一种相对“小众”的节目类型为主打的电视频道来说,什么才是它的核心优势,其市场化生存的出路在何方?本文试图在“碎片化”的市场背景下,对上述问题加以初步探讨。
Documentary hosts the ideal of many television people. Someone once said that documentaries can best represent the charm of television, but also the best embodiment of the power of television intellectuals. It is generally acknowledged that documentaries are valuable but not marketable and belong to the type of program that is “not good enough to be called.” Their ratings far outweigh the market value of TV dramas and variety shows, and the fact is that the documentary Although the survival of professional channels are facing many problems, but not necessarily “loss making earnest money ” trading: Throughout our documentary professional channel market, both in the market suffered setbacks and transition several times Sunshine TV and opened soon Forced to change course more original television channel in Shenzhen, there is success and will be the ideal docking, social and economic benefits both Shanghai Documentary Channel. So what is its core advantage for a TV channel dominated by such a relatively “niche” genre such as documentary, and where is the way out for its marketization? This article attempts to “ ”Market background, the above issues to be discussed.