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21世纪,中国调查式电视深度报道面临着新的机遇和挑战。在这个“娱乐至上”的年头,在这个“三网融合”的时代,商业化竞争已然趋于白热化的阶段,各种品类的电视节目之间的竞争也日趋激烈,如何寻求新的媒介生存与发展空间成为各家媒体不可规避的话题。作为调查性报道的新闻类栏目,又该采取什么样的策略来提升自己的核心竞争力,使自己立于不败之地呢?本文试图以中央电视台《新闻调查》栏目为例,从调查式电视深度报道栏目品牌的打造、品牌的维护、品牌的营销三个方面对上述问题进行初步的探讨。
In the 21st century, the depth of China’s investigation of television coverage is facing new opportunities and challenges. In this era of “entertainment supreme”, in the era of “triple play”, the commercialization competition has been heated up. The competition among different categories of television programs has become increasingly fierce. How to seek new The media survival and development space has become an inevitable topic for all media. As an investigative report of the news section, what kind of strategy should be taken to enhance their core competitiveness and make themselves invincible? This article attempts to CCTV “news survey” section, for example, from the investigation TV depth reports column brand building, brand maintenance, brand marketing three aspects of the above issues for a preliminary discussion.