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随着我国社会不断发展进步、“三网融合”时代的来临和政府机构改革的需要,包括福建省在内的全国大多数的县广播电视机构进行机构体制改革,广播电视网络与各市、县级电视台已进行台网分离。县级广播电视台的经营创收,已成为制约县级媒体的发展乃至生存的最大瓶颈,而且随着广播电视网络收视费的剥离,其宣传事业发展和经营创收之间的矛盾会越来越突出。在新形势下我国广大县级广播电视台广告营销如何面对激烈的市场竞争,扭转自己处于市场竞争弱势的地位,是我们广大县级电视台广告工作者需要积极面对的挑战。
With the continuous development of society in our country, the advent of the era of “triple play” and the need for the reform of government agencies, the reform of institutions and institutions in most county radio and television agencies in Fujian Province, including radio and television networks and municipalities, County-level television stations have been separated. The revenue management of county-level radio and television stations has become the biggest bottleneck restricting the development and even the survival of county-level media. With the de-rating of radio and television network fees, the contradictions between the development of publicity and revenue generation will become more and more prominent. Under the new situation, how to face the fierce market competition and how to reverse the disadvantageous position of our country’s vast county-level radio and television advertising in the market are the challenges our broadcaster should actively face.