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广告、内容,是传统广播电视业务的两大核心价值点,跨入数字电视时代,在运营商竭力挖掘增值业务的潜在金矿时,万不可丢了根本,撤离我们最具实力和优势的领域。当然,数字电视时代的广告和内容,一定要有全新的意识、技术和平台予以配合,这样的价值回归才是升华式的发展之路,而不是抱残守缺的不思进取。本文作者经过缜密的理论研究和实践,提出“全广告频道”和“付费内容的社会化制作”两大理念,希望能对广大同行有所启发。亦热忱欢迎您的观点,来稿请发wang_yun@ccw.com.cn。
Advertising and content are the two core values of the traditional broadcast and television businesses. Entering the era of digital television, operators must strive to tap the potential gold deposits of value-added businesses and never leave behind the most powerful and advantageous areas . Of course, advertising and content in the era of digital television must be accompanied by a new sense of awareness, technology and platform. Such a return to value is the way to a sublimation-style development rather than an unscrupulous and enterprising development. After careful theoretical research and practice, the author puts forward two concepts of “All Advertising Channels ” and “Social Production of Paid Content ”, hoping to be able to inspire the majority of peers. Also warmly welcome your point of view, please send wang_yun@ccw.com.cn contributions.