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目前在中国,媒介“热”已基本形成。这里所讲的媒介“热”有三层含义：一是认为媒介产业是暴利产业,许多投资者都希望向媒介产业投资；二是媒介产业经营者十分重视媒介策划,特别是重视对媒介产品的策划；三是企业家们开始策划媒介,特别是2005年湖南卫视的“超级女声”节目的成功,蒙牛集团大获盈利后,今年有许多企业家们也想走蒙牛的路子,十分重视对媒介的策划。如果对这种媒介“热”排排次序的话,它应该是继媒介广告热之后的第二次媒介“热”。第一次媒介热的定位十分清楚,即广告经营；第二次媒介“热”的定位相当混杂,所以给热字加了引号,以标明媒介热定位的不清晰性。作为媒介产业的经营者。任何时候都要保持清醒的头脑,在第二次媒介“热”即将到来的时候,首要的任务是要研究第二次媒介“热”的核心,以便抓住时机,采用科学的对策,保证在第二次媒介“热”中占领媒介市场,获得理想的经济效益和社会效益。
At present in China, the media “hot” has basically taken shape. Media here referred to as “hot” has three meanings: First, that the media industry is a profiteering industry, many investors are hoping to invest in the media industry; second is the media industry operators attach great importance to media planning, with particular emphasis on the planning of media products ; Third, entrepreneurs began to plan the media, especially in 2005, Hunan Satellite TV’s “Super Girl” program success, Mengniu Group made a big profit this year, many entrepreneurs also want to take Mengniu way, attaches great importance to the media plan. If such media are ranked “hot,” they should be the second “hot” media after media advertising. The first media hot positioning is very clear, that is, advertising; second media “hot” positioning quite mixed, so hot words in quotation marks to indicate the media hot positioning of the lack of clarity. As a media industry operators. At any time, we must keep a clear head. At the dawn of the second media “hot”, the most important task is to study the core of the “second media” hot so as to seize the opportunity and adopt scientific measures to ensure that at the The second media “hot” occupy the media market, access to the desired economic and social benefits.