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电视台作为大众媒体,主要以信息的形式向社会提供服务,广告收入是生存和发展的重要资金来源。过去,凭借电视台多年来的垄断地位,广告价格年年增高,广告收入迅猛增加,1990年-1996年,广告收入每年以40％以上的速度增长。进入20世纪90年代后期,电视台的外部环境发生了极大的变化,互联网蓬勃兴起,其它媒体日益发展,电视频道资源从短缺到丰富,电视媒体从垄断到竞争。加上部分地区经济增长速度放慢,企业广告费用的支出更加理性,这些都抑制了广告收入的增长速度。以中央电视台为例,1991年广告收入2.8亿.1 995年广告收入22.9亿,五年平均增长90％以上。但到了1998年,中央电视台广告收入第一次出现了负增长。
As a mass media, TV stations provide services to the society mainly in the form of information, and advertising revenue is an important source of funds for survival and development. In the past, with the monopoly position of television stations over the years, the advertising prices have been rising year by year, advertising revenue increased rapidly. From 1990 to 1996, advertising revenue grew at a rate of over 40% each year. In the late 1990s, great changes took place in the external environment of television stations. The Internet was booming. Other media outlets were developing day by day. Television channel resources were scarce and rich, and the television media went from monopoly to competition. Coupled with the slowdown in some areas of economic growth, corporate advertising costs more rational spending, which have inhibited the growth of advertising revenue. Take CCTV as an example, its advertising revenue was 280 million in 1991. In 1995, the advertising revenue was 2.29 billion, an average increase of 90% over the five years. But by 1998, for the first time, CCTV advertising revenue showed a negative growth.