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城市电视台,占据了中国电视广告份额的37%,它如何在竞争环境中争取到自身发展的资源?从目前的竞争态势来看,城市电视台的竞争劣势相当明显。它既不能和国家媒体的央视相比也不能与传播地域较广的省级卫视相比,在日益强调规模经济的电视界处于资源获取的较低端。但是城市电视台传播目标性明确,在接近性、亲民性方面的优势比较突出。
City TV, which occupies 37% of China’s TV advertising share, how it strives for its own development resources in the competitive environment? From the current competitive situation, the competitive disadvantage of the city television station is quite obvious. It can neither compare with the CCTV of the national media nor the provincial satellite TV which spreads wider area, and is at the lower end of the resource acquisition in the TV industry, which emphasizes economies of scale increasingly. However, the targeted broadcast of the city television station is clear, and its advantages in terms of proximity and people-friendliness are prominent.