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中国是全球最大的发展中国家、世界未来的制造中心和消费大国、世界传媒业最后的处女地。众多的人口是传媒产品的消费潜力,有待开发的文化积淀则是资源潜力,在中国发展传媒产业,意味着高额的媒介市场回报。尽管传媒巨头认为在中国这块市场竞争需要很高的成本,但他们都意识到在中国这块世界传媒巨头还没开拓的市场上充满机会。目前有越来越多的国外竞争对手把目标定在中国,随之而来的是我国自身的节目竞争力是否够强,生命力是否持久就变为急需探讨的问题。要想办好电视节目,须就其定位入手,好的受众定位直接关系到国产节目的生存发展问题。要想在此更好的突破,我们就得从外国娱乐节目的成功范例——美国MTV全球电视音乐网入手。
China is the world’s largest developing country, the world’s future manufacturing center and consumer powerhouse, the last virgin land in the world media industry. The large population is the consumption potential of media products. The cultural accumulation to be developed is the potential of resources. Developing the media industry in China means a high return on the media market. Although media giants believe that the cost of competing in this market in China is high, they all realize that there is plenty of opportunity in a market that has not yet been opened up by China’s media giant. At present, more and more foreign competitors set their targets in China. What follows is whether China’s own program competitiveness is strong enough or not, and whether the vitality of the program has become an issue that urgently needs to be explored. To do a good job of television programs, we must start with its positioning, good audience positioning is directly related to the survival and development of domestic programs. In order to make a better breakthrough here, we start with a successful example of a foreign entertainment program, the MTV Global TV Music Network.