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在大力推进广播电视产业化进程的背景下,目前全国电视经营已经形成多频道化的竞争格局,电视频道经营已经成为不可逆转的发展趋势。加上信息全球化的趋势,与国际接轨已经是我国媒体必须迎接的现实。本文以广东电视台体育频道为例,对其生存环境、频道经营状况、发展趋势进行研究,包括营销定位、品牌打造、机遇合作与良性竞争等四个方面,探析电视频道经营与国际接轨的应对策略。
Under the background of vigorously promoting the industrialization of radio and television, at present the television industry in the country has formed a multi-channelized competitive landscape. The operation of television channels has become an irreversible trend. Coupled with the trend of globalization of information, with the international standards is already the reality that our country’s media must meet. This article takes the sports channel of Guangdong TV Station as an example to study the living environment, channel management status and development trend, including marketing positioning, brand building, cooperation in opportunity and healthy competition, and to analyze the strategies of TV channel management and international standards .