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电视播出“栏目化”的现象虽已出现多年,但近些年来这一趋势越发明显,并呈现出百花齐放、争奇斗艳的局面。有的电视台甚至以“电视杂志”的形式,不断地推出一些新颖、独特的栏目,以期吸引更多的观众。毋庸置疑,精品栏目一旦确立,其宣传效果自然是一般电视栏目所不能比拟的,它既能成为电视观众热切关注的著名“品牌”,又可成为电视台的形象标志和提高收视率的重要手段。形式总是为内容服务的。我们应当杜绝那种单纯为形式而追求形式的浮夸做法,然而,电视毕竟是一种大众媒体,为使广大电视观众喜闻乐见,为使优秀的电视节目能有更高的收视率,采用“栏目化”则不失为一种行之有效的好办法。因此,对电视栏目进行精雕细刻抑或适当的包装和筛选,就显得很有必要了。令人高兴的是,电视理论界已对这个问题进行多方的考察、分析和研究。北京师范大学艺术系张同道博士主持的“电视栏目文化研究”,便是1997年全国艺术科学规划办公室批准的“九五课题”之一,现已取得了一些初步的成果。本刊将陆续发表这一课题的研究论文,以期引起电视界的注意;同时,也希望借此机会听取大家的意见,使研究更加深入,更加全面。我们深信,这样的讨论,对身在电视台一线的广大同仁,将会有启迪意义的。
Although the phenomenon of “sectioning” on television has appeared for many years, this trend has become more obvious in recent years and shows a flourishing and contested scene. Some television stations have even introduced some new and unique sections in the form of “TV magazines” to attract more viewers. Undoubtedly, once the quality section is established, its publicity effect is naturally unmatched by the general television section. It can not only become the famous “brand” that the television audiences are earnestly concerned about, but also can become the image sign of the television station and an important means to enhance the audience rating. The form always serves the content. We should put an end to the exaggerated practice of merely pursuing the form and form. However, after all, television is a kind of mass media. In order to make the audience feel loved and loved by the general public and to make excellent television programs enjoy higher ratings, “Is a good way to work well. Therefore, it is necessary to carefully carve or properly package and screen television programs. Happily, the television theory community has conducted various investigations, analyzes and studies on this issue. The ”Study on the Culture of TV Columns,“ chaired by Dr. Zhang Tongdao, art department of Beijing Normal University, was one of the ”Nine-Five Questions" approved by the National Arts and Sciences Planning Office in 1997 and some initial achievements have been made. The publication of this issue will be published research papers, with a view to drawing the attention of the television industry; the same time, I also hope to take this opportunity to listen to everyone’s opinions so that the study more in-depth, more comprehensive. We are convinced that such discussions will have enlightenment to the vast majority of my colleagues who are on the front line of television stations.