论文部分内容阅读
随着信息社会全面进入移动互联时代,卫视媒体过去引以为傲的广泛观众到达受到严峻挑战,观众不断流失造成经营发展困境,其核心原因在于卫视与用户之间的“连接失效”。如何通过品牌推广运营,提高卫视媒体的传播效能,快速将卫视媒体传统的观众转化为更具有移动互联时代商业价值的用户,成为当务之急。本文从渠道和语言两个方面分析卫视和用户之间“连接失效”的原因,探索移动互联给卫视重建观众连接带来的全新机会,并提出卫视品牌推广和IP化运营的相关思考。
With the information society entering the era of mobile Internet in an all-round way, the broad audiences proudly hit by the TV media in the past have come under severe challenges and the loss of audience has caused the difficulties in business development. The core reason lies in the “connection failure” between the TV and the users. How to promote the broadcasting media performance through the promotion of branding and quickly turn the traditional audience of TV media into users with more commercial value in the era of mobile Internet has become a top priority. This article analyzes the causes of “connection failure ” between satellite TV and users from two aspects of channels and languages, explores the new opportunities that mobile Internet brings to the reconstruction of audiences by TV, and puts forward some thoughts on the promotion of satellite TV and the operation of IP.