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目前,在电视媒体的收入来源中,广告收入是主要部分,很多电视媒体的广告收入占全部收入的比重达70%以上,其他收入统共不足总量的30%。但我们也要看到广告收入这块蛋糕的局限性。2009年摩根士丹利关于中国媒体的报告称,新浪和搜狐两者广告收入总和在五年前仅为中央电视台广告收入的5%,五年后这个数字已经增长为中央电视台广告收入的五分之一。广告市场这块“蛋糕”的分食者越来越多,竞争越来越激烈,广告经营收入的增长速度日趋放缓。要满足电视事业发展的长久需要,顺应产业结构调整的发展趋势、拓展多元化的经营渠道获取多元收入,已经成为电视媒体的重要选择之一。
At present, advertising revenue is the major part of the revenue sources of the television media. Many television media advertisements account for more than 70% of total revenue while other revenues collectively amount to less than 30% of the total. But we also want to see the limitations of this cake of advertising revenue. In 2009, Morgan Stanley’s report on the Chinese media said that the sum of advertising revenue between Sina and Sohu was only 5% of CCTV’s advertising revenues five years ago. After five years, this figure has risen to one-fifth of CCTV’s advertising revenue one. Advertising market this “cake ” more and more diets, competition more and more intense, advertising revenue growth is slowing. To meet the long-term needs of the development of the TV industry, conform to the development trend of industrial restructuring and expand the diversified operating channels for diversified income, it has become one of the important choices for the television media.