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近年来,随着新媒体的崛起,媒体竞争不断加剧,处于我国电视层级最末端的区县电视台面临越来越大的竞争压力。如何在不断加剧的竞争中完成宣传政策、服务社会、发展产业等任务,成为摆在区县电视台管理者面前的一道难题。本文以南京市江宁区广播电视台主办的大型电视公益综合节目《美丽乡村·幸福社区行》为分析对象,全面分析了该节目从2011年创办以来不断发展壮大,成为江宁老百姓欢迎的地方品牌节目的原因,为我国区县电视台充分利用媒体融合的大好时机,不断创新走出传统媒体框架的新模式、新方法,充分发挥媒体融合所产生的放大效应,提高竞争力和整体效应提供参考。
In recent years, with the rise of new media and increasing competition in the media, the television stations in districts and counties at the end of China’s television level are under increasing competitive pressure. How to accomplish the tasks of propaganda and policy, serving the society and developing industries in the ever-increasing competition has become a challenge for the administrators of the district and county TV stations. This article takes the large television public service comprehensive program “Beautiful Country and Happy Community” sponsored by Jiangning Radio and Television Station in Nanjing as the analysis object, and analyzes the program continuously from its establishment in 2011 to becoming a local brand program popular with Jiangning people The reason is to provide a reference for China’s district television stations to take full advantage of the opportunity of media convergence, innovate new modes and methods of getting out of the traditional media framework, give full play to the amplification effect brought by media convergence, and enhance their competitiveness and overall effect.