论文部分内容阅读
进入新世纪后,大力开发和推广节目质量高、传送成本低、频道容量大的数字电视,已成为必然选择,它既给城市电视台影视频道带来难得的发展机遇,客观上也成为城市电视台影视频道必须应对挑战的战略转折点。在浙江省城杭州,目前装载数字机顶盒的家庭,最多能够接收的频道数量达到100余套,受传者选择余地愈来愈大,传播市场开始由卖方市场转向买方市场。央视有电视剧频道、音乐电视频道、足球频道、休闲频道、卡通频道、财经频道、京剧频道、首映电影频道等付费频道供观众选择, 上海、湖南、广西、江苏、安徽等省级以上卫视节目也竞相争夺观众的眼球,客观上极大地冲击了城市电视台的收视率和市场份额。特别是大量影视剧可以通过点播平台播出, 对城市电视台影视频道的生存空间带来了极大挑战。杭州电视台影视频道几年来曾在节目编排上作过一些原创性的探索,形成较强的专业特色,从2002年1月1日至2004年 12月上旬,根据AC尼尔森数据统计,影视频道晚间平均收视率一直列杭州地区主要频道前列。但2005年上半年,随
After entering the new century, it has become an inevitable choice to vigorously develop and promote digital television with high quality, low transmission cost and large channel capacity. It not only brings a rare opportunity for the development of the television channel of the city television station, Channel must meet the strategic turning point of the challenge. In Hangzhou, Zhejiang Province, the current family of digital set-top boxes can receive up to 100 channels in total. The number of receivers who choose is getting bigger and bigger, and the transmission market begins to shift from the seller’s market to the buyer’s market. CCTV channels include TV channels, music and TV channels, soccer channels, leisure channels, cartoon channels, financial channels, Beijing opera channels, premiere movie channels and other paid channels for audience selection, Shanghai, Hunan, Guangxi, Jiangsu, Anhui and other provincial-level satellite TV programs Also competing for the audience’s attention, objectively greatly affected the ratings and market share of the city television station. In particular, a large number of films and TV programs can be broadcast via the on-demand platform, which brings great challenges to the living space of the television channels of urban television stations. Hangzhou TV channel in the past few years have made some original programming in the exploration, the formation of a strong professional characteristics, from January 1, 2002 to early December 2004, according to AC Nielsen statistics, night video channel average The rating has always been in the forefront of major channels in Hangzhou. But in the first half of 2005, with