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曾有学者提出“电视的本体是新闻”。且不说这一说法全面与否,但它反映了这样一个事实:在电视诸多节目中,新闻节目无可置疑地发挥着主体和骨干的作用。 在过去媒体少,凭借声画合一的优势,电视新闻成了观众接受信息的主要渠道。观众的选择余地小,收视相对集中,在当时的情况下,电视新闻节目必然会成为各电视台收视率最高的节目。但是今天,媒体越来越多,内容丰富、形式多样,为观众和读者提供了极大的选择空间。在这种情况下,那种大路货,老面孔电视新闻节目就很难再赢得观众的青睐了。电视新闻若想在激烈的市场竞争中赢得成功、一要靠节目质量,二要靠建立、维护新闻节目的品牌效应。电视新闻节目与其它电视节目和媒体一样,也进入了品牌竞争的时代。
Some scholars have put forward the “TV’s ontology is news.” Not to mention the fact that this statement is comprehensive or not, but it reflects the fact that news programs undoubtedly play a key and key role in many television programs. In the past, there was a small amount of media and television news became the main channel for audiences to receive information by virtue of the unity of sound and picture. The viewer’s choice is small and the viewing is relatively concentrated. At the time, the television news program is bound to become the most watched television show. But today, more and more media, rich content and diverse forms provide great space for audiences and readers. Under such circumstances, the old-fashioned television news program would hardly win the favor of the audience anymore. If TV news wants to win the success in the fierce market competition, depend on the quality of the program one, depend on establishing, safeguard brand effect of news program. TV news shows, like other television shows and media, have also entered the era of brand competition.