“开年大戏”概念的出现,是电视媒体策划、营销的产物。它的内涵是指电视媒体经过精心策划与制作,在新年伊始隆重推出的内容厚重、艺术上乘、制作精良,并可望具有较高收视率的长篇电视连续剧。“开年大戏”虽然是近两年才流行并日益引起电视圈内外关注的概念和话题,但理论常常是落后于实践,“开年大戏”实际已经存在了十余年。以中央电视台为例,1998年初,央视播出《水浒传》可视为第 “New Year operas ” concept appears, is the television media planning, marketing product. Its connotation refers to the television media has been carefully planned and produced at the beginning of the New Year solemnly launched a heavy, good art, well-made, and is expected to have a high ratings of the long TV series. Although the concept of “Opening Night” is only popular in the recent two years and has aroused more and more attention in the TV circle, the theory is often lag behind in practice. To CCTV, for example, in early 1998, CCTV broadcast “Water Margin” can be seen as the first