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一直以来,广告专业媒体对央视和省级卫视给予了高频次的关注,而在我国广电行业有其他媒体难以替代地位的城市电视台却表现得默无声息……某种意义上,作为国内媒体大鳄的央视,城市电视台确实是小巫见大巫,而省级卫视又垄断了“上天入地”(卫星传输)的网络资源,市场覆盖能力也不容小窥,众多城市电视台将何去何从,令很多置身其中的人们深感不安。城市电视台其实有着央视和省级卫视无法企及的优势,最为显著的特征是其栏目的贴近性、目标受众的针对性,区域市场广告实效传播力强,发挥这样的优势应该是目前城市电视台广告经营的要务。然而,对于不甘现状、欲在央视和省级卫视的广告大餐中赢得更多份额的城市电视台来讲,在发挥其核心竞争优势的同时,应该加紧思考并尽快付诸实施构建强势品牌传播平台,确立跨地区、多层次的区域性发展战略。
All along, the advertising professional media CCTV and provincial-level satellite TV gave high-frequency attention, but in our radio and television industry is difficult to replace other cities in the status of media stations have shown silent ... In a sense, as the domestic media Predators CCTV, the city television is indeed a trivial find, and the provincial satellite TV monopoly of “heaven into the earth” (satellite transmission) network resources, market coverage capacity can not be glimpse into the many city television stations where to go, so many exposure The people are deeply disturbed. In fact, CCTV and provincial TV stations can not match the advantages of TV, the most notable feature is the closeness of their columns, targeted audiences targeted regional advertising effectiveness spread effectively, to play such an advantage should be the current urban television advertising The important task. However, for the unwilling status quo, want to win more share in CCTV and provincial satellite TV commercials in terms of speaking, in its core competitive advantage, we should step up thinking and put into action as soon as possible to build a strong brand communication platform , Establish cross-regional and multi-level regional development strategy.