近年来,策划、实施大型活动颇受电视媒体青睐,各地、各家电视台不断推出形式多样的“活动”。这一股股“活动”浪潮,已成为中国电视媒体扩大影响、抢占市场份额的有效手段。因为“搞活动”势必有助于电视媒体在短时间内聚合受众注意力,提高收视率,提升品牌美誉度,扩大社会影响,从而获得竞争优势。 In recent years, the planning and implementation of large-scale activities are popular with the television media. All localities and various TV stations have continuously launched various forms of “activities.” This wave of shares “activity ” has become an effective means for China’s TV media to expand their influence and seize market share. Because “engage in activities ” is bound to help the television media in the short term aggregate audience attention, improve ratings, enhance brand reputation, expand social influence, thereby gaining competitive advantage.