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本文分析了地面影视频道面临的生存危机,指出地面影视频道必须直面挑战。一方面,注重运用“用户体验”的媒体融合元素,通过移动互联网技术开启电视互动新模式,吸引观众重回电视屏幕前,弥补电视媒体与观众沟通、交流、互动不足的短板,促使观众从内容的接受者变成参与者、体验者甚至是创造者;另一方面,深耕本土,及时转型升级,构建自己的核心竞争力。只有这样,地面影视频道才能在激烈的竞争中赢得发展空间,实现向卓越媒体、一流媒体的转型。
This article analyzes the survival crisis facing terrestrial video channels and points out that terrestrial video channels must face the challenge. On the one hand, focusing on the use of media convergence elements of “user experience ”, opening a new mode of TV interaction through mobile Internet technology, attracting audiences back to the front of the television screen, making up shortages of communication, interaction and interaction between the television media and the audience, Audience from the receiver of the content into participants, experience and even creators; the other hand, deep plowing the local transformation and upgrading in time to build their own core competitiveness. Only in this way can terrestrial video channels win the development space in the fierce competition and realize the transition to excellent media and first-class media.