电视频道专业化在中国已推广多年,但各频道节目雷同、同质化竞争的问题一直没有本质改变。重频道轻栏目推广、栏目品牌意识的缺乏、忽视品牌培养的延续性等原因,是造成频道专业化发展滞缓的重要因素。在新媒体环境下,频道专业化的实现需要将频道专业化的清晰定位与具有个性的栏目相结合,通过精品化的节目制作,逐步形成频道清晰的专业定位。 TV channel specialization has been promoted in China for many years. However, the programs of all channels are similar and the issue of homogenization competition has not changed in essence. The promotion of heavy channel light column, part of the lack of awareness of the brand, ignoring the continuity of brand training and other reasons, is caused by the slow development of channel specialization is an important factor. Under the new media environment, the channel specialization needs to combine the clear positioning of the channel specialization with the personalized columns to form a clear and clear professional positioning through the elaborate program production.