摘要
当前,电视媒介发展呈现不平衡态势。在央视和省级卫视频道的不断扩容并向下延伸、数字网络媒体等新媒体形式不断涌现、境外电视媒体不断扩大落地范围的情况下,地方电视台必须选择多重销售策略,开拓多种经营渠道,因地制宜进行频道专业化、栏目本土化、节目制作创新化和经营市场化的改革。
At present, there is an unbalanced state in the development of TV. Under the circumstances of the expansion of CCTV and provincial satellite TV, frequent emergency of new media such as digital net- work, and the increasing influence of TV stations overseas, it is imperative for the local TV station to have divergent marketing strategies to diversify the channels of sales. It should take actions that suit local circum- stances to make specialization and localization programs, and should focus on the innovation of programs and reform in marketing.
出处
《黄石理工学院学报（人文社科版）》
2012年第2期12-14,28,共4页
Journal of Huangshi Institute of Technology:Humanities and Social Sciences
关键词
地方电视台
不平衡
多重销售
策略
TV station
unbalance
divergent marketing
strategy
