浅论三网融合背景下电视产业的发展

发布时间：2018-06-19 20:13

本文选题：三网融合 + 电视产业　；参考：《哈尔滨师范大学》2015年硕士论文

【摘要】：2001年3月15日,我国十五计划纲要第一次提出“三网融合”的概念,要求电信、电视和互联网逐步实现融合发展,由此推动我国媒介产业的快速升级。在随后十多年的时间里,我国政府部门又制定和实施了一系列政策措施,在经历了反复探讨和不断尝试之后,终于使媒介产业的三网融合活动进入了试点阶段。相信在不久的将来便可以广泛实施。这将成为未来一段时间内我国媒介产业发展的主要趋势,无论是对于我国媒介产业升级与发展,还是对普通民众生活和国家进步都大有裨益。电视作为我国四大媒介之一,在当前面临着以手机、互联网为代表的新媒介强烈竞争压力的情况下,尤其是自身政治宣传、舆论引导、新闻传播与文化教育功能不断弱化的情况下,更是要抓住三网融合的产业发展趋势,借助政策优势,加强电视产业的变革活动,推动我国电视产业的升级,增强其产业竞争力,发挥其应有的政治宣传、舆论引导、新闻传播与文化教育活动。基于此,文章以“浅论三网融合背景下电视产业的发展”为题,在简要论述三网融合的基本概念、融合模式以及与电视产业相关的制度内容的基础上,系统分析了三网融合背景下电视产业面临的机遇、挑战以及在此过程中所表现出的优势和不足之处,据此从节目制作、节目传播、媒体运营、媒体管理以及规章制度五个方面提出了三网融合背景下电视产业的发展策略。具体来说,目前我国三网融合活动主要通过NGB模式、合资公司模式与集控平台模式三种形式来实现的,呈现出多样化的特征。三网融合背景下,我国电视产业面临的发展机遇主要表现为打破行业壁垒,拓展电视业务范围;顺应网络化趋势,提高观众覆盖范围;加强行业间合作,提高电视内容制作与传播质量;行业间互通交流,节约电视媒体基础设施建设资源;以及成立合资公司,增强电视产业的业务开发与运营能力等等,由此为电视产业的升级提供了诸多机会。然而,要想抓住三网融合机遇,我国电视产业也面临着诸多挑战,包括从行政事业管理体制向现代化管理体制转型的挑战,从竞争走向合作的运营理念与运营方式转变的挑战,脱离政策保护而迎接激烈产业竞争的挑战,网络专用性与行业垄断优势不断消解的挑战等等。除此之外,电视产业在实施三网融合过程中,也存在一系列的优势和不足之处,其中优势包括长期积累起的频谱、内容与人才资源优势,长期建构起的网络技术、用户群体优势,长期积累起的节目制作与播出能力、公信力与控制力优势和电视产业所具有的政府支持的优势等等;而不足之处则包括缺乏明确的市场运营主体,运营经验不足,运营商盈利模式单一,媒体平台过渡依赖广告收入和节目传播能力有限。针对三网融合环境下所面临的机遇、挑战、优势与不足之处,我国电视产业应从五个方面加强变革活动,其中电视制作机构要与互联网公司合作成立节目策划与制作公司,联合电信运营商开发和实施新的业务内容,加强电视内容制作与传播的数字化转型;电视播出机构要利用互联网资源加强网络电视平台的建设,与电信运营商合作建构手机电视网络,与电信、互联网运营商建构互动播出平台;电视运营机构要加强NGB网络基础设施建设,加强对电信、互联网技术条件与基础设施的应用,逐渐实现电视运营系统“全国一张网”的目标;电视产业管理部门要逐渐脱离行政力量对电视运营的干预与保护,以竞争与合作的态度面对电信、互联网运营商,建立系统的电视产业综合目标价值体系;政府部门则要制定出系统的三网融合制度措施,制定出系统的行业进入标准,加强对新媒介平台中节目制作与传播的监督与审核活动等等。
[Abstract]:In March 15, 2001, China's fifteen plan outline proposed the concept of "three networks integration" for the first time, requiring the integration and development of telecommunications, television and the Internet to promote the rapid upgrading of the media industry in China. In the following more than 10 years, our government departments have formulated and implemented a series of policies and measures, which have experienced repeated exploration. After the discussion and continuous attempt, the integration of the media industry has finally entered the pilot stage. It is believed that it will be widely implemented in the near future. This will be the main trend of the development of our media industry in the future, whether it is the upgrading and development of the media industry in China, or the ordinary people's life and the progress of the country. As one of the four major media in our country, TV is facing the intense competitive pressure of the new media represented by the mobile phone and the Internet, especially under the circumstances of its own political propaganda, public opinion guidance, news dissemination and cultural and educational function weakening, it is more important to seize the industrial development trend of the integration of the three networks. We should strengthen the reform activities of the television industry, promote the upgrading of the TV industry in China, enhance its industrial competitiveness, and give full play to its due political propaganda, public opinion guidance, news dissemination and cultural education activities. Based on this, the article is on the basis of "discussing the development of TV industry under the background of the three networks integration", and briefly discusses the basic of the integration of the three networks. On the basis of the concept, the integration model and the system content related to the TV industry, this paper systematically analyzes the opportunities and challenges faced by the TV industry under the background of the three networks integration, and the advantages and disadvantages in the process of the TV industry, and then the five aspects of the program production, program communication, media operation, media management and rules and regulations are proposed. The development strategy of TV industry under the background of three network integration is put forward. In particular, the three network integration activities in China are mainly realized by the NGB model, the joint venture model and the centralized control platform mode in three forms, and the development opportunities of China's TV industry are mainly manifested in breaking the industry under the background of the triple network integration. Barriers, expand the scope of television business, adapt to the network trend, improve the coverage of the audience, strengthen inter industry cooperation, improve the quality of television content production and dissemination, interworking exchanges between industries, save the resources of the infrastructure construction of television media, and establish joint ventures, enhance the business development and operation ability of the television industry, and so on. The upgrading of visual industry provides many opportunities. However, in order to seize the opportunity of integration of the three networks, China's television industry faces many challenges, including the challenge from the administrative management system to the modern management system, the challenge of changing the operation concept and operation mode from competition to cooperation, and from the policy protection to meet the fierce production. In addition, the television industry has a series of advantages and disadvantages in the implementation of the triple network integration process, among which the advantages include the long-term accumulation of spectrum, the advantages of the content and talent resources, the long-term construction of the network technology, the superior user group. Potential, the long-term accumulation of program production and broadcasting capacity, credibility and control advantages and the advantages of the government supported by the television industry, and so on. The shortcomings include the lack of clear market operators, lack of operating experience, a single operating business profit model, media platform transition relying on advertising revenue and program communication ability. In view of the opportunities, challenges, advantages and disadvantages faced by the three network integration environment, China's television industry should strengthen the reform activities from five aspects. The television production institutions should cooperate with the Internet Co to set up program planning and production companies, joint telecom operators to open and implement new business content and strengthen the production of TV content. With the digital transformation of communication, the television broadcasting institutions should use the Internet resources to strengthen the construction of the network television platform, cooperate with the telecom operators to construct the mobile TV network, and construct the interactive broadcasting platform with the telecom and Internet operators. The television operators should strengthen the construction of the infrastructure of the NGB network, strengthen the technical conditions for the telecommunications and the Internet. With the application of infrastructure, the target of "national one network" of TV operation system is gradually realized. The TV industry management department should gradually break away from the intervention and protection of the executive power to TV operation, face telecommunications, Internet operators, establish the system of the comprehensive target value system of TV industry by competition and cooperation; the government department It is necessary to formulate systematic measures for the integration of three networks, formulate a system for industry entry standards, and strengthen supervision and audit activities on the production and dissemination of programs in the new media platform.
【学位授予单位】：哈尔滨师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G229.2-F

【参考文献】