网络电视台发展研究

发布时间：2018-02-25 23:29

本文关键词： 网络电视台发展新媒体竞争环境　出处：《吉林大学》2017年硕士论文　论文类型：学位论文

【摘要】：新媒体的不断发展给传统电视媒体带来了巨大的挑战,但同时也蕴含了新的机遇。网络电视台在互联网时代中,具有很大的发展潜力。本选题从网络电视台的发展现状、特点、竞争环境、内容生产、盈利模式、未来发展方向等方面进行了分析。近几年网络已经完全融入到人们的生活当中,随着网络用户不断地增加,这也在很大程度上影响着媒体的发展。传统电视台在广告收益和受众收视率方面都受到了非常大的冲击,而在这个过程中出现的网络电视台无疑具有广阔的发展前景。现在各省级电视台都意识到了网络电视台的重要性,而且也在积极寻求最适合的发展模式。可以说网络电视台已经逐渐影响我们的生活,但是在发展中依然存在很多问题。虽然网络电视台有国家政策的支持和传统电视台的内容保障,但是从根本上并没有突破传统的传媒模式,依然存在定位不准确、盈利模式模糊等问题,并且由于成立时间较晚,面对腾讯、乐视、爱奇艺等视频门户网站的冲击,网络电视台并没有绝对性的优势。所以要想在激烈的市场竞争中站稳,就要明确自身定位、关注用户的需求和体验、注重和网友之间的互动沟通同时也不能忘记自己承担的社会责任。本文通过分析网络电视台现有的特点和问题,与传统电视台、视频门户网站进行对比,分析其在发展中遇到的问题,并根据实例提出网络电视台在内容上应该做出何种变化,探讨适合其发展的方向。面对激烈的市场竞争,网络电视台应该不断寻找自身的问题,只有根据自身特点找到适合的发展方向,适应新媒体的传播规律,遵循新媒体传播环境下的信息消费习惯,才能有效的推动传媒行业的发展。
[Abstract]:The continuous development of new media brings great challenges to traditional TV media, but also contains new opportunities. In the Internet era, network television stations have great development potential. The competitive environment, content production, profit model, future development direction and so on are analyzed. In recent years, the network has been fully integrated into people's lives, with the increasing number of network users, This, to a large extent, also affects the development of the media. Traditional television stations have suffered a great impact in terms of advertising revenue and audience ratings. And the network television stations that emerged in this process undoubtedly have broad prospects for development. Now all provincial television stations have realized the importance of network television stations. And they are also actively looking for the most suitable development model. It can be said that network television stations have gradually affected our lives. However, there are still many problems in the development. Although network television stations have the support of national policies and the content protection of traditional television stations, they have not fundamentally broken through the traditional media model, and still have inaccurate positioning. The profit model is vague, and because of the late establishment time, facing the impact of Tencent, Letv, iqiyi and other video portals, network TV stations do not have an absolute advantage. So they want to stand firm in the fierce market competition. We should clearly position ourselves, pay attention to the needs and experiences of users, pay attention to the interaction and communication with netizens, and also not forget our social responsibilities. This paper analyzes the existing characteristics and problems of network television stations, and with traditional TV stations, This paper compares the video portal, analyzes the problems encountered in its development, and puts forward what kind of changes should be made in the content of the network TV station according to the examples, and probes into the direction suitable for its development. Network TV stations should constantly look for their own problems, only according to their own characteristics to find a suitable direction of development, adapt to the new media dissemination law, follow the new media communication environment under the information consumption habits, In order to effectively promote the development of the media industry.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G220.7

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