新媒体背景下城市电视台发展转型探究 ——以长株潭城市群为例

当前城市电视台的发展面临着省级卫视和中央台的双重挤压,发展方式的转型迫在眉睫,新媒体的崛起为城市电视台的发展提供了新的契机、平台和市场。借助新媒体,城市电视台的发展转型可从以下几个方面进行:在节目生产上可侧重本土区域文化的开掘,强化节目的区域文化特色;在市场拓展上可合纵连横,推行区域媒体发展战略;在资本渠道上,可加强与社会资本合作,共同开发新媒体市场。

The Exploration on Developing Transformation of City TV Station under the Background of New Media——The Changsha-Zhuzhou-Xiangtan City Group as Example

The city television station’s development is facing with double squeeze caused by provincial satellite TV and central station,the transition on developing mode is imminent.But the rise of new media provides a new opportunity,platform and market for the development of city TV stations.With the help of the new media,the city TV stations’ transformation project should execute from the following aspects : On the program production,it can focus on the exploration of local regional cultural,strengthen the regional cultural features ; In market expansion,it can be combined into a whole,carry out the regional development strategy ; On capital channels,it can enhance the social capital cooperation,create the new media market by cooperation.