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近年来,城市电视台遭遇了无法回避的生存危机,在二三线城市直接运作电视媒体的我们更感切肤之痛。命脉所系的政治资源、经济资源甚至地缘资源逐步被强势的央视和卫视所蚕食。无奈之下,很多城市电视台不顾一切地走上自损形象的道路,播放了一些严重损害群众利益、影响广播电视社会公信力的虚假违法医疗、药品广告。面对这种严峻形势,突围成为了我们扬州电视台的必然选择,我们将这一选择称为“广告与市场的融合实验”。本文将对这一实验过程作一个小结,希望能和全国城市电视台的同仁引起共鸣。
In recent years, urban television stations have encountered an unavoidable crisis of survival. It is even more painful for us to directly operate the television media in second and third tier cities. The political resources, the economic resources and even the geo-resources that the lifeblood belongs to are gradually being eroded by the strong CCTV and the TV. In desperation, many urban television desperate to embark on the road of self-destruction image, broadcast some serious damage to the interests of the public, affect the credibility of radio and television society of false illegal medical and pharmaceutical advertising. In the face of such a grim situation, breakout has become our inevitable choice for Yangzhou TV Station, and we call this choice “a fusion experiment of advertising and the market.” This article will make a summary of the experimental process, hoping to resonate with colleagues of the national city TV station.