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电视媒体活动因其较强的参与性、互动性、娱乐性、多维性及不可预见性而有别于一般的常态节目,具有更强的吸引力、感染力和传播力,容易拉近媒体与观众之间的距离,是大众传播的一种有效方式。有新意、有品位的活动,不仅可以有效实现社会化传播,创造收视奇迹,带来黄金效益,更能树立起地方电视品牌形象。近些年来,我国的电视媒体的大型活动已开始逐步走向成熟。以活动来带动电视发展,来培育地方电视品牌已经成为目前广电媒体经营创新的趋势。
Due to its strong participation, interaction, entertaining, multidimensionality and unpredictability, the television media activities are different from ordinary normal programs in that they are more attractive, contagious and communicative, and are easily accessible to the media. The distance between the audience, is an effective way of mass communication. Innovative, tasteful activities, not only can effectively achieve social transmission, creating spectacle miracles, bring gold benefits, but also to establish a local TV brand image. In recent years, the large-scale activities of China’s television media have begun to gradually mature. Activities to drive the development of television to cultivate local TV brands has become the current radio and television media business innovation trend.