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我国的电视台从一开始就是按照行政区域级别来设立的,包括中央级、省级、地市级及县市级电视台四级。与省级、中央级电视台相比,市级电视台具有明显的劣势:一是节目覆盖的限制。市级电视台节目覆盖的区域绝大多数是本市行政区域,受众面小。二是资金、技术、人力资源明显不足。三是节目结构和供应都较为单一。随着现代电视技术的迅猛发展和国家产业政策的调整,市级电视台同时面临着境外媒体、网络媒体、平面媒体日益激烈的竞争。但是,市级电视台的地方性,既是市级电视台的局限,又是市级电视台的立身之本。市级电视台要获得生存和发展,必须实施本土化发展战略,发挥自身优势,凸显地方特色,打造自己的核心竞争力。
The television station in our country was set up from the very beginning according to the level of the administrative region, including the four levels of the central, provincial, prefectural and county level television stations. Compared with the provincial and central level television stations, municipal television stations have obvious disadvantages: First, program coverage limits. The vast majority of the area covered by municipal TV programs is the administrative area of this Municipality with a small audience. Second, there is a clear lack of funds, technology and human resources. Third, the program structure and supply are more single. With the rapid development of modern television technology and the adjustment of national industrial policies, municipal TV stations are also facing increasingly fierce competition from overseas media, online media and print media. However, the local nature of municipal TV stations is not only the limitation of municipal TV stations but also the foundation of municipal TV stations. To obtain the survival and development of municipal TV stations, local development strategies must be implemented, giving play to their own advantages, highlighting local characteristics and building their own core competitiveness.