编者按近年来,新兴媒体形式层出不穷,强势分割。经济新常态下,各行业均面临着不同程度的冲击和考验,电视媒体亦是如此。与此同时,作为电视媒体广告营销的目标对象,广告主市场也发生了极大的变化,其广告投放行为已经从过去的高举高打逐渐转变为精准化、多样化。在这样的背景下,电视媒体广告市场的争夺更趋白热化,单纯依靠传统广告经营模式已无法持续支撑频道的高位运营。纵观当今媒体形式的变化,其本质不在于媒介形式的争夺,而是在于传播内容 Editor In recent years, emerging media forms emerge in an endless stream and are strongly divided. Under the new economic normal, all industries are facing different levels of impact and test, as are the television media. At the same time, as the target audience of TV media advertising and marketing, advertisers’ market has also undergone tremendous changes, and its advertising behavior has gradually changed from being held high in the past to becoming more precise and diversified. In this context, television media advertising market competition intensified, relying solely on the traditional advertising business model has been unable to sustain the high channel operations. Looking at the changes in today’s media landscape, the essence is not in the media form of competition, but in the dissemination of content