自制剧:电视台博弈的新载体——以电视剧《丑女无敌》为例  

Station-produced TV Series:A New Carrier of TV Station Competition——A Case Study of The Chinese Ugly Betty

作　　者：李琦[1] 刘婷[1] 

机构地区：[1]湖南师范大学新闻与传播学院,湖南长沙410081

出　　处：《湖南科技大学学报（社会科学版）》2011年第1期93-96,共4页Journal of Hunan University of Science and Technology(Social Science Edition)

基　　金：湖南省社会科学基金资助项目(2010YBB234)

摘　　要：面对日益严峻的媒介市场博弈,当下一些电视台都将发展的目光投向了自制剧这一特殊的电视剧类型。受众定位的草根化,制播体制的创新性与广告策划的植入式为湖南卫视自制剧《丑女无敌》带来了巨大的经济效益与社会收益,但同时也引发了一系列问题,这就需要避免无原则地迎合受众,克服仓促上马而粗制滥造,规避植入式广告的狂轰滥炸,从而实现自制剧的理想收益。Facing the increasingly severe media market competition,some TV stations begin to focus their attention on their own station-produced TV series.Audience orientation towards the grassroots,innovative broadcasting system and product placement in The Chinese Ugly Betty series have brought immeasurable economic and social profits to Hunan TV Station,but they have also triggered a series of problems.Hunan TV Station ought to achieve the maximum profits of its own series by avoiding catering to the needs of the audience in an unprincipled way,churning out any products in a haste and bombarding the TV series with embedded advertisements.

关 键 词：自制剧 《丑女无敌》 草根化 植入式广告 

分 类 号：G22[文化科学]