华语电视在马来西亚:市场竞争与社会整合  

Chinese Television Medias and Programs in Malaysia: Market Competition and Social Integration

作　　者：梁悦悦[1] 

机构地区：[1]清华大学新闻与传播学院,北京100084

出　　处：《东南亚研究》2014年第4期93-99,共7页Southeast Asian Studies

基　　金：国家社科基金重大项目"中华文化的海外传播创新研究"(14ZDA056)

摘　　要：马来西亚自1963年首家电视台开播至今,已形成了国营与私营,免费与收费,地面与卫星、网络电视并存的电视业版图。随着国营电视影响力的下降,其华语电视市场已呈现出以私营媒体为主导的,免费地面频道8TV、NTV7与收费卫星电视Astro"三足鼎立"的繁荣态势。上述媒体在针对华人受众展开内部、外部竞争的同时,也扮演着推动马来西亚社会整合的重要角色。目前,相关媒体正通过整合本地资源、开展国际合作等手段,提升华语电视产业的整体实力,力求在复杂的政治、文化环境中,求得平衡政策与市场压力,兼顾国家与族群利益的中庸道路。Malaysia has formed a TV territory where public and private,free and paid,as well as terrestrial,satellite and IP TV coexist since the first TV station broadcast in 1963. Meanwhile,with the declining influence of public television,Malaysian Chinese television market has shown a prosperous situation leaded by private TV,with three pillars of free terrestrial channels 8TV and NTV7 as well as paid satellite TV Astro. While competing internally and externally for the Malaysian Chinese audience,the TV medias above also play an important role in the social integration of Malaysia. At present,through integrating local resources and promoting international cooperation to enhance the overall strength of Malaysian Chinese television industry,related TV medias are seeking the middle path to balance the political pressure with market pressure,national interests with minority interests in the complex political and cultural environment.

关 键 词：马来西亚 华语电视 历史发展 受众竞争 社会整合 

分 类 号：D634.338[政治法律—政治学]