中美电视媒体应对新媒体挑战的比较研究  

Research on the Challenge of Television Media versus New Media in the US and China

作　　者：赵黎黎[1,2] 

机构地区：[1]央视市场研究(CTR)媒介智讯 [2]北京大学新闻与传播学院

出　　处：《广告大观（理论版）》2016年第3期19-24,共6页Journal of Advertising Study

摘　　要：中国电视媒体的广告收入总额从2013年开始呈现负增长的趋势,国内各种"唱衰"电视媒体的言论也层出不穷。业界对行业的未来也充满担忧和迷茫。然而,作为传媒大国的美国,新媒体的发展处于世界领先水平,而其电视媒体的广告收入虽然增速有所下滑,但仍处于增长状态。本文将对中美电视媒体面对新媒体挑战的举措进行对比,并总结分析中美两国电视媒体经营发展趋势不同的原因。Chinese TV media advertising revenue shows a negative growth trend from the year of 2013. The industry＇s future s full of worry and confusion. However, as a media superpower, American new media in the world is in a leading level, while the advertising revenue of its TV media is still in the increasing state, although the growth rate has declined too. The article compares the Chinese and American TV media＇s ways to deal with the challenges of the new media, and it summarizes the reasons for the differences in the development trend of China and the United States

关 键 词：电视媒体 新媒体 中美比较 

分 类 号：G229.1[文化科学]