传媒经济视域下《中国电视报》的崛起与式微  

The Rise and Emergence of“CCTV TV Guide”in the Field of Media Economy

作　　者：马俊 MA Jun(School of Journalism and Communication,Nanjing University,Nanjing 210023,China;Journal Editorial Department,Weinan Normal University,Weinan 714099,China)

机构地区：[1]南京大学新闻传播学院,南京210023 [2]渭南师范学院学报编辑部,陕西渭南714099

出　　处：《渭南师范学院学报》2021年第6期86-93,共8页Journal of Weinan Normal University

基　　金：陕西省社会科学基金项目:“一带一路”背景下秦地文化对外传播研究(2019N016);陕西省社科界重大理论与现实问题研究项目:基于公共服务能力建设的陕西县级融媒体中心运营机制研究(2020Z127);南京大学新闻传播学院研究生科研项目:产业互联网背景下中国网络直播发展研究(2021GYB01)。

摘　　要：《中国电视报》作为电视伴生媒介的典型代表,它在电视媒介发展普及过程中扮演了重要的角色,也在中国报业史上留下了浓墨重彩的一笔。从传媒经济的视角而言,《中国电视报》的兴衰与其不同历史阶段的营收模式有关,正是发行模式和广告模式的变迁引发了《中国电视报》营收能力的变化,而这两大模式双双式微下其营收能力下降的核心因素是《中国电视报》受众市场的变迁与极化、广告市场的细分与萎缩。如果说经济因素是《中国电视报》日渐式微的直观可感因素,那么报纸媒介的时代洪流、电视影响力的日趋下降、受众媒介消费结构的改变则是其走向衰落的社会历史根源。As a typical representative of TV companion media,“CCTV TV Guide”plays an important role in the development and popularization of TV media,and also leaves a deep mark on the history of Chinese newspaper industry.From the perspective of media economy,the rise and fall of“CCTV TV Guide”is related to its revenue model at different historical stages.It is the change of distribution mode and advertising mode that has caused the change of“CCTV TV Guide”revenue capacity,and the core factor of the decline of revenue capacity under the overall weakening of these two models is the differentiation of“CCTV TV Guide”audience market and the shrinking advertising market.If economic factors are the intuitive and sensing factors of the gradual decline of“CCTV TV Guide”,then the torrent of newspaper media,the declining influence of television,and the change of the consumption structure of audience media are the social and historical roots of its decline.

关 键 词：《中国电视报》 伴生媒介 营收模式 营收能力 二元市场 

分 类 号：G216.3[文化科学—新闻学]