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    2019年广电媒体融合传播效果分析报告

    摘要

    2019年广电媒体从增量改革已跃变为存量技术及内容改革,媒体融合进入产业融合3。0阶段。如何测量和评估广电行业的媒体融合发展的进展与阶段性成绩是当下媒介、政务领域都非常关注的问题。从CTR网络传播力监测评估来看,广电媒体的视频类产品及生产布局在扩大,逐步在构建视听融合、新闻+多元化服务融合的产品模式,但头部产品的传播力和互联网企业的同类产品相比依然面临较大的压力。本报告重点分析了2019年38家省级以上广播电视台网络传播的现状和特点,希望能从行业观察的角度厘清现状、挖掘趋势,为广电媒体在新阶段的融合转型建言献策。

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    Abstract

    In 2019,radio and television media has changed from incremental reform to stock reform of technology and content,and the media integration entered into industrial integration stage 3.0. How to measure and evaluate the progress and stage achievements of media integration development in the radio and television industry is a very concerned issue in the field of media and government affairs. From the perspective of CTR network communication capacity monitoring and evaluation,the layout of video products and production capacity of radio and television media is increasing,and the product mode of audio-visual integration and news + diversified service integration is gradually being constructed. Compared with the similar services of Internet enterprises,the communication capacity of head products is still under great pressure. This paper focuses on the analysis of the current situation and characteristics of network communication of 38 radio and television stations at or above the provincial level in 2019,hoping to clarify the current situation from the perspective of industry observation,explore the trend,and make suggestions for the integration and transformation of radio and television media in the new stage.

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    作者简介
    王婷:王婷,央视市场研究(CTR)媒体融合研究总监;
    薛文晞:薛文晞,央视市场研究(CTR)媒体融合高级研究员。
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