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    中国广电媒体融合发展报告(2021)

    摘要

    2020年,新冠肺炎疫情为媒体融合的业态带来了一次重要的梳理节点,政策层面的扶持和受众数字化进程的加速推进,促使广电媒体融合持续快速向纵深发展。通过整合广电节目生产、传播、互动、引领等维度的数据,本报告从电视收视、短视频、微博、微信以及自有客户端五个维度,对广电媒体融合传播及其效果进行科学的衡量。通过构建融合传播指数,可以看到2020年广电媒体融合传播量不断高涨,以省级台为代表的广电媒体不仅在大屏主场掌握主流媒体的话语权,在小屏端也以创新引领更高质量的发展,呈现短视频热度攀升、自有客户端加速线上化进程、头部效应不断彰显等特点。

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    Abstract

    The COVID-19 pandemic made it necessary and possible to have a full review of the media convergence in 2020,the regulatory supports and the accelerated process of digitalization of the media industry enabled a speed-up in-depth development of the media convergence in the broadcasting industry. With the integrated use of data from production,broadcasting,interaction and influence of the TV and radio programs,this report will make a scientific assessment of the media convergence from the perspectives of media consumptions of TV,short-video,weibo,wechat and Apps. As it is indicated by the media convergence indices,in 2020,the news media came to a record high in terms of media convergence performance,the provincial stations performed well on the traditional TV screen while making innovation on the mobile Apps,and the features of the media convergence development were observed as that the short-videos by the provincial stations became popular among the App users,the production and promotions of independent Apps were completed on-line,the leading Apps continued to have more and more market shares and the well-known convergence media saw a overwhelming development.

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    作者简介
    丁迈:丁迈,中国广视索福瑞媒介研究有限责任公司董事、总经理,中国传媒大学教授、博士研究生导师,主要研究方向为应用统计、传播心理测量、抽样调查、精确新闻报道。
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