2015年中国电视媒体融合发生了前所未有的变化。本文以实证资料和数据为基础,从整体态势、热点和创新、发展趋势三个部分观照2015年电视媒体融合的发展。从整体态势看,在国家战略部署的高度下,中国传统广电通过各种路径的市场化探索,开始从局部渠道拓展向整体产业融合转变。从热点和创新看,电视媒体融合在业务、内容、生产流程、市场经营等层面上的表现可圈可点:微融合大连接,微信摇电视和微电视成为2015年业务融合的一个新亮点;电视娱乐内容的IP化和电视新闻的数据化是内容融合突出的表现;中央厨房式全媒体生产代表了生产流程再造的方向;T2O电视+电商开拓了市场经营的新模式。最后,报告从四个方面阐述了中国电视媒体融合的发展趋势,即格局上两极分化,“造船出海”与“借船出海”并行,互联网电视成为未来融合业务重点以及跨屏移动端商业经营空间巨大。
<<2015 has witnessed the unprecedented integration and development of China’s television medias. Based on empirical documents and datas,this paper probes into the integration of China’s television medias in 2015 from perspectives of the overall situation,highlights of innovation and the development trend. In light of the overall situation,the traditional radio and television stations started to shift from exploring partial channels to the integration of the whole industry. From highlights of innovation,WeChat Shake TV and Micro Television has become the brightest spots of business convergence in 2015,which connects the traditional medias with internet users in a wider range. The intellectual property commercialization of television entertainment programs and digitalization of television news are the major reflections of content integration between traditional and new medias. All-media content production in a central-kitchen pattern represents the orientation of production process. T2O television combined with electronic business has explored a new marketing pattern. Finally,the report demonstrates the development tendency of China’s media integration,which is the polarization in development pattern—traditional media seeking development either by building up its own platform or borrowing an existing platform. The internet television has become a prominent business and the mobile terminal has a promising future in commercial operation.
<<