浅析新媒体语境下传统电视剧产业的发展空间.doc

摘要:如今，在竞争日益激烈的电视剧市场中，检验一部电视剧是否能够担当“热播剧”的重要标准，除了其引发的社会反响是否堪称强烈外，亦可从行业角度客观鲜明地归纳为“两个率”：即电视台播出剧集的“收视率”——这自然是首当其冲且毋庸置疑的评判手法，而剧集在视频网站上的“点击率”则以当仁不让的“后起之秀”姿态，成为最直接反映该剧受欢迎程度的“前沿阵地”。

　　新媒体时代的到来改变了传统媒体生态格局，尤其对电视剧产业而言，在载体、内容、营销、观众等方面都发生了重大变化。新媒体在给传统电视剧带来冲击与竞争的同时，也促进电视剧营销模式的发展。在新媒体语境下，电视剧的传统运行模式发生着应变，传统电视格局需要与新媒体融合，才能发挥更大的才能。《探析新媒体语境下传统电视剧产业的发展空间》就是基于这样的背景意义下产生。

关键词：新媒体、传统电视剧、融合

Abstract:Nowadays, to test that whether a TV play is a ‘popular TV play’ in the increasingly competitive TV market could be from two standards, one is that whether it gets a strong social response, another is the ‘two rating’ reduced objectively and clearly from the industry point of view, that is ‘audience rate’ of the drama series presented by TV station, which is naturally first and undisputed evaluation method. And as a ‘raising star’, its ‘Click rate’ on video website doesn’t decline to shoulder its responsibility to become the most direct way to reflect its popular degree.

The new media age has changed ecological pattern of traditional media, especially in terms of TV Industry that carrier, content, marketing, audience etc all have major changes. While having brought impact and competition to traditional TV play, the new media has also promoted the development of the marketing model of TV play. In the context of new media, the traditional operational mode of the TV play is straining so that it could exert more capability only when the pattern of traditional TV integrates with the new media. The Development of Traditional TV Industry in the Context of New Media is just base on such a background and significance.

Key words: new media  traditional TV play  fuse

　　　毫无疑问，当前及今后一个时期，随着数字技术、通讯技术的发展，IPTV、网络电视、手机电视、移动电视、户外大屏等新媒体样式相继出现，我们已经处在了一个新媒体所营造的语句中。新媒体一方面对传统媒体产生了极大冲击，改变着传媒的格局与生态；另一方面，也对社会经济各个领域产生着极大的冲击，创造着新的社会生活景观。可以说，今后一个时期，新媒体的影响力还将加速提升。新媒体的时代已经到来。

　　　新媒体时代的到来改变了传统媒体生态格局，尤其对电视剧产业而言，在载体、内容、营销、观众等方面都发生了重大变化。新媒体在给传统电视剧带来冲击与竞争的同时，也促进电视剧营销模式的发展。新媒体与电视剧形成怎样的变化关系？在新媒体语境下，电视剧的传统运行模式如何应变，未来创新空间何在？如何融合新媒体与电视剧传统运行模式等？《探析新媒体语境下传统电视剧运行模式的生存与发展》就是基于这样的背景意义下产生。