【摘要】“独播剧”是由一家电视台支付具有竞争优势的垄断价格支配某电视剧的播出权等权利的一种电视经营策略。本文是为了研究“独播剧”对于各电视台运营所产生的影响。电视剧独播的背后有以下原因：一是电视台重夺电视剧生产话语权的需要，二是受众需求的变化，三是竞争的加剧，四是“千台一面”现象的迫切要求。一方面，“独播剧”缩短了投资回收周期，有助于树立品牌形象，有助于提高广告收入；另一方面，“独播剧”模式也存在着巨大的运营风险，成本的回收并非一帆风顺。“独播剧”的本质是垄断竞争和寡头竞争，它加速了省级卫视的超级媒体集团的步伐，它加速了省级卫视的超级媒体集团的步伐，而本文以江苏卫士为例，对“独播剧”进行了一定的分析。
【关键词】江苏卫视；独播剧；电视策略；省级卫视
ABSTRACT：“Exclusive play” is a TV management tactic which made by the TV station. By this way, the TV station has the right to broadcast the TV exclusively for the paying monopoly prices. The purpose of this thesis is to discuss the influence on the “exclusive play” with the examples of different TV station. There are several reasons for the exclusive play. First, the TV station needs the TV series production discourse. Second, the view’s requirement change. Third, the competition becomes stronger. Forth, the phenomenon of the same picture in the TV need to be changed. On one hand, the “Exclusive play” shortens the return on vestment, establishes good brand image and increase the income of the ad. On the other hand, it also has huge operating risk. The nature of the “Exclusive play” is monopolistic competition and it makes the provincial satellite TV to be stronger. This thesis offers an example of JSSC, and it gives the analysis to the “exclusive play”.
KEY WORDS：JSBC；Exclusive play；TV strategy；Provincial satellite TV
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