电视媒介资源整合
摘要
电视是20世纪最卓越的发明之一，作为迄今为止最强势的大众传播媒介，它已经彻底地渗透进了人们的生活，并成为促进现代社会变革的重要因素之一。然而，随着互联网的兴起，电视在面临着报、刊、广播等旧有传播媒介的激烈竞争的同时，正在受着来自以互联网为代表的新媒介的强烈挑战。并且，作为一个主权国家的强势传媒，电视担负着参与国际舆论竞争的重大任务。在风云诡谲的国际舆论环境与纷繁芜杂的媒介生态中，我国的电视媒介应该怎样生存与发展，是摆在广大电视界从业人员面前的重大课题。
在回答这个问题时，有必要确认这样一种理念：包括电视业在内的大众传媒业正处在一种全新的文化环境中，这种全新的文化环境以人类整体意义上的人文精神的复归为其根本特征。它反映到媒介生态中就是，各类传播媒介在技术创新时，无不将人本因素作为其首要考虑的因素之一。它反映到传播实践活动中就是，受众作为有个性的、能动的“人”的主体意识的觉醒，它促使了信息的传受方式由单向、机械的灌输模式向双向、个性的互动模式的转化，很大程度上消解了传统的信息传播的“中心——边缘”结构带来的资讯控制与垄断。它反映在媒介参与的公众生活中就是，要求媒体作为社会公器的呼声在不断加强，希冀媒介在人际交往、组织传播、社会的政治民主化进程中扮演更加公正的角色，使具有独特个性的受众享有更大的精神自由空间。如果站在这样一个大的背景下审视中国电视业，我们就会发现，中国电视业目前所面临的困惑，除了和中国的国情有关外，还自有其深层次的文化原因。虑于此，笔者认为，中国的电视业必须与时俱进，走内涵式的产业发展道路，以形成核心竞争力；中国的电视媒介实体应主动契合先进的文化思潮并为之呐喊，真诚地关怀观众，积极回应观众期待，努力成为社会进步的推动力量。
要实现上述目标，我国电视媒介只有在充分审视媒介内外环境的基础上，对现有可得资源进行整合。它具体包括媒介范围内的资源整合与媒介范围外的资源整合。
在媒介范围内，电视媒介要从频道、时间、节目、人力等方面整合自身资源。整合频道资源，首先必须进行科学的频道设计，使综合频道特色化、专业频道窄播化，并加速频道群的建设。整合时间资源，必须综合考虑观众的作息规律、生活方式、生活习惯、文化水平等因素，合理配置时间资源，要根据不同时段的最大收视群，整理出最重要时段播出节目的基本框架，注意培养观众的收视习惯。整合节目资源时，应特别注重对历史资料的利用，并进行精心的节目编排。电视媒介在整合人力资源时，首先应根据本单位发展的需要，科学的评估，合理的配置人力资源，其次应编制员工绩效考核计划，健全各种激励、约束和竞争机制，还应根据员工自身特点，为其制定合理的培训方案，以利于员工的知识更新。最后要营造良好、独特的企业文化氛围，为人才的成长创造宽松的环境。
在媒介范围内，电视媒介还要从报刊、出版、广播等传统传播媒介整合资源，这其中既包括信源利用的内容资源整合，也包括报道模式的技术资源整合。最后，在面对以互联网为代表的新媒体的挑战时，电视媒介必须学习“对手”的长处，从观念到运作模式等方面进行一系列变革，以适应新的媒介环境。
在媒介的外环境系统中，政治、经济、文化、科技、受众系统是对电视媒介影响最大的子系统，电视媒介理所当然应该整合一切可以整合的资源，把握环境整治，利用规则变动，顺应经济趋势，创新经营模式，秉承传统人文精粹，开掘传统文化资源，掌握最新科技，抓住市场机会，深度开发受众资源。
As the most powerful mass medium, television, one of the greatest inventions in the 20th century, has completely penetrated people's daily life and become one of the most important stimulative factors in the social reform. With the emergence of internet, however, television is confronted with double fierce challenges: the traditional mass medium, such as newspaper, magazines and broadcasting, and the newly developed mass media, especially internet. Being the dominant medium in a sovereign country, television is undertaking serious tasks presenting public opinions. Facing such complicate and variable circumstance, the undertakers in TV medium are urgently wanted to consider that how our television industry will exist and be developed in the cruel competition from other countries and the newly developed mass media at home.
Before answering this question, it's necessary to confirm a certain principle: The mass medium including television is involved in a completely new cultural environment, which is basically characterized by the return of the humanities spirit. Thus reflected to the mass media, all types of mass medium, unexceptionally consider the human factor as their initial considerations. Thus reflected to the spreading activities, the receiver as an individual and dynamic "human being" awakens in its consciousness. It urges the spreading of information transforming from one-way mechanic mode to double-way individual interactive mode, which also to a great extent clears up the information monopolization sprang from the traditional "centre--fringe" structure of the information transmission. Thus reflected to the public life involved by the mass medium, the voices declaring for media as public instrument are higher and higher, they wish media will play fairer role in personal communication, spreading organization and politics democratization. Therefore, the receiver with specific personality will enjoy more spiritual freedom.
Backing such a social environment, the puzzles now Chinese TV industries are confronted with have its deep cultural reasons except for the Chinese state conditions. Thus, according to the author, Chinese TV industry should follow the time pace, take the road of connotative development, and form its nucleus competitive power; the Chinese TV medium should integrate itself with the advanced cultural thoughts and cry out for it, honestly concern with the audience, actively respond to the audience expectation, and try all the best to become the promoting power of the social progress.
To realize the above-mentioned goals, TV medium has to thoroughly evaluate the situation around it, and adjust and integrate all presently available resources, including internal media resources and external media resources.
On the one hand, from the view of internal resources, TV medium has to adjust and integrate its channel, time, program and human resources. Firstly, as to channel resources, channels have to be designed scientifically to make sure that comprehensive channels possess their own features and professionalchannels specialize in one field, moreover, channel groups' construction has to be accelerated. Secondly, to reasonably arrange time resources, the audience's work and rest time, life style, habits, educational levels, etc. must be taken into consideration. With regard to different audience in different periods of time, the undertakers in TV medium have to set up a basic frame about the programmes showed in different periods, gradually making audience form the habit of watching TV in fixed time. Thirdly, while adjusting and integrating program resources, the undertakers must pay more attention to employing historical materials, arranging the programmes elaborately. Finally, for human resources, each unit has to meet the following three requirements: first of all, human resources should be scientifically evaluated and reasonably arranged in terms of the real need; then every unit should establish an effective checking mechanism for its staff and gradually perfect its stimulative, rest
在回答这个问题时，有必要确认这样一种理念：包括电视业在内的大众传媒业正处在一种全新的文化环境中，这种全新的文化环境以人类整体意义上的人文精神的复归为其根本特征。它反映到媒介生态中就是，各类传播媒介在技术创新时，无不将人本因素作为其首要考虑的因素之一。它反映到传播实践活动中就是，受众作为有个性的、能动的“人”的主体意识的觉醒，它促使了信息的传受方式由单向、机械的灌输模式向双向、个性的互动模式的转化，很大程度上消解了传统的信息传播的“中心——边缘”结构带来的资讯控制与垄断。它反映在媒介参与的公众生活中就是，要求媒体作为社会公器的呼声在不断加强，希冀媒介在人际交往、组织传播、社会的政治民主化进程中扮演更加公正的角色，使具有独特个性的受众享有更大的精神自由空间。如果站在这样一个大的背景下审视中国电视业，我们就会发现，中国电视业目前所面临的困惑，除了和中国的国情有关外，还自有其深层次的文化原因。虑于此，笔者认为，中国的电视业必须与时俱进，走内涵式的产业发展道路，以形成核心竞争力；中国的电视媒介实体应主动契合先进的文化思潮并为之呐喊，真诚地关怀观众，积极回应观众期待，努力成为社会进步的推动力量。
要实现上述目标，我国电视媒介只有在充分审视媒介内外环境的基础上，对现有可得资源进行整合。它具体包括媒介范围内的资源整合与媒介范围外的资源整合。
在媒介范围内，电视媒介要从频道、时间、节目、人力等方面整合自身资源。整合频道资源，首先必须进行科学的频道设计，使综合频道特色化、专业频道窄播化，并加速频道群的建设。整合时间资源，必须综合考虑观众的作息规律、生活方式、生活习惯、文化水平等因素，合理配置时间资源，要根据不同时段的最大收视群，整理出最重要时段播出节目的基本框架，注意培养观众的收视习惯。整合节目资源时，应特别注重对历史资料的利用，并进行精心的节目编排。电视媒介在整合人力资源时，首先应根据本单位发展的需要，科学的评估，合理的配置人力资源，其次应编制员工绩效考核计划，健全各种激励、约束和竞争机制，还应根据员工自身特点，为其制定合理的培训方案，以利于员工的知识更新。最后要营造良好、独特的企业文化氛围，为人才的成长创造宽松的环境。
在媒介范围内，电视媒介还要从报刊、出版、广播等传统传播媒介整合资源，这其中既包括信源利用的内容资源整合，也包括报道模式的技术资源整合。最后，在面对以互联网为代表的新媒体的挑战时，电视媒介必须学习“对手”的长处，从观念到运作模式等方面进行一系列变革，以适应
在媒介的外环境系统中，政治、经济、文化、科技、受众系统是对电视媒介影响最大的子系统，电视媒介理所当然应该整合一切可以整合的资源，把握环境整治，利用规则变动，顺应经济趋势，创新经营模式，秉承传统人文精粹，开掘传统文化资源，掌握最新科技，抓住市场机会，深度开发受众资源。
As the most powerful mass medium, television, one of the greatest inventions in the 20th century, has completely penetrated people's daily life and become one of the most important stimulative factors in the social reform. With the emergence of internet, however, television is confronted with double fierce challenges: the traditional mass medium, such as newspaper, magazines and broadcasting, and the newly developed mass media, especially internet. Being the dominant medium in a sovereign country, television is undertaking serious tasks presenting public opinions. Facing such complicate and variable circumstance, the undertakers in TV medium are urgently wanted to consider that how our television industry will exist and be developed in the cruel competition from other countries and the newly developed mass media at home.
Before answering this question, it's necessary to confirm a certain principle: The mass medium including television is involved in a completely new cultural environment, which is basically characterized by the return of the humanities spirit. Thus reflected to the mass media, all types of mass medium, unexceptionally consider the human factor as their initial considerations. Thus reflected to the spreading activities, the receiver as an individual and dynamic "human being" awakens in its consciousness. It urges the spreading of information transforming from one-way mechanic mode to double-way individual interactive mode, which also to a great extent clears up the information monopolization sprang from the traditional "centre--fringe" structure of the information transmission. Thus reflected to the public life involved by the mass medium, the voices declaring for media as public instrument are higher and higher, they wish media will play fairer role in personal communication, spreading organization and politics democratization. Therefore, the receiver with specific personality will enjoy more spiritual freedom.
Backing such a social environment, the puzzles now Chinese TV industries are confronted with have its deep cultural reasons except for the Chinese state conditions. Thus, according to the author, Chinese TV industry should follow the time pace, take the road of connotative development, and form its nucleus competitive power; the Chinese TV medium should integrate itself with the advanced cultural thoughts and cry out for it, honestly concern with the audience, actively respond to the audience expectation, and try all the best to become the promoting power of the social progress.
To realize the above-mentioned goals, TV medium has to thoroughly evaluate the situation around it, and adjust and integrate all presently available resources, including internal media resources and external media resources.
On the one hand, from the view of internal resources, TV medium has to adjust and integrate its channel, time, program and human resources. Firstly, as to channel resources, channels have to be designed scientifically to make sure that comprehensive channels possess their own features and professional
引文
［1］ 张涵，史鸿文著.中华美学史. 北京：西苑出版社，1995
［2］ 张涵著.现代出版产业.（手稿）
［3］ 张涵，王冠华，戴剑平著.影视美学.太原：山西人民出版社，1989
［4］ 倪建民主编.海洋中国. 北京:中国国际广播出版社，1997
［5］ 文池主编.北大访谈录. 北京:中国社会科学出版社，2001
［6］ 陆小华著.媒介整合. 北京:中信出版社.2002
［7］ 陆地著.中国电视产业发展战略研究. 北京:新华出版社，1999
［8］ 王纬主编.镜头里的“第四势力”. 北京:北京广播学院出版社，1999
［9］ [美]沃纳·赛佛林/小詹姆斯·塔卡德著.传播理论：起源、方法与应用. 北京:华夏出版社， 2000
［10］ 支庭荣著.媒介管理.广州：暨南大学出版社，2000
［11］ 胡正荣著.媒介管理研究——广播电视管理创新体系. 北京:北京广播学院出版社，2000
［12］ 张海潮主编.电视中国——电视媒体竞争分析. 北京:北京广播学院出版社，2001
［13］ [美]罗杰·非德勒著.媒介形态变化：认识新媒介. 北京:华夏出版社，2000
［14］ 黄升民.重提媒介产业化.新闻与传播,2001(1):24～29
［15］ 周桦.杨澜：“我们的纪录片要比故事片好看”.新周刊，2000(19):68～69
［16］ 张晨.央视黄金段位广告招标会.北京青年周刊.2002(47):16
［2］ 张涵著.现代出版产业.（手稿）
［3］ 张涵，王冠华，戴剑平著.影视美学.太原：山西人民出版社，1989
［4］ 倪建民主编.海洋中国. 北京:中国国际广播出版社，1997
［5］ 文池主编.北大访谈录. 北京:中国社会科学出版社，2001
［6］ 陆小华著.媒介整合. 北京:中信出版社.2002
［7］ 陆地著.中国电视产业发展战略研究. 北京:新华出版社，1999
［8］ 王纬主编.镜头里的“第四势力”. 北京:北京广播学院出版社，1999
［9］ [美]沃纳·赛佛林/小詹姆斯·塔卡德著.传播理论：起源、方法与应用. 北京:华夏出版社， 2000
［10］ 支庭荣著.媒介管理.广州：暨南大学出版社，2000
［11］ 胡正荣著.媒介管理研究——广播电视管理创新体系. 北京:北京广播学院出版社，2000
［12］ 张海潮主编.电视中国——电视媒体竞争分析. 北京:北京广播学院出版社，2001
［13］ [美]罗杰·非德勒著.媒介形态变化：认识新媒介. 北京:华夏出版社，2000
［14］ 黄升民.重提媒介产业化.新闻与传播,2001(1):24～29
［15］ 周桦.杨澜：“我们的纪录片要比故事片好看”.新周刊，2000(19):68～69
［16］ 张晨.央视黄金段位广告招标会.北京青年周刊.2002(47):16
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