安徽公共频道的全媒体发展现状及创新路径研究
摘要
科学技术日新月异,新媒体的兴起向传统媒体发起巨大冲击。在这种语境下,很多传统媒体开始推出全媒体战略：它们主动与新媒体融合,构建符合全媒体运营要求的内容生产体系,积极拓展传播渠道。传统电视行业中的省级地面频道在新的媒介环境下面临着更大的压力,但同时也赢来了来了发展的契机。全媒体时代对其生产运作的方方面面提出了变革的要求。如何应对形势、适应变革,是地面频道能否抓住机遇,突破困境的关键。
本文以安徽公共频道作为个案研究。作为安徽广播电视台频道制改革的试点,该频道于2007年3月全新升级推出,当时“全媒体”概念在中国新闻传播领域刚刚开始提及。六年的实践中,频道在内容生产流程、人员组织架构、传播模式、互动方式和频道运营理念等多方面多次进行改革创新,不断向全媒体运营模式探索转型。但是基于现实的种种困境,结合国内外业界的全媒体发展全景来看，安徽公共频道和国内大多数省级地面频道一样目前还只是处在“网台联动”向“台网互动”迈进的这一初级阶段,距离全媒体运营最终要求达到的“台网融合”阶段,还需要更多理论上的探讨、展望,以及实践上的探索。
笔者在安徽公共频道成立之初加入其新闻团队,从事新闻实践六年,见证并参与了频道顺应媒介融合道路上的每一次变革。同时,借助每次交流学习和考察机会,对国内其他省级地面频道的全媒体发展现状也密切关注。笔者希望通过个案分析,对安徽公共频道的全媒体发展现状做出全景式的描述；并结合其他省级地面频道的成功经验,为该频道的发展提出可供参考的创新路径。
Science and technology are developing rapidly, the rise of new media to traditional media launched a huge impact. In this context, many traditional media launched a full media strategy:they took the initiative and new media integration, build to meet the operational requirements of all media content production system, and actively expand the channels of communication. A media convergence revolution to lead the media industry as a whole to enter the era of all media. Provincial terrestrial channels in the traditional TV industry facing greater pressure in the new media environment, but it also won the opportunity for the development. All media age all aspects of the operation of its production to the demand for change. How to deal with the situation, to expand change, terrestrial channels are able to seize the opportunity, the key to overcome the difficulties.
This article as cases public channel as Anhui Radio and Television Channel reform pilot the new upgrade launched in March2007, then the concept of "media" in the field of journalism and communication in China has just begun mentioned. Six years of practice, the channel content production processes, organization structure, mode of transmission, interactive and channel concept of operations, and many other repeatedly to innovate, continue to explore the transformation of all media operating mode. However, based on the difficulties of reality, the media development panoramic view combined with the industry at home and abroad, the Anhui public channels and most provincial terrestrial channels, is still only at the network linkage "to the network interaction" forward this primary stage from the entire media operations required to achieve the ultimate Network fusion stage, you also need a more theoretical discussion, prospect, explore and practice.
The author in the beginning of the establishment of the Anhui Public Channel to join its news team, engaged in the practice of journalism for six years, to witness and participate channels compliant media convergence on the road every change. The same time, with each time exchange of learning and study opportunities, and other provincial the media development status of the terrestrial channels have also been concerned about. I hope that a case-by-case analysis, the right the Anhui public channels development status of the media to make a panoramic view of the description; combined with the successful experience of other provincial terrestrial channels, innovative path for the development of channels available for reference.
本文以安徽公共频道作为个案研究。作为安徽广播电视台频道制改革的试点,该频道于2007年3月全新升级推出,当时“全媒体”概念在中国新闻传播领域刚刚开始提及。六年的实践中,频道在内容生产流程、人员组织架构、传播模式、互动方式和频道运营理念等多方面多次进行改革创新,不断向全媒体运营模式探索转型。但是基于现实的种种困境,结合国内外业界的全媒体发展全景来看，安徽公共频道和国内大多数省级地面频道一样目前还只是处在“网台联动”向“台网互动”迈进的这一初级阶段,距离全媒体运营最终要求达到的“台网融合”阶段,还需要更多理论上的探讨、展望,以及实践上的探索。
笔者在安徽公共频道成立之初加入其新闻团队,从事新闻实践六年,见证并参与了频道顺应媒介融合道路上的每一次变革。同时,借助每次交流学习和考察机会,对国内其他省级地面频道的全媒体发展现状也密切关注。笔者希望通过个案分析,对安徽公共频道的全媒体发展现状做出全景式的描述；并结合其他省级地面频道的成功经验,为该频道的发展提出可供参考的创新路径。
Science and technology are developing rapidly, the rise of new media to traditional media launched a huge impact. In this context, many traditional media launched a full media strategy:they took the initiative and new media integration, build to meet the operational requirements of all media content production system, and actively expand the channels of communication. A media convergence revolution to lead the media industry as a whole to enter the era of all media. Provincial terrestrial channels in the traditional TV industry facing greater pressure in the new media environment, but it also won the opportunity for the development. All media age all aspects of the operation of its production to the demand for change. How to deal with the situation, to expand change, terrestrial channels are able to seize the opportunity, the key to overcome the difficulties.
This article as cases public channel as Anhui Radio and Television Channel reform pilot the new upgrade launched in March2007, then the concept of "media" in the field of journalism and communication in China has just begun mentioned. Six years of practice, the channel content production processes, organization structure, mode of transmission, interactive and channel concept of operations, and many other repeatedly to innovate, continue to explore the transformation of all media operating mode. However, based on the difficulties of reality, the media development panoramic view combined with the industry at home and abroad, the Anhui public channels and most provincial terrestrial channels, is still only at the network linkage "to the network interaction" forward this primary stage from the entire media operations required to achieve the ultimate Network fusion stage, you also need a more theoretical discussion, prospect, explore and practice.
The author in the beginning of the establishment of the Anhui Public Channel to join its news team, engaged in the practice of journalism for six years, to witness and participate channels compliant media convergence on the road every change. The same time, with each time exchange of learning and study opportunities, and other provincial the media development status of the terrestrial channels have also been concerned about. I hope that a case-by-case analysis, the right the Anhui public channels development status of the media to make a panoramic view of the description; combined with the successful experience of other provincial terrestrial channels, innovative path for the development of channels available for reference.
引文
[1]罗鑫.什么是“全媒体”[J],中国记者,2010年,3
[2]胡正荣,赵树清,马建宇,等.《媒介融合时代的电视新闻创新：省级地面频道发展战略研究》[M]中国传媒大学出版社,2011
[3]张垒.全媒体运作：条件、风险和挑战——来自烟台日报传媒集团的案例分析[J],中国记者,2009,5
[4]黎斌.《电视融合变革——新媒体时代传统电视的转型之路》[M]中国国际广播出版社,2011,7
[5]童之磊.《数字时代的全媒体整合营销：中文在线全媒体模式案例剖析》[M]中国书籍出版社,2009,8
[6]杜晓虹.全媒体时代传统媒体该如何应对[J],今传媒,2012,12
[7]罗杰.菲德勒.《媒介形态变化：认识新媒介》[M]华夏出版社,2000,1
[8]胡正荣,赵树清,马建宇,等.《媒介融合时代的电视新闻创新：省级地面频道发展战略研究》[M]中国传媒大学出版社,2011
[9]黎斌邢静.电视与网络融合发展前瞻[J],网络传播,09,12
[10]罗添.视频网站首涉“真人秀”挑战电视,[DB],http://tech.sina.com.cn/i/2009-07-03/03093231680.shtml
[11]胡正荣,赵树清,马建宇,等.《媒介融合时代的电视新闻创新：省级地面频道发展战略研究》[M]中国传媒大学出版社,2011
[12]黎斌.《电视融合变革——新媒体时代传统电视的转型之路》[M]中国国际广播出版社,2011,7
[13]栾悦.“融合、突破、共赢”民生新闻协作体联合发力,[J],综艺报,11,19
[14]蔡雯.新闻传播的变化融合了什么——从美国新闻传播的变化谈起[J],中国记者,2005,9
[15]黎斌.《电视融合变革——新媒体时代传统电视的转型之路》[M]中国国际广播出版社,2011,7
[1]石磊.新媒体概论[M]中国传媒大学出版社,2009
[2]尹韵公.新媒体蓝皮书：中国新媒体发展报告No.3[M]社会科学文献出版社,2012
[3]胡正荣,赵树清,马建宇,等.媒介融合时代的电视新闻创新：省级地面频道发展战略研究[M]中国传媒大学出版社,2011
[4]陆晔,赵民.当代广播电视概论(第二版)[M]复旦大学出版社,2010
[5]戴仲辉,付玉辉.2008-2011年中国全媒体研究综述[J]中国传媒科技,2012,Z1
[6]范叶妮.全媒体的新闻互动模式探析[J]新闻爱好者,2011,21
[7]许莉.浅谈新媒体时代传统电视的传播策略[J]新闻爱好者,2011,24
[8]张延平.传统媒体在新媒体时代竞争策略的变化[J]新闻传播,2011,10
[9]林玲,欧健,陈红.全媒体内涵及趋势分析[J]中国传媒科技,2012,06
[10]何宗就.全面提升全媒体时代电视台的核心影响力[J]现代电视技术,2011,10
[11]宋显仁,李燕锋.全媒体时代地市电视台突发性事件报道应对[DB]http://news.xinhuanet.com/newmedia/2012-10/15/c-123822233.html,2012-1 O-15
[12]陆小华.新媒体时代的电视媒体运作[R]第三届广电行业发展趋势年会,2010-12-8
[13]王庚年.关于全媒体的认识与探索[DB]http://www.tech-ex.com/exhibition/ccbn2012/report/00513017.html,2012-3-20
[2]胡正荣,赵树清,马建宇,等.《媒介融合时代的电视新闻创新：省级地面频道发展战略研究》[M]中国传媒大学出版社,2011
[3]张垒.全媒体运作：条件、风险和挑战——来自烟台日报传媒集团的案例分析[J],中国记者,2009,5
[4]黎斌.《电视融合变革——新媒体时代传统电视的转型之路》[M]中国国际广播出版社,2011,7
[5]童之磊.《数字时代的全媒体整合营销：中文在线全媒体模式案例剖析》[M]中国书籍出版社,2009,8
[6]杜晓虹.全媒体时代传统媒体该如何应对[J],今传媒,2012,12
[7]罗杰.菲德勒.《媒介形态变化：认识新媒介》[M]华夏出版社,2000,1
[8]胡正荣,赵树清,马建宇,等.《媒介融合时代的电视新闻创新：省级地面频道发展战略研究》[M]中国传媒大学出版社,2011
[9]黎斌邢静.电视与网络融合发展前瞻[J],网络传播,09,12
[10]罗添.视频网站首涉“真人秀”挑战电视,[DB],http://tech.sina.com.cn/i/2009-07-03/03093231680.shtml
[11]胡正荣,赵树清,马建宇,等.《媒介融合时代的电视新闻创新：省级地面频道发展战略研究》[M]中国传媒大学出版社,2011
[12]黎斌.《电视融合变革——新媒体时代传统电视的转型之路》[M]中国国际广播出版社,2011,7
[13]栾悦.“融合、突破、共赢”民生新闻协作体联合发力,[J],综艺报,11,19
[14]蔡雯.新闻传播的变化融合了什么——从美国新闻传播的变化谈起[J],中国记者,2005,9
[15]黎斌.《电视融合变革——新媒体时代传统电视的转型之路》[M]中国国际广播出版社,2011,7
[1]石磊.新媒体概论[M]中国传媒大学出版社,2009
[2]尹韵公.新媒体蓝皮书：中国新媒体发展报告No.3[M]社会科学文献出版社,2012
[3]胡正荣,赵树清,马建宇,等.媒介融合时代的电视新闻创新：省级地面频道发展战略研究[M]中国传媒大学出版社,2011
[4]陆晔,赵民.当代广播电视概论(第二版)[M]复旦大学出版社,2010
[5]戴仲辉,付玉辉.2008-2011年中国全媒体研究综述[J]中国传媒科技,2012,Z1
[6]范叶妮.全媒体的新闻互动模式探析[J]新闻爱好者,2011,21
[7]许莉.浅谈新媒体时代传统电视的传播策略[J]新闻爱好者,2011,24
[8]张延平.传统媒体在新媒体时代竞争策略的变化[J]新闻传播,2011,10
[9]林玲,欧健,陈红.全媒体内涵及趋势分析[J]中国传媒科技,2012,06
[10]何宗就.全面提升全媒体时代电视台的核心影响力[J]现代电视技术,2011,10
[11]宋显仁,李燕锋.全媒体时代地市电视台突发性事件报道应对[DB]http://news.xinhuanet.com/newmedia/2012-10/15/c-123822233.html,2012-1 O-15
[12]陆小华.新媒体时代的电视媒体运作[R]第三届广电行业发展趋势年会,2010-12-8
[13]王庚年.关于全媒体的认识与探索[DB]http://www.tech-ex.com/exhibition/ccbn2012/report/00513017.html,2012-3-20