新媒体环境下地市级电视台的突围策略——以咸阳广播电视台为例摘要在传统媒体竞争日益激烈的状况下，地市级广电媒体所到之处碰到的越来越多的竞争对手，有同样通过数字电视传送的国内其他上百家电视台、国内其他进入该地市的电视媒体、还有各种由媒体或运营商构建的新媒体（互联网、微博微信，移动终端等）。在这种情况下，地市级广电媒体面临受众流失的强大风险，而单一依靠广告的创收模式受到了冲击，需要通过跨媒体融合来寻找新的出路。对于传统媒体而言，发展新型媒体是地市级的广电媒体跨媒体融合中非常重要的一个环节。以往地市一级传统媒体在新媒体平台上的发展，更多的着眼于传统媒体的官方介绍与内容的网上复制，较少考虑这一平台本身的运营规律与发展战略。本文以咸阳广播电视台为例，在深入剖析当地媒体竞争现状基础上，重点研究了地市级广播电视媒体的发展战略。本文认为，地市级广电媒体如果想要在夹缝求生存，可以考虑走媒介化、打造本地强势媒体的道路。关键词： 地市级电视台 新媒体 跨媒体 本土化AbstractIn the traditional media competition increasingly fierce situation, the city-level broadcasting media facing the competition more and more widespread, there are also hundreds of other domestic television stations transmitted through digital television, the other domestic television media into the city, and a variety of media or carriers of new media (Internet, microblogging micro-letter, mobile terminals, etc.). In this case, the city-level broadcasting media face the risk of loss of audience, the original single-relying on advertising profit model has been hit, need to cross-media fusion to find a new outlet. As the traditional media, the city-level broadcasting media in the media fusion is a very important link is the development of new media.In the past, the development of traditional media in the new media platform, which focuses on the official introduction of traditional media and the online reproduction of the content, has less considered the operating law and develo...
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