从电影频道出品的电视电影战略转型看中国电视电影的式微.pdfVIP

摘要 电视电影最早诞生于20 世纪 60 年代的美国，主要是指为在电视上播放而拍摄制 作的电影。由于融合了美国电视网和好莱坞电影的制作方式，美国电视电影逐渐发展 成高水平，高质量的节目形式。 中国的电视电影诞生于 20 世纪末，它主要以电影频道节目中心为创作平台，在 中国发展了十余个年头。电视电影已经产生了上千部作品，挽救过曾经低迷的电影市 场，丰富了电视的节目内容，增加了受众的观影方式。 随着新媒体时代的到来，电视电影受到了来自多方的压力和冲击。电影市场空前 繁荣；各种网络视频、网络微电影利用传播方式的优势，开始席卷所有的移动客户端； 跨屏传播带来的观影新颖体验，都使受众注意力快速分散。电影频道逐渐改变战略部 署，开始降低影片产量，提升影片质量，同时与网络媒体结合，力图走多样化传播形 式的道路。至此电视电影开始以一种新的形态呈现在大众屏幕上。 关键词：电视电影，网络微电影，跨屏传播 I 万方数据 Abstract TV movie, born in 1906s ’America, mainly refers to films produced for TV broadcast. As its production method has combined CNN and Hollywood ’s, TV movies in America have gradually developed into programs consists of high standard and quality. Born at the end of 20th century, China’s TV movies’creation platform is mainly focused on movie channel program center, and has undergone decades of development. TV movies have produces thousands piece of works, saved once depressed movie market, enrich programs on TV, and increased viewers’way to watch the films. As the era of new media arrives, TV movies are facing pressure and impact from various parties. The movie market has experienced unparalleled prosperous, while all kinds of online video, network micro-films have taken the advantage of transmission method, storming all mobile clients. New viewing experience brought by cross-screen spreading has also dispersed viewers ’attention. Movie channel has gradually begun changing strategic layout, decrease movie production while improve movie quality, meanwhile combine with online media in order to variate spreading methods. So far, TV movies appear on public screen in a brand new attitude. Key words: TV Movie, Network Micro-films, Cross-Sc