内容摘要

所谓频道专业化实质上就是对观众进行对位性细分．它是指在现有的频道资源条件下，以频道为单位进行内容定位划分，从而使节目内容较为集中地反映某个特定领域的需要。[1]对于电视频道传播的内容来说频道专业化就是一种安排和梳理，将内容一致或相关程序在同一频道播出,将电视频道的传播内容上具有一定的独特性。频道专业化是电视发展的必然,也是我们的观众日益增长的文化消费需求,同时也给市场竞争和电视的合理选用。本文主要从频道专业化的含义及背景首先进行分析，研究国内外现状，主要对于我国频道专业化的发展现状进行分析，提出我国频道专业化存在的问题，并针对问题提出相对应的策略。

关键词：频道专业化发展趋势

Abstract

Channel specialization is the television media business units to market segmentation as the theoretical basis, to channel as the unit for positioning, the propagation of specific fields of the content resources of a channel operation process. Channel specialization 1995 appeared in China, has developed for 15 years. Channel specialization of the development of China’s TV media industry and the brand has a very important significance. ” Channel specialization” has been called the Chinese television does poineering work the second times, with the acceleration of the industrialization process, the TV channel specialization, market competition is more and more important. The so-called channel specialization is essentially to fractionize the audiences contrapuntally. It refers to the available channel resources conditions, to channel unit for locating content division, so that the program content is concentrated reflection of a specific areas of need. For the television channel transmitted content channel specialization is a kind of arrangement and analysis, will be identical in content or related program in the same channel, TV channel of the dissemination of the contents have certain uniqueness. Channel specialization is the inevitable result of the development of television, is also our audience’s growing demand for cultural consumption, but also to the market competition and the rational selection of television.

Key words：channel specialization development trend