随着互联网技术的飞速发展，诞生了纯网综艺这一新型的节目类型，它在目标受众、播出形式、节目内容、营销手段上均与电视综艺节目有着显著差异。在这样的新媒体环境中，传统电视节目面临着前所未有的发展困境与挑战，节目创新遭遇瓶颈、收视率整体下滑、收视群体结构分布失调。面对行业发展的危机，电视媒体开始重新审视自我，探索适当的转型战略。面对挑战，电视综艺节目需要利用自身的传播优势，摒弃落后的思想理念，推进台网合作跨平台交流，并坚持“内容为王”的制作方针。%With the rapid development of internet technology, the new pure network variety program type is coming. It is significantly different from TV variety shows on the target of audience, broadcast form, and content. In this new media context, conventional television is facing unprecedented difficulties and challenges of development, such as program innovation bottlenecks, the overall decline in the ratings, the ratings group structural imbalance. Faced with the development of the industry crisis, the television media began to re-examine themselves, to explore appropriate transformation strategy. By using its own advantage, abandoning the backward ideas and promoting cooperation in cross-platform exchange stations and networks, and adhering to the“content-oriented” approach, our television variety show will be able to achieve the new media platform of complementary and win-win situation.
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