摘 要：近年来，我国各大省级卫视为满足各个阶层受众的需要，纷纷推出独具特色，专业性强的生活服务类电视节目。生活服务类电视节目通过电视媒介传播热点新闻，帮助百姓排忧解难。凭借想百姓之所想，急百姓之所急的独特优势，成为我国电视产业的新宠。与此同时，在市场规律的影响下，生活服务类电视节目的竞争也日益激烈。在繁荣的生活服务类电视节目市场中，同质化倾向日趋严重，过分娱乐化，软广告泛滥以及缺乏文化内涵等问题严重影响了生活服务类电视节目的健康发展。生活服务类电视节目应注重培养品牌意识，努力打造精品栏目，在了解受众需求，体现人文关怀的基础上，加强宏观调控，同时积极促进三方合作，找准定位、提高可视性，促进生活服务类电视节目的长足发展。4295
关键词：生活服务类节目；电视媒体；节目定位
Analysis of the Present Situation and Development Trend of Life Service TV Programs
Abstract: In recent years, major provincial satellite TV stations in China have launched unique and professional life service TV programs in succession, in order to meet the needs of the audiences at all levers. Life service TV programs help people to exclude the difficulty and anxiety by the means of spreading hot news through the television media. By the virtue of its unique advantage of thinking and worrying about people’ needs, life service TV programs has become the new favorite of TV industry in China. At the same time, under the influence of the market rules, competition among life service TV programs is also becoming increasingly fierce. In the market of booming life service TV programs, the homogenization tendency becomes more and more serious, and excessive entertainment, the problem of soft advertising as well as the lack of cultural connotation, has seriously affected the healthy development of life service TV program. Therefore, Life service TV program should pay attention to the cultivation of brand awareness, and strive to build high-quality programs. In addition, it should strengthen macroeconomic regulation and control on the basis of leaning about the audiences’ demands and reflecting humanistic care, and actively promote the tripartite cooperation, find out accurate position, improve visibility, so as to promote the long-term development of life service TV program.
Key Words: life service TV program; television media; program orientation
目 录
摘 要： 1
Abstract 1
一、生活服务类电视节目概述 2
（一）生活服务类电视节目的概念 2
（二）生活服务类电视节目的类型 3
二、生活服务类电视节目繁荣发展的原因. 4
（一）群众视角、服务百姓 4
（二）取材广泛、贴近生活 5
（三）内容实用、风格亲和 6
（四）深入浅出、寓教于乐 6
三、生活服务类电视节目存在的问题 6
（一）节目形式单一，同质倾向严重 7
（二）内容庸俗化，缺乏文化内涵 7
（三）商业气息浓重，软广告泛滥 8
（四）追求收视率，忽视人文关怀 8
四、生活服务类电视节目的应对策略和发展趋势 8
（一）生活服务类电视节目的应对策略 8
（二）生活服务类电视节目的发展趋势 10
参考文献 12,4295
生活服务类电视节目现状及发展趋势探析
在电视媒体的日益发展下，生活服务类节目开始成为电视荧屏的一大景观，它通过不断的创新，以及融入新的思文和创作理念，使其收视率一路攀升。此外，随着时代的发展进步，我国开始对国外知名节目借鉴和学习，从而使生活服务类电视节目的元素和形式也在发生变化。在兼顾实用性和服务性的同时，生活服务类电视节目向着更广阔的领域拓展，使节目的分类更细化更专业。但是在日益繁荣的同时，出现了同质化现象，由于过分追求收视率，导致过分娱乐化和严重的商业化倾向，甚至部分节目内容出现庸俗化现象，忽略了节目品质。因此，在策划栏目时首先应找准受众，明确定位；其次要注重培养品牌意识，打造精品栏目；当然也要了解受众的需求，体现人文关怀。通过对未来发展趋势的预测，挖掘出此类节目发展潜力，更好地服务受众。 生活服务类电视节目现状及发展趋势探析:http://www.751com.cn/xinwen/lunwen_916.html