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美剧里面的季–season

posted:  18:11:06,  by:  azmn,  in categories:  Uncategorized|未分类

1.“季”“season”并非传统意义上自然的“季节”,而是指播出季节。所谓按“季”播出就是指电视播出机构根据收视市场观众收视习惯呈现出的季节性变化,对频道节目配置、播出安排进行应对性调整。

  按“季”播出的概念缘于美国商业电视多年的电视节目编排。每年9月中旬至次年5月下旬这段时间为美国商业电视一个播出季节,因自9月秋季开始,天气转凉,黑夜转长,人们减少室外活动,而增加电视收看时间;加之学生们返校上课,有规律的生活得以恢复,因而开机率及收视观众规模均大幅提升,从而使得这跨度近7个月的播映季节成为全年电视播出的非常时期。而5月下旬至8月即为“季”外时期。在“播映季”中,绝大多数商业电视都会主推全新的电视节目,主要是电视剧。而往年成功的热门电视剧,也会在这一“季”中推出新的续集。按“季‘播出是美国商业电视在充分掌握观众收视规律、消费规律基础上,成功运用心理学提高收视率的策略,是他们运作多年的经典手法之一。

2.“季”的概念和原因

  按季播出是源自美国颇为流行的电视编排方式。这里的“季”(season)是指电视播出机构按照观众的收视作息和收视习惯,以及收视波动而划分的电视播映季节。在美国,每年9月中旬至次年5月下旬这段时间是无线电视网所划定的一个黄金播映季节,也就是所说的“季”。映“季”的划分主要有三个重要原因:一方面,自9月秋季开始,天气转凉,黑夜转长,人们减少室外活动,而增加电视收看时间;另一方面,9月起,美国的学生们返校上课,重新开始有规律的生活,因而开机率及收视观众规模均大幅提升。据尼尔森数据,秋季期间美国的电视观众比夏天增加10%以上。这个不小的收视增量百分比使得跨度近7个月的播映季节成为美国各无线电视网全年电视播出的重中之重。所以,在内外因素合力作用下,9月就成为美国无线电视网的“新年”,是他们绝对不可错过的放映黄金季节。而 6、7、8月份就是所谓的“季”外时期。

3.编排策略

  在播映“季”中,绝大部分美国无线网狂推新的电视节目,主要是电视剧。通常,新电视剧会相继在映“季”开始后的一两周内亮相,这时各无线网的电视屏幕几乎被新剧集所占据;不仅如此,往年成功的热门电视剧,也会在映季的开始首播当年新推出的续集;映季期间,曾经播过的老节目绝不重播。一般说来,一部电视系列剧一周只播出一集,一“季”下来电视剧都保持在25集左右。所以加起来,美国各大电视网每周总共会有40、50部情景喜剧和20、30部情节系列剧轮番播出,同时还会有少量的电视电影。而在“季”外的3-4个月中,除了新闻和专题以外,电视剧基本上都是重播。(lsc2002cn: 1 ,在“季”外的3-4个月中,还是有很多很多的新剧播出的,以今年2006年,暑假为例,播出的新剧有31部; 2,这3-4月中有名的剧有:NIP/TUCK〈整容室〉,THE 4400,现在刚播出的Eureka ,Kyle XY 等等)所以,美国电视剧通常以“季”为单位,一“季”即为一年。

4.节目取舍标准

  在美国,事实上在世界上许多国家,收视率无疑是决定一档节目在电视屏幕上去留最主要、最重要的指标之一。现在美国最权威的收视率调查来自著名的尼尔森调查公司。它通过自己分布在全国的电视网络,极为细致统计出相关数据,并将这些相关的数据卖给电视企业,其他新闻机构以及广告商。通常说来,首轮电视剧的收视率一旦开始持续低下,一般就意味着观众注意力已转移,这时候,无论该剧的剧情进行到何处,电视公司都会毫不留情的腰斩CUT !、置换节目。当然如果一部电视节目或电视剧收视指标令人满意,电视企业就会不断追加投资,尽可能地维持其生命力,延长其影响力。这就是为什么许多美国电视剧“长寿”的秘诀。如:《Days Of Our Life》播了40年;《Friends》播了10年;《24》已经是第5季(2006.05);而《疯狂主妇》由于(2004-2005季)的劲爆成绩,所以在(2005-2006季)推出第2季,现在(2006-2007季)正在播出第三季。

5.按“季”播出的优点

  a.约会意识的形成:以映“季”为单位进行节目播出,无形会在电视节目和观众之间形成一种约会意识。这样,每到9月份,观众就急切的等待着屏幕上好戏开演;特别是对经典剧目,大伙儿更是苦“盼”了整个夏天。如此一来,一到映“季”,观众们的注意力就自觉、自动、自然的转向应“季”的电视剧上。

  固定时间播出,也便于观众按照自己的口味寻找喜爱的节目,从而使收视约会意识更加根深蒂固。如日常肥皂剧的播出:每天一集,一周5集,一年260集,时到必播,通过播出的规律性,为观众调整出收视韵律、收视节奏。

  固定长度播出,是美国电视培养观众约会意识的又一方法。通常电视剧片长相对固定:包括广告时间在内,情景戏剧一般为30分钟;其他系列剧是60分钟;电视电影2个小时。

  美国电视公司通过尽可能细微地固化电视播出的每个环节,以有效固化观众的收视习惯和规律,从而建立起易于掌握、分析和针对的收视约会意识,从而更为简单、方便、快捷的进行电视产品及广告投放和调整。

  b.充分张扬品牌节目的品牌效应:收视高的电视节目,其品牌号召力可把大量观众固定在某个频道的某个时段,从而相应地带动了此时段的广告价位。这样就促使电视企业不断追加投资,一方面尽可能地延长品牌节目的寿命,另一方面,不断扩大和加深品牌节目的知名度和影响力,从而赢得更多的广告收入——这就是典型的成功者“通吃”的品牌运作模式。同时,也造就了电视领域不少的电视佳品和精品。

商业信函常用结束语

posted:  18:11:06,  by:  azmn,  in categories:  Chinglish|英语相关

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