内容提要：

    随着文化产业的发展和我国电视媒介“制播分营”制的实施，一个完整的电视节目市场体系将要形成。目前，已具有电视节目市场雏形的市场类型主要有：电视节目制作（生产）者市场、播出者市场、代理者市场、政府机构市场、投资者市场等。电视节目市场体系中的每一个分市场都有自己的独有优点，这是它们能够成为一个独立市场的根本原因。电视产业的经营者在进行产业化运作过程中，一定要注意两个重要问题，即要注意对电视节目市场整体的研究和对电视节目分市场的研究，并把二者科学地结合起来。

    电视节目制作者是电视节目市场体系形成的前提和基础；播出者市场是电视节目（产品）价值和使用价值实现的条件；代理者市场是受众市场、广告投资市场、政府机构市场发挥作用的重要环节或渠道；投资者市场是电视节目市场体系发挥整体作用的经济保障。所以，要发挥电视产业的作用，必须建立科学的电视节目市场体系。

Abstract:

With the development of the culture industry and implementation of the “single-handed management in program making and broadcasting” in media of television, an intact market system of TV program will be formed. At present, the market type with rudimentary form of TV program market has mainly: TV program-producer market, broadcaster market, agent market, government organization market, investor market etc.. Every market of TV program market system has advantages alone one's own. This is the basic reason that they can become an independent market. In the course of carrying on industrialization, the operator of the industry of the TV should pay attention to two important problems. One is the research on whole TV program market and the other is the study on subsidiary market of TV program, and combines the two together scientifically.

The TV program producer is prerequisite and foundation that the market system of TV program forms; broadcaster market is the condition that the value and use-value realizing of TV products. Agent market is the important link or channel among audience market, advertising investment market and government organs market. Investor market is the economic guarantee that the market system of TV program plays a whole role. So, it must set up scientific TV program market system to give play to the role of industry of the TV.