摘要:20世纪90年代，是民营传媒影视公司开始发展的一个标志时期，从20世纪中后期开始，电视机逐渐普遍的出现在百姓家中，各种电视节目开始影响人们的生活，成为人们生活不可或缺的一部分。人们对电视节目的需求越来越多，对媒体的需求日益增加，中国的电视市场逐渐打开，民营传媒影视公司开始出现并发展，但在生存发展中，民营电视却是媒介中的弱者，出现后因自身的不足及其他传媒的压力所困扰，在这样的环境下，许多民营电视并没有得到很好的发展，甚至就此衰落。
在众多兴起的民营传媒影视公司中，虽然大多数都因各种原因萧条，但在这之中，也有一小部分民营电视得到了很好的发展，像最广为人知的“光线传媒”就是其中之一。从1998年发展至今，“光线传媒”凭借着自身努力几乎不可否认的成为了中国民营传媒影视公司发展的一面旗帜，从成立以来 “光线传媒”的迅猛发展有目共睹。
民营传媒影视公司受中国媒体一系列制度的制约，只能从娱乐这一方面来出发，作为突破点，“光线传媒”正是顺应了中国媒体制度的制约，“就从娱乐出发”，将娱乐与传媒融为一体，走出娱乐化的传媒道路，创造出能够抓住受众心理的营销模式和运营模式，制作出自己的品牌，因此成为民营传媒影视发展道路上的领军人。通过对民营传媒影视公司现状的研究及对“光线传媒”这样优秀发展的民营电视公司的成功发展模式的学习，有助于我们的民营传媒影视公司的健康发展，能够让民营传媒影视公司在市场中把握住机遇，填补中国传媒的市场缺口，更好的推动我国传媒产业的发展。
关键词：光线传媒 民营传媒 发展模式
Abstract:Private Television Companies has been emerged since 1990s. However, because of their deficiencies and remaining stuck with the pressure from foreign media, many private television companies were underdeveloped in such a poor circumstance; besides, some even suffer great depression or recession now.
However, among them, there still exists a few ones which have got good development, such as the popular Enlight Media. There is no denying that Enlight Media, serving as a milestone, has developed rapidly since 1998. Under a series of system restriction, in China, private media can only use the entertainment as a breakthrough and seek success with difficulties. But Enlight Media exactly grasp this point, integrating entertainment and media, and then create their own brands with series of developmental patterns. Nowadays, Chinese TV market extends a larger space for private media, which also support them a brilliant future. And to establish more successful private television companies, we can study on the current situation of Chinese TV market. Besides, it is important for us to learn the patterns of development from some excellent and promising enterprises, like Enlight Media. Their success stories are conductive to fill gaps and bring about more prosperity to Chinese TV industry.
Key Words：ENLIGHT MEDIA Private Television Companies Patterns of developments
