传媒产品创新是当前我国传媒业走出同质化的必由之路。如何降低创新风险是使创新变得更有效率,使创新变得对传媒更有吸引力的首要问题。本文认为,传媒产品创新的有效性取决于创新所生成的价值特征结构,优化这一结构,将大大降低新创传媒产品遇到的市场摩擦,提高其市场扩散能力。这一过程包括五个方面:建构比较优势、合理设置相容性、降低复杂性、增强可试性与提高可察性。 Media product innovation is the only way out of the homogenization of China’s media industry. How to reduce innovation risk is the number one issue that makes innovation more efficient and makes innovation more attractive to the media. This paper argues that the effectiveness of media product innovation depends on the value structure created by innovation. Optimizing this structure will greatly reduce the market friction encountered by new media products and enhance their market diffusion capability. This process consists of five aspects: building comparative advantage, setting compatibility rationally, reducing complexity, enhancing testability and raising observability.