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浙江电视台国际频道,是浙江广播电视集团旗下以海外华人华侨和关注中国的外国人为主要对象的对外宣传频道。2006年8月28日,搭乘中国电视国际传播主阵地长城欧洲平台,通过IPTV网络,首站实现在法国播出。当浙江国际频道作为一家地方电视台真正实现“走出去”的发展战略时,频道首先考虑的是“怎样走”才能让海外收视市场接受来自浙江的节目。在国际传播实践中,频道始终坚持以受众为中心的传播意识,以人为本,为华人华侨服务,使收视率和影响力不断攀升。值此频道开播一周年之际,笔者对其节目特色、传播理念以及发展趋势进行了分析。
Zhejiang TV International Channel is a channel for overseas propaganda mainly targeted at overseas Chinese and overseas Chinese who are concerned about China by Zhejiang Radio and Television Group. On August 28, 2006, on the Great Wall Europe platform of the main channel of Chinese television international communication, the first stop broadcasts in France through the IPTV network. When Zhejiang International Channel as a local TV station to truly “go out” development strategy, the channel first consideration is “how to go ” in order to allow overseas viewing market to accept programs from Zhejiang. In the practice of international dissemination, the channel always adheres to the awareness of audience-centered dissemination and people-oriented service to overseas Chinese, which keeps the ratings and influence rising. On the occasion of the first anniversary of the launch of this channel, the author analyzes the characteristics of its programs, the concept of communication and the development trend.