近年来央视加大投入,产制和播出了大量公益广告,彰显了国家电视台的传播责任,在构筑进步交往理念、倡导传统文化精髓、积极引领公德良序、扩散社会正能量等方面影响深远。而有效整合优质资源,聚集系统内外协作力量,通过务实的经营运作,增进产播质量,拓展多元效益,是央视公益广告事业可持续发展的必然选择。 In recent years, CCTV has increased its investment, produced and broadcast a large number of public service announcements, highlighted the responsibility of the state television stations for dissemination, and made far-reaching contributions in building the concept of progressive exchanges, advocating the essence of traditional culture, actively leading the good order in public moralities, and spreading positive energy in society . It is an inevitable choice for the sustainable development of public service advertising in CCTV to effectively integrate quality resources and gather synergies both inside and outside the system. Through pragmatic management and operation, improving production quality and diversifying benefits, it is necessary.