要适应差异化竞争的需求,保持竞争优势,掌握竞争的主动权,关键在于必须从源头掌握资源,参与内容制作。作为一个地方媒体,借助文化事件扩大自己在覆盖区域以外的影响,这是提升媒体品牌影响力的重要途径。南方电视台综合竞争实力的提升,与对资源的高度重视及有效的运营策略密不可分。积累自有版权,打造核心竞争力就是南方电视在内容运营中紧紧抓住的两个重点。 The key to meeting the needs of differentiated competition, maintaining competitive advantage and taking the initiative in competition lies in the necessity of mastering resources from the source and participating in content production. As a local media, using cultural events to expand its influence beyond the coverage area is an important way to enhance the influence of the media brand. The enhancement of comprehensive competitive power of CCTV is closely linked with the high attention paid to resources and the effective operation strategy. Accumulating its own copyright and building its core competitiveness are two key points that Southern Television has firmly grasped in its content operations.