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省级卫视打造全国性媒体的争夺战,正在彼此博弈中不断升级。浙江卫视制定了一项“三年三步走”的战略规划:2006年,抓整体营销打基础;2007年,抓全面管理上台阶;2008年,抓核心内容出品牌。2008年节目布局上的基本思路是:追求新闻、人文、娱乐三大节目资源形态的内在呼应。原创节目《公民行动》成为布局的轴心,以期从心灵出发,从媒体情怀出发,以行动介入,以情感介入,体现媒体责任,倡导社会和谐。
Provincial Satellite TV to create a national media battle, are constantly escalating in each other’s game. Zhejiang Satellite TV has formulated a strategic plan of “Three-year Three-Step”: in 2006, laying the foundation for overall marketing; in 2007, grasping overall management on the stage; and in 2008, grasping the core content of the brand. The basic idea of the program layout in 2008 is: the inner echo of pursuing the resource forms of the three major programs of news, humanities and entertainment. The original program “Citizenship and Action” has become the axis of the layout, with a view to starting from the heart, starting from the media feelings, intervening with action, involving emotionally, reflecting the media responsibilities, and promoting social harmony.