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电视国际传播是跨越国界进行播出的媒体活动。当前在全球化、网络化的大背景下,电视国际传播面临着政治、文化、市场和技术的四大挑战。电视国际传播要在目标国播出、触达目标受众、实现传播效果,就必须在制定传播战略时充分分析政治、文化、市场和技术这四大因素,强化全球竞争思维,优化全球战略布局,要针对不同国家的传媒体制、监管政策、文化特征、技术特点等采取相应策略,实现播出范围最大化和传播效果最优化。
Television international communication is a media activity broadcast across national boundaries. At present, under the background of globalization and networking, the four major challenges of politics, culture, market and technology in the international transmission of television are facing. In order to reach the target audiences and achieve the dissemination effect, the international transmission of television must fully analyze the four major factors of politics, culture, market and technology in the formulation of communication strategies, strengthen the global competitive thinking, optimize the global strategic layout, To different countries for the media system, regulatory policies, cultural characteristics, technical characteristics, and so take the appropriate strategy to achieve the maximum broadcast range and the dissemination of the effect of optimization.