2005年1-6月,CCTV整体收视份额达到34 49%,在去年同期的高基数上大幅攀升。这一成绩的由来,与2005年央视的品牌化改革密不可分。2005年年初,中央电视台启动“频道品牌化”战略,掀起新一轮的改革,改革的焦点集中在管理机制的变革上,概括起来是“两个转变、两个指标”——“两个转变”:由节目中心制管理向频道制管理转变,由频道专业化向频道品牌化转变;“两个指标”:每个频道的考核评估包 From January to June 2005, the total CCTV viewing share reached 34.49%, a sharp rise in the high base of the same period of last year. The origin of this achievement is closely linked with the brand reform of CCTV in 2005. At the beginning of 2005, CCTV initiated the strategy of “channel branding” and set off a new round of reforms. The focus of the reform focused on the reform of the management mechanism, which summed up “two changes and two indicators” “Two changes ”: From program center management to channel management change, from channel specialization to channel brand change; “Two indicators ”: assessment assessment package for each channel