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编者按:2012年省级卫视都面临着复杂且多变的局面,去年广电总局先后出台了限娱令、限广令,因此对电视媒体的节目创新能力、资源的垄断能力、广告资源的开发等提出了更高的要求。2012年,浙江卫视依照“市场嬗变——定位转型——打造标杆”的发展脉络,由原来的“综艺纵贯线”向“第一梦想频道”转变。浙江卫视以《中国梦想秀》为标杆,以其他众多的优质栏目为基石,对“中国蓝”这一品牌进行发酵和延伸实现了品牌升级。浙江卫视在困局中勇于创新,收视逆势上扬,广告创收也取得了非常好的成绩。广电总局评价说,浙江卫视以其极具创新的节目理念和实践,完成了富有成效的转型,让我们也见识到了梦想频道带来的无限吸引力,这也为国内其他同行业电视台带来了新的思考随着我国文化产业的不断发展和壮大更多的电视台也面临着更大的挑战:是突出重围还是墨守成规?这成为了摆在众多电视台面前的又一道难题浙江卫视的成功转型,让我们看到了电视行业的无限曙光2012年,浙江卫视将会一直秉承创新精神,继续提升自身的品质将频道打造成为品质和收视俱佳的卫视标杆品牌、本期《广告人》杂志联合浙江卫视和各界嘉宾共同探讨“浙江卫视如何超越梦想之巅
Editor’s note: In 2012, provincial satellite TV stations were faced with a complex and volatile situation. Last year SARFT issued a limited entertainment restriction and a limited number of restrictions. Therefore, the program’s innovative ability in TV media, the monopoly power of resources and the development of advertising resources Put forward higher requirements. In 2012, according to the evolution of ”Market Evolution, Location Transformation, and Benchmarking,“ Zhejiang TV changed from the original ”variety art line“ to ”the first dream channel“. Zhejiang Satellite TV takes ”China Dream Show“ as benchmark and takes many other high-quality columns as its cornerstone to achieve brand upgrading through the fermentation and extension of ”China Blue“. Zhejiang Satellite TV was brave enough to innovate in the predicament, and the contrarian TV ratings rose. Advertising revenue generation also achieved very good results. SARFT commented that Zhejiang TV has accomplished a fruitful transition with its innovative program concept and practice, letting us also see the infinite attraction brought by the Dreamline Channel, which has also brought other TV stations in the same industry in China New Thinking As China’s cultural industry continues to grow and develop more TV stations are also faced with greater challenges: is to highlight the encirclement or stick to the rules? This has become placed in front of many television stations another challenge Zhejiang Satellite TV’s successful transformation, let We see the infinite dawn of the television industry In 2012, Zhejiang Satellite TV will always uphold the spirit of innovation and continue to enhance its own quality channel to create a good quality and viewing satellite TV benchmark brand, this issue of ”advertising“ magazine joint Zhejiang Satellite TV and Guests from all walks of life to discuss ”Zhejiang Satellite TV how to surpass the summit of dream