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正因为海派文化的影响,东方卫视人尤其强调节目的品质,在东方卫视人眼中,没有品质支撑的收视率宁愿不要。2002年,上海卫视广告收入仅5600万元,在全国卫星电视频道中收入甚至无法和云南、陕西这样的西部卫视相比。自2003年始,东方卫视进行了频道整体改版,创新的品牌建设与品牌运营取得了巨大成功。东方卫视的每一次变革和创新都是围绕构建海派都市媒体品牌形象来行动的。海派文化是东方卫视的品牌基因。2003年9月14日,经广电总局批准,上海卫视更名为上海东方卫视,并在10月12日晚6点全新开播,成为当时全国极少数不以省份命名的卫视,一出场便卓尔不群。而
It is precisely because of the influence of Shanghai Culture, Oriental Satellite TV especially emphasizes the quality of programs. In the eyes of Oriental Satellite TV, ratings without quality support would rather not. In 2002, Shanghai TV advertising revenue was only 56 million yuan, the income of the national satellite TV channels can not even compared with Yunnan, Shaanxi such Western TV. Since the beginning of 2003, Oriental Satellite TV has carried out the overall revision of the channel, and has achieved great success in innovative brand building and brand operation. Every revolution and innovation of Dragon TV is based on building a Shanghai media image of the city to act. Shanghai Culture is the brand of Oriental Satellite TV. On September 14, 2003, approved by the SARFT, Shanghai Satellite TV changed its name to Shanghai Oriental Satellite TV and was newly launched at 6 pm on October 12, becoming the very small number of TV stations in the country that were not named after the provinces. and