央视英语主题

China Central Television, or CCTV, is a national television station of the People's Republic of China. It was on its trial broadcast on May 1st, 1958, and formally launched on September 2nd of the year. As the most important medium in China, CCTV not only provides information to general public throughout China, but also works as an open window between China and the rest of the world. Because of the extensive land of China, by the end of 2008, CCTV’s programs have covered about 96% of Chinese population, and over 1.2 billion viewers. China Central Television is currently operating 20 public channels, and broadcasting more than 600 hours a day. The 20 public channels are Comprehensive Channel, Economic Channel, Arts and Entertainment Channel, Chinese language International Channel(Asian version, European version and American version), Sports Channel, Movie Channel, Agriculture and Military Channel, TV Drama Channel, English language International Channel, Science and Education Channel, Traditional Chinese Operas Channel, Society and Law Channel, News Channel, Children's Channel, Music Channel, Spanish and French language International Channel, and HD channel. The content of these channels nearly covers all aspects of social life. As Chinese national television station, CCTV Comprehensive Channel is the major television channel which broadcasts national news and policies in China. In order to guarantee the smooth dissemination of national policies, there is a specific regulation which regulated that every television station, retransmitting station, transpose station and cable television station of each province and municipality should completely relay CCTV Comprehensive Channel. By adopting a “branded channel” strategy in 2005, CCTV has progressed in a new stage. In 2006, based on this strategy, Mr. Zhao Huayong, the president of CCTV, brought upon the concept of "Green Audience Rating" which lead CCTV to an international TV station with features of “Chinese characteristics, national style, and world-wide influence”. On its way towards the goal of international television station, CCTV has been broadcasting its programs to more than 130 countries and regions, with nearly 0.1 billion oversea users, namely, thousand millions of oversea audiences are able to watch CCTV programs everyday. In 2004, CCTV set up the Great Wall platform in North America. This made the audience in North America could easily watch the programs on all CCTV channels. In 2005, Asian platform was built up and in 2006, a European platform was set up.In the future, CCTV will focus on more platforms in Africa and other areas, so that CCTV can reach almost all parts of most countries and regions around the globe. CCTV’s advertising belief is “believe in the power of brands.” The power here refers to the brand power of Chinese economy, namely, the outstanding achievement gained through the rapid economic development since China opening-up. This power also refers to the brand power of CCTV. With the guidance of “branded channel” strategy and the “Green Audience Rating” concept, CCTV produces more high-quality and diverse programming. Moreover, its overall influence has been expanding. This power refers to the brand power of enterprises and advertising agencies. Many enterprises grew and became competitive to against the backdrop of Chinese economic growth. More and more Chinese companies go global, meanwhile, more and more international companies come to China. Our clients are pushing the development of Chinese economy while they are building their own brands. CCTV is willing to continuously cooperate with every industry and grow up along with the Chinese economy.