| After experiencing the test broadcasts in 2003, the visualization-highlight program adjustment in 2004, making faddish live broadcasts in 2006, as well as the sector integration in 2008, CCTV News accomplished her sixth brand new face-lifting by August17, 2009 thorough one month, which was the biggest change ever since the channel came into being 7 years ago. The thorough reform is not only a redefinition and practice of the CCTV belief as"Channel lives on News", but also a courageous attempt to be geared to the international standards under the background of media globalization.In the era of media globalization coming with political and economic globalization, the prophecy of"Global village"is becoming real. While the successful operation of foreign news channels such as Sky TV, BBC News24, Fox News Channel, CNN, etc. and the move-in of Phoenix TV station of New Corporation Ltd. to Mainland China pose great challenges to CCTV, CCTV News, which is publicly known as"committing to conveying the policies of Communist Party as her ear and mouth, lacking personality and having differences with the public concept of news value", is going on the stage with a totally new appearance based on the vision of internationality and the belief as said above. The 24 programs of"News Hour"supporting as the backbone, focus on the in-depth reporting and news columns, inserted by 15-minite"News Express"providing intense news information. Specifically, the Fresh News Policy and the developed Contract Commentator Mechanism causes great attention to the society.Coming back to news-based concept, the Fresh News Policy and the Contract Commentator Mechanism are not only the practice of the concept of News Professionalism, but also a test of both the news broadcasting environment and the reporting yardstick in China. Besides, they embodied en endeavor trying to balance between the role of party policy publicist, social responsibility taker and the principles of close to reality, people and life. How to ensure the timeliness while taking the social responsibility of leading social culture and supervising public voice, how to keep the public credibility while respecting people's right to know, how to realize the commercialized operation while subjecting to higher authority beyond politics and economic power, and how to achieve the win-win situation of economic and social benefits, are the core value of CCTV News Channel in the pursuit of a media development path suitable to China. As the wind vane of the Chinese press, a small step of CCTV News Channel will be a big one for the Chinese news reform.The western media are now leading the running, due to their successful media operation. How to learn from them while having our own Chinese character is an important question for CCTV News Channel, as well as us.This article discusses the sixth face lifting of CCTV News Channel under the background of Media globalization led by western news channels, by comparing with other international media such as CNN, BBC, and by applying the universal value theories such as news professionalism, news-based concept, fresh news policy, etc. The article analyzes both the opportunities and challenges CCTV News Channel came across, using research methodology like documentary research, material analysis and case study, etc. It explains the merits and demerits of the face lifting and comes to the conclusion that, the only way to survive in the media globalization is to learn from western experience while keeping our own Chinese character. |
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