China Central Television is the State Television of the People's Republic of China. It was piloted on May 1, 1958 and officially aired on September 2. It was originally named Beijing TV. It was renamed CCTV on May 1, 1978, and was referred to as CCTV in English.

CCTV is an important news and public opinion organization in China, an important ideological and cultural base in China, and one of the most competitive mainstream media in China today. It has many functions such as spreading news, social education, cultural entertainment, and information services. It is the country. The main channel for the public to obtain information is also an important window for China to understand the world and the world to understand China, and its international influence is increasing.

CCTV is currently a national vice-ministerial-level public institution with 16 deputy bureau-level centers (rooms), including offices, editor-in-chief offices, personnel offices, finance and economic offices, party committees of the agency, news program centers, overseas program centers, and social education programs. Center, Artistic Program Center, Advertising Economic Information Center, Sports Program Center, Youth Program Center, Network Communication Center, Technical Management Office, Technical Production Center, Broadcasting and Transmission Center; There are 3 directly affiliated department-level units, including Supervision Office and Audit and the new station construction project office (temporary organization).

The direct units of CCTV include: China TV Drama Production Center, established on October 18, 1983, a national-level TV production professional institution; Central News Documentary Film Studio (CCTV New Film Production Center), which was classified as a filming and production in 1993. Documentary videos and undertake program production for the Taiwan Strait; Beijing Science and Technology Film Studio (CCTV Science and Technology Production Center), which was classified as a member in 1995, filmed science and education films, and undertake program production and production of cartoons; China International Television Corporation , established in 1984, is a wholly-owned company of CCTV. Its business includes film and television production, program sales, network communication, advertising marketing, tourism development, market research, industrial development, etc.; the Central Satellite Television Communication Center was established in 1995, responsible for satellite scrambling TV operation; Central Digital Television Media Co., Ltd. was established in 2003 and is responsible for the operation of the Central Digital Pay TV platform and the market-oriented operation of the CCTV paid TV channel; China Philharmonic Orchestra, which was classified as a first-class domestic orchestra in 2004.

In addition, CCTV has the "CCTV International" website, China Television News and publicly issued publications "TV Research", "Modern TV Technology", etc., and has the largest radio, film, television, audio and video museum in China (with the State Administration of Radio, Film and Television) establish).

CCTV has initially formed a diversified business pattern with multimedia publicity, advertising operations and industrial expansion with television communication as its main business and supporting films, the Internet, newspapers, audio-visual publishing, etc.

1. Propaganda status

China Central Television now has 16 open-air TV programs and has opened a high-definition TV test broadcast channel. The 16 open channels are comprehensive channels, economic channels, variety shows channels, Chinese international channels, sports channels, movie channels, children's military and agriculture channels, TV series channels, English international channels, science and education channels, opera channels, social and law channels, news Channels, children's channels, music channels, Spanish and French channels, and their content covers almost all areas of social life. At the same time, 12 paid digital TV channels and 28 Internet TV channels were opened. The paid-frequency engineering channels of digital TV include Fengyun Football, First Theater, Fengyun Theater, World Geography, Fengyun Music, Nostalgic Classics, Golf and Tennis, CCTV-Entertainment, CCTV-Ass, CCTV-Boutiques, National Defense and Military and Women's Fashion. Online TV channels include news, CCTV attention, records, travel, history, English, acrobatics, TV series, variety shows, crosstalk, weather, technology, food, sketches, music, sports, life, cartoon kingdom, fashion, Peking Opera, children, economy, Legal system, education, games, drama, magic, characters, etc.

In recent years, closely focusing on the overall work of the Party and the country, and in accordance with the deployment of the Propaganda Department of the CPC Central Committee and the State Administration of Radio, Film and Television, CCTV has organized a series of major publicity and reporting activities, such as the 50th anniversary of the National Day in 1999 and the return of Macau; 2000 welcomes the new millennium , Sydney Olympics; 2001 commemorates the 80th anniversary of the founding of the Party, Beijing’s successful bid for the Olympic Games, APEC Shanghai Conference, Chinese football qualifying, China’s accession to the WTO; 2002 16th National Congress of the Communist Party of China, Busan Asian Games; 2003 Iraq War, climbing Mount Everest, fighting SARS, Shenzhou V manned space flight; Athens Olympics, the 55th anniversary of the founding of New China, the 5th anniversary of Macau's return, the Scientific Outlook on Development in 2005, commemorating the 60th anniversary of the victory of the Chinese People's War of Resistance Against Japanese Aggression and the World Anti-Fascist War, Daqing of Tibet and Xinjiang Autonomous Region, "Shen Sixth" flight, Tenth National Games, etc. In these major reporting activities, CCTV adhered to the correct public opinion orientation and organized the production and broadcast of TV programs with distinctive themes and outstanding characteristics, which caused strong responses among the majority of TV audiences and fully played the role of the main force of the state TV station.

CCTV has nearly 400,000 hours of program resources. The total annual broadcast volume is 230,248 hours, with an average of 631 hours per day (including North American Great Wall platform programs, paid channels and high-definition program channels); the proportion of homemade programs reaches 73.9%.

Since 1999, facing the competition in the domestic TV market and the continuous penetration of overseas TV media, CCTV has insisted on promoting the publicity reform of "channel professionalization, column personalization, and program quality", and successfully completed the professionalization. Channel layout. In 2005, CCTV began to implement the "branding" strategy after "specialization", which greatly promoted program production and channel self-construction, and initially achieved results.

In terms of channel construction, TV drama channels were opened in 1999; English international channels were opened in 2000; Science and education channels and opera channels were opened in 2001; Western channels were opened in 2002; News channels and children's channels were opened in 2003; Music channels and Spanish were opened in 2004; French channel and replace Western channel with Social and French channel. At the same time, we integrate channel resources, highlight the characteristics of professional channels, adjust the channel structure, and continuously improve and revise various programs, strengthen unified packaging and arrangement, and have formed a comprehensive channel and professional channel category led by the first comprehensive channel of program as the leading product. The characteristics of professional channels are becoming increasingly prominent, and they support each other and complement each other to cover domestic and international channels.

In terms of column construction, on the basis of adhering to correct public opinion orientation, adhere to taste and style, we aim to better serve the target group, encourage innovation, focus on creating our own style, and improve the quality of the column. At the same time, a scientific and quantitative evaluation system and a comprehensive program evaluation system based on viewership and rating share have been established across Taiwan, and a strict column end-of-column elimination system and column management disclosure system have been implemented. The total number of columns currently being broadcast in Taiwan is 390, including a large number of well-made famous brands that are popular and well-known by the audience, and maintain strong innovation capabilities, leading the trend of national TV program production.

In terms of program creation, CCTV attaches great importance to the quality of the program and encourages more high-quality products. It has successively launched a large number of excellent programs with strong ideological, artistic and deeply loved by the audience. It has not only become a hot spot for audience ratings, but also has a wide impact on all walks of life. Many programs broadcast on Spring Festival Galas, multiple TV competitions, etc. have become famous brands. TV series works with different themes, promoting the national spirit and the main theme of the times have been well received by the audience. CCTV has multiple programs that have won important domestic and international awards every year.

2. Technical status

China Central Television has world-class technical equipment and facilities. The broadcast equipment includes 8 sets of digital video recorder robot automatic broadcasting systems and 44 sets of hard disk server digital broadcasting systems, supporting 18 sets of regular channels and 10 sets of paid channels (including high definition). 1 set) broadcast, the broadcast files can be automatically uploaded to the China Audio and Video Archives for archives; production equipment and facilities include: 29 studios, 672 sets of recording equipment (548 sets of digital standard definition ENG equipment, 15 high-definition recording equipment Sets, 109 sets of simulated recording equipment), 253 sets of editing equipment, 60 sets of portable editing machines, 105 sets of editing and synthesis systems, 53 sets of nonlinear editing systems, 7 sets of three-dimensional animation creation systems, 10 sets of image synthesis creation systems, news In the shared network system, 80 fine-edited workstations, 286 rough-edited workstations, 2 audio studios, 26 dubbing and transliteration rooms, 8 broadcast vehicles, 1 relay aerial helicopter, and 8 sets of DSNG (digital satellite news collection system) , 54 sets of microwave systems, 4 sets of maritime satellite transmission systems, etc. The recording and production equipment has been fully digitalized, the program broadcast is automated, and it has taken the lead in conducting high-definition television and interactive television broadcast experiments in China, and has built an advanced news sharing system. An advanced technical guarantee system has become an important pillar to ensure the safe broadcast of daily program production and major publicity tasks.

CCTV's safe broadcast is an important political task. CCTV's broadcast accident rate has been declining continuously in recent years. In 1998, the broadcast accident rate was 31.60 seconds/100 hours, 22.17 seconds/100 hours in 1999, 19.08 seconds/100 hours in 2000, and 5.09 seconds/100 hours in 2001. The hours were 8.75 seconds/100 hours in 2002, 3.86 seconds/100 hours in 2003, 2.52 seconds/100 hours in 2004, and 1.49 seconds/100 hours in 2005, setting new historical best results many times.

3. Team status

CCTV has a group of high-quality TV professionals of all kinds, which is the most valuable asset of CCTV. This team has performed outstandingly in previous major propaganda and reporting battles, and has been repeatedly recognized by central leaders and praised by people from all walks of life. It is a team that can fight hard battles, is good at fighting tough battles, and is worthy of the trust of the Party and the people.

Currently, the total number of employees in Taiwan and directly affiliated units is nearly 10,000 (as of the end of 2005), and the Taiwan Headquarters currently has 2,529 formal employees (including Taiwanese hired personnel) (1,541 people with bachelor's degree or above account for 61%, and 1,276 people with bachelor's degree or above account for 50 %, 236 people with master's degrees account for 9%, and 29 people with doctoral degrees account for 1%); the total number of non-staff personnel in the Taiwan Headquarters Department is 4,905 (230 people with postgraduate degree or above account for 4.7%, and 2,163 people with bachelor's degree account for 44.1%); There are 583 retired employees of the Taiwan headquarters. In 2002, CCTV carried out a reform of the full-staff recruitment system, and all the formal employees in Taiwan were changed to a recruitment system. Since 2003, CCTV has reformed the management of non-staff personnel. On the basis of clearing personnel, it has converted non-staff personnel to enterprise employment and changed to corporate management.

CCTV has a first-class domestic announcer and host team, which is deeply loved by the majority of TV viewers across the country. Announcers and hosts are guided by the Taiwan Announcer and Host Steering Committee in business and implement a strict appearance management system. Since 2003, CCTV has regularly selected 10 outstanding announcers and hosts of the year and given special allowances and rewards. This special reward policy will be extended to excellent producers and directors.

CCTV has always attached importance to party building and spiritual civilization work. At present, there are 4,317 party members in Taiwan and its directly affiliated units, 18 Taiwan-affiliated central party branches, 4 second-level party committees, and 199 party branches. CCTV won the "National Advanced Unit for Spiritual Civilization Construction" twice in 2002 and 2005, and won the "Central-level Civilized Unit" from 2003 to 2004, and won the "Capital Civilized Unit Model" and the "State Administration of Radio, Film and Television for 12 consecutive years. Model unit "Honorary title. It is a national press "spiritual civilization demonstration point", "national advanced work unit for comprehensive social security governance", "capital greening and beautification garden-style unit", "Beijing Health Red Flag Unit", and "national advanced unit for new style marriage and childbirth activities in ten thousand families ", "Beijing Blood Donation Civilized Unit", "Beijing Traffic Safety Advanced Unit".

4. Business income generation situation

Most of the funds of CCTV come from advertising revenue. According to the preferential policies of the Ministry of Finance, the "two lines of income and expenditure" are strictly implemented. In recent years, CCTV has worked hard to innovate, and the quality of the program has been continuously improved, and its viewership share has basically remained at about 30% of the national viewership market. At the same time, we fully attach importance to the research of the viewing market and advertising market, adhere to the "customer-centered" and implement the policy of "grasping the big but not letting go of the small", professional and standardized advertising and marketing services, good market feedback, and enthusiastic corporate advertising. CCTV's advertising revenue has basically remained about one-third of the total national television advertising revenue. The continuous and significant growth of CCTV's advertising revenue has fully demonstrated from another perspective that the achievements of adhering to publicity reform, column and program innovation in recent years have been proved.

For 12 years, CCTV has bid for the first golden level advertising for the next year in November every year. At present, this activity has become a display of the business community's expectations for economic development in the coming year, and has therefore been rated as "the barometer and weather vane of China's economy." On November 18, 2005, the 2006 CCTV Golden Level Advertising Bid was successfully held, with a total bid of 5.869 billion yuan, setting a new record high.

Since 1999, CCTV's revenue has increased year by year, leaping to a new level every year. It was 5.12649 billion in 1999, 5.74241 billion in 2000, 6.09977 billion in 2001, and 7.04179 billion in 2002. In 2003, internationally accepted statistical methods were adopted to include enterprise revenue, with a total annual revenue of 10.22772 billion yuan (business income of 8.1 billion yuan and enterprise revenue of 2.1 billion yuan). In 2004, the total revenue was approximately 11.205 billion yuan (business income was approximately 8.7 billion yuan and enterprise income was approximately 2.5 billion yuan).

In 2005, the total revenue reached 12.4 billion yuan (business income is 9.4 billion yuan, and corporate income is 3 billion yuan). During the 11th Five-Year Plan period, CCTV paid a total of 3.09 billion yuan in national taxes and fees, and the State Administration of Radio, Film and Television 5.63 billion yuan, with the two items totaling 8.72 billion yuan, making positive contributions to the development of the radio and television industry and my country's economic development.

V. Communication effect

The national population coverage rate of CCTV programs reached 95.9%, with more than 1.188 billion viewers (statistics in 2005). In the domestic viewing market, CCTV's viewing share basically remains around 30% of the national viewing market. According to statistics, in 2005, the overall viewing share of 15 open channels of CCTV reached 34.14%, a five-year high; the average audience can watch CCTV programs every day for 52 minutes (the average daily viewing time for 154 minutes); the central government can watch the TV program every day; Audience satisfaction of various channels of the TV station also ranks in the top 12 in the national satellite channel satisfaction ranking.

Chinese International Channel, English International Channel, Spanish French Channel signals basically cover the world through satellite transmission, and have been implemented in more than 120 countries and regions in North America, Europe, Africa, Asia, Oceania and Central and South America, among which CCIV- 4 Covering more than 15 million Chinese-speaking audiences overseas, CCTV-9 has reached 43.5 million overseas, CCTV-E&F has achieved full channels in six countries including the United States, Cuba, Chile, Mauritius, etc., further expanding the international influence of Chinese TV media force. On February 1, 2005, the Great Wall (Asia) platform led by CCTV and eight local stations was officially launched, and breakthrough progress was made in publicity to Taiwan. The number of subscribers in the Great Wall (North America) platform has continued to grow over the past year, exceeding 30,000, effectively reversing the current situation of "Taiwan is strong and I am weak" in the US Chinese-speaking market. At the same time, based on CCTV's online TV interactive live broadcast platform, CCTV's TV programs successfully entered Taiwan, fully reflecting their initiative in publicity to Taiwan. This marks a new level in China's external publicity, and the concept and operation methods of CCTV's external publicity work have undergone major changes.

6. Domestic and foreign exchanges

China Central Television has established and maintained good cooperative relations with local TV stations and cultural institutions at all levels across the country, and has established business relations with 208 media institutions in 134 countries and regions around the world. There are 14 journalist stations around the world, and journalist stations have been established in Taiwan to promptly report major news events around the world.

7. New station project

Under the care of the Party Central Committee and the support of the State Administration of Radio, Film and Television, the construction project of the new station of CCTV is steadily advancing. The new CCTV site project is the largest single public cultural facility built by the state since the founding of the People's Republic of China, and is also one of the important supporting facilities for the 2008 Beijing Olympics. It will become an important landmark building and an important cultural landscape in Beijing.

The new CCTV site is located at the Middle Road of East Third Ring Road (formerly "BAIC Motor Factory Site"), Chaoyang District, Beijing. It is close to the East Third Ring Road, located in the core area of ​​CBD, covering an area of ​​197,000 square meters. The total construction area is about 550,000 square meters, the highest building is 234 meters, and the total investment in construction and safety is about 5 billion yuan. The construction content mainly includes: the main building (CCTV), the TV Cultural Center (TVCC), the service building and the media park. After the project is completed, CCTV will have the ability to broadcast 200 program channels.

The project was officially approved and approved by the National Development and Reform Commission (formerly the State Planning Commission) in January 2002. After expert review and employee vote, the design plan of the Dutch Metropolitan Design Firm (Designer: Koohaas) was selected. In September 2004, the project "Feastive Research Report" was officially approved by the National Development and Reform Commission and approved by the 62nd State Council Executive Meeting, and construction officially started in October 2004. Under the organization of the Beijing Bidding Office, after public bidding, China Construction Engineering Corporation obtained the general contracting rights for the construction of Section A of the new site construction project, including the main building. Beijing Urban Construction Group Co., Ltd. obtained the general contracting rights for the construction of Section B of the new station construction project (TV Culture Center). At present, the construction work of sections A and B is being fully promoted as planned, and all work is progressing smoothly.

"Inheriting civilization, pioneering and innovating." CCTV will adhere to this purpose, adhere to reform and development as the main line, deepen reform, accelerate development, keep pace with the times, and strive to build a first-class TV station in Asia and the world's forefront in the new century and new stage.