Implementation Regulations Concerning the Radio, Film and Television “Marching Out Project” (Trial)

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According to the “Central Committee Secretariat and State Council Secretariat Notice Concerning Transmitting the ‘Central Propaganda Department, SARFT, and General Administration of Press and Publications Some Opinions concerning Deepening Press, Publications, Radio, Film and Television Sector Reform'” (GBF No. (2001)17), the following implementation regulations concerning the radio, film and television “Marching Out Project” are formulated.

I, The objectives and tasks of the radio, film and television “Marching Out Project” are to bring the voice of China to all places of the world. Through implementing the “Marching Out Project”, within five years, our radio, film and television programmes’ landing abroad, distribution and screening must have a relatively large progress and breakthrough, making audiences in all countries of the world, and especially in main countries of North America and Western Europe understand a true China, and understand our position, attitude and viewpoint in major international problems; within ten years, or radio, film and television is to be able to have competitiveness abroad that is equal to that of large Western media, and especially CCTV television channels are to realize multilingual and regionalized broadcast, striving to achieve that in all places where there are voices and images of large Western media, there are our voices and images, making our radio, film and television programmes’ produce a major international influence, and clearly improve the situation of “Western strength and our weakness” in the international radio, film and television sphere.

II, The radio, film and television “Marching Out Project” must be scientifically planned, comprehensively coordinated, rationally distributed, shaped with joint forces and entirely moved forward, shaping a structure with the Centre at the core, the localities as auxiliary, and radio, television, film, etc., to land in and exchange with all directions outside the country (borders)

Focusing on grasping the landing outside the country (borders) of foreign-oriented programmes of the three central stations, and especially the programmes of CCTV-4 and CCTV-9. Television must enter into cable networks, focus restaurants, broadband networks and live broadcast satellite systems outside the country (borders) with entire channels, radio must enter medium wave, FM, live broadcast satellite systems and cable networks outside the country (border), and mirror sites are established outside the borders, to raise the speed ad which overseas masses can call on our radio networks.

Giving priority to completing landing work for CCTV-4 and CCTV-9 in ten focus countries: the United States, the United Kingdom, Germany, France, Russia, Japan, Egypt, Brazil, Thailand and India, in the year 2002, striving to realize complete channels’ landing in the United States, the United Kingdom, France and other countries, and progressively expanding it. Vigorously adopting many kinds of methods to move our radio, film and television programme landing work forward towards Europe, North America, other neighbouring countries and regions, as well as South-East Asia, Australia and New Zealand, parts of Latin America and Africa. For some countries and radios, radio programme landing are to be given first place.

III, Broadening channels, adopting many kinds of methods to “march out”. Vigorously adopting all sorts of methods and means such as satellite, cable, wireless, Internet, renting equipment, mutual transmission, renting channels, renting time slots, establishing stations, organizing stations, etc., to move our the landing abroad of country’s radio, film and television programmes forward effectively. Selecting famous foreign media groups, network operators, hotel management companies having standardized management, advanced technology, that are credit-worthy, have a solid strength and are friendly to use and cooperating with them, in a reciprocal and mutually beneficial way, to stimulate making our radio, film and television programmes enter their cable networks and hotels or jointly organizing channels (frequencies), columns and programmes. Local stations may make cooperative programme production and programme exchange into the main method of cooperation with media companies outside the country (borders).

Vigorously launching foreign-oriented radio, film and television cooperation and exchange, forcefully moving forward that focus work units and cities such as the China Radio, Film and Television Group, Beijing, Shanghai, Guangzhou, etc,. vigorously launch many forms of cooperation and exchange, and establish fine cooperation and exchange mechanisms. Organizing Chinese film and television exhibitions (festivals) outside the country (borders), participating in international radio, film and television festivals (exhibitions), strengthening the overseas sales of film and television dramas as well as radio and television programmes, organizing large-scale foreign-related radio, film and television exchange and cultural performance activities. Strengthening exchange and cooperation with partner country media, conducting programme exchange, bilateral or unilateral sending production units and newsgathering units for partner countries’ production programmes, co-producing or group-producing television dramas, etc. In a planned manner inviting famous and influential international radio, film and television media responsible persons or famous journalists, presenters, editors, and film producers to visit China, strengthen understanding, stimulate cooperation and broaden propaganda of China.

IV, Integrating the overseas organ of the China Radio, Film and Television Group, forming overseas radio, film and television sales teams and organs, striving to form overseas sales teams with a certain strength and scale, that integrate landing and sales, within two years. Drawing support from forces on all sides to start new multi-channel sales methods, integrating moving forward our radio and television channels’ (frequencies’) landing and sales of radio and television programmes, and films.

Overseas sales organs must be rationally distributed, sales teams must be meticulously selected, main managing personnel is to be sent first by the China Radio, Film and Television Group, sales personnel may be engaged from other places on the basis of requirement. With approval, overseas sales organs may use foreign capital in financial aspects.

V, Increasing input of our radio and television programmes landing outside the country (border). Our radio, film and television programmes may be provided free of charge to influential media outside the country (borders), and influential cable channels may be purchased in focus countries to broadcast CCTV-4 and CCTV-9.

VI, According to the objectives tasks and requirements of the radio, film and television “Marching Out Project”, rationally arranging the distribution of foreign-oriented television channel satellite broadcast and radio sending stations in the entire world. Earnestly implementing high-power medium-wave and short-wave foreign oriented broadcast policies, medium-wave to cover neighbouring countries and regions, short-wave to cover a region within 5000 kilometres, for coverage outside a region of 5000 kilometres, methods such as renting equipment and mutual transmission, etc,. are mainly adopted. Adapting to the requirements of radio and television digitalization development, further expanding technology and equipment inputs, accelerating the renewal and transformation of old equipment and technology, scientifically conducting frequency management, expanding transmission power, extending relay time, strengthening direct broadcast coverage.

VII, Further raising foreign-oriented radio and television programme quality. It is necessary to correctly grasp programme orientations, foreign-oriented radio and television programmes must be healthy and upward, and reflect our country’s modernization construction achievements and excellent culture. It is necessary to realistically strengthen the focalization of programmes, their viewability (listenability) and affinity, raising and strengthening watching (listening) rates and real effects of programmes after landing. On the basis of the different requirements of different countries, different regions and different nations, meticulously selecting programme content and packaging methods, at the same time on the basis of different regions, arranging different broadcasting times, channels (frequencies) time slots and content. Utilizing many kinds of method to move programme regionalization progress forward, supporting radio and television programmes using languages of focus regions and target countries (regions) to land outside the country (borders).

VIII, Further strengthening investigation and research concerning the corresponding laws, regulations and corresponding policies of relevant countries, strengthening investigation, research and forecasting of international public opinion information. It is necessary to understand the different cultural requirements and enjoyment habits of different countries and different regions, be well acquainted with the political, economical, historical and linguistic characteristics customs and habits, ways of life, value systems, historical beliefs of target countries, as well as the China-related policies of those countries’ governments and the extent of understanding of and attitude towards China of the people of those countries. Strengthening relationships with audiences, establishing special audience research teams, giving high regard to supporting and giving rein to the function of audience clubs. Establishing effect-monitoring systems for our foreign-oriented radio and television programmes that land outside the country (borders), timely grasping the real effects and programme sales situation of overseas landing.

IX, Strengthening the macro-level management of the “Marching Out Project”. Straitening foreign propaganda and foreign affairs discipline, earnestly implementing reporting and approval procedures. All important matters involving programme landing or exchange (import) outside the country (borders), organizing exhibitions, etc., must be reported to SARFT for approval. Important negotiation work with media outside the country (border) must be conducted with SARFT approval or by responsible SARFT organizations. Local stations renting or purchasing time slots, channels (frequencies), or establishing and organizing stations outside the borders, must gain agreement from the provincial (regional, municipal) Party Committee Propaganda Department and Foreign Propaganda Offices Radio and Television Bureau, and reported to SARFT for approval.

Radio, film and television programmes must persist coordinating going in and out, and according to the principles of “reciprocity and mutual benefit”, foreign satellite television channels landing within the borders, shall commit to assist our radio and television programmes landing outside the borders in an appropriate manner.

X, Realistically strengthening leadership over the nationwide radio, film and television “Marching Out Project”. SARFT establishes a radio, film and television “Marching Out Project” leading small group. Beijing, Shanghai, Guangdong and other focus provinces (cities) must also establish corresponding organs. Strengthening radio, film and television foreign propaganda strength and organs, stimulating the united foreign-oriented development of foreign-oriented radio, film, television, and Internet propaganda, implementing unified management.

国家广播电影电视总局关于广播影视“走出去工程”的实施细则(试行)

根据《中共中央办公厅、国务院办公厅关于转发〈中央宣传部、国家广电总局、新闻出版总署关于深化新闻出版广播影视业改革的若干意见〉的通知》(中办发〔2001〕17号),就广播影视“走出去工程”制定以下实施细则。

一、广播影视“走出去工程”的目标、任务是把中国的声音传向世界各地。通过实施“走出去工程”,五年内我广播影视节目在国外的落地和发行放映要有较大的进展和突破,使世界各国特别是北美和西欧主要国家的听众、观众了解一个真实的中国,了解我在重大国际问题上的立场、态度和观点;十年内我广播影视在国外能够具有同西方大媒体竞争能力,特别是中央电视台电视频道实现多语种、地域化播出,力争做到凡是有西方大媒体声音形象的地方就有我们的声音形象,使我广播影视节目在国际上产生重大影响,明显改善国际广播影视领域“西强我弱”的状况。

二、广播影视“走出去工程”要科学规划、统筹协调、合理布局、形成合力、整体推进,形成以中央为主,地方为辅,广播、电视、电影等全方位在国(境)外落地、交流的格局。

重点抓好中央三台对外节目,特别是中央电视台第四、九套节目在国(境)外的落地入户。电视要以整频道进入国(境)外有线网、重点酒店、宽频网络和直播卫星系统,广播要进入国(境)外电台中波、调频、直播卫星系统和有线网络,并在境外建立镜像站点,提高海外受众访问我广播网站的速度。

优先做好中央电视台第四、九套节目在美国、英国、德国、法国、俄罗斯、日本、埃及、巴西、泰国、印度等十个重点国家的落地工作,2002年努力实现在美国、英国、德国、法国等国家的整频道落地,并逐步展开。对欧洲、北美、周边其它国家和地区,以及东南亚、澳新、拉美和非洲部分地区,积极采取多种方式,推进我广播影视节目的落地工作。对有些国家和地区应以广播节目有效落地为主。

三、广开渠道,采取多种方式“走出去”。积极采用卫星、有线、无线、互联网、租机、互转、租频道、租时段、建台、办台等各种形式和手段,推进我广播影视节目在海外有效落地。选择管理规范、技术先进、资信可靠、实力雄厚、对我友好的国外知名媒体集团、网络运营商、酒店管理公司同其合作,互惠互利,促使我广播影视节目进入其有线网、酒店或合办频道(率)、栏目、节目。地方台可以把节目合作制作和节目交换作为与国(境)外媒体公司合作的主要方式。

积极开展广播影视对外合作交流。大力推进中国广播影视集团和北京、上海、广州等重点单位和城市积极开展多种形式的合作交流,建立良好的合作交流机制。在国(境)外举办中国影视展(节),参加国际广播影视节(展),加强影视剧及广播电视节目的海外推销,举办大型涉外广播影视交流和文艺演出活动。加强与对象国家媒体的交流与合作,进行节目交换、互派或单方面派摄制组、采访组赴对方国家制作节目、合拍协拍影视剧等。有计划地邀请有名望、有影响的国际广播影视媒体负责人或著名记者、主持人、编辑、制片人访华,加强了解,促进合作,扩大对中国的宣传。

四、整合中国广播影视集团的海外机构,组建广播影视海外营销队伍和机构,力争两年内组建起有一定实力、规模和集落地、营销为一体的海外营销队伍。借助各方面力量,开辟新的多渠道营销方式,整体推进我广播电视频道(率)落地和广播电视节目、电影的外销。

海外营销机构要合理布局,营销队伍要精心选配,主要管理人员由中国广播影视集团先派,营销人员可根据需要,从当地聘用。经批准,海外营销机构在融资方面可以使用外资。

五、增加我广播电视节目在国(境)外落地的投入。可免费向国(境)外有影响的媒体提供我广播影视节目,也可购买重点国家有影响的有线频道播出中央电视台第四、九套节目。

六、根据广播影视“走出去工程”的目标、任务和要求,合理安排电视对外频道的上星和广播发射台在全球的布局。认真执行大功率中波和短波对外广播的政策,中波覆盖周边国家和地区,短波覆盖5000公里以内的地区,5000公里以外地区的覆盖主要采用租机互转等方式。适应广播电视数字化发展的要求,进一步加大技术和设备投入,加快旧设备的技术更新和改造,科学进行频率调度,增大发射功率,延长转播时间,加强直播覆盖。

七、进一步提高对外广播电视节目质量。要正确把握节目导向,对外广播电视节目要健康向上,反映我国现代化建设成就和优秀文化。要切实加强节目的针对性、可视(听)性和亲和力,提高和增强节目落地后的收视(听)率和实际效果。根据不同国家、不同地区、不同民族的不同需要,精心选择节目内容和包装形式,同时根据不同地区安排好不同的播出时间、频道(率)、时段和内容。利用多种方式推进节目的地域化进程,扶持使用重点地区和对象国(地区)语言的广播电视节目到国(境)外落地。

八、进一步加强对有关国家的相关法律、法规和相关政策的调查研究,加强对国际舆情信息的调研和预测。要了解不同国家和地区不同的文化需求和欣赏习惯,熟悉对象国家的政治、经济、历史、语言特点、风俗习惯、生活方式、价值观念、宗教信仰以及该国政府对华政策和该国人民对中国的了解程度和心态。加强与听众观众的联系,建立受众研究的专门队伍,重视扶持和发挥听众观众俱乐部的作用。建立我对外广播电视节目在国(境)外落地效果监测系统,及时掌握海外落地的实际效果和节目销售情况。

九、加强“走出去工程”的宏观管理。严格外宣外事纪律,认真执行报批程序。凡涉及到国(境)外落地、交换(引进)节目、办展等重要事项均须报国家广电总局批准。与国(境)外媒体的重要谈判工作,须经国家广电总局批准或由国家广电总局负责组织进行。地方台在境外租买时段、频道(率)或建台、办台,须经省(区、市)党委宣传部、外宣办和广电局同意,并报国家广电总局审批。

广播影视节目要坚持进出协调,按照“互惠互利”的原则,境外卫星电视频道在境内落地,应承诺以适当方式协助我广播电视节目在境外落地。

十、切实加强对全国广播影视“走出去工程”的领导。国家广电总局成立广播影视“走出去工程”领导小组。北京、上海、广东等重点省(市)也要成立相应的机构。加强广播影视外宣力量和机构,促进对外广播、电影、电视、因特网宣传统一对外发展,实行统一管理。

国家广播电影电视总局

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