湖南衛(wèi)視宣布與英國商業(yè)電視臺合作

國內(nèi)電視排頭兵湖南衛(wèi)視又有新動作，中國電視臺的商業(yè)化和國際化又向前走一步。

英國獨立電視臺(ITV)旗下子公司ITV Studios Global Entertainment（簡稱ITV Studios）已與湖南衛(wèi)視 (Hunan Satellite Television)聯(lián)手，將共同開發(fā)可先在中國播放，然后再出口的電視制式。ITV是英國最大的商業(yè)電視臺，湖南衛(wèi)視是中國商業(yè)上最成功的國有電視臺。

A unit of ITV, the UK's largest commercial broadcaster, has linked up with Hunan Satellite Television, one of China's most commercially successful state broadcasters, jointly to develop formats that could be first broadcast in China and later exported.

ITV Studios與湖南衛(wèi)視的交易表明，盡管中國政府對傳媒業(yè)施行嚴格審查和國家管制，但中國仍有可能在全球電視市場占據(jù)重要地位。

The deal between ITV Studios and Hunan is an indication of the importance China could gain in the global television market in spite of Beijing's censorship and state control of the media industry.

根據(jù)周一簽署的協(xié)議，湖南衛(wèi)視未來3年將授權使用幾種電視制式。ITV表示，ITV和湖南衛(wèi)視將共同開發(fā)、制作和擁有新的制式。湖南衛(wèi)視計劃今年開始播放這些制式的節(jié)目，但它也希望，ITV能播放他們在海外制作的節(jié)目。

Under the agreement signed on Monday, Hunan TV will license several formats over the coming three years. ITV and Hunan TV will co-develop, create and own the new formats together, ITV said. Hunan TV plans to start broadcasting the programming this year but also hopes ITV can take the shows they make overseas.

這不同于中國電視臺與外國內(nèi)容提供商之間的傳統(tǒng)合作模式。在傳統(tǒng)模式下，大多數(shù)協(xié)議都是單一制式的交易——由中方獲權使用在其它地區(qū)開發(fā)和播放的成熟電視節(jié)目。

This is a departure from the traditional co-operation model between Chinese broadcasters and foreign content providers, where most agreements are single-format deals, under which the Chinese side licenses mature shows developed and run elsewhere.

ITV Studios董事總經(jīng)理李•巴特利特(Lee Bartlett)告訴英國《金融時報》：“這是中國電視臺與外國電視臺的首次合作，也是首個在海外制作電視制式的交易。”

“This is the first partnership between a Chinese and a foreign broadcaster and it is the first deal under which formats will be created out of China,” Lee Bartlett, managing director of ITV Studios, told the Financial Times.

ITV將擁有兩家集團共同開發(fā)的內(nèi)容的海外發(fā)行權。“湖南衛(wèi)視很樂意這么做，因為他們希望這將幫助他們走出國門，打入國際市場，”ITV Studios駐香港的地區(qū)主管詹姆斯•羅斯(James Ross)表示。

ITV will own the rights for overseas distribution of the content the two groups co-develop. “Hunan TV is happy with that because they hope this will help them get out there on the global market,” said James Ross, regional director for ITV Studios Global Entertainment in Hong Kong.

此次合作，適逢中國傳媒業(yè)展開徹底改革之際。盡管中國政府仍然堅持所有的電視臺都必須為國家所有，但它也在推動這些電視臺的商業(yè)化和國際化。

The co-operation comes as China's media industry is undergoing thorough changes. While the government continues to insist that all broadcasters must be state-owned, it is also pushing them to become commercially viable and international.

中國有一家國家電視臺——中國中央電視臺(China Central Television)，每個省份還各有一家國有電視臺。政府禁止各省臺投資本省以外的電視廣播業(yè)。不過，通過內(nèi)容制作和編排協(xié)議，各省臺已獲得了對競爭對手內(nèi)容的實際控制權。

China has one national broadcaster, China Central Television, and one state-owned broadcaster from each province, which are banned from investing in broadcasting outside their home provinces. However, provincial broadcasters have gained de facto control of rivals through content production and programming agreements.

湖南衛(wèi)視通過娛樂節(jié)目成功吸引了年輕觀眾。巴特利特表示，ITV和湖南衛(wèi)視將集中精力開發(fā)無劇本節(jié)目——即真人節(jié)目秀，而不是肥皂劇——因為他們的理念和共同的人類情感“更容易打動人”。

Hunan TV has proved successful in addressing a young audience with entertainment programmes. ITV and Hunan TV will also concentrate on unscripted programmes – shows with studio guests rather than soap opera.