江和平：道法自然 术有专攻 CGTN做增值品牌传播(3)

　　“林”:双木成林,桃李芬芳。两个“木”字在一起,是树林的“林”字。英语传播只是我们的一棵树,CGTN还有西班牙语、阿拉伯语、法语、俄语传播,每一个语种传播就是一棵树。如果把CGTN看作一片果林的话,我们的果林里有苹果树、桃树、李树、杏树、梨树……各有各的特征,各有各的果实。

　　Next comes the character 林, which is formed by two 木 hand in hand. In Chinese, 林 means woods, or a small area of trees. At CGTN, the tree of English-language news is complemented by services in other languages -- Spanish, Arabic, French, and Russian -- each standing with its own root and branches. Such diversity allows us to bear and offer many different fruits for different palates and different tastes, and to reach different cultures.

　　“森”:多木成森,广袤无垠。三个“木”字叠加在一起,是森林的“森”字。中央广播电视总台是由中央电视台、中央人民广播电台、中国国际广播电台整合组建而成,运营了近50个电视频道、130个电台频率、4个主要新闻网站、38种报纸期刊杂志,以55种外语面向世界传播。总台是体量巨大的新型媒体传播集团,是广袤的森林。CGTN在总台整体事业格局下一体化生长和发展。

　　The last of the five characters is 森. With three 木 stacked together, 森 means a vast multitude of trees extending to the horizon. CGTN is thriving as part of China Media Group, a gigantic conglomerate combining the former China Central Television, China National Radio, and China Radio International. The Group operates nearly 50 TV channels, 130 radio frequencies, 4 leading news websites, and some 40 newspapers and magazines. It distributes content in 55 languages to the world. This media giant provides the forest and ecology for CGTN to grow and develop.

　　道,是认识论;术,是方法论。我们培植果树不能“望天收”,还需要掌握种植技巧,懂得如何培土、浇灌、施肥、修枝、嫁接……虽然果树的种植道理大抵相同,但是,由于树种不同,培植的方式方法不尽相同,这就要求我们要“术有专攻”。传播亦是如此。

　　The Dao or The Way, gives us insights, which have to be put into practice. The wellbeing of an orchard depends on choosing the right location and climate, but it also requires constant care and diligent cultivation. As different species of trees thrive under different conditions, we have to adopt the approaches best suited to our goals. Success in the media sector calls for specialization; at CGTN we've made a point of staying on focus.

　　面对不同的语种、不同的地域、不同的平台,我们的传播策略需要具有针对性,只有精细到“一语一策”、“一国一策”、“一平台一策”,才能实现精准化的有效传播。

　　Targeting each different language, culture, and platform, we've devised specific approaches and strategies. Such a high degree of specialization and focus ensures the precision and effectiveness in presenting our contents.

　　就语种而言,英语是面向全球传播,其他语种是面向对象国传播。所以,英语传播可以是大而全,而其他语种则要小而精。

　　In terms of languages, our English service is aimed at a global audience and therefore supplies comprehensive and diverse contents. Our services in other languages, each of which targets a specific region and culture, strive for top quality in their limited and focused scope.

　　就地区而言,全球各地除语言外,还存在着政治、经济、文化等各方面的差异。我们需要因地制宜,寻找到最佳的进入方式。

　　In serving the world's many regions and their various cultures, we try to adapt to their different and distinctive local circumstances and seek the optimal points of entry and contact.

　　就平台而言,每个平台特性各不相同,同样的视频内容,电视频道适宜长视频,新媒体适宜短视频, “一键分发”从来只是传说。

　　In operating our different platforms, we are tailoring the format of our contents to each medium's unique features. Rather than indiscriminate distribution, we've been experimenting with different running times and sometimes varied program structures for TV broadcasting and mobile Internet.

　　“术有专攻”另一层含义是对“专业”的尊重和推崇。果园需要果农,森林需要森工,我们需要怀揣专业梦想和追求完美的新闻人、媒体人,让专业的人做专业的事。