开通双向传播渠道收视率的高低,受众的多寡,乃是新闻机构信誉的象征。可多年来受单向传播思想的误导及传播机制的限制,使得我们不容易也不习惯接受这样一种观念,从而相当忽略大众的获知、参与、娱乐和利用信息的权利。当境外电视强力渗透,我们被迫让出空中阵地的时候,我们才不得不思考:人民的电视为什么难以得到人民大众的信赖呢?这才引发了我们深刻的危机意识,并促使我们认识到作为大众传播工具的电视,它和人民大众的关系只能是一种双向沟通,互相依存的关系。由此决定了我们的电视宣传架构及传播模式应当变单向传播为双向交流,变灌输型为沟通型,变封闭型为开放型,变指导型为服务型。要真正做到这一点,并非一蹴可就。十年来我们逐步从实践中感到要解决好以下一些问题: The opening of two-way communication channel ratings, the size of the audience, but the symbol of news agencies credibility. The misleading and disseminating mechanisms that have for many years been unidirectional, have made it difficult and unacceptable for us to embrace such an idea, thereby considerably ignoring the public’s right to know, participate, entertain and make use of information. When the strong penetration of foreign television, we were forced out of the air positions, we have to think: why the people’s TV is difficult to get people’s trust? This has led to our profound sense of crisis, and prompted us to recognize that as a The mass media television, its relationship with the public can only be a two-way communication, interdependence. This determines that our television advertising structure and mode of transmission should be changed from one-way communication to two-way communication, change the type of communication for the infusion, change closed for the open, change for the service-oriented. It is not a one-time move to do this. In the past ten years, we have gradually felt from practice that we should solve the following problems: