世纪之初的中国，迎来两大喜事──申奥成功，入世（ＷＴＯ）在即。主办奥运标志着中国走向世界和世界接纳中国，加入ＷＴＯ预示着中国社会的政治、经济、文化以及各个领域都将产生深刻变革。这种变革对电视媒体的影响将是巨大和深远的。面对新形势，中国电视业必须走改革创新 China at the beginning of this century ushered in two happy events - the successful bidding for the Olympics and the imminent accession to the WTO. Hosting the Olympic Games marks China’s going to the world and the world accepting China. Joining the WTO indicates that there will be profound changes in politics, economy, culture and all fields in Chinese society. The impact of such changes on the television media will be enormous and far-reaching. Faced with the new situation, China’s television industry must take reform and innovation