省级卫视的变与不变两个词能够概括当前电视竞争的基本状况:内容为王、终端制胜。内容为王,内容的重要性,内容不仅是要契合电视自身的平台,还要逐步向跨媒体平台的内容提供商来转换或者升级。内容为王有三层定义:一、符合,二、适位,三、超越。所谓的符合是内容与时代热点相关,能够满足和激发观众的需求和、认同和讨论。东方卫视的品牌差异化需要内容的传播平台自身整合来实现。成为集成精品、引领创新、模式示范的内 Provincial TV’s change and the same two words can summarize the basic situation of the current television competition: the content is king, the terminal wins. Content is king, the importance of the content, content not only to meet the TV’s own platform, but also gradually cross-platform media content providers to convert or upgrade. The content of the king has three layers of definitions: one, meet, two, fitness, three, beyond. The so-called conformance is hot content related to the times, to meet and stimulate the audience’s needs and, identity and discussion. Dragon TV’s brand differentiation requires content delivery platforms to integrate their own to achieve. Become an integrated boutique, leading innovation, model within the model