浙江卫视在“中国蓝”品牌树立六年来,持续着力寻找社会效益与市场效益的平衡点和结合部,逐步确立了以“彰显人文公益”作为频道发展的重要理念,在新闻宣传和节目研发中尝试融入公益主题、开掘公益内涵,推出了《中国梦想秀》、《寻找可游泳的河》等具有良好传播效果和社会反响的新闻报道和品牌节目,较好地彰显媒 In the past six years since establishment of the “China Blue” brand, Zhejiang Satellite TV has been continuously striving to find a balance point and a combination of social benefits and market benefits and has gradually established its important concept of “channeling human rights through publicity” as a channel. In the research and development of programs, we tried to incorporate the theme of public welfare, explore the connotation of public welfare and launched news reports and brand programs that have good communication effects and social repercussions such as “China Dream Show” and “Looking for Swimmable Rivers”