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2005年1-6月,CCTV 整体收视份额达到34．48%,在去年同期的高基数上大幅攀升。这一成绩的由来,与2005年央视的品牌化改革密不可分。 2005年年初,中央电视台启动“频道品牌化”战略,掀起新一轮的改革,改革的焦点集中在管理机制的变革上,概括起来是“两个转变、两个指标”——“两个转变”：由节目中心制管理向频道制管理转变,由频道专业化向频道品牌化转变。“两个指标”：每个频道的考核评估包含两个指标——收视份额指标和收入指标,各频道不仅要从节目收视上达到指标,还要从收益上达到要求。
From January to June 2005, the overall CCTV viewing share reached 34.48%, a sharp rise in the high base of the same period of last year. The origin of this achievement is closely linked with the brand reform of CCTV in 2005. In early 2005, CCTV initiated the strategy of “channel branding” and set off a new round of reforms. The focus of the reform focused on the reform of the management mechanism, which can be summed up as “two changes and two indicators” - “two changes ”: From program center management to channel management change, from channel specialization to channel brand change. “Two indicators”: The assessment of each channel includes two indicators - the audience share index and income indicators, each channel not only from the program to reach the target audience, but also from the proceeds to meet the requirements.