谈到中国广电传媒的市场化取向,我们不得不清醒的认识到目前广电传媒集团化的大趋势。中国传媒所受到的压力是多方面的,一是国际化的压力,而是数字化的压力,在两个外在压力的作用下,媒介内部产生了第三个压力———制度创新的压力。采取媒介集团化,无疑是缓解这些压力的一种有 When it comes to the marketization orientation of China’s radio and television media, we have to clearly recognize the current trend of mass media conglomerates. The pressure on the Chinese media is multifaceted. The first is the pressure of internationalization but the pressure of digitization. Under the influence of two external pressures, there is a third pressure within the media --- the pressure of institutional innovation. To adopt media collectivization is undoubtedly a way to alleviate these pressures