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提高节目在海外落地的质量、追求海外有效落地是检验对外广播工作的一个重要标准和努力方向。那么,怎样扩大广播节目海外落地的范围,实施什么样的发展战略,利用什么样的途径和渠道,采取什么样的技术手段,中国国际广播电台怎样探讨和创新海外落地工作、尝试落地节目本土化的新模式,西方国际广播媒体在新的形势下宣传策略有什么样的新变化……本期聚焦《“有效落地”——对外传播的终极目标》,分别刊发广电总局副局长田进《推进对外广播节目海外落地工作》、中国国际广播电台台长王庚年《论国际电台节目海外落地发展战略》、北京奥运会对外宣传研究课题组《西方媒体对外广播宣传策略的新变化》等三篇文章,对进一步总结广播电视海外落地工作的经验,明确新的前进方向,具有重要意义。
It is an important standard and direction for testing the external broadcasting to improve the quality of the programs landing overseas and to pursue the effective landing overseas. So how can we expand the coverage of radio programs overseas, what kind of development strategies should we implement, what kind of channels and channels should be used, and what technical measures should be adopted? How does China Radio International explore and innovate the work of going overseas and try to localize the programs on the ground? New mode of Western broadcasting media in the new situation under the new situation of publicity strategy what kind of new changes ... ... This issue focuses on the “effective landing” - the ultimate goal of external communication, “respectively, issued by the Deputy Director of Radio and Television Tian Jin” China Radio International, Wang Gengnian, “On the Strategy of Overseas Landing Development of International Radio Programs”, and other articles published by the Beijing Olympic Games Publicity Research Group “New Changes in the Western Media’s External Broadcasting Propaganda Strategy” It is of great significance to further summarize the experience of radio and television overseas landing work and clarify the new direction of progress.