On Chinese International Channel CCTV-4 Construction And Image Transmission

After going through "channel dominance","products dominance" and "technology dominance", today’s media competition has entered the phase of "image dominance". As the national television, the overseas competitors of the Chinese international channel of CCTV-4are the Western media who have the control of the international sayings and the right to set the news agenda. The performances of the various news media organizations in the competition are not only about their own media image, but more directly involved in shaping the country’s image; As Chinese television media, having similar positioning and target audience, Phoenix TV and Chinese international channel of CCTV-4are major competitors and the differentiated media images are often used as a comparison object.The media image is people’s overall impression about mass media organizations, which is determined by the image subject, the cognitive subject and environmental factors. But for a mass communication media organization, to proactively improve oneself is the most direct and essential strategy and approach. Considering the responsibility in external communication and demand and habits of overseas Chinese audience, Chinese international channel of CCTV-4set the goal of "generate Chinese Culture, serve global Chinese" to build the media image. To build and achieve the construction and communication of the entire channel’s image through shaping and integration of image components such as visual identification, media content production, media events, programming, media activities and media cooperation. However, the deficiency and problems like the image routinization of anchors and reporter, lack of attention in crisis public relation management, inadequate ability in global news gathering, the under open and innovative in channel image promotion, and shortage of lacking in scientific audience survey response still exist in the current channel image building.