湖南卫视宣布与英国商业电视台合作

国内电视排头兵湖南卫视又有新动作，中国电视台的商业化和国际化又向前走一步。

英国独立电视台(ITV)旗下子公司ITV Studios Global Entertainment（简称ITV Studios）已与湖南卫视 (Hunan Satellite Television)联手，将共同开发可先在中国播放，然后再出口的电视制式。ITV是英国最大的商业电视台，湖南卫视是中国商业上最成功的国有电视台。

A unit of ITV, the UK's largest commercial broadcaster, has linked up with Hunan Satellite Television, one of China's most commercially successful state broadcasters, jointly to develop formats that could be first broadcast in China and later exported.

ITV Studios与湖南卫视的交易表明，尽管中国政府对传媒业施行严格审查和国家管制，但中国仍有可能在全球电视市场占据重要地位。

The deal between ITV Studios and Hunan is an indication of the importance China could gain in the global television market in spite of Beijing's censorship and state control of the media industry.

根据周一签署的协议，湖南卫视未来3年将授权使用几种电视制式。ITV表示，ITV和湖南卫视将共同开发、制作和拥有新的制式。湖南卫视计划今年开始播放这些制式的节目，但它也希望，ITV能播放他们在海外制作的节目。

Under the agreement signed on Monday, Hunan TV will license several formats over the coming three years. ITV and Hunan TV will co-develop, create and own the new formats together, ITV said. Hunan TV plans to start broadcasting the programming this year but also hopes ITV can take the shows they make overseas.

这不同于中国电视台与外国内容提供商之间的传统合作模式。在传统模式下，大多数协议都是单一制式的交易——由中方获权使用在其它地区开发和播放的成熟电视节目。

This is a departure from the traditional co-operation model between Chinese broadcasters and foreign content providers, where most agreements are single-format deals, under which the Chinese side licenses mature shows developed and run elsewhere.

ITV Studios董事总经理李•巴特利特(Lee Bartlett)告诉英国《金融时报》：“这是中国电视台与外国电视台的首次合作，也是首个在海外制作电视制式的交易。”

“This is the first partnership between a Chinese and a foreign broadcaster and it is the first deal under which formats will be created out of China,” Lee Bartlett, managing director of ITV Studios, told the Financial Times.

ITV将拥有两家集团共同开发的内容的海外发行权。“湖南卫视很乐意这么做，因为他们希望这将帮助他们走出国门，打入国际市场，”ITV Studios驻香港的地区主管詹姆斯•罗斯(James Ross)表示。

ITV will own the rights for overseas distribution of the content the two groups co-develop. “Hunan TV is happy with that because they hope this will help them get out there on the global market,” said James Ross, regional director for ITV Studios Global Entertainment in Hong Kong.

此次合作，适逢中国传媒业展开彻底改革之际。尽管中国政府仍然坚持所有的电视台都必须为国家所有，但它也在推动这些电视台的商业化和国际化。

The co-operation comes as China's media industry is undergoing thorough changes. While the government continues to insist that all broadcasters must be state-owned, it is also pushing them to become commercially viable and international.

中国有一家国家电视台——中国中央电视台(China Central Television)，每个省份还各有一家国有电视台。政府禁止各省台投资本省以外的电视广播业。不过，通过内容制作和编排协议，各省台已获得了对竞争对手内容的实际控制权。

China has one national broadcaster, China Central Television, and one state-owned broadcaster from each province, which are banned from investing in broadcasting outside their home provinces. However, provincial broadcasters have gained de facto control of rivals through content production and programming agreements.

湖南卫视通过娱乐节目成功吸引了年轻观众。巴特利特表示，ITV和湖南卫视将集中精力开发无剧本节目——即真人节目秀，而不是肥皂剧——因为他们的理念和共同的人类情感“更容易打动人”。

Hunan TV has proved successful in addressing a young audience with entertainment programmes. ITV and Hunan TV will also concentrate on unscripted programmes – shows with studio guests rather than soap opera.