近年来浙江卫视发展迅猛,以优秀综艺栏目为核心提升平台影响力,稳居全国卫视前三。面对瞬息万变的媒体环境,如何顺势而为,做出既满足观众需求又符合社会精神的综艺节目,持续保持优势,是当前的重点和难点。本文通过分析浙江卫视综艺节目发展轨迹,找到发展脉络,并进一步探索将来的发展方向:其一,在已有制作音乐节目经验的基础上深耕细作,挖掘细分市场;其二,坚持“梦想频道”的品牌内涵,开拓文化类综艺节目;其三,继续加大对普通人参与的综艺节目的创新研发力度。 In recent years, the rapid development of Zhejiang Satellite TV, with excellent variety section as the core platform to enhance the influence of the top three TV stations in the country. In the face of a rapidly changing media environment, it is the current focus and difficulty for us to make variety shows that meet the needs of the audience and conform to the spirit of society. This article analyzes the development track of Zhejiang Satellite TV variety show, finds the development context, and further explores the future development direction: First, based on the experience of making music programs, deep plowing and digging the market segments; Second, insist on “dream Channel ”brand, to develop cultural variety shows; Third, continue to increase the average person involved in the variety show innovation and development efforts.