Zhejiang Satellite Television
A Zhejiang-based Chinese satellite television channel known for news, entertainment, reality, music and cultural programming.
Last updated August 21, 2026
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Overview
Zhejiang Satellite Television, also known as Zhejiang Television or ZJTV, is a Chinese provincial television channel owned by Zhejiang Radio and Television Group. Its origins date to October 1, 1960, when the first Zhejiang television transmission was broadcast on VHF channel 4. The original service combined regional cultural programming with news, public information and coverage of Zhejiang's economic and social development. This provincial-service role remained important as the channel expanded its reach and production capacity. A major transformation occurred on January 1, 1994, when Zhejiang Television began satellite broadcasting. Satellite distribution enabled the channel to serve audiences beyond Zhejiang and gave it a larger platform within China's increasingly competitive television market. During the late 1990s, the organization planned expanded news-network capabilities and began preparing for technological changes associated with digital television. It also broadened its programming mix beyond conventional provincial news. The interview program An Exclusive Interview began in 2000, while Entertainment and Wealth and The World of Zhejiang were introduced in 2004, reflecting an editorial direction that combined regional identity, public affairs, lifestyle and entertainment. The channel reorganized its production structure in 2005 around seven television production teams and acquired additional radio-frequency resources described in contemporary reference material as a “6-4+1” arrangement. During the second half of the 2000s, Zhejiang Television developed a large schedule of music competitions, variety shows, youth programming, dramas, news programs and public-interest broadcasts. Examples included I Love to Remember the Lyrics, Olympic Dream, Citizen, College Music Festival, Fan Arena and several drama productions. The channel also broadcast a Wenchuan earthquake appeal on May 17, 2008, connecting its programming operation with disaster-relief fundraising and public mobilization. On August 25, 2008, the network adopted the China Blue brand identity. The rebrand was reinforced by an anniversary song and a combined standard-definition and high-definition simulcast in January 2009. In the early 2010s, the channel pursued a stronger entertainment and reality-TV profile. Programs such as Extraordinary, China Dream Show and a Gulf of Hangzhou news program were added around 2010 and 2011. In 2012, the channel promoted a “Dream Channel” positioning and launched a singing competition based on the international The Voice format. Subsequent programming included dating, family, quiz, cultural and talent formats, as well as the Chinese edition of Running Man, which became one of the channel's most visible entertainment properties. The mid-2010s brought further investment in reality and factual entertainment, including Twenty-four Hours, indoor athletic competition, Olympic-themed programming and interview coverage connected with the 2016 Hangzhou G20 Summit. The network also expanded music, comedy, food and youth-oriented programming. By this period, advertising and large-scale entertainment formats had become important parts of its commercial model, alongside news and provincial public-service content. Later programming included Star Chaser, a reality format in which rotating celebrity participants travel to scenic locations across China. Today, Zhejiang Satellite Television is best understood as a provincial broadcaster with national satellite distribution and a strong entertainment identity. Its schedule combines regional and national news, cultural features, variety and reality programs, music competitions, dramas, public-interest specials and event coverage. The China Blue identity remains associated with the channel's efforts to present Zhejiang as economically dynamic, culturally distinctive and outward-looking, while its high-profile entertainment formats provide national visibility.
History
Zhejiang Television traces its history to October 1, 1960, when it transmitted on VHF channel 4. The early service focused on Zhejiang's regional culture, news and information about local economic development. Its role was initially provincial and public-service oriented, but the channel gradually developed broader production and distribution ambitions. On January 1, 1994, Zhejiang Television moved into satellite broadcasting. This change substantially expanded its reach and allowed the channel to compete for audiences outside Zhejiang. In the late 1990s, it planned new news-network structures and technology investments, including preparations associated with digital television. The network's programming then diversified. An Exclusive Interview was launched in 2000, followed in 2004 by Entertainment and Wealth and The World of Zhejiang. These programs indicated a widening editorial agenda encompassing interviews, entertainment, business and regional identity. A new production structure with seven television teams was introduced in 2005, alongside additional frequency resources. The late 2000s schedule included music and variety formats, youth programs, Olympic-themed content, dramas and public-affairs programming. In 2008, the network broadcast an appeal related to the Wenchuan earthquake. In the same year, on August 25, it adopted the China Blue identity. A related anniversary song was presented during a combined standard-definition and high-definition simulcast in January 2009. From 2010 onward, Zhejiang Television increasingly emphasized large entertainment formats and reality programming. Extraordinary, China Dream Show and Gulf of Hangzhou were among the programs introduced around 2010 and 2011. The network promoted a “Dream Channel” concept in 2012 and launched a singing competition based on The Voice format. Its later schedule included dating, family, quiz, cultural, music and youth programs. Running Man was added in 2014, followed by further reality and entertainment productions such as Burning Young!, Twenty-four Hours, athletic competition and Olympic-related programming. The channel also used major public events as programming opportunities. In 2016, The Meeting of Wind and Clouds was produced in cooperation with Sun Media Group and featured interviews by journalist Yang Lan during the Hangzhou G20 Summit. Other formats in this period included food and comedy programming, emerging-musician content and youth-oriented shows. Star Chaser, notable in 2021, used a rotating cast of young celebrities traveling through scenic locations in China. Zhejiang Television's development therefore combines the evolution of a provincial broadcaster with the national ambitions of a satellite network. Its identity rests on Zhejiang-based news and culture, while its audience growth and commercial visibility have been driven increasingly by high-profile music, reality, variety and event programming.
- 2021
Star Chaser is highlighted
[1]The channel featured a travel-oriented reality program using rotating young celebrity participants.
- 2014
Running Man enters the schedule
[1]The Chinese edition of Running Man became part of the network's reality and variety programming.
- 2012
Dream Channel positioning and Voice-format launch
[1]The channel promoted a Dream Channel concept and introduced a singing competition based on The Voice.
- 2008
China Blue rebrand
[1]Zhejiang Television adopted the China Blue identity on August 25.
- 2005
Production organization is restructured
[1]The broadcaster adopted a structure based on seven television production teams and acquired additional frequency resources.
- 2000
An Exclusive Interview launches
[1]The channel expanded its schedule with a cultural and interview-oriented program.
- 1994
Satellite broadcasting begins
[1]Zhejiang Television adopted satellite transmission and expanded its potential audience beyond the province.
- 1960
First Zhejiang television transmission
[1]The service began broadcasting on October 1 on VHF channel 4, carrying regional culture, news and economic information.
Products and positioning
A Zhejiang-rooted provincial broadcaster with national satellite reach, positioned around a combination of regional news and culture, large-scale entertainment, music competitions, reality formats and public-interest programming.
Music competition · 2012
The Voice of China
A televised singing competition associated with the channel's adoption of the international The Voice format. It represents Zhejiang Television's move toward large-scale, talent-led entertainment and its use of music programming to attract national audiences.
Music competition
Sing! China
A later music-competition offering listed among Zhejiang Television's principal programs. It extends the channel's established emphasis on televised vocal performance and competitive entertainment.
Reality variety · 2014
Running Man
A Chinese reality-variety adaptation added to the channel's schedule in 2014. The program strengthened Zhejiang Television's association with energetic, celebrity-centered entertainment and large-format reality production.
Reality and variety · 2011
China Dream Show
A reality-oriented entertainment program introduced in 2011 during the network's expansion of aspirational and human-interest programming. Its launch formed part of the channel's broader Dream Channel positioning.
Travel reality · 2021
Star Chaser
A reality format highlighted in 2021 in which hosts and rotating young celebrities visit scenic locations across China. It reflects the channel's continuing interest in celebrity travel and location-based entertainment.
Music game show · 2007
I Love to Remember the Lyrics
A music-centered game and variety program included in the channel's 2007 programming. It illustrates Zhejiang Television's early investment in participatory music entertainment before its later expansion into major talent competitions.
Marketing campaigns
- 2012Dream Channel positioning
China
The broadcaster promoted a Dream Channel slogan and related anniversary programming as part of its brand and audience-development effort.
Outcome. Reinforced an aspirational entertainment positioning.
- 2008China Blue rebrand
China
Zhejiang Television replaced its previous network identity with China Blue, supported by subsequent anniversary branding and a channel song.
Outcome. Established the network's principal public-facing brand identity.
- 2008Wenchuan earthquake appeal
China
The channel broadcast a public appeal connected with the Wenchuan earthquake and relief activity in Sichuan.
Outcome. Provided public-interest and fundraising-oriented coverage.
Brand decisions
2014
Add Running ManProduct launchBackground
The network was expanding its portfolio of large-scale reality and variety programs.
Action taken
The Chinese edition of Running Man was introduced to the schedule.
Aftermath
The program became part of Zhejiang Television's nationally oriented entertainment offering.
2012
Launch a Voice-format singing competitionProduct launchBackground
The channel was increasing its focus on nationally visible music and reality entertainment.
Action taken
Zhejiang Television launched a singing contest based on The Voice format on July 13.
Aftermath
Music competition became a continuing pillar of the channel's entertainment portfolio.
2008
Adopt the China Blue brandStrategyBackground
The network was developing a more recognizable identity for its satellite service.
Action taken
The broadcaster rebranded as China Blue on August 25.
Aftermath
The China Blue identity became associated with subsequent channel songs, anniversary programming and promotional activity.
1994
Adopt satellite distributionStrategyBackground
The provincial broadcaster sought a wider audience and a stronger position beyond Zhejiang.
Action taken
Zhejiang Television began satellite broadcasting on January 1.
Aftermath
The channel became capable of serving audiences across a substantially larger geographic market.
Recent events
康巴赫 announced sponsorship of the Zhejiang TV program 听说很好吃[3]
Reported:
康巴赫 was identified as the designated premium kitchenware sponsor of Zhejiang TV's 听说很好吃, which the source said was scheduled to premiere on July 10.
Yiche and Zhejiang TV unveil Super 818 Auto Carnival Night[4]
Reported:
Yiche and Zhejiang TV unveiled their planned Super 818 Auto Carnival Night at an event on April 20. The automotive-themed broadcast is presented as a joint initiative, with activities including vehicle-themed shows and discounted car offers.
Sources4 sources
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