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        十多年堅(jiān)守,織就文化新絲路

        2018-07-05 04:51:34李艷郭妍平
        文化交流 2018年7期
        關(guān)鍵詞:吉國(guó)德隆吉爾吉斯斯坦

        李艷?郭妍平

        金華人張素蘭在吉爾吉斯斯坦創(chuàng)辦了中亞地區(qū)最具影響力的海外華語電視臺(tái),已開通中、俄、英等多語種117個(gè)頻道,向當(dāng)?shù)厝嗣駛鞑ブ袊?guó)聲音——

        舉世關(guān)注的博鰲亞洲論壇于4月8日至11日在中國(guó)海南舉行。

        在世界聚焦的眾多代表身影中,金華市僑商會(huì)常務(wù)副會(huì)長(zhǎng)、吉爾吉斯斯坦德隆電視臺(tái)臺(tái)長(zhǎng)張素蘭格外引人注意——她不但應(yīng)邀出席了博鰲亞洲論壇,還現(xiàn)身亞洲媒體高峰會(huì)議作演講。

        早在2005年,張素蘭就在吉爾吉斯斯坦創(chuàng)建了德隆電視臺(tái)。十多年來,她自籌資金將德隆電視臺(tái)建成中亞地區(qū)最具影響力的海外華語電視播出平臺(tái),并獲得吉爾吉斯斯坦通信產(chǎn)業(yè)部頒發(fā)的有線電視、互聯(lián)網(wǎng)、語音通信三個(gè)運(yùn)營(yíng)執(zhí)照,成為該國(guó)第二大有線電視頻道運(yùn)營(yíng)商。目前,德隆電視臺(tái)24小時(shí)播放央視9套紀(jì)錄片頻道等電視頻道節(jié)目,已開通中、俄、英等多個(gè)語種117個(gè)頻道,并自辦了4套節(jié)目以維護(hù)文化的獨(dú)立性和多樣性。

        講述親身經(jīng)歷,打動(dòng)博鰲與會(huì)者

        4月9日舉行的亞洲媒體高峰會(huì)議是博鰲亞洲論壇的重要議程之一,來自亞洲40個(gè)國(guó)家的140多位主流媒體負(fù)責(zé)人以及亞洲文化學(xué)者和有關(guān)方面代表300多人共聚一堂,金華人張素蘭是唯一一位以“外方嘉賓”身份受邀參加會(huì)議并作發(fā)言的代表。張素蘭在會(huì)上作了《發(fā)揮媒體功能構(gòu)筑人類命運(yùn)共同體迎接共同挑戰(zhàn)》的演講,結(jié)合親身經(jīng)歷講述中國(guó)和吉爾吉斯斯坦(以下簡(jiǎn)稱吉國(guó))等“一帶一路”沿線國(guó)家和地區(qū)的友好往來、合作共贏的故事,打動(dòng)了現(xiàn)場(chǎng)的每一個(gè)人。

        “2月27日,國(guó)務(wù)院新聞辦公室就給我發(fā)邀請(qǐng)函了?!睆埶靥m告訴筆者,德隆電視臺(tái)是中國(guó)相關(guān)部門指定的12家供片商之一。張素蘭強(qiáng)調(diào)“文化促進(jìn)經(jīng)濟(jì)發(fā)展,經(jīng)濟(jì)帶來文化繁榮”。她表示,以德隆電視臺(tái)為媒介的文化交流使“一帶一路”沿線國(guó)家和地區(qū)的人民,尤其是吉爾吉斯斯坦人民對(duì)中國(guó)的認(rèn)知度日益加深,有力促進(jìn)了雙邊貿(mào)易的發(fā)展。

        張素蘭曾15次組織德隆電視臺(tái)員工、吉國(guó)官員到中國(guó)旅游,也組織當(dāng)?shù)氐墓ど探缛耸康胶贾荨幉ā⒔鹑A等地進(jìn)行商務(wù)考察。十多年來,杭州、寧波、金華等多個(gè)城市的發(fā)展和成就,正是通過德隆電視臺(tái)不斷傳播到吉爾吉斯斯坦。

        “吉國(guó)人民很喜歡中國(guó)的環(huán)境,很喜歡義烏小商品,很關(guān)注媒體上播放的這類信息。正是有了文化的互動(dòng)交流,雙邊貿(mào)易就走得特別快。從浙江義烏開出的義新歐班列讓沿線國(guó)家和地區(qū)都能享用世界各國(guó)的名品優(yōu)品,可以方便地‘買全球‘賣全球,這在以前是不可想像的。”張素蘭向筆者透露,德隆電視臺(tái)還牽線出一個(gè)大手筆——幫助吉國(guó)招商中國(guó)天邁企業(yè)在吉爾吉斯斯坦投資4000萬美金,提供800個(gè)崗位,吉爾吉斯斯坦政府非常重視。

        創(chuàng)臺(tái)十多年,越做越覺有意義

        在吉爾吉斯斯坦,德隆電視臺(tái)家喻戶曉,它的收視人群覆蓋了吉爾吉斯斯坦主要城市人口的63%。張素蘭告訴筆者:“德隆電視臺(tái)在吉爾吉斯斯坦很有名,但幾乎沒人知道是中國(guó)人投資創(chuàng)辦的?!敝鞲傻缆愤?、公交車車身上、各大商鋪門口,隨處都能看到DolonTV(德隆電視臺(tái))的宣傳廣告。

        “雄鷹飛過天山,那里是我的第二故鄉(xiāng),我對(duì)那塊土地愛得深沉!”談到吉爾吉斯斯坦,金華人張素蘭充滿了感情。如今,她每年有超過一半的時(shí)間都要在那片萬里之外的土地上度過,因?yàn)槟抢镉兴秊橹畩^斗十多年的電視事業(yè)。

        “創(chuàng)辦那一年,我的女兒也就是個(gè)10多歲的小姑娘?!闭勗捴?,張素蘭總會(huì)把電視臺(tái)和自己的女兒相比。在她看來,十多年異國(guó)他鄉(xiāng)的辦臺(tái)經(jīng)歷,德隆電視臺(tái)已成為她的另一個(gè)女兒。

        2005年,張素蘭和丈夫一起經(jīng)營(yíng)的浙江金華郵電工程有限公司在當(dāng)?shù)鼐W(wǎng)絡(luò)通訊市場(chǎng)已經(jīng)小有名氣,得知吉爾吉斯斯坦有創(chuàng)辦電視臺(tái)的機(jī)會(huì),經(jīng)過深思熟慮,她決定嘗試挑戰(zhàn)。她認(rèn)為,網(wǎng)絡(luò)通信和廣電工程建設(shè)之間,硬件技術(shù)是相通的,但更大的轉(zhuǎn)變?cè)谟趦?nèi)容,就像從“理科生”轉(zhuǎn)變成了“文科生”。

        創(chuàng)辦電視臺(tái)投資巨大,資金成了張素蘭遇到的第一個(gè)難題。直到今天,她在吉爾吉斯斯坦的辦公室里,仍在使用著十多年前她和家人從國(guó)內(nèi)帶過去的辦公桌?!爱?dāng)?shù)剞k公家具太貴,所以就盡量從國(guó)內(nèi)運(yùn)過去,這張桌子是我和老公、女兒蹲在地上一個(gè)下午一點(diǎn)點(diǎn)裝起來的?!?/p>

        在張素蘭看來,創(chuàng)業(yè)難,有限的資金每一分錢都要用在刀刃上?!斑@個(gè)項(xiàng)目投資回報(bào)時(shí)間很長(zhǎng),但越做越覺得有意義?!睆埶靥m說。

        從誤解到了解,吉國(guó)員工學(xué)起了中文

        十多年前,比資金更讓張素蘭作難的,是她必須肩負(fù)的文化“拓荒”的重任。

        張素蘭說,那時(shí)吉國(guó)官方、民間對(duì)中國(guó)不了解,因?yàn)槿狈η懒私庵袊?guó),一直以為中國(guó)很落后,自然不愿意接受中國(guó)節(jié)目。于是,頻繁地與當(dāng)?shù)刂鞴懿块T溝通,成了這位連語言都不通的張臺(tái)長(zhǎng)的主要工作。

        對(duì)來自外界的各種困擾,張素蘭是有心理準(zhǔn)備的,但讓她始料未及的是,有些阻力卻來自內(nèi)部。

        電視臺(tái)一創(chuàng)辦,張素蘭就想把CCTV引進(jìn)來落地,可她在當(dāng)?shù)毓蛡虻呢?fù)責(zé)技術(shù)的員工卻直接拒絕。他認(rèn)為,吉國(guó)人不會(huì)看中國(guó)電視臺(tái),接進(jìn)來干什么?

        “我先生帶著翻譯給他做解釋勸導(dǎo)工作,花了一個(gè)多星期才說服他接進(jìn)中央電視臺(tái)的一個(gè)臺(tái)?!?/p>

        德隆電視臺(tái)100多個(gè)員工,大部分都是當(dāng)?shù)厝??!坝捎谖幕町悾_始幾年非常痛苦。”張素蘭說,內(nèi)部員工因歸屬感不強(qiáng),狀況不斷。經(jīng)常有人來了一天,第二天就要結(jié)賬走人,人員變動(dòng)非常頻繁。諸如一家人要去山上喝羊奶一周、失戀心情不好等都能成為請(qǐng)假理由。

        這更激起了張素蘭心中的斗志:“讓更多人了解中國(guó)?!彼а缊?jiān)持,并盡量入鄉(xiāng)隨俗。德隆電視臺(tái)的臺(tái)名、臺(tái)標(biāo)都是當(dāng)?shù)卣骷瘉淼?。德隆是?dāng)?shù)匾蛔忻纳剑娨暸_(tái)以此為名,也是一種尊重。另外,她還想了許多招數(shù),比如對(duì)老年人優(yōu)惠、對(duì)軍人免費(fèi),以及給觀眾送生日祝福等等,以此來拉近與當(dāng)?shù)鼐用竦木嚯x。

        在德隆電視臺(tái),如今有一項(xiàng)不成文的規(guī)定,似乎比績(jī)效考核更有誘惑力——工作優(yōu)秀的吉國(guó)員工,將獲得免費(fèi)到中國(guó)旅游的機(jī)會(huì)。

        這條旅游線路是張素蘭精心設(shè)計(jì)的自由行:第一站到新疆,體會(huì)中國(guó)的地大物博;第二站到金華,感受中國(guó)公司文化;第三站到橫店,游覽中國(guó)影視之城縮影;第四站,領(lǐng)略義烏國(guó)際小商品城的壯觀;第五站,享受天堂杭州的悠閑生活;第六站,感受大上海的繁榮和國(guó)際化。

        回去后,員工對(duì)中國(guó)贊不絕口?,F(xiàn)在電視臺(tái)員工非常穩(wěn)定。不少當(dāng)?shù)厝诉€與張素蘭成了好朋友。有當(dāng)?shù)厝诉€通過張素蘭,讓孩子到浙江師范大學(xué)學(xué)習(xí)中文。

        在吉國(guó)這些年,張素蘭的感受很深,員工從無視你到尊敬你,這些都是文化溝通的力量。從開始反對(duì)把中國(guó)頻道接進(jìn)來,到現(xiàn)在有員工建議要在自建頻道開設(shè)學(xué)中文的欄目,張素蘭覺得一切都在潛移默化地影響著吉國(guó)人民的思想。

        用吉爾吉斯斯坦國(guó)家通訊署官員耶麗薩莉達(dá)的話說:“以前很多人對(duì)中國(guó)和中國(guó)人的了解僅是中國(guó)小商品和商人。從德隆電視上我們了解到中國(guó)和中國(guó)人的另一面。德隆電視改變了大多數(shù)人對(duì)中國(guó)和中國(guó)人的看法。”

        引進(jìn)中國(guó)節(jié)目,收獲不少中國(guó)迷

        在吉國(guó)那么多年,張素蘭發(fā)現(xiàn)一種外來文化要讓當(dāng)?shù)厝私邮?,不是?jiǎn)單將內(nèi)容翻譯過來即可。2012年開始,張素蘭開始自辦頻道,引進(jìn)一批中國(guó)人文紀(jì)錄片、風(fēng)光片及“中國(guó)浙江文化周”“中國(guó)義烏小商品城”等節(jié)目,很受當(dāng)?shù)刂髁魃鐣?huì)喜愛。

        正是憑著浙江人的執(zhí)著和拼勁,德隆電視臺(tái)終于在當(dāng)?shù)卣痉€(wěn)了腳跟。

        在這個(gè)中亞國(guó)度中,德隆電視臺(tái)也已成為中國(guó)文化的有力傳播平臺(tái),其播出的中國(guó)影視劇、紀(jì)錄片、動(dòng)畫片等,為當(dāng)?shù)鼐用裣猜剺芬姟K麄兺ㄟ^收看該電視臺(tái)節(jié)目了解中國(guó)這個(gè)蓬勃發(fā)展的東方國(guó)度,更加尊重中國(guó)和中國(guó)人。

        2014年,德隆電視臺(tái)播出的《舌尖上的中國(guó)》系列紀(jì)錄片在吉爾吉斯斯坦引發(fā)了一場(chǎng)“中餐熱”,讓當(dāng)?shù)氐闹胁宛^生意火爆。而紹興本土動(dòng)畫片《少年師爺》授權(quán)德隆電視臺(tái)在當(dāng)?shù)夭コ?,也讓不少孩子迷上了中?guó)歷史。

        吉爾吉斯斯坦人文大學(xué)學(xué)生娜孜古麗是德隆電視臺(tái)的忠實(shí)觀眾?!拔颐刻於际湛吹侣‰娨暸_(tái)的節(jié)目,不僅能學(xué)習(xí)漢語,也讓我可以看到一個(gè)充滿人文氣息的中國(guó),我現(xiàn)在的愿望就是能到這個(gè)精彩的國(guó)度走一走、看一看。”

        吉爾吉斯斯坦最大網(wǎng)絡(luò)運(yùn)營(yíng)商阿卡奈特公司總經(jīng)理庫班也是德隆電視臺(tái)的忠實(shí)觀眾,如今他和張素蘭一家已成為好朋友。在他看來,德隆電視臺(tái)是展示中國(guó)的好平臺(tái),吉爾吉斯斯坦人以往對(duì)西方世界的了解要比對(duì)中國(guó)的了解多,正是德隆電視臺(tái)更新了大多數(shù)人對(duì)中國(guó)和中國(guó)人的看法。

        正如中國(guó)駐吉爾吉斯斯坦大使館文化處官員王繼偉所評(píng)價(jià)的,德隆電視臺(tái)是吉爾吉斯斯坦乃至中亞最具有影響力的華語電視播出平臺(tái),對(duì)于中國(guó)文化傳播、中國(guó)與中亞的民心相通起到了重要作用。

        “我們期待能發(fā)揮更大的作用,不僅在有線電視服務(wù)上,也在政策溝通、設(shè)施聯(lián)通、貿(mào)易暢通、資金融通、民心相通方面,搭建中國(guó)與吉爾吉斯斯坦之間的互通橋梁?!睆埶靥m堅(jiān)信,得益于造福兩國(guó)的“一帶一路”,德隆電視臺(tái)的未來一定會(huì)更加精彩。

        Zhang Sulan Operates TV Station in Kyrgyzstan

        By Li Yan, Guo Yanping

        Zhang Sulan, a native of Zhejiang, started DolonTV in Kyrgyzstan in 2005. Now, DolonTV has grown into the second largest television network that offers 117 channels in Russian, English, and Chinese to the audience in the country in Central Asia. To maintain diversity, DolonTV also operates four regular channels of its own.

        Zhangs adventures in Kyrgyzstan had started long before 2005. The communication equipment business she and her husband operated had long since firmly established itself in the business of network communications. After learning in 2005 that there was an opportunity to set up and run a television studio, she decided to try. After all, the television hardware didnt differ very much from network communication, she reasoned.

        Investment was a big issue. She raised funds through her own network and economized. Today, the furniture in her office at DolonTV is still all she and her family had brought from home China and installed piece by piece personally. The biggest challenge, however, was not financial. Back then, the local people did not know very much about China. They were almost clueless about television programs from China, thinking China was a backward country. At the beginning years, Zhangs main task was to communicate with the local authorities even though she hardly spoke the local language.

        Zhang had been prepared for such difficulties. But the biggest challenge, however, came unexpectedly from some of her colleagues at DolonTV. She had planned to broadcast programs of CCTV, Chinas largest television network, in Kyrgyzstan. But the chief engineer, a local Kyrgyzstani, said no point blankly. “The people of Kyrgyzstan dont watch any Chinese TV program. What is the good of getting the channel in?” asked the chief engineer.

        Zhangs husband talked with the chief engineer through an interpreter for more than a week before the chief engineer changed his mind and agreed to broadcast the CCTV signal to the whole country.

        In the first few years, Zhang had difficulties working with her local personnel. DolonTV employs about 100 locals. In the first few years, the employee turnover was fast. Some worked for a day or two before they quit. Some wanted to take a week-long leave based on seemingly unbelievable grounds. To increase employee loyalty, Zhang took some measures. The best policy, though unwritten, is an opportunity to take a tour in China for free. The itinerary, designed by Zhang personally, includes six stops: Xinjiang where employees can embrace the vastness of China, Jinhua where employees can visit the headquarters of the company, Hengdian where employees can see Asias biggest filmmaking powerhouse, Yiwu where employees can eyeball the worlds biggest wholesale marketplace of household commodities, Hangzhou where employees can enjoy and experience the citys leisurely lifestyle and scenic West Lake, and Shanghai where employees can see the ritzy prosperity and majesty of the international metropolis.

        This free tour has worked. Those who took and enjoyed the incentive trip praise China to their colleagues. Now the workforce at the television studio is quite stable. Zhang has made a lot of friends with local people. Some people have sent their children to study Chinese at Zhejiang Normal University through the arrangements of Zhang.

        Zhang believe it is through effective cultural exchanges that her employees have changed their opinions about China. At first they were reluctant to broadcast Chinas programs. Now they suggest offering a Chinese learning course in one of the four channels DolonTV makes.

        In order to make DolonTV popular, Zhang has introduced Chinese contents ingeniously to the audience in Kyrgyzstan. To make a Chinese culture acceptable to the local audience in Kyrgyzstan, Zhang discovered the hard way that simple translation doesnt work. Since 2012, DolonTV has broadcast Chinese documentaries and made programs on Zhejiang Culture Week and Yiwu Small Commodities City. These programs appeal to the mainstream audience in Kyrgyzstan.

        “In the past, people learned about China and Chinese people through Chinese commodities and Chinese business people. Now we learn more about China through DolonTV, which have changed most peoples opinion about China and Chinese people,” commented a government official of national communication department of Kyrgyzstan.

        “We are looking forward to playing a bigger role in Kyrgyzstan, not only in television services, but also in policy, equipment, trade, finance, and people-to-people communications between China and Kyrgyzstan,” says Zhang Sulan. She firmly believes that DolonTV will have a bright future thanks to the benefits of the Belt & Road Initiative.

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