卫视

• Pinyin: wèi shì
• Hanzi breakdown: 卫 = 行 + 韦 (guard, satellite); 视 = 示 + 见 (observe, watch)

Meaning

Satellite television; specifically refers to provincial-level satellite TV channels in China that broadcast nationwide via satellite.

Each Chinese province operates a 卫视 channel (e.g., 湖南卫视, 东方卫视, 浙江卫视). These channels are major platforms for entertainment, variety shows, and national broadcasts, competing fiercely for prime-time viewership and advertising revenue.

Examples

1. 湖南卫视播出的综艺节目一直深受年轻观众喜爱。 The variety shows aired by Hunan Satellite TV have long been popular with young viewers.
2. 这部剧将在多家卫视同步首播。 This drama will premiere simultaneously on multiple satellite TV channels.
3. 卫视平台的广告收入近年来受到网络视频平台的强烈冲击。 In recent years, advertising revenue on satellite TV platforms has been hit hard by online video platforms.

Usage Guide

Context: media, entertainment, broadcasting

Tone: neutral

Do Say

• 这档节目在各大卫视上的收视率均名列前茅。(This program consistently ranks among the highest-rated shows across major satellite TV channels.)
• 浙江卫视近年来推出了多档颇具影响力的音乐节目。(Zhejiang Satellite TV has launched several highly influential music programs in recent years.)

Don't Say

• 我在卫视上看了一部电影 — specify which channel (湖南卫视, 北京卫视 etc.); 卫视 alone is a category of channels, not the name of a single broadcaster

Origin & History

卫 (satellite, guard — abbreviated from 卫星) + 视 (television, view)

Cultural Context

Era: Modern

Generation: All ages

Social background: Universal