媒体广告经营部门不仅要追求经济效益,还需要承担社会责任,经济效益与社会责任并不矛盾,两者的和谐统一,会形成良性循环,促进媒体长期可持续发展。本文以中央电视台广告经营为例,具体分析了媒体如何承担行业责任,推动行业成长;如何承担经济责任,助推经济发展;如何承担社会责任,促进社会进步。 Media advertising business department not only to pursue economic benefits, but also need to shoulder the social responsibility, economic efficiency and social responsibility are not contradictory, the harmony between the two will form a virtuous circle, and promote media long-term sustainable development. In this paper, CCTV advertising business as an example, the specific analysis of the media how to shoulder the industry responsibility to promote the growth of the industry; how to assume economic responsibility, boost economic development; how to shoulder social responsibility and promote social progress.