A Study On The Sustainable Development Of Radio And TV Broadcasting From The Viewpoint Of New Public Service Theory

For rural residents, radio and television have become everyday imperatives. To develop such broadcasting cause is not only the need of maintaining and guarantee the residents'cultural rights and interests, the need of publicizing the guideline, principles and policies of the Party and the government, and the need of farmers and herdsmen to know more about the outside world, but also the need of practicing the Scientific Outlook on Development and building new socialist countryside to realize a harmonious society, the need of strengthening the popularization of cultural, technological and law knowledge etc., and the need of upgrading the quality of the nation and promoting greater development and prosperity of national cultures.Important as radio and television broadcasting in the rural area is, it is still underdeveloped, lagging a great deal behind in contrast with that in urban areas. By the end of 1997, when the reform and opening-up policy had been carried out for nearly 20 years, the total population coverage rate of radio and television broadcasting nationwide were 86.02% and 87.68% respectively. According to the then statistics, about 148 million rural residents had no access radio and television broadcast. In view of this situation, the Ministry of State Radio, Films and Television (predecessor of SARFT) and State Planning Commission (predecessor of National Development and Reform Commission) jointly launched and implemented the Project of radio and television broadcasting to every village at the beginning of 1998. The Party Central committee and its local branches, together with governments at all levels began to attach great importance to the construction of the project, thus special committees were formed in succession and special funds earmarked to speed up the fulfillment of the project. By the end of 2009, the total population coverage rate of radio and television broadcasting in rural areas had respectively reached 96.31% and 97.23%.To ensure such broadcasting endurable, reaching every family with high fidelity, many experts have carried out research conscientiously, but with poor results:among the many articles and few books they have published, most are too abstract, superficial lacking in systematicness and concreteness, profoundness and overall point of view.From the perspective of management, the author of this text combines the advantages of the government administration and the development of public cultural cause together, introduces the essence of the new public service theory, based on the respect of civil rights, democracy and people's well-being, aimed at macroscopic policy, microscopic services and the overall operation, focusing on the government functions and public cultural services, and takes the system of international Radio and Television as reference and compared with the status quo of domestic development, based on the case study of the construction condition of Radio and Television to every village, despite the difficulties of travelling enormous distance and tramp over hill and dale in the rural areas of Hubei, Hunan, Zhejiang and Henan Provinces. Sampling survey method, statistical analysis method, data studies, and value analysis method are adopted during the research, while these methods, such as retrospective analysis, prospective analysis, comparative analysis, and descriptive analysis and so on, are employed in the detailed discussion. The value maximization of social benefit and economic efficiency should be considered as the aim of the survival and development of the radio and television broadcasting in countryside by making full use of citizen's right, and the demand and service of the citizens. The factors which affects the radio and television broadcasting to every village are thorough discussed from the perspectives of the content system, types of service, relationship characteristic, strategies, future trends and basic principles. As a public service cause, radio and television broadcasting to every village should be stepped up by taking effective ways with the government acting as the leader, the market as principal part, the enterprise and the society as driving force, and taking both public interest and industrial profits into account and attaching equal importance to both the cause and the enterprise to ensure the sustainable development of the cause.