From "United" To "Separating"-the Choice Of Local Telecast Media's Systemic Reform

The producing and broadcasting of TV programs, whose management mode is an important factor to judge its core competitiveness, are the core businesses of television media industry. Reform of"separating the producing and broadcasting"is a significant reform of telecast's core businesses, as well as an inevitable choice of our country's local telecast media development."Producing and broadcasting united"has been the management mode of China's telecast industry for a long time. As the development of market economy, the drawbacks of this system are becoming more and more obvious. The design of the reform of"separating the producing and broadcasting"has been put on the agenda since 1990s. However, the process was too slow. Instead of focusing on practice, we just focused on research. The attempts were just among minority of competitive telecast media while most of local telecast media, which are the outcome of our country's"four-level telecasts"policy, were still waiting and seeing. Local telecast media, whose special status determines that they play the important parts and special groups, are the force shouldn't be ignored. Nowadays, with the technology's changes and new media's development rapidly, local telecast media are facing both serious challenges and distinct opportunities.At present, although our local telecast media are energetic and have a good momentum of development, we have neither theories can be used into the whole telecasts industry, nor advanced theories can be referenced in reform and development of the local telecast media."We have no progress to breach the barriers of media, industries and regions"(quoted from Yu Guoming). Therefore, we concluded that the reform of"Separating the producing and broadcasting"is the inevitable choice and also a new management mode of local telecast media. Managers of local telecast media should have conscious attitude of reform and realize the necessity of carrying out the reform of"separating the producing and broadcasting"so that we can put the reform in practice by well designed, confidently implementation and carefully operated. Meanwhile, we figured out what problems we have after we researched on Jilin City's practice and that will provide solutions and suggestions for the reform of"separating the producing and broadcasting", to enhance core competitiveness, expand the social influence and gain more space for survival and development.