Reform And Innovation: System Innovation In The Perspective Of The Cctv News Reform

Since the 1970s, CCTV has undergone a reform to keep up with time and change。 But the reform is not a sweeping one, which would replace the original mechanism with an entirely fresh one. The process has turned out to be a hard one, as the original institution in CCTV has been formed over the time and has established its dominant position in ideology. So it would surely bring about a number of obstacles for CCTV reformers, such as how to eliminate the 'outdated' elements in the original system, and how to accept and absorb in the new variants, like market, etc. Under such circumstances, CCTV is in urgent need of strong theoretical support, which is currently unavailable in the existing journalistic theories. In line with this need, this paper is intended to introduce into CCTV 'the institutional innovation theory', and to analyze CCTV's reform under the prerequisites of causing no changes to the nature of CCTV being both the journalistic organ and the non-profit service.Institutional innovation theory holds that the innovation incentive of an organization is determined by three internal variants, namely, innovation benefits, innovation cost and the right to dispose of the benefits. To be more specific, when its innovation cost is lower than its innovation benefits, an organization will have the innovation incentive; only when it has the right to dispose of its benefits, will the innovation incentive of the organization become stronger. In the meantime, with the internal variants constant, the external elements will, to a large extent, affect the innovative activities of this organization. So, Chapter one of this paper examines synchronically both internal and external variants in order to disclose the innovative forces and external conditions in CCTV reform,While multiple variants exert their influences simultaneously upon CCTV's innovative process, at different historical periods, the same variant may play quite different roles. At some times, it is rather dominant, but at other times, only auxiliary. In the second chapter, this paper re-examines diachronically CCTV's reform to unveil its innovative process of upgrading from behavioral innovation to institutional innovation.Furthermore, sensibility escalates as innovative activities approach the institutional level. Considering its unique position in China, what mode of innovation will CCTV adopt in its reform so as not to be suspended? This is the major concern of Chapter Three. Due to the co-occurrences of criticism, restoration and innovation, the difficulty of carrying out the reform is increased considerably. In the case of CCTV, it materializes its institutional innovation through cooperating with the government...