| The dissertation discusses about the performance appraisal of domestic broadcast TV on the analysis of the corresponding institutional evolvement in China. We insists on grasping the contents of institutional transformation before developing a study on performance evaluation of TV media mostly because the news media mainly engaged in propagandizing for the opinions of government and for the doctrine of Chinese communist party in China, which is distinct from that in other countries. The news media, besides the broadcast TV, performed around the service to the government in the past time; with the further execution of Chinese opening and reform policy, the TV institution had got a meaningful transformation nevertheless. We suppose that the appraisal would beat the air, in other words, it could not get the expected effectiveness without a good understanding of the institutional transformation firstly.There are two main parts in the dissertation. We discuss elaborately the particularity, importance and the feasibility of the appraisal to the domestic TV media's performance after a good summarization of its institutional changes, and we construct a theoretic framework, which involves in the evaluation to TV programs, TV channels and broadcast groups in the first part. In the second part we present two research reports on performance appraisal of Jiangxi satellite TV channel and Jiangxi provincial and regional broadcast & TV stations, based on the analysis of the status quo.The first part is unwrapped into six chapters. The concise points about system evolvement theory in institutional economics are concluded in the 1st chapter. Benefited from several generations of scholars' contributions to the study of social system transformation, we present the notion of system, the sorts of system and the equilibrium theory of system, especially their opinions about the institutional evolvement.The 2nd chapter presents a comment on the domestic TV media's institutional changes. In the light of institutional economics we detail an analysis on the TV media performance under the former institution and its changes with the institution's transformation. Firstly we present the past situation of TV media. Traditionally TV media had the one-dimensioned function to serve the government and had no the desire to make profits. Institutionally and practically it made a bit mess. Furthermore, we analyze the main changes happened in the core institution, which lie in the basically functional changes of TV. TV has become multi-functional and TV industry has been a cultural industry after it is provided with the highly expected information. Finally, we discuss the external transformation, which lies in the TV resource compensational pattern, organizational pattern and financing pattern et al.In the 3rd chapter, we give an introductory performance appraisal to TV media. we discuss the properties of performance evaluation on TV media, based on the definition of performance, the performance evaluation and its elements. The TV media industry itself has two distinct organizational patterns, that is, the non-profit organizations' and the business enterprises', which coexist well in China though. It would be the premise and obviously benefits for our appraisal to get a good understanding of those special and complex patterns. In a word, the procedure of appraisal is much compound due to the special organizational structure and multi-functioned performance of TV media. Finally we develop an analysis on the importance and feasibility of performance appraisal to TV media. Performance appraisal is a good choice as a management tool since TV media industry is filled with the so-called management anxiety disorder.The 4th chapter says about the performance assessment of TV program. We, firstly build effectively up a index system, which is the fundamentals of assessment, formally consisting of the objectives, contents and standards and enveloping the performance quality, economic performance and public performance in its basic level. Next, on the basis of index system we further the operation method of assessment, which would vary from the properties of objectives of assessment. We propose the comprehensive evaluation method and the relatively evaluation method according to the TV media's characteristics. At last, a summarization is presented according to the author's experiences of assessment to the TV program.The 5th chapter says about the assessment of TV channel. TV channel is the most conventional form in all various levels of TV organizational forms, which is due to the TV professional development. We sort out and sum out the emergence and progress of the distinct TV channel home and abroad. We device a series of index to cover its performance, such as about the coverage of TV service, the rating situation, the acceptance of audience, economy, TV behavior and so on. In the process of describing the specific index from the theoretical standpoint, we relatively elaborate the performance of TV channel home and abroad, when each index is concerned. The 6th chapter says about the appraisal to the performance of broadcast and TV groups. The issues about the operation of domestic BT groups have been noticeable and discussable. Firstly we expound on the history, the present and the future of the BT groups. As the highest level in all kinds of BT media organizational forms, BT groups can dominate the most abundant resource independently. Next we merge the assessment index into three main sorts, that is, about the resource and condition, about the program production and transaction, as well as about the input and output. Lastly, we discuss some current statistic issues of broadcast. We suppose that uniformly standardized and strictly supervised statistic work has preliminarily prepared for the performance appraisal in the industry.In the last part of the dissertation, we present two specific research papers, A Study on the Operational Assessment of Jiangxi Satellite TV and A study on the Performance Appraisal of Broadcast & TV stations in Jiangxi Province. We analyze and summarize the overall performance at the light of assessment index system in the first paper. All the materials related are collected directly from Jiangxi provincial TV station by author himself, except for some of them, which have been well sourced. Generally, Jiangxi satellite TV, as a comprehensive news TV channel, up-rises sharply its key performance index. Competing with the other news TV channel, it has gradually ranked front in most indicators, which manifests its strong competitiveness, good impact and well developing. In the second paper we firstly compute and select 11 indicators for evaluation. Then we employ the principal component method and clustering method to measure the performance of 12 TV stations. The results show that provincial TV station is the highest in its comprehensive performance level, but there's much room to improve its efficiency in the use of resources.
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