Establishing A Policy System On The New Media Of Radio And Television In PRC

With the digitization of the world and the widespread use of internet, a new form of media of radio and television has emerged. Guided by the New Institutional Economics Theory and the Public Choice Theory, this study analyzes the new media of radio and television using the methodology of policy scientific systems. Specifically, this study examines the characteristics and development of the new media, and the institutional reforms regarding policies on digital television, IPTV, and Mobile TV; This study suggests that it is important to promote the new media's development and improve the administration of the new media; Finally, a model is proposed for establishing a system of new-media of radio and television policy.With the traditional radio and television as a reference point, this study defines the concepts of the new media of radio and TV and the new-media policy in terms of technology, content, and medium, classifies the new media into different categories, specifies the pivotal aspects of the development of the new media. Using the methodology of policy analysis, this study examines the establishment, implementation, evaluation, and revision of the new-media of radio and television policy, with the practice of policies on digital television, Mobile TV, and IPTV as illustrations. By analyzing the new media and the current policy on the new media, this study examines the cause, the process, and the prospect of the transition from traditional media policy to the new-media of radio and television policy. In addition, this study examines the policy system's direction, selection models, policy development and changes during societal changes. This study proposes that the goals of new-media policy are: improvement, efficiency, and fairness. These aims are targeted at eliminating the problems that exist in practices. The new-media policy should take into account social responsibilities as well as the property of media industry. Moreover, the new-media policy should consider the imbalance between different parts as well as the overall situation. The goal of the new-media policy is to bring into play the strengths of the new media and to promote the growth of media industry on the premises of the correct orientation for public opinion.On the one hand, the development of the new media determines the future of media industry and the status of radio and film media in the future media industry; on the other hand, the support of media policy is essential to the development of the new media. The traditional model of media administration serves as a basis for the new-media policy system. On this basis, the new-media policy system should adapt to the characteristics of the new media of radio and television, bring the advantages of the new media into full play, and materialize the convergence feature of the new media. The new-media of radio and television policy should be an integrated policy system that is scientific, standardized, well-developed policy system that shares resources and encourages fair competition.Policy study is essential to the development of the new media. The new-media of radio and television policy is a dynamic and integrated system where development and changes are occurring at all times. With the development of science and technology and the convergence of internet, the forms of media are increasingly diverse and multi-media. Therefore, the new-media of radio and television policy needs to keep in pace with the ongoing development of the new media. The ultimate goal is to establish a scientific and integrated policy system that is suitable for the Chinese socio-cultural context and that adapts to the development of the new media of radio and television.