Research On Idustrialization Of Chinese Television Media

Television economy plays the most important role in media economy.Compared with western developed countries,the marketability of television media is low,which is neither correspondent with the developmental rule of media industry nor helpful to fulfill its propaganda effects.Therefore,it is of great significance to research the industrialization of Chinese television media economy.Currently,in the academic circle,the research of the industrialization of the television media is relatively weak.This article takes the industrialization of the television media as the focus,aiming at furthering the research of media economy and providing the theoretical foundation for strengthening the Chinese television media industry.The problems this article addresses are as follows:what is television media industrialization or how to define television media industrialization;how to realize the industrialization of Chinese television media.Based on the two questions,this article consists of six chapters besides Introduction and Conclusion.Firstly,through the empirical analysis,this article presents that economically speaking,the Chinese television media industry established since planned economy is not "industry" at all hence the necessity of "industrialization".The second chapter illustrates the developing features and government regulations of foreign television industry in order to explore the problems that exist in the course of the development of Chinese television media and the solutions.The third chapter points out the restricting factors for Chinese television media industrialization through the investigation of the history of Chinese television media industry.Finally,the last three chapters suggest the approach to Chinese television media industrialization from a few main areas according to the problems exposed during the development of Chinese television media.In the part of Conclusion,the author arrives the conclusion,makes clear the innovations and further questions that need addressing.in the part of Introduction,this article poses the question of Chinese television media industrialization from the perspective of industry economy,the author defines it as a specific concept during the transitional period from planned economy to market economy,which is equal to marketability of socialism and refers to the operating process of television resources deployment turning from government distribution to market and substituting plan mechanism with market mechanism.In the first chapter The Economic Features of Television Media,this article first defines the concept of television product and the organizing types of television media and then analyzes the economic features of television media organization.In the second chapter of The Developing Features and Government Regulations of Foreign Television Industry,this article summarizes two features of "commercialization" and "conglomerate".There exist two concrete reflections for the commercialization of television media:first,countries with the original implementation of a single state-owned television media development model increased the number of private-owned television media companies;second, privatization tendency appears to the state-owned television media institutions. "Conglomerate" is the inevitable result of market economy.The television media conglomerate overseas were realized by the means of merger,and multiple-angle management and globalization are the main strategies of television media conglomerate;since 1980s,the tide of government regulation reform has started in commercial television media-led America or public television media-based Europe and rapidly influenced other countries,which means to give more market autonomy to National television media companies and to strengthen the regulation to the programs and entrance of foreign capitals.Chapter Three The Development of Television Media Industry and Constraining Elements of Chinese Industrialization explores the subject from the perspective of history.This part mainly analyzes the Chinese television media industry since the beginning of reform and opening up,pointing out the principal restricting factors for the industrialization:the deployment of the television media resources is not reasonable,the scale is weak and small and the government regulation reform is behind.Chapter4 Problems on Optimization of Chinese Television Media Resources Deployment proposes the solution to the unreasonable problems of Chinese television media resources deployment.This part discusses the question from two aspects of television media content and television channel resources deployment.It analyzes the television products resources and the deployment principle and ideal deployment model.The approach to optimizing the deployment of content resources of the Chinese television is the separation of producing from playing and the approach to optimizing television channel resources is the separation of private from the public.To realize the optimization of deployment of television programs resources,the reform of separation of producing from playing can be carried on step by step and it is the reform pattern with the least expense.As to the specific reform model,it cannot be implemented with the same pace due to different television station ranks and management capacities. Instead,one should explore the proper deployment model according to the reality of the station.Generally speaking,the producing agencies should be separated from television stations and become the main body of market to compete equally with other television agencies,which can really optimize the deployment of television programs resources.Since this model is just an expectation with so many problems involved, the author can only provide a general scheme instead of a concrete design program.It can not be realized overnight,but a gradual process.First,"the institution, corporation managing" model turns into "separation of institutions from corporation" model,which means that television stations are not industrialized and belong to institutions,but the managerial service can be isolated and form the company such as producers department,advertisement department(non-news programs).Second,the current television stations are divided into public television stations and commercial television stations.Chapter5 Problems on Chinese Television Media Conglomerate analyzes current Chinese broadcasting conglomerate s after examining the international environment. This chapter comes to the conclusion that it is the inevitable demand and main aim for the industrialization of the Chinese television media to form competitive television media conglomerate.The major motivation for current broadcasting conglomerate s is not market choice but national policy or administrative order.Conglomerate should be the result of market economy and equal competition should guarantee the vitality of the market.Under the premise of different administrative ranks,the existence of different ranks of broadcasting conglomerate s in the market itself is unequal competition.Resources deployment can not be optimized without equal competition. Hence,institution characterized broadcasting conglomerate are not able to strengthen Chinese television media industries.The author thinks that the ideal model is the occurrence of corporation television media conglomerate,which is not possible to be realized in short term,but from the developing rule of television industries,it is the trend of the future.This article points out that Chinese conglomerate can not be rushing which requires two steps according to the present condition,that is from merging to separation and again from separation to merging which can not be reversed.It is worth noticing that the aim of separation of public from commerce is not to form public television media conglomerate and commercial television media conglomerate.Television media conglomerate are the result of industrialization of television media and public television media agencies are a supplement to the model of industrialization that do not need to form conglomerate.Chapter 6 Problems on Government Regulations of Chinese Television Media industry proposes the reform methods of government regulation.Three barriers should be broken,property right barriers,administrative barrier and trade barriers.In terms of the content quality and security of the television media industry,the regulation should the strengthened as to television media content and the restriction should be taken to foreign television programs.As to the law construction of television media industry, first it must be made clear that television media industry can be taken as an adjustment target;second,the opportunity of entrance into WTO must be used to perfect the law system.The conclusion is as follows:1.China owns the biggest television market while the economic value of television media is not the best and industrialization is a necessity.2.The central issue of industrialization of television media is to make the market exert fundamental function of resources deployment under the macro-control of the government.3.Forming competitive television media conglomerate is the inevitable choice of China.4.It is an inevitable trend for government to administer television media industry according to the law.There are four innovations.1.This article defines "Chinese television media industrialization" in accordance with the conditions of China,which provides the theoretical basis for the research of Chinese television media industrialization.2.There is innovation when this article analyzes the economic characters of television products.3.This article points out that the approach to optimize television resources deployment is "the separation of private from public".4.This article proposes "two-step" strategy for forming television media Conglomerate.In addition,this part addresses the issues that need further research.