| This study based on the perspective of system analysis, selects the relevant theory of new system economics, from the historical perspective of Chinese broadcasting media over thirty years reform process in several important historical stages of the system evolution and from a synchronic perspective comparing broadcasting industry reform and the reform of newspaper industry, analyzes the role that broadcasting media plays, studies system supply and demand changes in relations between the parties as well as benefit gambling to radio and broadcasting media reform process effect, and prospects the future path on the reform of the cultural system and the digital dissemination under the background of mass media reform prospects. The research is based on such a question:why the reform of broadcasting and TV media on the cultural system and the digital communication background lacks the power? To get a fully answer, must further thoughts are necessary:in the thirty years of reform process, what kind of benefit game the supply system and the demand system is and what kind of impact on radio and television media reform process? Compared to the "reform forerunner"--newspaper, what role radio and television media reform plays and why? The final problem to be solved is:how to develop the future path of broadcasting media reform on the reform of the cultural system and the digital communication background?By the end of1978, our government put forward the reform and opening-up policy to stimulate economy on the third plenary session of CCP. The function of market was confirmed again, which led to the complete change of Chinese society. The reform and opening-up policy contributes the rapid development of economy. Under these circumstances, the function of broadcasting and TV has been changed and its development can not been met by single financial support of planned economy. It is necessary to maintain a sustainable development on the basis of material conditions for broadcasting and TV industry, even the whole media industry. When the government subsidy can not balance the daily costs, media industry can only depend upon itself to survive and keep a sustainable development. Hence, it is essential and necessary for the market of media. The market of media starts with ads on TV. The mixed system indeed offers systematic insurance for the market of broadcasting and TV media which follows the step of news media in terms of ads or mixed system because it can reduce its costs and risks, and guarantee its profits from the market. Therefore, in this period the competition of costs and benefits led to the "hitchhiking", which attributes to the lack of system creation of broadcasting and TV media. Similarly, the government policy lags behind the practice of media. Seductive system characterizes the period when institution supply is insufficient.In June1992, the central government issued the decision to develop the tertiary industry with broadcasting and TV industry as important part of information and culture service sector. It indicates the quality of broadcasting and TV industry is confirmed legally, speeding its combination with market economy system and stepping into a new period of development. With high-tech, high-consumption, and high-risks as characteristics, its industrialization needs huge capital to arrive at a scale while the government investment and income from ads can not meet its need, so to establish media group is realistic need. In this respect, again broadcasting and TV industry is hitchhiker. Through media group, it can distribute current resources, improve efficiency, solve the problems of waste, accumulate money in a short time, maximize media resources, increase capital and achieve scale economy by means of integration and optimization. For government, it can increase its control upon media, reduce costs and improve the competition internationally. But in reality, government does not give media enough policy which often lags behind the media practice, so media group is still bonded in the mixed system. So, the quality of media determines its benefits under expectation while the interest conflict between media section and government increases the costs of management. Generally speaking, the industrialization of media is not enough:the bonded quality of media, less multi-running business, less scale economy effect, and inadequate market competition. With the consideration of fewer costs and more benefits, the construction of media group is quitted under the common interests of media and government. The reform of broadcasting and TV industry is retrograded.Nov,2002, the16th plenary session of CCP put forward "deepening the reform of cultural system" and "clarifying the relation between government and cultural industry sector", initially dividing the cultural industry into public sector and industrial sector, and setting the development strategy of cultural industry. Different from the previous seductive system development from bottom to top, the cultural system reform is a coercive measure by government. The policy of investment is flexible and the non-state-owned companies can not enter this field. Our government also emphasizes the clear ownership of property, cultivates the subject of market to establish a couple of creative and competitive cultural enterprises. It demonstrates that the cultural system reform involves the sole part of media industry—the property of ownership which is avoided by mixed system. To avoid the risks of reform, gain political benefits and economic interests, our government stimulates the cultural system reform, entering the so-called "post-reform era" with the sluggish system creation in newspaper industry and no progress in broadcasting and TV industry because it has become a vested interest group. However, the cultural system reform tries to break the condition; naturally the broadcasting and TV industry lacks of strive for reform and is cold to the reform. So the broadcasting and TV industry deconstructs the incentive policy of government:a new version of column-contract for channel-contract, no separation between "production" and "broadcasting", a superficial integration of three-nets, and the sluggish development of media digitalization.To sum up, it can be found that it is not balanced between institution supply and need, some of which can be deleted by seductive system and others need compulsory ways, but all of those intertwine with the relocation of interest between government and media industry. The interest of government is to strengthen its own domination and maximize its power-rent profits while the media industry is to benefit from the policies as a state-owned enterprise and profits as a corporation. Compared with the leading role of newspaper industry in reform, the broadcasting and TV industry is always a hitchhiker. First, the quality of system as public property is vulnerable for hitchhiking; second, it is because of avoiding risks and reducing costs; third, media industry is content with the vested interests; in the end, the cautious controlling of government prohibits the creation. Therefore, the broadcasting and TV industry can avoid risks but retain benefits during which is the balance between costs and benefits.However, entering the era of digitalization, the vested interests are affected by some uncertain factors and international media groups. In such a fierce competitive market, the broadcasting and TV industry must engage in institution creation to keep its status. Digital revolution speeds the productivity, so the old way is obsolete, even to stock the progress. Only by breaking the traditional methods and constructing an opening market, can the broadcasting and TV industry enlarge its market and make profits. Therefore, it is essential to reform the original system based on planned and administrative system. From the perspective of new systematic economy, the institution creation must follow the principle of "interest maximization". Furthermore, the institution creation can reduce costs of running and keep pace with the foreign media so as to gain more markets.Based on media digitalization, the broadcasting and TV industry should integrate the resources of province, municipality and county, to establish digital media group on the level of central government and province, to practice channel running, and further set two branches:the state-running media and the limited corporation. The state-running media owns news channel and public service channel to ensure not only its function of ideology and propagation but also the public interests. The media corporation owns commercial channel, program production firm, web transmission firm, ads firm and other industrial firms, which can widely absorb other capital to have commercial running and increase economic benefits through market. Such system is in accordance with the separation between the state-owned enterprise and the cultural industry. This dissertation will explore the model of channel running with digital TV as an example and argue that to develop commercial digital channel will become the breakthrough of a new reform. |
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