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A Study On China TV Industry In New Media Age

Posted on:2014-12-22Degree:DoctorType:Dissertation
Country:ChinaCandidate:B XiongFull Text:PDF
GTID:1268330398955457Subject:Political economy
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Though TV business in China starts early, however, until1980s after opening-up, TV has actually appeared as an industry. The11th National China and radio conference in1983proposed news revolution as the breakthrough point, which lead the revolution of radio and TV industry, also put forward the idea of carrying out the development of radio, TV, and the blend mode of both forms from central government to provinces and to the cities and counties with proper conditions, namely "four-level covering radio, four-level covering TV, four-level covering both forms". This is the icon of the first breakthrough in the development of China’s TV industry. After10years later, the nationwide TV stations grow at the average annual rate of134.7%, the coverage rate of integrate population of TV increased noticeably, news revolution made a great progress and sprung up a large number of TV programs which has great social impact. From then on, China quickly becomes a big country with billions of TV audiences.Until2011, the TV coverage rate of national integrate population increased to97.82%, The total2607radio and TV stations launched1329programs., the national TV production rate increased86.7%compared with2001, there are140channels of Pay-TV. The TV programs in China produces yearly sums up to2.6419million hours, the total hours of broadcasting public TV programs are14.9534million hours; the production of TV soap opera increased from10thousands episodes in2001to1.4942thousands episodes of2011, ranking No.1in the world; the animation production increased from less than10thousands minutes in2001to260thousands in2011, leaping to the world’s first. The social possession of TV in China reaches400million, the average ownership of per thousand people ranking the first in the world; the coverage rate of national integrate population reaches96.58%, which increased68.55%compared with1982; Cable TV subscribers reach to164million while digital TV subscriber reaches to45.2786million.However, in the mean time of the prosperous development of TV industry, after entering the new century, WEB2.0oriented internet application of new media become the emerging force. The internet applications such as online video, media network on demand, social network, micro-blog etc., to a large extent, have distributed the TV audiences and TV market shares. According to the incomplete statistics, by2011the on-line video websites have exceeded300with great varieties; the representative of video portal is ku.6website, the representatives of on-line video sharing are Tudou and Youku websites. The PPS represents live streaming media. Behind the noticeable statistcs Ⅰ mentioned in paragraph2, there’re a series of deep conflicts in TV industry. After the fast spread of application of3G mobile communication network, the fast spread of smart phones, tablet PC brings a new round of high tide in mobile network. With the emerging of new medium, which has brought the unprecedented opportunities and challenges to the traditional media represented by TV industry.In China, TV industry as the media for spreading news, delivering the messages from the party and the government, reflecting people’s voice, playing the role such as supervision by public opinion, and guiding the public opinion, which has distinct political and cultural dissemination functions, it is also the important component of superstructure of socialism. Meanwhile TV industry is one kind of economic resource, obtains economic benefit from advertisement which has clear economic attribute, it can satisfies the public need of society, and offer the customized market service, involves political, economic and social attributes. Therefore, the TV system in China is the integration of administration, institution and industry, the provincial TV station not purely belongs to administrative institution, neither belongs to public organization. The nature of the public side decides it cannot be like other companies which can access the market freely; neither can it make the management policy by itself. Enterprise management means the company will responsible for their own management decisions, profits and losses. This system restricts the development of the production of TV industry.From the perspective of social function, TV media as an important frontier of news media in our country has been recognized as highly significant to the party, government and people. This has also determined that news promotion and topics guidance are the priority of TV media in our country. But TV industry in China have been totally funded by government, it has made political promotion its priority, making its development scale, establishment purposes completely decided by upper-level departments and local governments through administrative orders. From the perspective of management methodology, TV media adopts the same way as planned economy, partially emphasizing on the attribute of national ideology and ethics education, ignoring TV’s commercial attribute as culture consumer goods. These issues have greatly deterred the process in which TV media developed into an industry.We have witnessed that TV industry in China has developed from nothing to an industry of largest number in TV channels, with billions of TV audiences, and greatest capacity in show production and distribution. However, from the perspective of global TV industry development, TV industry in China still has not yet caught up with its counterpart in developed countries, which is caused by our country’s special national condition and the ideology that TV industry in China emphasizes ostensible achievement but ignores systematic construction. Especially when the new media age comes, even the countries such as U.S, U.K and Japan that have mature law regulation will face systematic reform of media industry. The way TV industry in China develops and adjusts will determine whether it could grow stronger, improve sustainably and whether the strategy of national cultural soft power could be sufficiently demonstrated.This dissertation systematically reviews the development history of TV industry in China, after defining new media, new media industry and TV industry; systematically compare the features of new media industry and TV industry, and also the development trend of new media. Based on this, the author combines the strategic task that China TV industry’s shouldering, focusing on the target of the operating TV industry, proposes the main task of realizing the strategic target of TV industry and optimizing the structure of TV industry and dealing with the relations properly.This dissertation discusses the development of TV industry in new media age, which can’t forget the important context of "triple networks convergence". Triple networks convergence is the strategic concept scientifically made considering the situation that China confronts with economic globalization, and the trend of global information. By combining the telecommunication network, major broadcast networks and internet drives TV industry, the integration of technology and industry between telecommunication and the internet accord with the trend of information development and also it is objective laws of the development of TV industry. Therefore, triple networks convergence has become the important channel of realizing the core idea of "innovation, integration and service" that information and culture industry has always pursue, it also represents the direction of TV industry’s future. This dissertation investigates the influence that triple networks convergence has brought to the TV industry in the aspects of both hardware and software, probes the technical approach of triple networks convergence and seeks the coherence point with the development of TV industry, from content innovation to technology innovation, strengthens network information security and culture security supervision, enhances the innovation of institution mechanism in terms of putting forward the feasible methods of developing TV industry in the reality of triple networks convergence.Though triple networks convergence has created historic opportunity for integrating TV industry to new media, the change new media industry brought to the market is not only from the aspect of technology or service, more importantly it proposes the serious challenge and doubts confronts the traditional logic of TV industry development. This is due to new media has broken the regional and industrial restriction, which brought the competition in front of TV industry that has already burdened with various development conflicts. In the past, TV media always rely on administrative power to maintain the monopoly position, now it can no longer avoid the market pressure. When the era of new competition comes, if the TV industry wouldn’t want to repeat the destiny of dinosaurs, it should get rid of the old form, and make market and audience as the prerequisites to develop industry, break away from dual attributes that brought the ossified system and path dependent. Meanwhile, combining with its content advantage and dissemination channels, adjusts and redefines every link of the industry chain. This dissertation further discusses the new media such as cable digital TV and mobile TV media, on-line video and mobile TV that integrate closely with TV business, analyzes and combs the development status and issues and development trend of TV industry separately and make an attempt to find the coherence point between TV industry and new media.The dissertation makes an in-depth case study of the performance that TV industry confronts the challenges and opportunities that new media brought, it finds out that the primary cause constrain the improvement of TV industry is not technology or capital, nor the concepts of the practitioners, it is a series of defects from the industrial structure. The formation of the defects may cause by the history, but the reality is they become the fundamental obstacles for the sustainable development of TV industry. With the evolution of new media environment, some structural problems and conflicts become more complicated than before. The control objects attributes of TV media, propaganda function have not yet step down from the stage of history, the control and orders from the government still be valid to restrict its management behavior. The difficulty of operation such as the quality of the programs is not high, coessential phenomenon leads to unhealthy competition, the growth of advertisement revenue drops, a large number of high quality subscribers have distributed, which forces TV industry to accelerate the steps of reforms and innovation.In conclusion, the dissertation analyzes the various conflicts in the development of TV industry, based on the analysis and judgment of the development trend of TV industry, from the aspects of government supervision, government planning, the integration of technology and industry, change of profit mode, assent management and group oriented development etc., it further discusses the effective countermeasure to cultivate the ability of sustainable development of TV industry in new media age, mainly reducing the directly administrative intervention to industry, strengthening the market mechanism of self-regulating, using efficient, complete, normative management methods, holdings the established direction of industry development, reaching the goal of industry development; TV industry should initially break up the boundary of traditional industry, positively seek the coherence point of product content and new media operation, give great impetus to other related industries, integrate, fulfill cross media development; It should also positively attract international capital, international talents and advanced technology, build the support system of creative industry, and then push forward TV industry to the upper hand of global cultural market; at the basis of enhancing media management, changing production mode, improving the efficiency usage of assets, making TV media quickly enter capital market, taking the advantage of broadcasting resources and exerting its influence to market and capability of resource integration, thus making capital operation stronger and profitable. Besides the proposed methods above, TV industry needs to make a great effort in the fields of creating new profit mode, production mode and serviceMain Innovation Points of This dissertation:1. This dissertation systematically studuies on the development of TV industry in new media age, which can’t forget the important context of "triple networks convergence". It researches characteristics and development trend of the new media, television industry, the development history of TV industry in China, and the new business development of TV industry of China in new media age. It also provides countermeasure for the development of TV industry.2. On the basis of analyzing the difficulties and contradictions of TV industry in China, this dissertation clearly put forward a development trend of TV industry in new media age, and build a target for industry transformation and upgrad in the future according to characteristics of the industry. It considers that the convergence needs technical innovation as well as all-round intergration of industrical chain. In order to adapt to the requirement of new media era, TV industry has to make structural adjustment according to the strategic objectives of "triple networks convergence". In the process of reform and innovation, TV industry should use the opportunity of industry integration to break the institutional obstacles to fulfil great-leap-forward development.3. This dissertation systematically analyzes various conflicts in the development of TV industry. It considers that TV industry linkage and resource intergration can only be realized by the combination of institutional innovation, technical innovation and model innovation, and cable digital TV, mobile TV media, on-line video and mobile TV should be cores of TV industry. Therefore, TV industry of China could get rid of development predicament, and achieve industry transformation and social development.
Keywords/Search Tags:TV Industry, New Media, Triple Networks Convergence, Industry Integration, Government Regulation
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