On The Chinese TV Drama Market Policy

TV drama market policy is an important guarantee to ensure the direction of the drama creation, standard and promote the development of TV drama market, and meet the cultural needs of the masses. As a kind of special spiritual culture product, TV drama's externality decides that government needs plenty of policy to manage and regulate the TV drama market. It's necessary to analyze the policy status quo and effect, point out the problems existed in TV drama policy, and then give some suggestion and advice to perfect the TV drama policy.Based on the industry background of TV drama market development status quo, policy background of huge need to develop the cultural industry which includes TV drama industry, and reality background of problems and defects in making and performing TV drama policy, the paper applies research methods of literature analysis, data statistics, mathematical modeling, case analysis, typical policy analysis, etc. to research the TV drama policy.According to the situation of China's economy development there are three stages of TV drama market policy from 1978 to 2014 in longitudinal level and the author summed up the policy of the promulgated time, the forms, the promulgated main body, and the contents. From the horizontal level, the paper runs through and evaluates effect of the management of TV drama policy form different aspects. China imposes access to TV drama product including access to production of participants and access to content. The access to production participants experienced from monopoly by state-owned production institutions to all of the social capital. There should be give full play to the role of market in the allocation of the TV drama resources, and simplify the administrative examination and approval procedures in the premise of guarantee the quality of the TV drama in the aspects of access to content. To ensure the value of the TV drama and the satisfaction of the audience, we should regulate the content, time, length, inter-cut advertisement in the broadcast link. There are many policy in the TV drama element market containing tax, finance, investment, human resources and technology, which plays a key role in promoting the development of TV drama market.The paper has selected TV drama classification and policy of "one TV drama two satellite channels"(it means TV drama will no longer be allowed to broadcast on more than two satellite channels at the same time during prime time) in the typical policy analysis. The paper evaluates effect of the policy with Pareto Optimality theory, and then concludes that the TV drama classification is an effective path and method to realize pareto optimality. Meanwhile, the author applies the theory of public policy to analyze the policy of "one TV drama two satellite channels" and figure out some defects of this policy.There are many problems in China's TV drama market policy such as lacking of effective coordination in the ruling system, fuzzy policy definition, lag of policy formulation, the less effectiveness of the policy in the process of transmission, the effect of policy carried out and the feedback. In order to solve these problems, the author gives some suggestions:improve the anticipation ability of policy, clear the policy contents, keep the policy continuity and unity, and provide more effective policy support for TV drama market.