Study On Media Capital Market--On Capital Operation Of Jilin TV

In recent years, the capital operation of the media of China has been started and has increasingly become the hot spot of concern of every sector. Especially since entry into the WTO of our country, US IDG Group and Australian News Group, ect. have entered the media market of China one after another. Various signs show that the media market of China is being thought highly of by various capital at home and abroad. Compared with foreign media groups, the largest disadvantage of the media industry of China is no enough capital strength. How will the supernormal development of the media industry of our country be realized? For this, the media capital operation is undoubtedly a kind of good medicine. The ability of the capital operation, as the operating method of the media in the aspect of enhancing the strength of the media industry has been proven by the successful cases at home and abroad.Based on the nearly ten years of practical experience, the background of certain economics and media science and the discussion of the forerunners of study on the capital operation, this paper first establishes the theoretical basis, making an analysis from the media market, the process of media marketization to the characteristics and functions of the media capital market and then deals with the necessity of the media capital operation under the current condition of the market economy of China, presenting that the media capital operation is the practical and necessary choice under the joint influence of the compression of the space of the original system of the market economy, the impulse of the capital nature, the increasing of media competitive pressure and intensification of competition of the international media industry. In reference to the situation of development of European and US international media industry, and the basic situation of the news and media capital operation of China with the representative and successful operating examples, the five typical modes of operation of the media capital of our country are concluded: 1) cooperative operation, acquiring the social capital by the transfer of management right of advertisements, publishing right and broadcasting right or cooperation with the listed companies in joint management; 2) subsidiary companies directly listed, establishing subsidiary companies with joint stock system of independent qualification of legal person applying to be listed by integration and regrouping of operating assets and publicly collecting capital; 3) subsidiary companies controlling the stock of listed companies, rapidly entering the stock market and acquiring stable financing channels by the method of subsidiary companies purchasing, controlling and regrouping the stock of listed companies; 4) the news and media web stations absorbing the social capital in the commercial mode, the news and media web stations breaking through the tradition, carrying out separate commercial operation and referring to the experience of commercial web stations according to the market economic discipline and the discipline of network development as well as changing the system and absorbing the capital from the stock market and society; 5) invisible media capital operation, making use of the invisible media assets as the attracting and rallying point of raising capital, publicizing its commercial value or expanding the media scale as capital share to protect and increase the value. In these modes, the fourth and the fifth can be said to be the newest point of view in the current study on the media capital operation and also represent a new trend of development of the media capital operation.The capital operation of Jilin TV media is the bonding point of the theory of the paper and the working experience of the author. At present, in Jilin Province with relatively backward market economy, the capital operation can be said to just enter the vision and brain of the personnel of Jilin TV. There is still no discussion of this aspect, so practice is naturally the primary phase in form. The history of developme...