Developing The Intermedium--Make The Major Medium Of China

With the continual penetration of the reform and open policy, the market economy structure in China has become more and more mature and consummate, and the competition in each economic domain already has get into the incandesce stage. But the media and very few estates that related with the government and citizen were always living under the protection of the policy, as the prince who didn't get out of the feoff, and enjoy the "imperial food" happily and contentedly. Under the supervision together from the central propaganda department, the ministry of information industry, the press publication arrange and some correlated departments, the competition between the business activities and market already existed in the press medium and the real strength of them were constantly changing, but all this were limited to some narrow trade, limited areas, and be satisfied with a smattering of a subject. It didn't accomplish the completely change from the link of policy to the link of capital on operation and management manner.China has acceded to the WTO by the negotiation that had persisted 15 years. Although at the aspect of the media market, we have a comparatively long transition period, the challenge already have been put in front of us by the abroad media after we joined the WTO. At the present stage, the medium in our country still can't resist the abroad medium giant. Facing with the challenge, the medium business raised the slogan "be great and powerful". But the target can't be fulfilled within only one step. It's obviously go wrong if the slogan is simply comprehended as making up the various media for a ally by the administerial method. Because the ally which is short of inherent agglutinability and only be united by completely outside force obviously cannot withstand a single blow. Be great and be powerful are two notions that are both related and different, be powerful can't be realize without be great, but be great isn't mean to be powerful, both the two are needed. It's the necessary way to be great and powerful by speeding up the step of reform of the media system of organization, pushing the media to the market quickly, conducting the media industry's development by both the market and the policylevers, realizing the second allocation of the media resources in the competition of the market by revolving the capital, then adjusting the media industry structure, building the powerful medium that really a adapt to the requirement of competition in the international medium market.