Research On Television Media Development Upon Combination Of Three Networks

As a developmental tendency of the future industry of massive communication, the combination of three networks has become a very fashionable topic in the field of massive communication over the last ten years. At a standing committee of the state Council on January 13, 2010, the central government decided to promote the combination of the networks of telecommunication, radio-television and internet, and set forth the periodical targets to promote the combination, which predicts that the policy on the combination of three networks is getting out of the dilemma formally. Due to the quickened pace of the combination of the three networks in selected experimental cities and in other cities, the competition in the market of three networks is growing fiercer.As an important matter in terms of the combination of three networks, the radio-television media is encountered with new challenges and opportunities. Then how could the radio-television media gain a firm foothold while facing this new environment and this reform? First, the media must realize its superiority in policy and system and, by making full use of nonreciprocal policy that radio-television media could set foot in the field of the telecommunication but not vice versa for the first year of the combination, should bring into full play its public credit, program production and rich talent resources so as to launch an attack initiatively. Meanwhile, the radio-television media must realize its disadvantage with respect to its own system, because as the critical ideological and cultural front of the Communist Party's media, the television station shall stick to its institution system, its publicity and its status as the mouthpiece, and shall focus on propaganda.Due to this reason, the radio-television industry in China, whose ownership belongs to the state, is a monopolized industry with a low marketization degree. So it is the first priority to deepen structural reform, keep away from administration management and gradually find a way that can help to realize sustainable development of this industry. From the aspect of system management reform, program production and talents training, this paper analyzes the key elements as to the development of radio and television industry, puts forward the problem with the development of the television media that should be solved quickly, and provides the solutions thereof.It is not so easy to promote the combination of the three networks in China's special environments, but the future is bright. Although technique basis, regulations and policies with Chinese characteristics have been developed in China, the combination of the three networks have given a great impact on the broadcasting media, and success may be realized only when the deficiency of system management reform, program arrangement and talents training can be recognized. (Chapter One)System management reform: as to the system management, the system of running television business at four levels shall be changed gradually, management with administrative characteristics shall be avoided and system reform shall be deepened, guided by the market; as to management, program production shall be separated from program broadcasting so as to promote efficiency of the television station and reduce the related cost, and it is necessary to try to concentrate social resources to produce colorful and wonderful programs for the audience, keep pace with the times and devote major effort to develop new kind of media. (Chapter Two)With program production, the monopoly of the radio-television industry has been broken with increasingly promotion of the combination of three networks. In order to make good use of the program production, the trump card in the competition, more efforts shall be made to produce videos with its own copyright and the need of the audience shall be studied. Excellent programs with characteristics of interaction and firsthand experience, which keeps up with the trend of the times, is the true trump card. (Chapter Three)The radio-television industry is very professional with respect to talents training. With quick development of scientific techniques and deepened reform, qualification requirement for personnel engaged in the industry of radio-television industry are increasingly raised, there is no doubt that the competition power of radio and television lies on human resources, which is the backbone element for the development of the television media.(Chapter Four)This paper also deals with changes, after the combination of three networks, of the television media in transmitted information, transmitting method, target audience, method of information consumption, media organizational structure, management method, profit model and, tries to provide relevant reform measures for the changes.