The Strategy Of The Content Production For Medium Of Radio Film And Television Under The Background Of Medium Ecology Environment Vicissitude

As the core function and the basic measure to form core competitiveness for all medium of radio, film and television, the content production refers to the whole set basic flow, from creativity, plan to photography, manufacture, packing, promotion, for various cultural products regarding numerous demands of audience, including the news program, the entertainment program, the soap opera, the film, the animated cartoon, the documentary film and so on. Our country's main body of content production for medium of radio, film and television includes all broadcasting organization as well as the social content productive enterprises.Currently, our country's content production for medium of radio, film and television is facing brand-new medium ecological environment vicissitude, including the policy vicissitude in which the nature of the medium of radio, film and television is changing from "the political instrument" to "the strategic industry", the media types vicissitude technically in which the boundary of radio, film and television is changing from "clear" to "the entire media time", the competition pattern vicissitude in which all medium of radio, film and television are changing from "being divided into four levels and being strictly managed" to "the equal and superheating competition", the audience vicissitude in which the communication is changing from "passive receiving" to "initiative claim ",and the resource vicissitude in which all kinds of media resources is changing from "being centralized " to "being scattered".Under this background, many media groups of radio, film and television of our country,have acquired great achievement including the swift and violent growth of content production quantity, the unceasingly rich of content types, the promotion of the productive level and the distinctive characteristic day by day and so on. Simultaneously, many media groups of radio, film and television of our country are also facing the limit of high-quality goods, the serious homogenization phenomenon, the unbalanced of the structure of content production, the certain deviation of consensus value guidance, the insufficiency of formalization operation and so on. In addition to the significant vicissitude of medium ecological environment, the in-depth malpractice cultural system, the management system of "the administration institution, the commercialization management and operation", the dislocation of personnel training and demand, the fund bottleneck are still the main reasons which restrict the content production for medium of radio, film and television of our country. For these reasons, five fundamental measures should be taking to change above problems, including:the renewal idea which needs open, containing, enterprising posture to form the core-competitiveness of modern media of radio, film and television; the transformation of system and mechanism to realize the suitable and flexible operation for the content production of the media of radio, film and television; the flow restoration of the content production of the media of radio, film and television to adapt the medium ecological environment vicissitude; to remould the view of personnel training and use to temperance core competitiveness; to conform all kinds of capital operation ways to gather financial resource for the content production of the media of radio, film and television.