On The Institutional Innovation Of China's TV Media Industry In Transition Period

In the accelerated social and economic transition period, TV media industry becomes the core of culture industry, and its deep reform is inevitable. Because of the combined action from its political nature and commercial pressure, as well as dual influences from administrative and capital leading, China's TV media shows much instability in its role positioning. Thus it is worthy of deep consideration and exploration to make proper positioning for China's TV media and make profound institutional innovation.Based on new institutional economics and modern TV communication theory, this paper analyses the background and problems of China's TV media industry in socialist market economy. It researches on the history, present status and advantages of broadcasting industry's institutional reform in the U.S. and U.K.On the basis of history analysis, this paper probes into the present institution of China's TV media Industry, which is known as "mono structure, binary operation", and clarifies that the role of Chma's TV media industry should be: a States ultimately controlled monopolistic, quasi-public and market economic industry.The paper proposes a vision of China's TV media industry institutional reform from various aspects, including the property rights structure, internal governance structure, organizational structure, management of the industry and its capital operation, etc.The author also makes several suggestions on China's TV industry: speed up the institutional regulation reform of TV media industry,accelerate the restructuring of television media industry, improve its business management, and focus on brand and culture building of TV media industry.Finally, the author sets 2005 Super Girl Campaign of Hunan Satellite TV Station as an example and makes further description and analysis on TV program's creativity, innovation in advertising and marketing, influences of information era, new profit pattern, and finally gives out the main points on institutional innovation of China's TV media industry.