Probing Into The Status Quo And The Future Of Public Benefits TV Programs Of China

Looking back China TV Industry's development these years, we could find out a concept which public and academia is gradually familiar with—public-benefits. This concept appears much often today. More and more public-benefits advertisements are coming forth and public-benefits activities held by TV station are successive; meanwhile public-benefits channel who takes "public-benefits" as its slogan and feature is arisen. Public-benefits TV programs have been a TV form that TV men manages and the mass accept, it could be regarded seriously by academic and industrial fields. However, neither is there general concept for public-benefits programs, nor a detailed category. It is definitely a pity. And this pity makes the author to think about and research the status quo and the future of public-benefits TV programs of China. Actually, along with the remedy of academic vacancy, it is of quite significant social value to study public-benefits programs, such as probing into its theory basement, paying attention on its present and exploring its future .The popularity of public-spirits in TV field shows the progress of the society and this kind of programs can inspire people to serve society and care for others consciously, it is very helpful to upgrade the moral level of the whole society and lead the society into progress.The author tries to discuss the theory basement of public-benefits TV programs through communication function study, communication effects research and communication control study: Public-benefits TV programs can foster the execution of social criterion and is very effective for building social group's common intellectual structure, Weltanschauung, role view and value view. It is the embodiment of TV men's "self controlling" surpassing out of "political controlling", "economical controlling" and "audience controlling" in nature, it is also an ideal status in communication controlling theory. At present, China public-benefits TV programs could be divided into four groups: public-benefits TV advertisement, programs for life services, record of people's life for salvation, products of public-benefits TV activities. After probing into these four program types, the common features of China public-benefits TV programs can be concluded: obligation, social nature, educating function and timely nature, and finally the way for its development can be summarized as below: always sticking up the public-benefits theme and serving the mass; sufficiently using the TV languages and making it more attractive and entertaining; enterprises entering with funds.