Study On The Building Of A Platform System For Chongqing's Radio And TV Industry

China's radio and TV industry is experiencing thorough technological reform, institutional transformation and structural readjustment. With the rapid development of new and high technologies and new media as well as the constantly quickened advancement of digitization and networking around the world, competition is getting increasingly fierce both inside and outside every industry, including the radio and TV industry, which is facing an even more complicated and stern situation of development and competition. It now has become necessary and possible for the radio and TV stations to develop into an industry. This article makes a systematic analysis of the importance and necessity of the development of the radio and TV industry, describes the industry's status quo, advantages and disadvantages as well as the causes of its problems, and puts forward some countermeasures on the building of a platform system for the industry.According to the results of the study of this article, it is very significant and realistic to build a platform system for Chongqing's radio and TV industry. However, because of the overall low level of social and economic development, the extreme unbalance between urban and rural radio and TV undertakings, and the shortage of talents for the development of the radio and TV industry, the late-initiated radio and TV industry of Chongqing still lacks in overall strength and remains fairly weak in competitiveness. Therefore, we must give prominence to key tasks, give play to our advantages, optimize the structure, build up the platform to increase our benefits. To this end, the following tactics need to be adopted. 1 .To build an industrial platform with the cable network playing a dominant role and the wireless network a supplementary role. Efforts should be made to finish the digital transformation for the 1 million cable TV subscribers in downtown Chongqing and to extend the transformation to the various suburban cities, districts and counties so as to create a digital TV coverage of the entire city. During the process of capital accumulation, we should make full use of the capital market and exert vigorous efforts to develop such value-added businesses as pay TV, IPTV, VOD and voice and data transmission on the premise of ensuring transmission for public benefits. All new digital services will be brought to the market to become the major carrier of the city's "three networks combined into one". 2.To build a platform of principal industries based primarily on the production and marketing of TV contents. Great efforts should be made to promote the production of TV columns, TV dramas, animated films, big activities and relevant entertainment programs and to realize socialized operation and market-oriented development. Through separate operation in TV production and broadcasting, the TV production resources will be quickly taken away and put them for company-based operation. The programs produced in this way can be offered for Chongqing's broadcasting media and the broadcasting market as well. Meanwhile, efforts should be made to expand the channel of equity financing and introduce funds and advanced managerial and operational experience so as to make the principal industries bigger and stronger. 3. To build a platform of auxiliary industries with audio-visual publications and newspapers at the core. Greater efforts should be made in the operation of the radio industry which is currently at a weaker position and in the active development of the radio derivative market. The Chongqing Audio-Visual Publishing House and the Chongqing Radio and TV Newspaper agency should transform their operational mechanism, expand their businesses on the market, increase economic benefits and realize self-innovation, self-accumulation and self-development. 4. To build a platform of associated industries dependent on tourism, real estate development, entertainment and leisure industry. Efforts should be made to build up an industrial chain among tourism, real estate development, culture, entertainment, leisure, vacationing and property management by centering on the two elements of "creation" and "land" and by focusing on the "three zones" (the Dazu Rock Carvings International Tourism and Leisure Holiday Resort, the Capital of Fashion Creative Industry Park, and the CMay Animation Industry Park) and the "four comanpies" (Chongqing Broadcasting Industrial Corporation, Chongqing Huijin Real Estate Development Co., Ltd., Chongqing Television Media Corporation and Chongqing Dazu Rock Carvings Film and TV Co., Ltd.). 5. To build a platform of derivative industries based on educational training. In this regard, we should start acting as an agent of international training programs and integrate our internal educational training resources so as to achieve a scale effect and finish the building of the platform of derivative resources. Efforts should also be made to explore ways of cooperation with foreign counterparts and make effective use of the educational resources of Chongqing and even China as a whole. We will work to realize our cooperation with Washington University and other foreign educational institutions and build up an educational training industry chain combining diploma education with talent cultivation and reservation so as to start and improve the educational training industry in a wider scope and at a higher level. On the basis of the study of the above countermeasures, this article also puts forward some safeguard measures for the building of a platform system for Chongqing's radio and TV industry. These measures are: Deepening reform of the systems and mechanisms and fostering market players; Expanding the channels of investment and financing and enhancing capital strength; Promoting industrial upgrade on the basis of new and high technologies; Actively carrying out the "going global" program and seeking expanse worldwide;Establishing and improving relevant laws and regulations and strengthening government supervision; Increasing industrial support and paying adequate attention to talent training.