The Analysis On The Transformation From Public Channels To The Public Television In China

Public television is an indispensable form of media during the modern social development, which are non-profit and takes serving the public as its purpose, characterizing itself by commonweal, universality, pluralism and independence and so on. Public television in the world can be roughly divided into two main origins, that is, the European system and the United States system. Thereinto, the British Broadcasting Corporation (BBC), as a model of the world's public broadcasting system, is the legal basis of the Habermas's public sphere theory. According to Habermas's theory, public television is the important force to build and expand the public social domain. In recent years, with the development of social transformation, the development of public television is much-needed during the expansion of public domains in our country.In our country, the practice of public TV channels is started in the 1990s of last century, generated due to the need of radio and television reform. The establishment of public channels, as an important signal of television systems change in China, casts a far-reaching influence on development of television industry. However, along with deepening of the public television channel practice in China, various contradictions emerged, which are mainly reflected as follows, a vague position thus ignoring the "public", the entertainment content leading to the distortion of "public", commercial operation leading to the privatization of "public . " At present, the public channel is only a regulation means of public radio and television resources, but not serving the public domain, so it can not be defined as the indeed public television. Therefore, a transition to public television channels would be the best destination of the public channels. The public channels in China have the potential to be developed as a rich, diverse public television reflecting the public interest.In China, the transformation from public channels to the public television bears both challenges and opportunities. The difficulties of public channels transformation are mainly reflected as follows, a constraints by single state-run television system, a shortage of financial support and a competitive media environment in digital era. Undoubtedly, the public television transformation in our country is also facing an unprecedented opportunity. First, the development of a harmonious society calls for the equitable distribution of media resources. Second, the public television transformation will accelerate the development of public television. Third, the external diseconomy of commercial television needs the correction by public television.In China, the transformation from public channels to the public television should be conducted in different levels and steps. For this purpose, the following detailed measures should be taken: clarification of property rights, integration of the resources from other channels, set-up of fund-raising channels, strengthening the institutionalization management of public television in China, etc.