Research On The Current Situation And Its Development Of Educational Television In China

Under the globalized, digitized and market-oriented environment, China's educational television has faced an unprecedented challenge and test. Today, with the increasing prevalence of entertainment unrest and commercial operation, some television organizations in China presente a phenomenon that they pursue commercial profit unilaterally, but neglecte the cultural responsibility they should load bearing. Facing the dramatic changes in media environment, China's educational television also presented some phenomena that have been contrary to its "public interest" ideas. In the turbulent market-oriented flood tide,how should China's educational television deal with the challenge, continue to undertake the sacred historical mission, display its unique social value, and satisfy the people's increasingly diverse spiritual and cultural demand, to remain invincible in the intense media competition?The paper uses the questionnaire survey and interviewing method, and takes four provincial level educational television stations as the main investigation objects, to have a limited view of the present situation of China's educational television. The investigation has carried on from five aspects which are the system, the sources of fund, the content construction, the professional construction and the supervising mechanism of educational television. At the same time, the paper also uses the data studies and comparison research method to carry on a thorough discussion about the crisis and vicissitude of public television in Europe and America, in order to obtain something that our country's educational television stations can use for reference, from five aspects including the policy and legal safeguard, the economic mechanism, the content construction, the social mechanism and the autonomy mechanism and so on.The paper proposes some ponders on the development of the educational television in China in the future, basing on the investigation and study about the present situation of educational television in China, and profiting from the actions which the European and American public television take to deal with the marketability. Under the marketability condition, the development of the educational television needs the support of the national related policy and the restraint and safeguard of correlation laws and regulations;It needs implementing the industrial production management, exploring the financing way positively, conforming and using resources, developing the industry value chain of educational programs; It needs looking for the accurate localization of educational television, taking the specialization path of educational television, strengthening the resources construction of educational television, forging brand name programs characterized with "the education"; It needs perfect incentive mechanism, accepting outstanding talents broadly, taking the personnel training, and making outstanding team; It needs encouraging the social inspector and strengthening the profession autonomy; It needs transforming the core appraisal way of "audience rating" and constructing scientific and reasonable appraisal system for educational television programs; It needs holding the digitized opportunity and using the hi-technology to improve the quality of programs vigorously, to create new platforms for the dissemination of educational television, and to innovate the models and strategies for the development of educational television. Then, the educational television can be in an invincible position in the fierce competition.