The Separation Of Tv Program Production From Broadcasting In Shanghai

In October 2009, Shanghai took the lead in the reform of the separation between TV program production and broadcasting (hereinafter referred to as"the reform") in the national radio and television industry. Why the reform has been fully implemented after more than ten years'experience of twists and turns? Beginning with the analysis of the necessity of the occurrence of the reform in the current time, and adopting the Institutionalism as the basic theoretical framework, this dissertation discusses the reform in the domain of the Institution and the Institutional change, Under the background of the market reform of China's TV industry of more than 30 years and selecting the pattern changes of the Shanghai TV industry as the typical case, this dissertation in-depth analyses the inexorable law and the fundamental factor of the implementation of incentive and restraint of the separation of TV program production and broadcasting, and try to predict the future trend of the reform.This dissertation, firstly, tries to find the market source of the operation and management changes of China's TV industry, through the concept of the relationship of supply and demand, and the consequent changes in relative prices. Then, with the aid of the behavior mode of the effect maximization of economic man, observes the incentive and restraint action of the relative price changes to the different stakeholders of TV industry, and their responses which aims to reduce transaction costs. During the process, the author finds out the current necessity of the occurrence of the reform, and then makes a whole and systematic understanding of such questions as"what is separation of TV program production and broadcasting?",,"why the separation?", and"how to realize?", and reexamination them in the academic level.The author considers that the reform is the first step of the scarlization development of Chinese TV industry under the background of"the merging of the three networks". The ultimate aim of the reform is"integration"instead of"separation", and creating higher level economic scale instead of breaking the monopoly. It is not only consideration out of business interests, but longer term and more significant political economy meaning of how a nation dominates the market as well.However, due to the existence of different interests and expectations, the state administration and the local interest groups, as the"line"and the"block"separately, need to find a best operation mode of the separation of production and broadcasting under a repeat negotiation and compromise. This leads to certain hidden variables of the reform which pending further observations.