A Broadcast Reform: The Logic Of The Plight And A Way Out

The innovation of separating production from television supply chain has been slow during the past ten years. In Oct 2009, the former Shanghai XX Media Group was renamed as Radio and Television Shanghai, and founded the Shanghai Media Group (SMG) that is controlled and supervised by Radio and Television Shanghai. This indicates the first institution-enterprise transition around the nation, and a new round of innovation of separating production from television supply chain. Opinions vary with this so-called "Shanghai pattern" exploration. Some people are for it, while others are against it. Some critics even refer to its aim as "making money".Under this circumstance, we choose the "Shanghai pattern" innovation as the breaking point of separating production from television supply chain. By analyzing the mechanism and results during the last year, we hope to find out the mysteries hidden in it and the challenges we may face, and finally, to work out the direction of this innovation.Studies show that, this innovation is carried out by "conspiracy between up and down". One difference with former innovations is that the beneficiaries are inside the system instead of outside it. The importance of this innovation is to operating the group both as an institution and an enterprise. Since the separation in "Shanghai pattern" innovation is not a real separation, separating production from television supply chain has not been fully carried out. What's more, the advancement of this innovation faces lots of difficulties, such as the problems with human resources and agents.Therefore, how to push forward this innovation is highly significant. Since the "shanghai pattern" innovation is the largest in the system, the most important thing is how to bring potential into the play. In this article, we do not focus on the countermeasures of "separating", instead, I regard "efficiency" as the key of innovation, and how to bring efficiency to producing and supply of television programs as the novel thinking of innovation.Specifically, as to the producing of programs, by protecting copyright, breaking the limits of fixed section, motivating faculty and changing the equity carve-out, we can bring novelty to the programs. As to the broadcasting of programs, by exploring multi-values, regulating the quota of programs being broadcasted, program tender and establishing a program trading market, we can realize the many-many supply and developing of programs.