Reform Of The Bbc Radio And Television Industry Can Learn

Throughout the history of world's broadcasting & television, BBC has unquestionably been one of the fortes of the whole movement. Equipped with the Reith as its core value, BBC established its wide-ranged public trust and the concept of political neutrality, which in turn makes it the Elysium for world-wide journalists. However, alongside with the declination of the world's public mass media industry in the 80^th of last century, BBC inevitable entered the similar morass internally and externally, which pales its splendid past. Confronted with the question "to compromise while preserving principles" or "to commercialize with no hesitation following those U.S.'s fellows", BBC has made its decision to achieve a moderate,balanced, progressive transformation based on the analysis of the political, economic and cultural background of its own country.The essential target of BBC' transformation, no matter characterized with Birt 's "separation of execution and broadcasting" or represented by Dake's "integration of execution and broadcasting", is to maximize its organizational agility in order to achieve improved income and competitiveness, while maintaining its principle of "public services". During its progress, BBC distinguished the commercial activities and the public services, making strict regulation upon the former to force it comply with the core value of the latter. On the other hand, the reformer endeavored to build a win-win situation by trying to connect these two aspects with harmonization. (For instance, to support domestic public services with the income from the sales of commercial product in world market, by resource reallocation) As a result of all of its effort, BBC managed not only to survive, but prosper with a newly entrenched position in modern environment.The similarity of the problems, paths and targets between China's media industry and BBC will easily bring the latter to us as a mirror, which might serve as a paradigm providing reference in both detailed operational innovation and general structural establishment. In comparison with the prevailing concept of fully commercialized pattern of the U.S., BBC's development is a timely and helpful example to bring more balanced, reasonable and logical ideas in our solution, preventing us from a biased perspective. Based on that, the author exerts her effort to picture the future of China's media industry in terms of possibility, necessity and feasibility and draw the following conclusion: It is highly possible that the China's public broadcasting & television will have its new era along with the in-depth reform and opening policy.