China's Current Media Environment And The Television Program Plan Produced

Media environment is a certain social context, which includes all possible elements that could influence the development of media. The Media environment in China discussed in this dissertation consists mainly of media policy environment, media competition environment, media development environment and audience cognition environment.The development of Chinese media environment has taken a different track, compared to that of the developed countries. This is due to the Chinese historical tradition, inadequate length of development and the specific social condition in China. This unique mode of development has both advantages and disadvantages. Under such circumstance, the author holds that the current media environment in China is unfavourable. This unfavourable environment infers that on one hand, there is no obstacle significant enough to hinder the media industry's overall development, but on the other hand, the disadvantageous factors has been existent for long, which could lead to the malfunctions in various aspects of the media industry, and finally undermine the media products.In this dissertation, TV medium as the most representative has been chosen as the subject of discussion, which focuses on the outcome of the aforesaid unfavourable environment. The aim of the discussion is to reveal how media environment can influence within a certain medium, and to analyze the fundamental condition of TV medium against the current backdrop. This dissertation also aims to explore the unfavourable media environment through the examination of the production and broadcasting stages of TV medium. The final goal of such analysis and exploration is to present the disadvantages of current media environment and thus to reach a solution for improvement through comparison with international media environment analysis.The second part this Article discusses the status quo of our country's media environment and its reasons. Firstly, based on the country's situations, historical analysis is used as its tool to observe policy changes of Chinese media as an industry under the administrative forces; and these changes are the major factors leading to current overall media environment. As we all know that any society will experience a development process according to some certain rule, and any social fact could not be understood correctly if not considering its corresponding historical conditions. Therefore, media industry policy history review could make us understand how our country's current media environment has been generated step by step and in which way it will develop; meanwhile, we could also understand the different characterized necessities of different development stages of the analysis object.The part three probes into the correlation between media environment and TV program planning& development. And it analyzes TV media's product, TV programs, from a macro point of view to a micro point of view. TV program is the final step in the TV media industry, and it bears the impacts of media environment in many aspects during planning& development. What's more, TV program in return forms media environment and is a principal part besides audience. Therefore, these two supplement each other and are inseparable.The fourth part expatiates the status quo and characteristics of our country's current TV program planning& development. In this part, through making comparisons among all kinds of programs of different domestic TV stations, we could know the deficiencies of our country's current TV program planning& development and understand that the domestic TV programs' such trends as homogeneity, pan-entertainization, territorialism and philistinism could only be improved via combining the country's situations and TV program development rules of those developed countries. In addition, media environment should be improved. A more competitive environment should be introduced for all kinds of programs, and more appropriate government intervention should be realized. Only in this way can the domestic media organizations compete with those strong foreign media organizations in a near future.In the fifth part, I attempt to discuss on the ways to improve current media environment and TV program planning& development. The non-benignness of our country's media environment is analyzed based on the analysis of current Chinese media environment and TV program planning& development under this environment. Especially media competition environment, it is short of natural market competition basis; its administrative management mode makes it lack necessary "competition" inspirators; and multiple management and lack of ownership leads to TV program development result running in an opposite direction against the original intention of the new policy. Hence, in this Chapter, by discussing how to improve our country's current media environment, I suggest that we should deregulate non-news programs and introduce foreign investment into TV programs to make it much closer to marketization, thus more effective competition among media organizations could be facilitated. Also, I raise the feasibility and advantages of private TV program operation. In addition I recommend that we could learn lessons from foreign media operations to find out solutions in order to improve media competition environment in practice. And more program management and development patterns could be applied to the program to improve media development environment and competition environment. Thus more appropriate program types could be generated and more brand programs& channels could be created without laying particular stress on any certain aspect so that TV media could hold its advantageous position when competing with other types of media and furthermore ensure our country's TV media could endure the adverse competition and develop itself under the condition of foreign media organization intrusion.The innovations of this Article consist of:Firstly, viewpoint innovation: many scholars in this field have discussed all kinds of issues related to our country's media operation. In this case, if I still talk in generalities about such issues as multiple management, unclear line between the functions of the government and enterprises and groupization, this Article will become a home truth. Thereby, this Article is intended to analyze the real situation of our country's media environment through the status quo caused by historical policies and the status quo of the product generated by micro media. In the meantime, I think the non-benignness of the current media environment is an important factor affecting TV program planning& development. Thus, I attempt to find out solutions via improving these two aspects.Secondly, new idea raised: our country's media environment is non-benign, while it could be improved through external and internal adjustments without changing substantial system, and TV program planning& development could also become better with the improvement of media environment.Thirdly, difficulty of the Article: it involves discussion on program which is TV media product, and currently there are many kinds of programs emerging one after another. Therefore, due to experience limit and time limit, it is very complicated to handily obtain some typical programs as analysis& discussion samples& cases to demonstrate non-benignness of the current media environment. Not only the overall status of the current local TV program market but also program development process& operation mode should be fully understood. In addition, such factors as certain amount of audience feedback and program development considerations will all affect the impacts of media environment on the program. Then, how to select some typical programs for mastering non-benignness of the current Chinese media environment from a macro point of view to a micro point of view becomes a major difficulty of this Article.