Public Television Research In Chinese Context

As business operation became the guiding operate mode, the economic benefit oftelevision institutions relied on business advertisement highly."Audience rating is themost important point" became the main logic of Chinese media. This led to someproblems’ becoming popular, such as the television programs’ entertainment oriented,vulgarization，homogenization，gentrification, in that,the public nature of Chinesetelevision was sacrificed seriously. At the same time, China was in a society’s turningpoint, the dividing of social stratum brought multiple interests demand. But underpresent media environment, multielement benefit demanding is hard to expresseffectively. In this background, Chinese educational circles began to pay attention onthe problem of television publicity. On March1st,2011, Chongqing Televisionannounced its correcting, its trying to become public welfare restarted the discussion ofmedia publicity, and made public television have well-targeted practice subject in thediscussion under Chinese Context in the first time. Therefore, the optimized ChongqingTelevision is very significant in reality and theory.This text made the optimized Chongqing Television as the incise point of Chinesepublic television research, and took it under Chinese Context. In the train of thought, itfollowed the way of combination of induction and deduction, theory and practice cases.This text carded the theory foundation of public television, analyzed the structure traitsand classical institutions of western public television, so as to find out some benefit tothe establishment of Chinese public television. On the base of inspecting Chinesetelevision publicity’s substantial expression, this text has uncovered the basic problemsand the reasons of lack of publicity. With the research fruits above, this text analyzedthe public welfare nature of Chongqing Television. It not only approved its initialresearch fruits, but also pointed out the problems, and suggested that it was not the idealChinese public television mode. To boost its farther improvement, we need to go onexploring. This text also put forward some related policy suggestions.