| A survey on the development of China’s TV media industry since Reform andOpening Up shows that whether to open the media industry or restrict the openinghave become two contradictory viewpoints. Despite there is a wide controversyamong scholars, those who stand for restricting the media industry predominate,claiming that protecting national TV media industry involves the economicconstruction as well as the political stability. And the government should not onlypromote the media’s development by offering financial subsidy but also ensure thequality of what the media advocate. The media always function as government’stongue, which play an important role in controlling public opinion. In spite of China’sentry into WTO, Chinese media are not as open as other fields. Chinese government isquite cautious about absorbing foreign investment into cultural industry, especially inthe field of such traditional media as TV. However, the newly-developed media wheregovernmental control is quite loose are relatively easy for foreign investment to enter.Thus those large media corporations like News Corporation and Time Warner Inchave taken the chance and entered China’s new media industry.Since the 2008’s financial crisis, China’s economy has been affected quite a lot,while the media industry is not an exception. During 2008-2012, the post financialcrisis period, such industries as automobile, finance, and real estate that are trapped indepression will reduce their budget for advertisement, which is unfavorable to China’smedia industry, particularly to those TV media who depend too much onadvertisement income. Thus most media corporations begin to resort to newprofit-making means and management in order to disperse operational risks. Besidesgovernment’s important role in TV media’s development, TV media industry’s ownstrategy also matters greatly. Due to the particularity of China’s situation, Chinesemedia industry cannot imitate or copy foreign media corporations’developing pattern.In this comparative analysis, only some methods and strategies that are worth learningare mentioned. Meanwhile, the particularity of the soft environment which China’sTV media industry is facing must be taken into account. However, this particularitydoesn’t mean that there is no comparability in Sino-America media industry; instead,it implies that China’s TV media industry must find their own way when adoptingforeign media industry’s experience.Besides the introduction, this thesis is divided into five parts:Part one offers a theoretical analysis. TV media industry is defined and the theories concerning TV media industry are introduced. Besides,the relationshipbetween TV media industry theories and economics theory as well as marketingtheory is also reviewed.Part two offers an analysis into the present situation and problems. The presentsituation of Chinese and American TV media industry under the financial crisis iscompared, and the problems along with the development are also concluded.Part three is the case study. Some statistics are offered to probe into thesuccessful media corporations in China like Hunan TV and Guizhou TV and in theU.S. like News Corporation and Exploration Corporation. These corporations’successis summarized. Moreover, the management and operation experience inSino-American corporations is compared and analyzed.Part four proposes the measures. Based on the theoretical analysis and casestudy, some strategies are put forward to solve the problems existing in China’s mediadevelopment. On the one hand, government should adopt such measures ascontributing to the optimization and upgrading in media industry, improving itscapacity of dealing with crisis, contributing to the reform by leap and bound in themedia’s economic growth mode, loosening the market restrictions, developing newmedia platforms, broadening the scope of revenue, increasing the financial subsidy,assisting the disadvantaged media corporation, and establishing massive mediacorporations. On the other hand, the media in TV industry should change theirmanagement strategy to further learn from foreign corporations’advancedmanagement experience; enhance cooperation between media bodies to regulate thecompetition to make full use of resources; push further forward innovation as well asimprove comprehensively the programs’quality on the basis of enriching the contentsof programs; interact positively with new media to create a new way for thediversification in China’s TV media industry.Part five offers a conclusion to the entire thesis. |
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