A Study On The Reform And Development Of China’s Public TV Based On The Revised Chongqing TV

As a means of mass media for the production and consumption of symbols andmedia, television disseminates information, guides the public opinion and promotescultural heritage. However, with the increasingly deeper industrial development of themedia market, the profit-driven principle of markets and television’s role as anentertainment and cultural dissemination body coincide, which leads to theexcessively commercialized development of television programs, a main goal ofpursuing audience ratings, a large number of TV programs filled with "vulgar"contents, and the declining of television media credibility. Under the current TVmedia environment, it is a major concern of the academia and media industry to getrid of vulgar contents and put TV media back to the normal track where TV serves thepublic and develops itself at the same time, which can also be embodied bygovernment’s strategies of separating commercial media from public media during thereform of cultural system.Taking the public service channel of the revised Chongqing TV for an example,this paper makes an attempt to propose the philosophy for the reform anddevelopment of China’s public service channels with the help of Western theory andpractice of public television and with reference to the changes of other public serviceTV channels, and then proceeds to probe into the current development and reform ofChina’s public service channels, their difficulties and some effective solutions.