Research On Institutional Innovation Strategies Of City Broadcashng System Upon The Triple-play

The Triple-play can be simply defined as a multi-media fusion withtelecommunications networks, cable TV networks and the internet, to get a basalplatform with sharing resources. As a hot issue during the last ten years, Triple-playhas affected the whole mass media and information industry, from theoreticalsupposition in the very beginning to execute real by now. While, the city broadcastingsystem is a special group of the mass media in China: it was born to compete withother broadcasting system of different ranks because of the national policy; it has avery close connection with the local government, but this department has always beenconsidered to be marketed firstly. The Triple-play will bring a rare opportunity to thecity broadcasting system, at the same time, this means that the whole broadcastingsystem of China is going into a great period of development. However, there also willbe a huge challenge for the city broadcasting system which is restricted by the level ofeconomic and social. Therefore, the most important and current point for the citybroadcasting system is to foster strengths, circumvent weaknesses and overcome thedifficulties, resulting in substantial development. All this needs serious study andquest.This paper mainly talked about the institutional innovation of the city broadcastingsystem based on the Triple-play. In the first place, the thesis will explain thebackground, connotation, propelling process and the important significance of theTriple-play. Then it will analyze both strengths and weaknesses of the citybroadcasting system itself, also the opportunities and the threats of externalenvironment, by means of the SWOT analysis. The aim is to prove the necessity ofthe institutional innovation in an objective, scientific and dialectical way. Meanwhileaccording to the result of the SWOT analysis, next section will demonstrate that thecity broadcasting system requires the reform urgently and feasibly. The main part ofthe paper focuses on putting forward development strategies of the city broadcasting system institutional innovation. This part will give some suggestions from severalaspects like ideological concept, productive mode of program, operational mechanism,managerial system and human resources etc., to make the city broadcasting systemadapt to changing environmental conditions. Finally it will carry on real exampleanalysis, through the practice of Zhuzhou broadcasting system institutional innovation.From the particular instance to the general principle, the strategies may inspire theother city broadcasting system, and sum up the experience of how to adapt theTriple-play and how to achieve sustainable development for the city broadcastingsystem.