The Study Of Government Behavior Adaptation In The Growth Of China’s TV Content Industry Chain

Under the special social background of China, government behavior plays anextremely important role in the growth of the television content industry chain, and theadaptation of the government behavior has a direct impact on the growth rate, qualityand direction of the TV content industry chain. Under the impetus of digital technology,network technology and modern communication technology, the environment for thegrowth of the television content industry chain as well as the implementationenvironment of government behavior occurred or is undergoing various changes, whichmakes under the perspective of development to explore the government behavioradaptation in the growth of China’s television content industry chain becomesmeaningful.At every stage in the growth of the television content industry chain of China, thegovernment behavior has its corresponding adjustment. The continuous adaptation ofgovernment behavior attributed to three reasons. The first is the internal motivation,such as the transformation of government functions, the demands of getting rid of thestrange cycle of the government behavior. The second is the growth requirements ofthe television content industry chain. The third is external motivation of thegovernment pursuing interests.In the environment of technological innovation and application, China’s televisioncontent industry chain continue to grow, evolve and show some features, such ascompetitive network, diversity and openness, platform infrastructure, user "center" andvertical "separation" and these growth characteristics promote new requirements togovernment behavior to make it more openness, coordination, integration, and legality.These requirements also confirmed China’s government behavior is facing somepractical limitations in the growth characteristics of the television content industrychain. That is unclear government behavior range, multiple responsibilities,inappropriate ways, and low efficiency.In this respect, government behavior should adapt from following four aspects:behavioral concept, behavioral roles, behavioral range and behavioral patterns.Simultaneously, government behavior adaptation should adhere to four principles,namely proportionality, efficiency, coordination and public interest.The government behavior adaptation in China’s television content industry chainis following a certain path. If it adapt according to the general path, government behavior will face problems and contradictions as the border is difficult to define andthe extent is difficult to draw the line properly. Therefore, there is a need to seek aspecial path to eliminate these problems and contradictions. The special path based onthe different characteristics of content－service supply system and network platformsystem in the TV content industry chain, and points out in the content－service supplysystem that government behavior should adjust from strengthening the televisioncontent management, the construction of industry regulation, the supervision to thecontent－service supply. In the network platform system, government behavior shouldmake adjustment from uniting government actors, adjusting government behavior roles,optimizing government behavior patterns and strengthening the supervision of thenetwork platform system.