The Analysis Of The Transformation From Public Channel To Public Television Of China Under The Demands Of Public Service

In September of2006, the government published the Eleventh Five-Year Planning on the Development of Culture, in which the Public Culture Service is stressed as an important part of culture building. This is the first time the concept of Public Culture Service being stated publicly. There are two main reasons for this:On one hand, compared with the rapid development of economy, the development of culture is lagging behind. So the balance of the development between culture and economy will be the determinate factor of forming a new China; On the other hand, pan-entertainment is getting more and more popular, the quality of people’s spiritual life lies on the way how culture develops. In2011, the12th Five-Year Planning stressed on the importance of the development of culture, providing more public culture products and services, strengthening the building of crucial news media, paying more attention to the construction, function and management of the new news media like Internet, making it working healthily and efficiently. All those will remind us of the concept of Public Service Broadcasting which was put forward by Europe and United States after World War Ⅱ to countering the phenomena of chasing interests and abusing of power.Today, The Public Service Broadcasting in the West has developed into a mature TV system-public television, which coexists with the commercial television. Public television, with years development, processing the properties of public service, universal, pluralistic and opposition etc, basically including two kinds of mode:the European system and the American system, has became a diversification symbol which is democratic liberal, fairness sought and taking into account the pluralistic society with worldwide popularity. However, there is no public television in China in real sense. As the construction of the public service system and highlight of the civic public discourse space are going on, Chinese has to establish the public television system for public service instead of the simplex television broadcast system.After FuJian public channel courageously established the first public channel in China in1998and the General Office of the State Council put forward the strategy of striving to develop the public channel by issue the82paper in1999, public channel emerges here and there in China. With development of more than ten years, our public channel has already began to take shape. But a few problems of the public channel has been emerging as the process of the practice going further,"public" has been changed mainly displaying in the distortion of the entertainment content, privatization of the Commercial operation, encumbering of the duplication of supervision. Obviously, most scholars considered that there is a certain distance between the Chinese public channel and the public television in real sense in accordance with the standard of the world’s prevailing public television. The transformation between the public channel and the public television is not only demanded by the Public Culture Service.But also the proper path that public channel develops and makes a breakthrough. So there is a profound and significant research meaning.At present, the key problems need to address is whether we can copy the conception of the Western public television as the transition going from public channel to public television, and what’s more what obstacles will turn up in the future and how can we promote the transition by proper steps. This article, by bringing in SWOT analytical method and making a comprehensive analysis from outside in about the transition, aims at discussing the generation and problems of Chinese public channel. The first is the internal factors:disadvantage due to Chinese public channel is not clear about his identity and don’t draw a clear distinction with general commercial television, while it comes on closer to the goal of "public" as the exploration is going on contributes to the advantage. The second is the external factors:opportunities perform at a few things such as people’s appear to the Public discourse space, the reformation of radio and television and the promotion of culture policies, the development of digital technologies, etc. While the challenges lie in the bottleneck of policies and capital and the prevalence of the culture of consumerism. On this basis, combining the idea of western public television with the domestic public channel, we propose some solutions:such as completing the television system, clearing the Property ownership, banning the commercial advertising, founding the Financing channels, etc.