In 2009-2010 New System Sowing Separation Under The Background Of The Development Strategy Of Smg Content Is King

"Commission Reform" is a very special and chinglish word in Chinese Television and Radio Broadcasting System, but also very important to this market in China. The "Commission Reform" has been undergone three phases. The first part of this essay is talking about the importance and result of the third phase of the reform in China in2009-2010. As all the TV and Radio channels are supervised by the government as well as media groups shall do the advertising operation to earn money, the confirm and the rights to do more in the market is always so important to the media groups in China.The commission reform has gone through three moments In the past15years. In the first time, the reform is simple, the key change is the production of TV programmes and dramas open to the companies which are not belong to the TV stations. In the second period, in about2003, there’s lots of media groups are established with the policy. In the third time, as the reform mainly concerned in this essay, with the government’s very new policy, is going deeper now.Shanghai Media Group(SMG), which is the second largest media group in China, is the pioneer in the commission reform. This time, SMG is quite vivid in the reforming, integrating kinds of affiliation-companies in to bigger ones, which representing five different ways to develop.In the second part, the essay use the example of SMG and the Shanghai Entertainment team group to dissertate why "content is the king". The five parts, which are split in the reform of2009of SMG are:CBN for economy content developing, Toomax for cartoon content developing, OCJ for TV-shopping, Bestv for new media content developing, and ET, which contains the biggest part of SMG, for entertainment content developing.The essay used the Insight of ET’s reform in2010and the blueprint of the future, to find why content is so important and with the development of technology, how should the media groups use contents to become the king in the future competition. Though the reform was stopped for a break by the government, the influence of it is powerful. The reform should go further in the near future.