| Media policy research has been an important branch of the InternationalCommunication Studies in China in recent years, has received more and moreattention. However, due to the special communication system, the development pathof China’s media policy, regardless of its role in the media, are quite different fromWestern countries, has a unique phenomenon and laws.China’s television media to keep the political function of propaganda, publicopinion, but also actively participate in market activities, build economic benefitsmarket competitors. After the reform and opening up, the media institutions from thestart of the reform of institutions, the gradual completion of the engagement of themedia market, the media industry development, media policy, the government marketand promote market integration point, so only to protect media policy science,effectiveness and flexibility, in order to make media policy for the media industrialdevelopment to provide a fair, liberal market atmosphere.In this paper, the competent authorities of the Chinese television media theformer State Administration of Radio, Film and Television issued in October2011onfurther strengthening the integrated channel program management views TV Star"(“Xianyuling”) as a case study object,"limited entertainment "after theimplementation (2012to2013) the proportion of provincial TV type programs(entertainment programs, news programs, ethics program), structural adjustmentpolicy (revision before and after comparison) and audience share rankingdynamicdata collection and analysis, the following conclusions. First, from the time point ofview, the effect of " Xianyuling " is not consistent and sustained, showing a graduallyweakened by the "direct and significant" effect, the policy slowly deformationcharacteristics. TV entertainment pioneer Hunan Satellite TV," Xianyuling " inJanuary2012after the first substantial revision, an unprecedented new seven-speednon-entertainment programs during prime time, including "limited entertainment tomake" clear requirements moral type of program "civilian heroes; however, due to thethe huge viewership pressure-The new Hunan, Taiwan, first by ratings winner for many years down the five, and then all the way down, and even routed16of thenational TV, Hunan Satellite TV had to change its strategy in July2012,"limitedentertainment order after the second revision, the revision completely reverse the firstrevision, the basic strategy is to" return to the entertainment. Second, from a spacepoint of view, the provincial TV media environment did not change in the nature"homogenization","pan-entertainment phenomenon eased, but there is nofundamental change, such as2012TV-phase affectionate "cool, but the the competingsong" driven by the "voice" hot in the ascendant, or "entertainment play a leadingrole","news stand" more have such beautiful idea and reality drifted further away.Third, once again, the vector control "joint effect of the law, media policy is notindependent of the media to influence and control, but with the ratings" as the mainrepresentation of the "market" factors, media institutions inherent power and publicopinion and other factors working together. The still the Hunan Satellite TV forexample, its limited entertainment order "after the first revision of media policy andmedia intrinsic motivation (Hunan, Taiwan, trying to use" limited entertainment order"as an opportunity to change its entertainment Taiwan","mainstream impact force issmall "position) the joint effect of the results of its second revision reflects the"market "factors Winning in the Game of the administrative compliance order." Xianyuling " effect mode in the Chinese media market-oriented reforms aconsiderable universality, especially those of the mass media entertainment contentcontrol media policy. Finally, on the basis of summing media policy role, how todevelop media policy recommendations, including the overall awareness of scientificand effective awareness and legal awareness. |
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