The Analysis Of China’s Path Of Public Service Broadcasting System

With the acceleration of the political, social change and media reform process,Public service broadcasting system has been put on agenda. In recent years, relying onthe key projects of the “Cun-Cun-Tong Project” and “the Tibet-Xinjiang Project”, theinfrastructure of broadcasting construction in China has made great achievements. Butthe public service broadcasting system is not just infrastructure only, it needsmechanism to operate. This paper focuses on providing a viable path to the long-termoperation of China’s public service system.Compared with China, the developed countries had established a public servicebroadcasting system which contains both public and commercial broadcasting. Thispaper argues that the public service broadcasting system of developed countries areworth learning, but according to the special social system and national conditions,china’s public service broadcasting system needs to be redesigned.Firstly, within the framework of traditional communication studies, politicaleconomy of communication theory, this paper finds available theoretical resources forthe construction of public service broadcasting system. Then, this paper thought thatunder china’s circumstance, the public service broadcasting system must to serve thepeople, serve socialism, adhere to the correct public opinion guide for the purpose,adhere to the state-owned property, adhere to the diversified business model on thebasis of public finance.In this paper, we bring forward an opinion that the mechanism contains three parts:Sources of income support, content supply and regulatory evaluation. In this paper，webelieve that financial resources should be taken to the diversification mode, thecontents of the supply of public services broadcasting should under the direction ofspecialized and regulatory evaluation of multi-party monitoring mechanism should beestablished.