Under Provincial TV Media Ecology Horizon Functional Orientation Study

China’s broadcasting and television system is a mixture of administration, enterprise andindustry, but it is neither administrative units and enterprise units, nor company units. It hascharacteristics of both enterprise and industry. However, the manifestation of the conflictsbetween these two characteristics is the inaccurate orientation of different kinds of mass media,which in turn leads to structure imbalance, disorderly competition, and lack of operation andmanagement rules. As an important part in the TV media in China, the provincial satellite TValso faces problems of the unreasonable function orientation. As these problems revealed, theneed of professionals for public service television is increasing. It also provides a newthinking for the research of provincial satellite TV function in the aspect of practice.Provincial satellite TV is not isolated in society, but rather in the dynamic balance of themedia ecology system. In the media ecosystem, the provincial satellite TV interacts with thepeople that participate and the systems of media, society and nature. The interaction alsoaffects the function of provincial satellite TV. This study, with the media ecosystem as theresearch range and by means of structural function analyses, mainly deals with the functiondefinition of provincial satellite TV in four chapters with the help of considerable data andcases.The first chapter deals with the functional orientation of public service television. Thetwo sources of public service television are the United Kingdom and the United States.Different from commercial system, public service television is a spontaneous system, presentsthe state of development of “varies by time and region”, thus the connotation of publicservice television function orientation varies by time and region. For China, no matter fromthe angle of social harmonious development, or level of the reform of broadcasting andtelevision industry analysis, the television industry of China is in urgent need of establishingpublic service television system, and making the functional orientation of public servicetelevision function orientation with "Chinese characteristics".The second chapter mainly deals with the function orientation of media ecologicaldefinition of provincial satellite TV. Talcott Parsons is the founder of the modern structuralfunctionalism. Under his grand analytic frame, he presents the "AGIL" function analysismodel. His opinion is that to stabilize the operation system, its four subsystems must meet four necessary function conditions. To ensure the harmonious and stable media ecosystem, the foursubsystems of the medium ecosystem, namely media system, participant system, social systemand natural system, need to perform one of the four essential functions respectively. In theimplementation process of the four subsystems, provincial satellite TV should work. Thesefunctions provide the basis for the establishment of the provincial satellite TV function, andenrich the connotation of functional orientation of provincial satellite TV.The third chapter is the media ecological system function analysis of Shandong satelliteTV. Robert King Merton is another representative figure of functional structuralism. He thinksthat there are positive and negative features where the former means functions that are helpfulto system and the latter the opposition. Shandong satellite TV as one of the first batches ofprovincial satellite TVs in east China, witnessed and experienced the development ofprovincial satellite TV. This chapter, using the function analysis method of Merton, by meansof analysis of Shandong satellite TV medium positive functions and negative functions ofecosystem, discusses the shortcomings of Shandong Satellite TV that have emerged in theprocess of public service definition.The fourth chapter analyzes the public service function orientation of satellite channels.This chapter analyzes the establishment of BBC credibility, diversified American publictelevision service and Beijing TV’s heritage of the essence of regional culture, which theauthor hopes which will help Shandong Satellite TV perfect its public service function withChinese characteristics.