Industry Chain Research Of Chinese Radio And Television Media Under The Media Management Perspective

Since reforming and opening, radio and television media have been a subject ofmarket management and gradually in the market-oriented road. But their developmentis not enough mature in running. They have been in the exploration and developmentstage. Lack of money, imperfect system, the old business model, etc. are restrictingthe further development of broadcasting industry in our country. Radio and televisionmedia are more impacted by the rise and rapid development of digital, network andstrengthening the tendency of integration of three networks. Its survival anddevelopment problems are paid attention to. Radio and television media as a kind ofthe vector of radio and television media industry chain, its relevant industry chainscan change in a way and also have some shortages. Radio and television enterpriseslisted, maturely developing, are an important pillar of broadcasting industry. Theirdeveloping situation reflects the development of radio and television media industrychain to some extent. From a viewpoint of the operation effect and the value ofindustrial chain to achieve in the capital market, this paper finds shortages that theradio and television media industry chain in our country presents the low efficiency ofcapital operation as a whole, differed across regions in sales revenue forming aobviously spatial setup of industrial chain cluster; a high risk of extension of multiindustry chain and leaning to the appreciation of industry chain downstream likecommunication channels, etc. Dual attributes of the broadcasting industry determinethat both economic benefits and social benefits should be considered in the mediamanagement. Based on the related theories of industry chain and principal-agenttheory, it analyses main reasons including that these listed companies blindly pursuingits vertical industry scale and the upper, middle and lower reaches of industry chainlinking loosely cause low benefit; Regional administrative barriers make regionalvariation;multiple principal-agent relationship prompt media credibility and brand tobe dispelled; content production listed in the upstream of industry chain controlledstrictly bring unbalance and imperfect industry chain extension.Therefore media and government should make joint effort to construct andoptimize radio and television media industrial chain. Media should integrate verticaland horizontal industry chain, strengthening the core power of radio and televisionlisting corporation; build a perfect excitation mechanism and restriction mechanism inmedia, considering a role of public instrument; strive for content research of upstream industry chain, building a whole industry chain of radio and TV programscontent. The government should transform the functions of government, encourageradio and TV media to become a regional media or develop the media of regionaleconomy, to deepen system reform further, providing a good industrial environment.