Research On Broadcasting And Television Public Service Sharing And Implementation

With the advance of key projects as the “Cun-Cun-Tong Project”, the“Tibet-Xinjiang Project” and the “Direct to Home Satellite Broadcasting Service”, thesignals have basically achieved national coverage. But the sharing of broadcasting andtelevision public service not only depends on the infrastructure construction, but alsorelies on contents and resources sharing. Focusing on the problems and deficiencies ofChina’s broadcasting and television public service, this article tends to provideconstructive suggestions for sharing of the broadcasting and television public service.Firstly, on the basis of clarifying the core concepts, this paper finds that thesharing of broadcasting and television public service is measured by the degree ofwhole people sharing, resource sharing and program sharing. Secondly, this thesissums up four factors that affect sharing, which is the policy of the system, the contentsupply, the technical support and the human resources. Then, the current situation ofbroadcasting and television public service sharing is discussed. In policy, thegovernment has emphasized on public cultural service system. The program supply hastrended to be diversifiable and entertaining. And the signals have achieved universalcoverage in many ways. In human resources, the population occupied in media hasgrown but the structure is irrational.Considering the existence of imbalance in broadcasting and television publicservice sharing, we put forward the following strategies to achieve the sharing:macroscopically, to establish the policy, finance and human resources into “trinity”support system; medium, to expand diversified supply channel of content and allocatemedium resources reasonably; microscopically, to implement the “object-oriented”strategy and the “SAR policy”. Finally, the article analyses the modes of publicchannels and summarizes successful experiences in the public service broadcastingsystem of developed countries which provide useful reference for the achievement ofsharing in China’s broadcasting and television public service.