Research On The Reform Of The County-level Radio And Television Media Under The Background Of Marketization

In the past ten years,China's broadcasting and television industry has developed rapidly,and the competition between county-level broadcasting and television stations has become increasingly fierce.Many new media have begun to scramble for the newspaper,radio and television markets.Due to the gradual opening up of policies,foreign media are also keeping an eye on China's media market.In order to cope with the challenges of the future market,various domestic strong radio and television companies have accelerated the pace of integration and become stronger under the current media convergence environment.The survival of the county-level TV stations is extremely tough.The development o f county-level radio and television industry has also suffered tremendous pressure.This article first takes the Changtai County Radio and Television Station that the author once served as a case study,and combines some other information about the status of county-level television media to study the system reform and performance of Changtai County Radio and Television Station in the context of marketization.It has been found that in the era of mobile Internet and media convergence,the traditional radio and television industry landscape and industry boundaries have been broken.The county-level radio and television media are at a critical juncture where they are struck by the new media while their internal positioning is unknown.Without reform,it will surely be taken over in the market.To avoid this,the county-level radio and television media should formulate countermeasures based on the basic ideas of"combination of top-level design and terminal management,and separation of public services and economic interests" In terms of reform ideas,they should focus on scientific positioning,pocket security,standardized management,and industrial management,in order to stimulate the vitality of county-level radio and television media and find a suitable road for the survival and development.