China broadcasting development bottleneck and countermeasures

The fate of Chinese broadcasting is a miniature of the Chinese nation, who had a contemporary Chinese history, spanning the bumpy, strive for the future. After new China, broadcast media mainly become party, the mouthpiece of the Government and people, for the construction and development of the socialist motherland. Broadcasting in the true sense of the large development, changes, and achievements, is China's reform and opening up to 28 years of age. Therefore, in the "10th five-year plan" and the "eleventh five-year plan", to calm and scientific attitude study concluded broadcasting in a new era of characteristics and patterns, find the bottleneck of restricting development and to propose solutions that promote breakthrough broadcasting quick, healthy, sustainable development is of great significance.

China Broadcasting Development industrialization encounter bottlenecks

Of the 20 century to the beginning of the 1990s, is broadcast in the revitalization of the reform and opening up, rise, self-reliance and comprehensive, rapid and healthy development of good growth period. In this phase, the broadcasting development appeared the second spring flowers bloom, competing zhengyan. Based on the original, rapid, upgrade, degree of specialization, resources are more scientific and rational allocation and produce significant benefits, technical innovation, more advanced equipment to advertising-oriented industrialization continued to expand, showing a low base in high-growth trend. In the last three years active exploration and development of cultural industries in the process, broadcast and television, mobile phones, networks, and other new technologies in the wider field of fusion, complement each other in order to reform as the breakthrough point of reform has been in active exploration. Built around strong broadcasting objectives, various useful exploration initiatives mushroomed. This is largely Government promotion and broadcast reality development trend is up. But from a few years of practice, China Radio, current and future period to promote industrialization in objective terms there are several bottlenecks need reform to breakthroughs, according to China's national conditions to rationalize and specification.

First, the special properties of ideology.

In China to implement a socialist market economic system and the current world economic integration in the international context, learn from each other in a variety of cultures, mutual integration, interaction of objective broadcast run, China at the insist "mouthpiece" nature does not change, adhere to the correct orientation, adhering to the management personnel, adhere to the release of final adjudication, unchanging premise, actively explore and promote broadcasting reform and development, the first encounter of barrier is the broadcasting of special properties of ideology. The core of the ideological system of barrier performance is broadcast content. In China, the media are the party and Government, popular Club hosted the party, Government joins the masses of the bridge and link the role of the media mainly propaganda party and the country's program line, guidelines, and policies for socialism, and the people. In this particular nature, position, role, task, implementing programs of split is very difficult. Although you can put political property is not strong in science and technology, education, sports, entertainment, music, traffic, and other programs implement the split, the establishment of the company operation, but the actual operation, the program content throughout and in a certain direction, concept, theme, grade inside, note there is also a political element. In media management and media departments of the Manager's mind, psychology, work on shoulder certain responsibilities, as a rule, they tend to worry about content, this is there, deep-seated subjective performance objectively appears difficult to ratify. So content split, since it belongs to a particular ideology in practice with complexity, will become the media development industrialization of the brunt of the bottleneck.

Second, systema.

China includes broadcast, all media are public institutions. Media-ownership because it is the ideology of processing plants, is the national ideological positions, and the same enterprise, rural and other utility-owned both intrinsically and formally. Compared to material goods production departments, spiritual products sector reform are much more difficult. From our current broadcasting development situation, although some radio in institutional reform made a number of exploratory work, "classic and reform-oriented, business type, company" co-exist, but generally speaking, the planned economy under regime remains China's broadcasting of the mainstream system, this system is still conditioned by China Radio and market economy. Planned economic system under the broadcasting, film and TV system management system, "Mo no undertakings without distinction, the enterprise does not distinguish between" lead to property rights, responsibilities and relations. Radio as a public institution, in accordance with the administrative authorities in patterns setting bodies and management, with reference to the national civil service management approach to management, institutional rigidities, mechanisms, it is difficult to enter the market, development management, difficult to finance, it is difficult to get loans, and to develop standardized program trading market. At all levels of radio, film and television sector in internal management mechanism, information management and business management, country, group and individual among the responsibility, rights, and profit are not clear. Publicity to input by regardless of cost, not to the effect, in the management of simple reliance on advertising revenue to despise their profitability, development focused on quantity expansion at the expense of quality improving. These are serious impact on the broadcasting industry. Especially in internal employment mechanism, incentives, distribution mechanisms and power restriction mechanisms require new explorations.

Third, the policy-related bottlenecks.

The party's National Congress and 16 th through cultural reform, liberation and development of cultural production, this is a broadcast industry development laid the basis for the theory and policy. In the past two years, the competent authorities of the State and the radio and TV have introduced some promote cultural industry development-related policies. In early 2004, the State administration of radio, film and TV work throughout the meeting identified the broadcasting, film and television industry in the development of basic ideas, started toward the formation of industrial system relative integrity, structure layout is reasonable, the whole technical level-advanced, market leading role, State-based, many common development of broadcast and TV industry pattern. These theories and policy are very timely guidance and promotion of industrial development. But on the broadcasting industry with rootThe nature of long-term strategic direction, institutional model, operating system, taxes and other issues is not clear. Since a long time, China's broadcasting mouthpiece and emphasis spiritual position of role of industrial capabilities, market properties also lack experience, especially in the political, policy, and other aspects of the restricted area of the lot, which led to the development of industrial capabilities are relatively weak, in addition to the advertisement, the majority of industrial capabilities are not received adequate attention and effective development, greatly limits and constraints on the development of broadcasting industry. Analysis of national broadcasting development of industrial policy, it should be said that the industry development strategy is not clear, market access policy, restrictions also very strict, openness is not enough, many aspects of the policy is still in its pilot phase, is virtually explore operation there is still a considerable distance. The main problems: 1, will be China's broadcasting industry into national economic development planning issues to policy support also the lack of specific measures of implementation; 2, perfection, standardized form of organization of broadcasting industry and progressive relaxation of market access still in exploration stage; 3, implement and improve cultural and economic policies work has just started, the national media to pay taxes and fees are not completely consistent and reasonable; 4, reform of the culture industry unit distribution system policy has yet to be developed; 5, on the broadcasting industry management personnel training work and talent of paid and free flow mechanism has not yet been formed; 6, on the broadcasting industry in technology investment and research and development investment in reality very difficult. These have to be from a policy level attention and resolution so that the policy will no longer become the bottleneck of broadcasting development.

Fourth, capital, people and other limitations.

Financial obstacles, a share of the financial allocations. In 1982, the national radio and television system, basic gross 9.83 belongs to the financial allocations, close to 100%. 20 years after 2003, when the national radio and television system total revenue reached nearly $ 70 billion, the financial funding drops to 10% of total revenue. This situation also over time gradually, as the broadcast industry, vulnerable, undoubtedly contributed to the development problems. The second is "China's broadcasting band Office" patterns "to block, bar combination" management system, radio resources are dispersed in the four-level administrative "gooey mess", resulting in limited resource not reasonable configuration and large amounts of waste, the shortage of funds become restricted radio development of instability. The third is the radio station taxes too. To stand as an example, turned over to the State income taxes and higher 26.8% gross margin calculation for a 30%, and there is only a radio 3.2% of annual handful. The fourth is the market funds difficult. Our radio stations while involved in business behavior, but the nature of institutions, there is no capital and equity, access to capital markets more difficult, more difficult financing.

Talent of the obstacles to entering the new century, broadcasting talents training despite notable successes, however, is the national point of view, the broadcast talent team in total, the structure and the quality is still not very well adapted to the needs of the reform and development. From comparative advantage, mainly lack of four high-end talents. First broadcast media management lack not only proficient in advertising their business management, and familiarity with and knowledge industry, marketing operations management approach, good leadership and promoting industrial development such "double charging" type of management talent. The second is the lack of broadcasting industry development needs of business managers. As professional managers, accountants, auditors, and know how professional capital management, financial management, media promotion, market analysis and project planning and development management, advertising, etc. Third, the lack of promotion of broadcast technology development similar to the "leader" of this high-end technical personnel, as well as the adaptation of new technology upgrading, fusion development of senior technical personnel. Fourth is the shortage of information collecting, compiling, broadcasting, presided over the post of high-quality talent. Five is the lack of external communication management talent.

Research on the development of China's broadcasting

China Radio in the face of globalization processes, from foreign and domestic broadcasts into emerging media challenges of competitive pressure, how to overcome the constraints on the broadcasting development of multiple bottlenecks, open up a new phase of rapid development, is placed in front of the person of Chinese contemporary broadcasting times. To this end, we currently have thought, understanding and practice of several levels to resolve the issue in five areas.

First, the emancipation, full, deep and comprehensive understanding of the broadcast industry.

Promoting the integration of the world economy and world-wide high-tech's rapid development, requirements for broadcasting to speed up the digitization, network development, rapid implementation of a new round of industrial optimization and promotion. Especially since China joined the World Trade Organization, will be opening in a wider and deeper extent involved in the global economy, to participate in international competition. Currently, the film and audio-visual has been part of, a limited opening to foreign large media group is a conditional access my local area. Foreign cultural products and cultural capital and the influx of cultural values, to the development of China's broadcasting industry have created serious challenges. We must fully understand the development of the importance of radio, film and television industry, the necessity and urgency to emancipate, to deal with challenges, and effectively resolve contradictions and problems, promoting the broadcasting industry faster and better development.

1, guided educational staff update concepts, creative ideas.

Current for broadcasting has made significant achievements, but also to changes in the continuous and rapid development of best practice, educational radio people overcome "a little bit of money," and "small record that is full of" mentality, to overcome the rigid, unambitious, overcome the obstacles encountered development mentality of emotion, to focus on enhancing opportunities and development concept, market, cost, and efficiency viewpoint, and into practical measures and actions to promote broadcasting rapid and healthy development.

2, set up under the broadcasting features development concept of the broadcasting industry.

According to the broadcasting of their own characteristics and trends, market characteristics and industry laws effectively strengthen industry in particular, advertising management, and actively develop broadcasting derivatives market, and further strengthen the industryVigor, increase industry operating revenue, improving the overall level of industry as soon as possible and effective.

3. establish adhere to market-oriented concept of a configuration of resources.

To fully exploit the market mechanism in the broadcasting industry resource configuration basic role, through market means optimizing the allocation of resources, to promote the programme resources, human resources, advertising resources, technical resources and focus on practical issues, promote the development of broadcasting industry a virtuous cycle.

4. set up the development of broadcasting in the emerging industry chain concept.

Digital technology, the rapid development of Internet technology and applications, making radio and TV networks become to deliver content services for very important new industries, thus we must strive to develop new business and new broadcast networks, providing new services to market. Accelerate the transformation of broadcasting classes, books, newspapers and other businesses formed yindie, actively develop its industrial capabilities. Active tracking of radio, film and television technology and the latest market trends, developing the future development of broadcasting industry is of great significance in the high tech industry. Would also like to make phone radio, Internet radio, and utilization of new technologies.