The Analysis Of The Unified Management Mode Of TV Advertisement From The Antitrust Law Point Of View

Television industry has been making more and more contribution to the world economy,in the meantime,the related industries share prosperity and development.Because of the strong social control function and its promoting action on social policies,the autonomy of tv media has realistic condition.However,with the beginning to concern the influences on social economy of tv-industry's and the related industries' these recent years, competition authorities of many countries begin to regulate the anti-competition behaviors.Nevertheless,for the special feature of tv-industry,the Antitrust Law has to exempt the certain conducts of tv media.This paper analyzes the issue on the mode of unified management of tv advertisement in sub-public communication times,which hopes to give some constructive suggestions to Chinese tv media on advertising management in sub-public communication times.At the same time,the author suggests to establish an interactive regulating mode in the Antitrust Law,which offers a benign mode for the economic activities'subjects to choose.The thesis is divided into four chapters:Chapter one focuses on defining the attribution and ascription problems of the tv advertisement management right to media,which is under three kinds of tv circulate system all over the world.This definition is a basis for solving the problem of conflict of interest during advertisement management. Chapter two analyzes the game between industry self-discipline and legal regulation on tv advertisement industry.The author tries to draw a conclusion on how to regulate the industry with laws and tries to find the boundary of the industry self-discipline.From the analysis,the paper offers reference to the conducts of subjects in tv advertising market and the application of law.In chapter three,through the analysis on the process of tv advertising market,the author draws a conclusion that under the special historical and era background of our country,the mode of unified management of tv advertisement has special significance.In this part,the author tries to analyze the conflicts between the subjects on different aspects in the process of tv advertising market in sub-public communication time,and tries to demonstrate the target selection and the value orientation,which directs how to settle conflict and how to distribute the rights and obligations.In the forth chapter,the author responds to the problems of unified management of tv advertisement from the Antitrust Law point of view.Combining with the Antitrust Law in our country,the author classifies the problems concerning the Antitrust Law.In this part,the author points out that we have to consider the special economic characters of tv industry at the time of regulating with the Antitrust Law.Then give exemption to the behaviors that accord with the rule of reason.The conclusion part summarizes the whole paper,at the same time,the author presents tentative of the mode of tv advertisement management.At last,the author tells the difficulties during writing.