| Institution is a formed system of politics、economics and culture under a certain historic conditions, so system is medium view of institution. Cultural system is a rule to set up organizations in Cultural field, divide the rights of management and regulate work procedures and behaviors in industrial sectors, companies and public institutions, which is a performance and reflection of relation between culture and politics and economic relations. Cultural system is a large frame of cultural industry development, defining power and scales of government, which is systemic basis to guide cultural activity to adjust economic profit. That contains rights of cultural operation and management、measures and ownership about cultural facilities. Cultural system is reflection of production relations. It is shown when the production relation conforms to the development of productivity, the cultural productivities are promoted. In contrast, productions relations will hinder the development of cultural productivity.Since late1970s, a progressive reform of the economic system and opening has been taking place in China. What are needed are those factors inconsistent with developments of productivity and production enthusiasm, which are supported and guaranteed by policies. Hence, the history of reform is also a history of policy. Accompanying with deepening reform and opening in China, system reformation and policies breaking through of radio, film and TV industry, the development of Zhejiang privately-owned film and TV industry is growing and expanding like most areas in China. Year2002is the milestone, when new Movie Regulations were promulgated and implemented. This was the first time that non-stated-owned film production was admitted by regulation clauses. It is encouraged that enterprises, public institutions, other social organizations and even individuals to participate in film production by direct financial aids or investments and even to build and reconstruct the cinema under a more open permit institution.The policy has greatly decreased entry threshold into film production market, therefore the passion to invest the large amount idle enterprise and social capital to film production is stimulated. In October of the same year, an announcement on Accelerating the Development of Film and TV Industry in Zhejiang was put forwarded, which brought an opportunity to those privately-owned enterprises.According to statistics, there were only411privately-owned film and TV enterprises in Zhejiang, making about2002episodes. However, these numbers increased to6243and1500,43parts, respectively, accounting for one tenth of volume whole china. Besides, one of ten awarded TV series was made in Zhejiang. The capital they used to purchase TV series occupied one tenth4as well. Reviewing on Chinese and Zhejiang rapid development of radio, film and TV in reform era, it is impossible to happen without system reform, policy change and institution innovation. It is proved private capital has occupied a larger proportion to invest in film and TV industry than those state-owned institutes and it stepped onto the front stage to play the role of tower of strength. There are researches on privately-owned film and TV industry relies on analysis on system reform, policy adjusting and institution innovation which related to non-governmental film and TV industrial development. In order to expand and maturate non-state above industry, the power and trend to deep system reform, adjust policy intension and innovate institution defines prospects of Chinese film and TV industry.Actually, the products and services of film and TV are quasi public goods, which present exclusiveness and rivalrousness to some degree. It can be offered by governments or private departments. Radio, film and TV sector is experiencing efficiency losses due to monopoly whatever it is operated by government or private. It is optimized by public-private cooperation on the basis of maximized efficiency. It is mutually beneficial to government who is able to make full use of operation efficiency and competitive pressures in privately-owned enterprises to promote both produce and technology efficiency and to realize the maximum public interest by regulating the public welfare target, and to privately-owned companies who profit from cutting losses from supervision institutions’discretion in order to pursue a scope for development and their profits. There will form a long-term balance by the game between government and private institutions which lead to maximized the operation efficiency in radio, film and TV industry.The key point of this paper is to use institutional change theory in new institutional economics in order to analyze the circumstances, features, problem, and paths of privately-owned film and TV industry in Zhejiang Province in new era, which finalizes the close relationship among the cultural system reform, policy breakthrough and institutional innovation. That is the change of institution is motivation of rapid grow of film and TV industry in Zhejiang. If those privately-run enterprises strive for collectivization and operation for cross-media even cross-region to set film and TV industry as a mainstay industry, it should start with cultural system reform.This paper analyze the development procedure of privately-owned film and TV industry in Zhejiang in new era, revealing its principal pattern, problem and trends which are closely relative to institutional changes, policy breakthrough and institution innovation under the view of institutional change. In other words, the institution may restrict the development of privately-owned film and TV industry, but in contrast, it can bring a leaping development.This paper utilizes literature analysis and positive research to tries to combine public goods theory and institutional change theory, journalism and economics, integrating practice and theory, several operable countermeasures and strategies are put forward in terms of developmental track and problems faces in privately-owned film and TV industry to speed up the development under micro and macro economic view.This paper will discuss by following7chapters:Chapter1, Introduction, mainly explaining the background and meanings of this topic.Chapter2, Chinese and foreign literature review, summarizing and commenting on research materials about privately-owned film and TV industry written by Chinese and foreign experts and academicians, including points, degree and progress of research, which leads to my own viewpoints and opinions. Chapter3, This chapter refers he theoretic background on privately-owned film and TV industry, focusing on the features of quasi public goods and its allocation. Then it will make comments on the meanings of institutional change theory and its limitations.Chapter4, This chapter includes the introductions to film and TV industry and private capitals. Based on their connotation, features and scope, it will analyze the characteristics and pattern of development of global film and TV industry, which offer experiences to Zhjiang and China to accelerate its formation and development.Chapter5, In this chapter, based on the situation of privately-owned film and TV industry, it concentrates on the characteristics and circumstances, especially on the system factors affect or restrict its development in the interest of revealing great influence of cultural reform. If privately-owned film and TV industry in Zhjiang want to highly develop, the primary breakthrough is from system policy.Chapter6, Cases study on privately-owned film and TV industry in Zhejiang. It focus on introducing and analyzing the history and experiences of Hedian film&TV industry experimental zone, Huace Film&TV and Zhongnan Cartoon. By analyzing these effective cases, the influences and significance of cultural reform will be much clearer.Chapter7, The countermeasures to develop privately-owned film and TV industry in Zhejiang. It is referred that in order to further the development of privately-owned film and TV industry in Zhejiang and even China, relative macro policies and selectable strategies will be promoted from industry policy, construction of investment system and talent cultivation.The biggest innovation of this paper is to firstly use institutional change and innovation theory from new institutional economics to depict connotation of privately or governmental film and TV industry and its uniqueness under global scope with the angle of micro, middle and macro. It is analyzed by cases and quantitative analysis to describe the circumstances and developmental features of film and TV industry in Zhejiang and summarize some experiences happened in Zhejiang as reference for the other privately-owned film and TV industry in other provinces. Meanwhile, this paper arranges a few current problems exposed and their intrinsic system causes in development of Zhejiang privately-owned film and TV industry and provides strategies. Specific as:Firstly speaking, this paper chooses a brand-new point to systemically study the film and TV industry in Zhejiang under the view of film and TV products qualitative analysis and national policies. It tries to combine company and political attributes, deepening discuss by literature analysis and positive research to visit some powerful enterprises in Zhejiang to draw their success and accordingly promote effective countermeasures and strategies. This is the greatest innovation in this paper.Secondly, the theoretic foundation is expanding in theory innovation. This paper presents the theoretic elements of arising and development of privately-owned film and TV industry in Zhejiang, answering the question why it is growing up in Zhejiang and obtains a high reputation of Zhejiang Army in Film and TV Production under the view of quasi public good in economic and institution change and innovation theory in new institution economics. This is a strong evidence to show the existence is necessary and irreversible.Thirdly, this paper firstly uses institution change theory to analyze the close relationship between the development and problem faced of privately-owned film and TV industry in Zhejiang and China and system, policies and institution of radio, film and TV industry. Then, it provides summary of specific experiments and their shortages in Zhejiang as further reference for other provinces.Last but not least, to clarify the current main problem of film and TV industry in Zhejiang to work out the features and advantages in order to promote the trends and way out. Based on the requirements of institution changes and innovations and united the state quo, there are two paths to reform system, break policy out and innovating institution:the first is to strengthen development of value chain for film and television industry, and implement cross-media operation; second is to form Media&Entertainment Group in order to improve the core competitiveness. There are two subways to complete collectivization:one is to merge other enterprise by a powerful parent company; the other way is those privately-owned film and television enterprises join a strategic alliance to reallocate resources to create economies of scale. Whatever, the premise:goes to market-oriented, asset as band to reconstruct organization, survival of the fittest, is able to promote the prosperity in film and TV industry in China. This is valuable and enlightened to promote healthy and sustainable development, whereas the corresponding countermeasures are offered as references to governments and privately-owned film and TV enterprises. |
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