Research On TV Media Industry Reform Of Our Country

The cultural industry is developing rapidly. It is becoming an important part of new economy. Every country in the world more and more pays attention to the development of the cultural industry, especially media industry. Trade pattern and market pattern of media industry are changing greatly. The accession to the WTO makes the TV media industry of our country face enormous pressure. Integrating with the world more quickly has become a realistic and urgent subject. Though our country is advancing the reform of grouping of the TV media, but as a series of objective principles, such as idea, system, environment, are involved, the operation mode of TV media industry can't be put in right place in one step. There still many concrete problems left to be studied and discussed. Integrating theory with practice, this paper analyzed the current situation, trade characteristics, development idea and environment of TV media industry by means of historical comparative law, the analytic approach of the materials, and logic induction, combining qualitative analysis with quantitative analysis. On this basis, it proposed the system modes and developing trend in the reform of TV media industry according with national conditions.At present, the reform of TV media grouping is mainly focused on technological aspect. But in our country, the problems in the reform of TV media industry can't be totally solved merely depending on technological aspects. Media industrialization is a omni-directional change.The challenge, that national TV media faces in competition, comes from idea aspect at first. The identity of TV media industry needs to be turned from cause to enterprise. This will bring the adjustment of function and positioning to the industry. The propaganda function, media function and economic function of TV media should become an organic whole. The change of idea will drive the changes of management system, operation mode and inside mechanism progressively. Regard economic benefits as observe index of media industry, the benefit view and market view should be established. Analyzing the environment of policy, culture, competition and technology, this paper looked for the possibility and feasibility in reform of TV media industry and defined its direction. After discussing the developing mode of reform, this paper proposed the market-oriented solution to make the industry bigger and stronger.This paper attempted to probe into the reforms of TV media industry at economics and management angles but not by viewing from the point of look of media dissemination itself. It has some theoretical meaning to the research of media economy. It also has certain realistic meaning in advancing the reform of TV industry.