Research On Chinese Television Public Service Ads On The Market-oriented Operation

The article focuses on TV public service Ads on the market-oriented operation not only because of the study purport but the need for leading the theory into practice. As one kind of advertisements, the public service Ads is for the purpose of bringing honor to and initiating the social public interest, promoting the understanding on the prominent social questions of the general public, affecting their views and manners of these questions and changing their behavior and procedure in order to promote the solution or the alleviation of social questions. Therefore the article has much high dissemination value and significance.This article studies Chinese television public service Ads on the market-oriented operation on the basis of the dissemination study, the utilization school of advertising, the Non-profit organization management science and the economic etc. By leading the new public administration theory into the region of public service Ads, the article puts the public service Ads under the perspective of public goods and discusses the theoretical basis of TV public service Ads on the market-oriented operation from public goods theories including the theory of social responsibility of public goods, the theory of service Marketability of public goods and the theory of production and supply of public goods. Furthermore, this article learns from television media management ideology and the development and reform theory of cultural industries and introduces three different international television public service ads operating modes for reference for the purpose of broadening theoretical research of the Chinese television public service Ads. The article analyzes the problems faced with Chinese television public service Ads on the Market-oriented operation on the base of the statistics of the sources of television public service Ads of three TV channels of national, provincial and municipal TV stations in 2007 and comes to the conclusion that the main problems are the mode of operation is single, the scope of investment is narrow, production staff units are from public institution, broadcast advertising are randomness and so on. On the basis of these analysis, the article points out that the main reasons for these problems are poor public policy support, the lack of advertisers return, poor management and operation mechanism system going. Therefore the article suggests that we should straighten out the relation between the public service Ads and market-oriented, the relation between TV media and economic interests, the relation between the public welfare undertakings social sponsorship and the relation between the market-oriented and commercialization, create the social atmosphere of public service Ads and guide the social welfare of the concept of advertising Marketability. The article proposes to re-segment the chains of Chinese television public service Ads on the market-oriented operation, establish an independent national agency of public service advertising and establish the feasible market-oriented operation mechanisms from Policy development, advertisers, advertising agencies and television media for the purpose of offering a few ordinary introductory remarks for the research of Chinese television public service Ads marketability operation systematic and others may learns from the valuable ideas to improve the Marketability of public service Ads.