The Study On Dynamic Management Of Content Production Teams In Hunan TV

Nowadays, the topics such as "king content", "operator on the content" and "the commission system" are heatedly discussed in the studies about the television broadcasting system. In some way, the notion of "king content" is to establish the predominant role of the content production team. And the notion of "operator on the content" is to expand the functions of products. While the notion of "the commission system" emphasizes to set the content production team free from the traditional systems, giving more power to the core productive forces and allowing them to go out of the traditional systems. Therefore, in the context of "king content", "operator on the content" and "the commission system", the management of the content production team will be worthy of concern.In this thesis, the notion of the dynamic management of content production teams in Hunan TV is put forward, which is based on the analyses about the developments of these teams. In the past 13 years, the content productions teams in Hunan TV have developed very rapidly and made great achievements. Roughly speaking, the development of the content production teams includes three parts. The first step is departmentalization of TV programme production, which regards the section levels as the core. And the second step is the column TV programe with directors as the core. And the third step is the teamship production with flatten management as the core. Based on the management of the teamship, the dynamic management of the content production team will regard the performance of the production staff as the management orientation. And all the energy produced in the interaction of all the arts in the whole producing chains will be released, which includes the environment, the staff and procedures of the production. As a result, the content production teams will become flatten, flexible and miniaturized in the shape, become the coexistence of the substantial, flexible and virtual teams in the structure, and become a complex engaged in the innovations and productions of the programs and some mobile tasks in the function.In order to realize the dynamic management of the content production team, Hunan TV station should take three steps according to the modern media mass operation model and a principle which stresses the priority of the internal and the easy aspects. This modern media mass operation model emphasizes that the channel should be open to the content; the content should be open to the programs and the programs should be open to the market. So we should consider the reality of Hunan TV station and finish these three steps gradually. The first step is to improve and perfect the systems about the dynamic management of the team, which will be based on the present of the teams and be looking forward to their future development. The second step is to classify the management, gradually realizing the reforms of teams. That is to say, some teams will be reformed into studios and companies. And the third step is to accomplish the commission system completely according to the marketized operating mechanisms. Generally speaking, the progressive management from the first step to the third one is not only a vertically dynamic management, which will respect the past, consider the present and look forward to the future of teams, but also a kind of laterally dynamic management which will be distinct from the other producing organizations.