The Analysis Of The Dilemma And Breakout Of Media Commonweal Institutions Based On The Example Of Mango V Fund

The development of commonweal organizations is inextricable with the level ofsociety, economic and cultural. With the development of fast growth of economy, theactivities of commonweal and charity became important symbol for the improvementof civilization. Currently, many achievements about nonprofit organizations andpublic welfare fund have been made by the researchers, but few of them did theresearch about a specific media commonweal institution as typical case study. In theauthor’s opinion, the media industry is irreplaceable in the field of commonwealbecause of its unique social resources, status and guiding advantage. It will have thetheory and social meaning to generally analysis the public charity.As a kind of commonweal organizations, media commonweal organizations inChina is still in its infancy, there are problems such as less quantity, lack ofindependence, lack of internal management and fundraising ability, lack of publicinvolvement. Firstly, on the basis of the theory of relevant nonprofit organizations,trying to analyze the current development status of Hunan TV Mango V fund, as wellas the constraint like difference in terms of professionalism of media workers, lack ofawareness of the public service model, and the difficult of financing and hedging, tothink about how to achieve a breakthrough from the plight of the media public servicedevelopment. Subsequently, take the successful cases of media public institution allover the world as examples, summary the experiences of Taiwan Daai television, BBCand Hunan TV “Experience Music” charity projects, attempt to summarize severalproposal to promote the sustainable and healthy development of public institutions:First, funding problem must be solved, to achieve self-hematopoietic function. Second,strengthen the construction of specialized personnel. Third, the project is designed tohelp save the body from the heart, reducing the other project coincides each others.Four, lead the implementation of the project in phases from one-time investment. Five,make transparent media as a core competence of public institutions, to enhance thecredibility of public media service by information technology.