| As a part of public service sectors, public broadcaster meets the basic needs ofthe public through providing a variety of public products, such as cultural andeducational information. At present, china’s broadcasting is in the transformationprocess towards public broadcasting system. However, since the broadcasting oftalent show super girl on HuNan TV in2005, china’s broadcast and TV program areconfronting the dilemma of vulgarization, an increasing number of entertainment anddating program are produced. In addition, the tendency of commercial ofbroadcasting with the development of the market economy is becoming worse.Britain was the cradle of public broadcasting, it is known for BBC (BritishBroadcasting Company) and its license fees, which is the main source of income forthe public broadcaster. This essay attempts to explore how BBC retains its publicnature under the dual pressures of government and market through its institution andpractice. Firstly, a basic introduction of BBC history was made; then the essaydiscusses how BBC practice, its stable financial sources guarantee it independentfrom government and market, in further, it protect its neutral condition, the uniquedual system of governance institutions also make it different from the enterpriseinstitution; at last, the essay evaluate BBC from positive and negative aspects,although BBC has offered good public broadcasting, it also faced with dilemmabetween institutional theory and practice, BBC has also been improved theseproblems.In terms of roots, it is derived from the pursuit of public interest by the people’ssovereignty and civil rights in western countries, it is based on common culturalidentity. In china, may be the social condition which fit such kind of public servicebroadcasting is not exist, but BBC’s idea and system can still provide someexperience for the transformation of the Chinese public broadcasting, and then chinaand absorb it and apply it in china’s broadcasting system. |
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