业外资本进入传媒业的若干影响研究——以报业为例

Research on the some Influence that the External Capital into Media Industry——Taking Newspaper Industry for Example

审视业外资本进入我国传媒业的实践历程,我们发现,一方面,业外资本在宏观层面对我国传媒业产生了一些重大而积极的现实影响和作用:一定程度上增强了传媒舆论导向的能力,成为传媒转制的现实突破口,盘活了传媒存量资产、壮大了传媒产业;另一方面,在微观运作层面,出现了一些亟待解决的现实问题与矛盾,而这些问题、矛盾的合理解决无疑是确保传媒与业外资本双赢的的保障,也是需要政府、传媒和业外资本共同努力才能解决的又一重大现实课题。

Surveying in the practical history of the external capital into the China's media industry , we find that, on onehand, at the macro- aspect ,it has produced some significant and positive impacts: to a certain extent, enhancing the ability ofthe media public opinion, making a real breakthrough in media conversion, revitalizing the media’s stock assets, expandingthe media industry; On the other hand, at the micro- operational aspect , there are some practical problems and contradic-tions to be solved, which has been becoming an another major task for the reality that need the government, media and theexternal capital to resolve only through joint efforts, and which ensures that media and the external capital attain a win- winsituation.