中国广播电视产业发展状况及改革创新路径

Development Situation and Reform and Innovation Path of China's Broadcasting and Television Industry

传媒产业作为文化产业的重要组成部分,在国民经济发展壮大和提高人民精神文化需求方面发挥着越来越重要的作用。近年来,我国广播电视传媒的竞争已日趋白热化,空间上甚至扩展到国际化的竞争局面,竞争主体也由同类媒体之间的竞争扩展到跨媒体之间以及传统媒体与视听新媒体之间的竞争。因此,我们应从优化广播电视产业的市场结构和规范其市场行为方面进行改革创新,创新广播电视产业的产权制度,推动广播电视传媒的跨媒体跨区域整合,鼓励广播电视媒体的差异化创新,并加强其市场行为的政府监管及行业协会的作用。

As an important part of cultural industry, media industry plays an increasingly important role in the improvement of national economy and people's spiritual and cultural needs. In recent years, China's radio and television media competition has become increasingly heated, even extended to an international scale, and the competition main body has extended to cross-media competition and competition between traditional media and audio-visual new media. This paper puts forward that the reform and innovation should be carried out from the aspects of optimizing radio and TV industry market structure and standardizing the market behaviors. We should also innovate the property right system, promote the cross-media and cross-regional integration, encourage the differentiation innovation of radio and television media, and strengthen the government regulation on market behavior and the role of industry association.