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논문 기본 정보
- 자료유형
- 연구보고서
- 저자정보
- 발행연도
- 2005.7
- 수록면
- 11 - 46 (36page)
이용수
초록· 키워드
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China's current broadcasting industry is characterized with a "four-level with overlapping signal coverage" pattern. Chinese TV stations are mainly financed by the local governments, and administered by the broadcasting regulators per the territoriality of laws. China's broadcasting sector has been seeing a fast growth, though with a limited market-orientedness and openness.
In terms of the macro policy environment, the openness of China's broadcasting industry is increasing. In the backdrop of a speeding-up cultural system reform, the Chinese broadcasting regulators have been making efforts to tarnish the image of the whole industry. Recognizing the commercial attribute of the movie and TV products, the regulators have begun to build modem cultural enterprises and adopt new business models. They have also begun to slacken their regulation enforcement, gradually shifting toward one that aims to solve the role conflicts of the broadcastors. Formerly, a broadcaster combined the roles of a regulator and a player, a governmental and an entrepreneurial bodies, an administrative institution and a market-oriented business. Now, they emphasized that broadcasting regulation should be enforced legally ant that the former meticulous admistrative functions should be replaced with monitoring at a macro level and a public-service orientation. Corporate managment of the broadcasting channels and frequencies are encouraged.
In terms of the market environment, the broadcasting market has been segementing, with the eastern, central and western China markets having their own characteristics. The eastern China market makes profits through paid broadcasting and advertising; the central China market mainly through advertising; and the western China market through adverstiing and government funding. This brings China's broadcasting market from a former cooperative one to a competititive one now.
The four-level pattern of China's TV market was formed due to the predorminant role the government played in resources distribution. But with the broadcasting sector becoming increasingly industrialized and market-oriented, the four-level pattern has gradually involved into a three-level one, consisting of the China Centeral Television (CCTV), provincial TV and city TV. This three level pattern is prone to change too under the threat of the booming digital TV, mobile TV and Internet TV in China.
The major cause behind the afore-mentioned pattern shifting is: The leading role the government plays in resources distribution has begun to give away to the market orientation. The impact of such a role change can be seen in many other aspects besides in the market pattern shift. Driven by the market, those privately owned TV program providers are expected to become an important player, empowered by the "TV Play Production Permit" and "Movie Shooting Permit" issued by the China State Administration of Radio, Film and Television (Sarft).
Chinese broadcastors and their oversees counterparts can cooperate in many areas, including program purchasing, shooting, channel management, sale of set-top boxes, technology, capital and personnel. These areas, teemed with opportunities, have already seen many successful cooperations.
With similar cultural background and a long-time good relation, China and Korea can cooperate even more. The two countries' broadcasting resources are complementary and have a strong mutual demand, which form the solid foundation for the two countries' cooperation. There actually has been a good beginning already. In 2003, the CJ Group in Korea and Shanghai Media Group jointly lunched Shanghai SMG-CJ Home Shopping Co.,Ltd.to tap China's TV shopping market; In 2004 Beijing Zhongbo Media Co.,Ltd.and a Korean company debuted their million-dollar Internet TV channels. In 2004 alone, Korea exported to China over 40 TV plays and many movies.
中??播?????有的格局是"四????、四?混合覆盖"的格局。中?的??台的?金?作以地方投??主。在管理?制上以??系?的管理??，?地管理?主。中??播????的?展??迅猛，但是市?化程度和?外?放程度比?低。
?宏?政策?境看，中??播????的?放呈?逐?加速的??。在中?文化?制改革加速的背景下，?播??管理部?正在着力?立新型???，他??始承?影??品的商??性，致力于?建?代文化企?，井在??盈利模式方面做着努力。在管理方面也越?越放松，逐步?行管?分?、政企分?、政事分?，主管部?要依法行政，把???的行政?能?移到宣??控和公共服?等方面上?;鼓??道和?率?行企?化??。
?市??境?看，中?的?播??市?在不?分化。首先，?部、中部和西部市?分?呈?不同的特点。?部?收?和?告??方式盈利;中部以?告?利?主;西部?依??告和政府??途?。中??播??市?的市???也?原?的?作?主?向???主。
中????原有的市?格局主要是?源配置的行政主?性造成的。但是，?着中??播????化、市?化?程的加快，全?的?播????格局也就?四?格局演??中央台、省?台和城市台三足鼎立的格局。?外，中?的?字??、移???和????的迅猛?展，也在不?突破着??格局。
?致中?????格局演?的主要原因是行政?向??位于市??向。??原因除了引起上述??大方面的??外，?去?在其他??具?方面。在市??向下，民????目制作公司?成?市?上一支重要的力量。中????局??的"???制作?可?"和"?制?影?可?"支持了民????目制作公司的?起。
中外在????合作方面有多?多?的形式，在?目??、合?拍??目、合作???道、直接出?机?盒、技?合作、?本合作、人?交流等多?方面，都?含着巨大的商机。中外合作的成功案例?出不?。
中?合作更是具有??的前景。中?等??之?，文化相容，?系和睦，?播?????源?成互?，?且??的?播??市???方?目的需求旺盛，?些?件都?成了?方合作的深厚的基?。而且中?和??之?已?有了?端成功的合作??。2003年，??的希杰商?有限公司?上海文?集?合?成立上海?方希杰商?有限公司，????拓中????物市?。2004年， 中博?媒?一家??公司合作推出以播放???目和?影?主的????，投??在千万元以上。而且，??2004年出口到中?的???超?40部，以及相??量的?影。
In terms of the macro policy environment, the openness of China's broadcasting industry is increasing. In the backdrop of a speeding-up cultural system reform, the Chinese broadcasting regulators have been making efforts to tarnish the image of the whole industry. Recognizing the commercial attribute of the movie and TV products, the regulators have begun to build modem cultural enterprises and adopt new business models. They have also begun to slacken their regulation enforcement, gradually shifting toward one that aims to solve the role conflicts of the broadcastors. Formerly, a broadcaster combined the roles of a regulator and a player, a governmental and an entrepreneurial bodies, an administrative institution and a market-oriented business. Now, they emphasized that broadcasting regulation should be enforced legally ant that the former meticulous admistrative functions should be replaced with monitoring at a macro level and a public-service orientation. Corporate managment of the broadcasting channels and frequencies are encouraged.
In terms of the market environment, the broadcasting market has been segementing, with the eastern, central and western China markets having their own characteristics. The eastern China market makes profits through paid broadcasting and advertising; the central China market mainly through advertising; and the western China market through adverstiing and government funding. This brings China's broadcasting market from a former cooperative one to a competititive one now.
The four-level pattern of China's TV market was formed due to the predorminant role the government played in resources distribution. But with the broadcasting sector becoming increasingly industrialized and market-oriented, the four-level pattern has gradually involved into a three-level one, consisting of the China Centeral Television (CCTV), provincial TV and city TV. This three level pattern is prone to change too under the threat of the booming digital TV, mobile TV and Internet TV in China.
The major cause behind the afore-mentioned pattern shifting is: The leading role the government plays in resources distribution has begun to give away to the market orientation. The impact of such a role change can be seen in many other aspects besides in the market pattern shift. Driven by the market, those privately owned TV program providers are expected to become an important player, empowered by the "TV Play Production Permit" and "Movie Shooting Permit" issued by the China State Administration of Radio, Film and Television (Sarft).
Chinese broadcastors and their oversees counterparts can cooperate in many areas, including program purchasing, shooting, channel management, sale of set-top boxes, technology, capital and personnel. These areas, teemed with opportunities, have already seen many successful cooperations.
With similar cultural background and a long-time good relation, China and Korea can cooperate even more. The two countries' broadcasting resources are complementary and have a strong mutual demand, which form the solid foundation for the two countries' cooperation. There actually has been a good beginning already. In 2003, the CJ Group in Korea and Shanghai Media Group jointly lunched Shanghai SMG-CJ Home Shopping Co.,Ltd.to tap China's TV shopping market; In 2004 Beijing Zhongbo Media Co.,Ltd.and a Korean company debuted their million-dollar Internet TV channels. In 2004 alone, Korea exported to China over 40 TV plays and many movies.
中??播?????有的格局是"四????、四?混合覆盖"的格局。中?的??台的?金?作以地方投??主。在管理?制上以??系?的管理??，?地管理?主。中??播????的?展??迅猛，但是市?化程度和?外?放程度比?低。
?宏?政策?境看，中??播????的?放呈?逐?加速的??。在中?文化?制改革加速的背景下，?播??管理部?正在着力?立新型???，他??始承?影??品的商??性，致力于?建?代文化企?，井在??盈利模式方面做着努力。在管理方面也越?越放松，逐步?行管?分?、政企分?、政事分?，主管部?要依法行政，把???的行政?能?移到宣??控和公共服?等方面上?;鼓??道和?率?行企?化??。
?市??境?看，中?的?播??市?在不?分化。首先，?部、中部和西部市?分?呈?不同的特点。?部?收?和?告??方式盈利;中部以?告?利?主;西部?依??告和政府??途?。中??播??市?的市???也?原?的?作?主?向???主。
中????原有的市?格局主要是?源配置的行政主?性造成的。但是，?着中??播????化、市?化?程的加快，全?的?播????格局也就?四?格局演??中央台、省?台和城市台三足鼎立的格局。?外，中?的?字??、移???和????的迅猛?展，也在不?突破着??格局。
?致中?????格局演?的主要原因是行政?向??位于市??向。??原因除了引起上述??大方面的??外，?去?在其他??具?方面。在市??向下，民????目制作公司?成?市?上一支重要的力量。中????局??的"???制作?可?"和"?制?影?可?"支持了民????目制作公司的?起。
中外在????合作方面有多?多?的形式，在?目??、合?拍??目、合作???道、直接出?机?盒、技?合作、?本合作、人?交流等多?方面，都?含着巨大的商机。中外合作的成功案例?出不?。
中?合作更是具有??的前景。中?等??之?，文化相容，?系和睦，?播?????源?成互?，?且??的?播??市???方?目的需求旺盛，?些?件都?成了?方合作的深厚的基?。而且中?和??之?已?有了?端成功的合作??。2003年，??的希杰商?有限公司?上海文?集?合?成立上海?方希杰商?有限公司，????拓中????物市?。2004年， 中博?媒?一家??公司合作推出以播放???目和?影?主的????，投??在千万元以上。而且，??2004年出口到中?的???超?40部，以及相??量的?影。
목차
一、 中?????市?的基本??(중국 TV 산업 시장의 주요 현황)
二、 中?????市??展的五???(중국 TV산업 시장 발전의 5가지 추세)
한국어 번역문
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