As one of the hot topics in the media internal mechanism reform of broadcasting and television, the separation of production and broadcasting has been expected to be a panacea for solving the problems of broadcasting and television. However, under the background of China's marketization, the production and broadcast of programs still remains in the hands of the radio and television departments, and the market's leading role has not yet emerged.
From inside the system to outside the system
The key to the development of the television industry lies in the competition mechanism, while the separation of production and broadcasting gives the system reform to the fair “judge†to judge. The audience will use the remote control in their hands to choose their favorite content and TV station.
In the case of Zhejiang Satellite TV’s “Good Voices in China,†which for the first time realised the separation of production and broadcasting, “China Good Voice†was introduced by Zhejiang Satellite TV from “Good Voice in the Netherlands,†but in the production of the program, Zhejiang Satellite TV will Its full power was entrusted to "Can Star Production."
Before Zhejiang Satellite TV’s “The Voice of Chinaâ€, the main broadcast platform produced by Canxing was Dragon TV. On the program of "China Good Voice," it is an "agreement contract" signed by Zhejiang Satellite TV and Canxing. The ratio of TV programs to producers is determined by the ratings of the programs, and the market-based separation of production and broadcasting is more meaningful than the traditional broadcasting and television problems.
Obviously, after the separation of production and broadcasting, content production companies have more and more initiatives, and television stations gradually evolved into a single broadcasting platform. The producers who hold the right to speak of resource content have become the protagonists in the market game.
The transition from Anhui Satellite TV to Beijing Satellite TV by "Super Orator" and the transfer of "Goddess's New Clothes" from Hunan Satellite TV to Dragon TV can be seen as the tide of separation between production and broadcasting is sweeping through the entire video website and TV station industry. . The decentralized radio and television stations in fact did not occupy an advantage in this mechanism revolution, but became followers of the market.
Reflections on Separation of Production and Broadcasting
For the separation of production and broadcasting, which is continuously spreading in the industry, Lv Huanbin, director of the Hunan Radio and Television Bureau, said that Hunan Satellite TV did not intend to introduce this system. Lv Huanbin believes that all programs of Hunan Satellite TV are self-made, and IP copyrights are all in their hands. Developing new media businesses around core content and transforming traditional audiences into users are more suitable for the future development of Hunan Satellite TV.
In fact, there are not many television stations that are currently capable of separating production and broadcasting. The pursuit of capital and the support of cultural policies have led many people to want a share in the separation of production and broadcasting. However, the openness of the market determines the production company. The large gap between them and the selection of production content by the television platform.
At the same time, the separation of production and broadcasting does not break away from the traditional advertising revenue of TV stations. The lack of a single source of income and the inadequacies of extended product development have also led to the inability of the separation of production and broadcasting modes to exert their effects.
Judging from the current number of transfer programs, the ownership of copyrights separated from production and broadcasting is not clear. The transfer between different television platforms not only hurts the quality of the programs themselves, but also greatly hurts the user's viewing experience. . The user's perception of the program will no longer begin from the broadcast platform of the television station, but will start from the constantly changing remote control.
With the full implementation of the new policy of “one play and two starsâ€, the demand for content by TV stations is gradually increasing. In particular, the content of the time period from 9:20 to 10:20 in the evening was supplemented, and the best offer was not put on the agenda. The preparation of this time slot by television stations is not sufficient, and it also proves that the content market is in short supply. However, whether the production company can stand out from this, depends on its final production level.
The separation of production and broadcasting is undoubtedly an important symbol of the industrialization of broadcasting and television. While giving rise to many high-return investment opportunities in the capital market, its role in promoting the reform of the broadcasting and television industry cannot be ignored.
However, looking at the entire background of marketization, it is not difficult to see whether it is not important whether the system and broadcasting are separated in form. The key is that the broadcasting and television industry can introduce competition mechanisms and turn the leaders into the market. This, and this, is the true essence of the "separation of production and broadcasting."
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