Experts: Li Yu, director of the Institute of Policy Studies, Director of Information Institute, Development Research Center, State Press, SARFT
Li Wei: From the perspective of the entire cultural system reform, the Central Government has issued relevant implementation plans and some specific implementation rules for deepening the reform of the cultural system. Radio and television are an important part of cultural reforms. These policies have many reforms in the current broadcasting industry. It played a supporting role, such as the resettlement of personnel on the separation of production and broadcasting and the separation of operational assets, land, fiscal and taxation, etc.
From the perspective of the system and mechanism of Radio and TV itself, 2014 was a turning point, and there was a big turning point in separation of production and broadcasting. The radio and television reform in 2014 had two themes: one was the separation of production and broadcasting, and the other was the development of media convergence. The focus of separation between production and broadcasting lies in reform. The key to the development of media integration lies in development. The two seem to have two themes, but in reality they complement each other, are indispensable, and are jointly promoted.
When proposing policy opinions on the separation of production and broadcasting in 2009, it emphasized that "intra-taiwan and post-society" should be used. In the process of further implementation, the focus should be on the classification and reform of television dramas. With the introduction of some national policies since 2012 that encourage private capital to enter, the socialization tendency of separation between production and broadcasting has become more and more obvious, and since 2013, the demand for media integration and development has become higher and higher, so traditional radio and television media have to face To avoid hollowing out or even empty shells.
Some strong broadcasters and TV stations are trying to avoid hollowing out and empty shells, and the hollowing tendency of a large number of second- and third-tier radio and television stations, including some prefecture-level local radio and television stations and county-level radio and television stations, is even more obvious. If this really forms a kind of The consequences of the trend are disastrous and irrevocable.
If this situation becomes more and more serious, it will directly lead to three consequences:
One is the hollowing out of brain drain. The most important core resource for broadcasters is content, but content is created by talents. The loss of talent is a fundamental hollowing out.
The second is the channelization of television stations, which has only become a broadcasting platform. In fact, only the right of review and broadcast in the “four rights†(planning power, editorial rights, censorship rights, broadcast rights) is not enough, and it must be started from the planning power to ensure that there are no problems in the content. If the starting point and original intention of the previous programs are not clearly understood, it is certainly not enough to examine whether there are any vulgar and other illegal contents.
The third is the non-mainstreaming of broadcasting platforms, and the gradual loss of dominance. If everything from content to advertising to all aspects of income ownership is owned by socialized companies, there will be hollowing out and empty shells.
Reporter: How do you think that this kind of hollowing and shelling should be avoided?
Li Wei: In terms of the separation of production and broadcasting, it is not so much a matter of deepening the separation and reform of production and broadcasting. This is not in fact contradictory. The separation of production and broadcasting must not be understood as socialization. The reality of broadcasting and television stations is to avoid hollowing out or empty shells. Then what is the relationship between it and the development of media convergence?
Media integration development refers to the integration of traditional media and emerging media. Originally, the emerging media was attached to traditional media. Now it is important to parallelize the two. The original development of the two is independent of each other. Now it is necessary to coordinate the development of convergence. The emerging media here refers specifically to the development of its own emerging media, which has nothing to do with socialization or private use.
Traditional radio and television media have done their own untrue, why fusion development? The true separation between production and broadcasting did not materialize, and the real media convergence development could not be achieved. Therefore, the prerequisite for the development of media integration is to realize the solidity of our radio and television stations through true separation of production and broadcasting. It is also divided into facts, but if the starting point is to make the radio and television itself do it well, then there is no contradiction.
If traditional radio and television media are really hollow and empty, how can they have the strength and status to develop new media? I think this fundamentally answers why our traditional broadcaster's new media has not been doing a good job. Moreover, traditional radio and television media collaborate with private video websites and Internet companies and follow the idea of ​​cooperation with social programming companies. Some people say that this is called “different symbiosisâ€, and from a certain point of view, it forms a reliance on private video websites and new media companies. .
However, since 2014, we have noticed a phenomenon, like Hunan Mango TV's solo broadcasting strategy, which is actually not a simple issue of copyright single broadcasting, but it is related to Taiwan-wide development strategy issues; nor is it simply a recognition of the importance of Internet TV platforms. The problem of sex, but the overall separation of production and broadcasting, media integration development strategy.
To be broadcast alone, it must be solid. Hunan Broadcasting and Television has this emboldened spirit. It can be said that it has made traditional media more real and has given new media a good job. At the same time, it has used the means of telecommunications and internet companies to establish a large number of mango TVinside nationwide. The physical store, together with online and offline promotion of terminal products, made Mango TV Internet TV really come to the ground. Both from the perspective of traditional media and emerging media, they have achieved the ultimate. Therefore, from the perspective of the separation of production and broadcasting and the development of media convergence, Hunan Broadcasting and TV is the best combination.
Shanghai Wenguang had the most reforms in 2014. The integration of large and small Wenguang, BesTV, and Oriental Pearl merged and restructured the newly listed companies, all for the purpose of realizing the broadcast media. The layout of Shanghai's Wenguang system is very good. If the content continues to be influential, it will have a long-lasting impact. In addition, there will be some innovations in diversified development that will not rely solely on the traditional business of radio and television and will have more room for development. .
Hubei SVA has established dual headquarters in Beijing and Hubei since 2012. It is another model of separation between production and broadcasting. This is also a reform idea. The Beijing Changjiang Media Co., Ltd., established in Beijing, did not have the problem of divesting the operational assets of Hubei Broadcasting and Television. Instead, it started from scratch and started from scratch. It was equivalent to using the concept of Beijing headquarters to build a new city, not on the basis of the old city. Instead of relocating people in the old city, they started from scratch and established a brand new Beijing headquarters. For two years, it constantly laid out news, film and television production, program production, program copyright, and new media in all aspects, and formed a pattern of mutual correspondence and common development with the headquarters in Hubei.
Beijing and Hubei have their own advantages and resources. The development of the Beijing headquarters has led to the development of the Yangtze River Media, which has led to the development of the entire Hubei station. Therefore, it has risen since 2013. In 2014, it has entered the field of vision from the aspect of radio and television system reform. .
Reporter: Specifically, how should radio and television stations behave themselves?
Li Wei: In the two basic directions and frameworks of separation of production and broadcasting and media integration, broadcasting and television stations must do real work, which is to establish an internal management operation mechanism that is matched with them.
One is advertising business. There is now a tendency to go to the functionalization of the advertising department. Advertisers do not talk about advertisements with the advertising department of radio and television stations, but rather talk to socialized production companies and program teams, especially for some phenomenon-level programs. This requires control and supervision. Moreover, program production and advertising management cannot be completely integrated, which will cause great problems. It is also feasible that the operation of broadcasting and television stations is not subject to advertising. The proportion structure of advertisements in Taiwan’s operating income should be adjusted. Do not rely too much on it. As the proportion has decreased, the control of advertisements on various aspects of the entire Taiwan will become smaller and smaller. This will also avoid the problem of hollowing out, because Taiwan itself is diversifying.
There is also the issue of program procurement, which is also the main cause of hollowing out. First, purchases of program purchases are very large. Second, standards and conditions are mixed. There is no scientific assessment mechanism and supervision mechanism. It will also arise during the outsourcing process. Corruption. The whole process of follow-up assessment and supervision from project evaluation, career evaluation, audience assessment, and data analysis should be established. Of course, what is more important is to improve the self-produced programs' ability. Self-produced programs must reach a certain proportion. Outsourcing is a kind of supplement rather than dependence.
Of course, the most critical thing is to retain talents. If a media runs out of control of the talented team, it will lose its core competitiveness and cause loopholes in management.
Therefore, it is necessary to keep people in the environment, retain people in the system, keep people in treatment, and retain people in love.
At the same time, the internal management and operation mechanism must all be compatible with the separation of production and broadcasting and media integration development, including financial management, copyright management, advertising business monitoring, outsourcing program evaluation mechanisms, as well as personnel performance distribution, incentive mechanisms.
Reporter: What are the new trends in the radio and television system and system reform in 2015?
Li Wei: First, traditional broadcasters and TV stations will all devote themselves to solidifying themselves. Second, they will further integrate and develop the media on the basis of realism.
In 2015, there may be some differences in the reform and development methods of each station, but in the end it may be the same in different ways. To achieve media convergence in various ways is a necessary way.
For example, the layout of Shanghai Wenguang, the integration of BesTV and Oriental Pearl, all with the consideration of the integration of new media development. In terms of content production, the multi-media platform linkage model like “Goddess's New Clothes†will be further promoted in 2015. The development of media integration is not simply the concept of institutional mechanisms, but must also be integrated in the development of programs.
Reporter: Specifically, the integration of radio and television in the development of emerging media, in addition to doing their own, in what areas should be reform?
Li Lan: Actually it is an ecological reform. This is a decisive concept that can solve the problems of the development of media integration and the reform of radio and television system mechanisms. Looking back at many reforms that have gone through in the past, many have failed to carry out coordinated reforms, cannot solve fundamental problems, and sometimes even have headaches and headaches, and some even have contradictions and repetitions. Because this is not a reform from the entire ecosystem.
We must carry out reforms in three areas: organism ecology, environmental ecology, and relationship ecology.
The organism ecology refers to the internal management operation mechanism. When integration and development are implemented after the separation of production and broadcasting, some changes can be made, including the implementation of the "independent producer system" and the gradual transition to the "product manager"; and the establishment of a full media center, from " The Central Kitchen distributed content to multiple terminals, changing the original business process and organizational structure.
Environmental ecology is the overall environment of production, production, broadcast, and feedback. We must have this kind of thinking. All policies and the direction of reform and development are related. For instance, in the current reform policy, the policies introduced last year seem to be fragmented. Some of them are directed against the “two episodes of a drama, two episodes and one episode of a night†aired on the TV series. Some are to strengthen the management of overseas drama on the Internet. Actually, it is an eco-style policy. Management, integration.
The relationship ecology is the relationship between traditional media, emerging media, and Internet companies. Traditional media, with capital as the nucleus, brings about marketization, and can control or participate in Internet companies. In the franchise business, A special management unit can be piloted. In fact, it implies an ecological relationship. After 2015, it will become clear that this relationship ecologically solves the problem of how different systems, ownerships, and capitals are integrated and developed.
There is also a series of regulations for Internet companies, especially licensees and Internet companies, since June last year. These are actually adjustments to the relationship ecology, ensuring mainstream ideological security, cultural security, and being clearly defined as licensees. The dominant or license value of the mainstream media itself. Therefore, from the direction of reforms to all aspects of the policy, we must carry out overall systematization of the radio and television ecology and upgrade the overall ecological value, which is more conducive to separation of production and broadcasting and media integration and development.
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