What is the content of management in the radio and television industry?

Management operation system refers to the radio and television media management at the macro and micro levels of the management system, norms, organization and its mode of operation. It is closely linked with the management concept system, the management concept system is the basic guiding ideology of the management operation system, is the foundation, and the management operation system is the specific practice under the guidance and control of the management concept.

We will illustrate the management operation system in the innovation of radio and television media management operation system from the system level, production and operation level. The system level is the macro management issues, production and operation level for micro management activities.

First, the innovation of the institutional level in the management operating system

The process of institutional change in China and the deregulation (de-regulation) or re-regulation (re-regulation) carried out by European and American countries occurred at the same time in the last two decades of the 20th century. Today, the depth, breadth and intensity of this re-regulation is increasing.

The macro-management system of the radio and television media, as a subsystem of the overall social system of systems, in such a realistic social context, its change is possible and necessary. The possibility of change lies in the following: firstly, the systematic change of the whole social system provides a social environment and time for it; secondly, the change of concepts brought by the market economy system has prepared the ideological preparation for it; thirdly, the improvement of the degree of informatization of the whole society, and the change of the information industry, media industry, etc. have also provided the practical conditions for its change. The necessity of change lies in: first, the macro management system of radio and television media planning mode has been far from adapting to the needs of the market economy; second, the development of the radio and television industry is bound to be closely related to the progress of other media industry, cultural industry, entertainment industry, information industry, therefore, only active change, innovation in order to maintain the status and strength in the future development.

The innovation of the macro-management system of radio and television media is to seize the key issues and major obstacles in the reform process, and take the necessary measures to reform.

First, the concept of conversion. Macro management system of the reform of considerable resistance is from the concept. Therefore, we break the old concepts and establish new concepts to reduce the resistance to reform and reform costs. We have to convert the concept of many, the core lies in the radio and television media activities can be market-oriented, industrialization. In fact, under the conditions of socialist market economy, not all scientific, cultural and other activities can not be marketized, commercialized, industrialized, and not all social public welfare undertakings must be directly organized by the government.

Second, the separation of politics and affairs. For a long time, the party and the government are not separated, the government is not separated, enterprises are not separated, which has become a difficult problem in the reform process. The administrative management mode of radio and television media organizations is also the result of this function, nature is not divided. To separate government agencies and business organizations, it is necessary to comprehensively carry out in all aspects of responsibilities, institutions, staffing, funding and management style.

Third, the personnel streaming. Radio and television media organizations there are units of expansion, the serious drawbacks of welfare, redundancy, because of the people set up, can be up but not down. Therefore, to establish the concept of personnel mobility view, the practice of reforming the personnel system, improve the social security system, the establishment of the human resources market.

Fourth, cultivate the market. Accelerate the cultivation and standardization of the radio and television media market, while supporting the construction of other markets related to it, such as programs, talents, equipment and other various markets. In addition, to broaden the service-oriented and content, expand the scope of business. Also guide the audience to invest more in the consumption of radio and television media products and services.

Fifth, financial countermeasures. The state gives radio and television media organizations "income generation", "business" and other measures, but also to give the necessary financial allocations. However, with the deepening of the reform, this financial policy will be adjusted. Radio and television media organizations must learn to use the market means of capital management, increase the economic strength of sustainable development.

Reviewing the reform process and practice of China's radio and television media macro-management system over the years, China's radio and television media macro-management system will show the following aspects of innovation towards:

First, the functions of government departments will be further converted.

China's traditional career management system, including the broadcast media macro-management system, the basic model is the national government departments turnkey supply, unified ownership, unified management, the state at the same time to undertake the "cause" of the owner, operator, manager and other multiple roles and functions, resulting in the expansion of the national career functions and political affairs. The disadvantages of this system are that, on the one hand, the State has to take on the role of owner, operator and manager of the various "undertakings". The disadvantage of this system is that, on the one hand, there are too many undertakings organized by the state; on the other hand, the state undertakings have become the appendages of the governmental organs, and lack of self-development and self-restraint, vitality and pressure, and inefficient undertakings and production services.

The construction of a socialist market economy requires the reform of this traditional management system that does not separate government affairs from government enterprises. The goal of the reform is twofold: first, to redefine, adjust, contract and convert the scope of the state's business functions, and fundamentally change the state's situation of doing everything, and second, to implement the separation of government and business, and to set up a modern business system that is in line with China's socialist market economic system and the law of development of the business itself.

In order to achieve these two goals, reforms and innovations can be carried out from two aspects.

(1) Adjustment, contraction and conversion of the scope of functions of the existing macro management of radio and television media. The first is to adjust and contract, that is, to change the government department's management of radio and television media, from direct management to indirect management, from process management to target management, from administrative management to industry management. Government departments exercise their functions by strengthening broadcasting and television legislation, formulating policies concerning the industry, and strengthening the macro-management of the broadcasting and television market. Secondly, after the reform is further deepened, the functions of government departments will be transformed to gradually make the radio and television media organizations become the main players in the market competition.

(2) Separation of government affairs and government enterprises. This not only simplifies the government's management department, but also clarifies its basic functions of social management, industry management, legal system management and supervision management, and also releases the hands and feet of the various institutions and enterprises of broadcasting and television, so that they can adapt to the market in the development of the industry, industrial development, self-restraint, self-strengthening, and self-development.

Through the separation of government affairs, government and enterprise, the implementation of national radio and television undertakings, business ownership, operation and management of the right to separate, redrawing, adjusting and standardizing the relationship between the government and undertakings, enterprises, organizations, rights, responsibilities and benefits, and effectively change the role and functions of the national government departments and the establishment of a modern system of modern business system and the modern enterprise system.

Second, the macro management tools will be systematized and scientific.

For a long time, China's radio and television media macro management means is a single administrative means. Relying on administrative orders, administrative documents, administrative regulations, administrative penalties and other administrative means of management of such a large radio and television system, is now far from adapting to the socialist market economy under the conditions of the ever-changing radio and television media system, as well as the reform of the media industry as a whole.

The macro management of radio and television media in addition to the common administrative means, there are legal means, market regulation means and so on. Therefore, there is a need to establish a set of scientific macro-management tools system, which establishes a sound legal system, the establishment of a perfect market control system, standardize and optimize the industrial competition system is urgently needed.

(1) the establishment of a sound legal system of radio and television media management.

The market economy is not an economy under the rule of man, but an economy under the rule of law. At present, China's laws and regulations on radio and television are few in number, narrow in content, low in legal effect, imperfect, unsupportive, uncoordinated, and there is a big gap between the formation of a complete system of laws and regulations, and even in many areas of law and regulations is still a blank spot. Therefore, the radio and television media management needs to be innovative in the rule of law management, the establishment of a complete system of radio and television laws and regulations and the management of the system according to law.

A complete system of laws and regulations refers to a systematic and perfect system of radio and television laws and regulations with the Radio and Television Law as the core, administrative regulations as the backbone, departmental administrative regulations as the basis, and local laws and regulations as the supplementary system of radio and television laws and regulations. The construction of this system should adhere to the characteristics of guidance, foresight, fairness, mandatory and punitive. In this way, this system is scientific and mature.

The system of management according to law refers to the establishment of a system that ensures the unity of legislation, law enforcement, law popularization and legal supervision. Systematic legislation is fundamental, strict law enforcement is the key, legal education is the foundation, and legal supervision is the guarantee.

(2) the establishment of a perfect radio and television media market regulation system

In the national radio and television legal system to establish a sound premise, we urgently need to follow the law of the development of the radio and television media industry itself, to cultivate and grow the radio and television media market, and to increase the radio and television media management of the market regulation.

The market regulation of radio and television media management can be more effective configuration of various radio and television media resources, improve the effective utilization of resources. This is the most important role of market regulation. Specifically manifested in:

Funding is the prerequisite for the development of radio and television media, but also the basis of resource allocation and flow in the market economy. The development of the radio and television industry rely only on state funding, administrative means are far from being able to meet its financial needs. Thus, in line with the premise of the relevant state laws, through the market, expanding financing channels for the radio and television industry to expand reproduction to provide impetus.

Program resources through the market allocation, the formation of the program market, improve the program trading system, the survival of the fittest, to ensure the effectiveness of program investment, production and use. Market regulation can also generate a very promising program production market. This is the development of radio and television media production and broadcasting separation is necessary.

Frequency, channel adjustment, update, integration also need to be regulated by the market. The market through the audience listening, viewing indicators reflect the frequency, channel social and economic benefits. Advantage frequency, channel in the market development and growth, inferior frequency, channel will be in the market competition adjustment, update or integration to the advantage. This has been proved by the current practice.

The market can also regulate the flow of human resources. The next stage of radio and television media competition is increasingly from the program competition to the competition of human resources. The market will form a place for human resources exchange, that is, the talent market, the radio and television media themselves will also use market means to obtain outstanding talent.

In the establishment of the perfect radio and television media market control system at the same time, the degree of marketization of radio and television media will be further increased. Performance in the radio and television market has a clear competition, that is, all levels of various types of radio and television stations; there is a unified and open market system; there is a relatively perfect market regulations; with an effective macro-control system; and with the matching social security system.

(3) standardize and optimize the industrial competition system in the national government management department under the management of the law, in the unified, open radio and television market and even a larger media market and the information industry market, the radio and television media industry need to participate in a fair and fierce industrial competition.

This industrial competition itself can also play a macro-control role, in fact, it is also a kind of market control system. This kind of industrial competition must be carried out in the regulated market in order to play a role. Therefore, it is built on a perfect legal system and a mature market system. In the radio and television media industry, as well as other media industry and information industry is still underdeveloped, or even still in the emergence stage, just let nature take its course, let loose, free competition, the result is bound to be more negative than positive.

In the long run, the macro impact of industrial competition on the development of radio and television media industry is still very important. On the one hand, industrial competition can optimize the structure of the radio and television media industry. With the deepening of China's reform, the radio and television market is becoming increasingly formed, the radio and television media resources will be re-rationalized, social and economic benefits are good radio and television stations will grow in strength, through competition to expand market share. The two less effective radio and television stations will gradually lose their survival of the market, and ultimately be adjusted, merged into a larger part of the broadcast media organization.

On the other hand, industrial competition can grow the scale of the radio and television media industry. At present, China's administrative region and administrative level of the establishment of radio and television media organizations, they inherited the administrative organs of the "big and comprehensive" "small and comprehensive" shortcomings, resource dispersion, lack of cooperation, does not have the economies of scale, not to mention the standing, playing out of the broadcasting and television There is no broadcasting and television group that can stand and stand out. Through industrial competition, the survival of the fittest, breaking the administrative level and regional restrictions, allowing the existence of radio and television property rights market, allowing various forms of local and cross-regional cooperation, and then transnational business, overseas development.

On the other hand, industrial competition has forced the radio and television media industry to join the information industry and its competition. Radio and television media industry, in particular, need to further emancipate the mind, further open the mind, quickly seize the good time now, ride the train of the information industry.

Second, the management of the operating system in the production and operation of the level of innovation

Radio and television media management in the production and operation of the level of change will be the fastest, the most obvious, because it is the most basic radio and television business activities, but also to intervene in the market is the most direct elements.

1. Production level of innovation

Radio and television media production activities is the production of programs and the use of frequency, channel broadcasting programs. This production and broadcasting activities will undergo major changes.

The production capacity is far from being able to meet the needs, coupled with the internal reform of radio and television media organizations, streaming personnel, reducing the department makes the program supply and demand relationship is further tense. Therefore, the separation of production and broadcasting is an effective mechanism for reform measures.

The separation of production and broadcasting, so that the media organization and production organization will be corresponding profound changes.

First, the program production organization, that is, the massive increase in production organizations make the production increasingly socialized and market-oriented. The so-called socialization refers to the program will be more by a variety of social program production organizations for production, and no longer by the radio and television media organizations to produce their own, especially television dramas, entertainment programs, arts programs, music programs, talk shows and so on. The so-called marketization refers to the circulation of finished programs as commodities in the market, forming a program trading market. Programs through competition, quality and price, by the radio and television stations selected for broadcasting, to achieve its social and economic benefits.

The socialization of production breaks the exclusive monopoly of the media of program production, forming a richer source of programs to meet the growing demand for programs, and the marketization of production can make the program fair trade, fair competition, survival of the fittest, and promote the development of the program industry, program level. Second, the increasing specialization and segmentation of program broadcasting to adapt to the segmentation of the audience market and the fierce competition in the media market. The main task of the radio and television media organization is to broadcast programs.

With the audience's maturity, coupled with a large number of new media, the audience's demand for information towards the active selection of information according to their own requirements, the audience began to differentiate due to differences in demand, the emergence of segmented audience market. Radio and television media organizations should make full use of their own resources to occupy the segmented audience market. This is their own characteristics, expertise, with a unique positioning in the competition based on and seek development.

In the face of a highly segmented industrial market, whether specialized or localized, the primary issue for the survival and development of the radio and television industry is to find their own positioning in the highly competitive media market, and even a larger market for the information industry, to seek development.

2. Innovation at the business level

The business activities of radio and television media organizations will grow. Through the industry, the region, and even cross-industry, cross-region, cross-ownership operations, to asset reorganization and other ways to grow the radio and television media industry.

First, joint operations.

The so-called joint management, refers to the different media to give full play to their respective advantages, in order to mutual benefit for the purpose of reaching a certain agreement to cooperate in a mode of operation. The radio or television stations involved in joint operation are not necessarily independent enterprises, they are actually both joint and competitive relationship. As we all know, as one of the mass media, be it television, radio, newspapers or magazines, they all have their own strengths and weaknesses. As for the audience, what they get is information, and they don't care whether they watch TV, listen to radio, or read newspapers and magazines. Whoever can satisfy their needs for information will gain their favor. Joint operation can give full play to the characteristics of different media, and can produce the effect of integrated communication by promoting their strengths and avoiding their weaknesses. In this way, it is conducive to expanding the scope of the audience of different media, thus attracting more advertisers, and everyone can make a profit.

Second, the formation of media groups.

In a narrow sense, the group refers to the assets or brand as a link to the formation of more than two mass media organizations, including the communication management group. In a broader sense, a media group should include related or other industries, such as program production, in addition to the operation of the media itself. The media group usually takes one or two strong media organizations as the core, or attracts the participation of other small media organizations, or creates some more related media, or holds other media, forming a close-knit interest***somebody***similarity, and ****similarly conducts the operation of the media industry. The media group will produce the benefit of scale operation, make the cost of media operation greatly reduced, and can give full play to the integration effect of different media, therefore, it is a trend of China's media development in the future.

At present, there are already such media groups in China, mostly newspaper groups. When it was established, it was still a media group in the narrow sense, and the diversified operation situation basically did not take shape.

In terms of radio and television, the radio and television media can be reasonably integrated to produce "horizontal integration of radio and television" electronic media industry groups.

First of all, broadcasting and television two communication media in the innate inextricable links, they are to the airwaves as a means of transmission, there are many technical similarities, the realization of the integration of broadcasting and television, to become a group of electronic media industry there is no technical obstacles; Secondly, broadcasting and television media in the characteristics of the media and newspaper media, and the broadcasting and television two in the characteristics of the distinction is much smaller; Thirdly, broadcasting and television media in the characteristics of the distinction is much smaller. Thirdly, both radio and television media have gradually realized their own limitations in the process of independent development, such as television programs are not as flexible as radio programs in actual operation, and it is difficult for the radio media to obtain as wide an audience coverage as that of the television media; fourthly, some radio and television stations have begun to cooperate and infiltrate each other, such as television stations and radio stations cooperating in programs, radio stations contracting to operate television program channels, radio stations contracting to operate television program channels, and radio stations contracting to operate television program channels, and radio stations contracting to operate television program channels. Radio stations have contracted to operate TV program channels, but due to poor communication channels and differentiation of interests, the two have faced many practical difficulties; Fifthly, the radio and TV media have chosen very similar industries in their pursuit of diversification, such as program production, audio-visual publishing, technical services, etc.; Sixthly, in the newspaper media, which has always been competing with the radio and TV media, the newspaper group has appeared, and has already shown the advantages of large-scale operation. This situation will undoubtedly constitute a huge pressure on the operation and development of radio and television media.

Therefore, the integration of broadcasting and television can fully integrate the resources and advantages of both sides, so that both sides can obtain greater advantages and more adequate resources in program operation, audience range, advertising, and multiple operations, which is an important way for the media to carry out large-scale operations.

However, the realization of the integration of radio and television electronic media group also faces many practical difficulties, and the main difficulty lies in the integration of the realization of the way. In terms of scale and strength, the television media is much larger than the broadcast media, and the broadcast media due to the small investment in technical equipment, operation is relatively simple, less staff required, and can obtain a relatively high unit efficiency. Both have their own strengths, so the position of each in the future of the electronic media group may become difficult to achieve unity of focus.

In addition, the radio and television stations as the core, integrated with its related units such as program production, program distribution, audience research, audio or video tape publishing and distribution, advertising production, advertising agencies and other units to form a vertically integrated radio and television electronic media industry group.

For a long time, China's radio or television stations are almost a complete system, from equipment, broadcasting network, program production to advertising, almost all by themselves. However, in the market economy, with the increasingly fierce competition, not every radio or television station has enough resources to carry out these operations. Specialized division of labor is inevitable, and companies specializing in program selection, production and distribution will appear in large numbers. Some small radio or television stations may only care about broadcasting and leave the production of programs to professional program companies. Some powerful radio or TV stations will have enough resources to produce their programs. In addition, the radio or television station to carry out audio-visual publishing and distribution is obviously more than simply audio-visual publishing company to have special advantages, such as technology, publicity, selection of topics, if you can fully utilize their own resources, the benefits are immeasurable.

This vertical integration of radio and television under the media group, its business programs, audio-visual publishing and distribution or advertising production agency, and the previous kind of individual radio or television stations to cover all the practices are fundamentally different. The former's service object is all related to the target media, which is based on the reasonable utilization of its own resources, for the expansion of industrial operation; the latter is to seek for all, its service object may only be limited to its own media, the effective resources of the media can not be fully utilized, which will result in the waste of media resources.

Third, the media industry as the main body of the information dissemination industry group.

Whether it is a joint venture or the formation of a media group, both are limited to the scope of the media industry. With the further development of the mass media industry, telecommunications industry, there is bound to be a reorganization of industries within the information industry, that is, the formation of a large-scale information and communication industry group covering the mass media, especially radio and television media, telecommunications, network industry, entertainment industry, cultural publishing industry, and even the sports industry, etc.

In our country, the media industry is the main body of the information and communication industry group.

For China's telecommunications, media and other industries, "the first task, as with other strategic industries, is not to be self-sustaining, but to reorganize the industry and integrate enterprises or groups of enterprises that match China's existing production capacity. The core is to overcome the word 'scattered'. The result of 'dispersal' is often that enterprises operate in too narrow a scope and on too small a scale, and are not capable of participating in the domestic market and international competition in which multinational corporations take part", and "China's news media and cultural industries are in a more serious situation of 'dispersal' than that of other industries. ' situation is even more serious. The total volume of products ranks first and the scale of enterprises ranks second in the world, which has become a basic obstacle for China's strategic industries to meet the challenge." In short, the innovation of radio and television media management is a complex systematic project. Especially in the face of the new century's evolving international and domestic situation, seize the main contradictions, solve the main problems, that is, to establish advanced management concepts, create a benign operation of the macro-management and micro-organizational system, focusing on optimizing the allocation of resources such as human, financial and material resources, to build a 21st-century oriented broadcasting and television media management of the innovation system.