[[alternative]]The Reform of Chinese Provincial satellite TV Industry--the case of GZSTV and DRAGONTV

[[abstract]] 1949 年中共建國以來，傳播媒體就被中共官方設定為重要的政令宣傳工具，而在各地的廣播電視事業也一直以先中央後地方為主。直至1982 年中央終於打算開放部分地方頻道，允許辦理教育電視台。1983 年，中國廣電總局更開辦「四級辦廣播、四級辦電視、四級混合覆蓋」政策，讓地方辦電視得到更大的政策空間，並順勢開始將電視訊號送上衛星。1996 年，貴州等西部省份亦配合中央「 西部大開發」政策，終於成為第一批上衛星的省級電視台。 隨著經濟「改革開放」政策的發酵，過去經費來自政府撥款的省級電視台，開始要自負盈虧，政府補貼愈來愈少。因此，中國三十多家省級衛視近年主要的核心工作，就是為自己「找市場定位」及「定戰略」。其中以主打頻道內容定位為最多，如打區域牌的東方及貴州衛視。當前省級衛視與建國之初的黨國化電視制度顯然迥異，故本研究於中國經濟發達的東部地區及近年積極開發的西部地區各擇一家省級衛視作為研究對象，以比較省級衛視各自區域發展戰略之異同。 本研究依據制度變遷理論，逐次從貴州衛視及東方衛視的經營制度、編播制度及所有制變革三個面向，剖析中國省級衛視變革的成因。在經營制度變革上，本研究分析業務合作、重視收視率及各種區域整合戰略；在編播制度變革上，著墨於製播分離、頻道專業化及節目多樣化，探討閱聽眾日趨擴大與節目同質化的現象；在所有制變革上，從內部公司化和尋求國外資金兩個層面探討之。同時，作者藉由連年訪問中國各主要城市的機會，實地收看當地省級衛視，並親身探訪電視台及第一線從業人員，以取得中國電視行業最真實的面貌。[[abstract]] Since the P.R.C. was established in 1949, all the media had been as importantpropaganda tools by the CCP, and almost regional TV stations were emerged national strategies to local ones. Until 1982, the Central planned finally to open some local channels,and permitted to handle the education ones. In 1983, SARFT set up the “four levels to manage mix cover, inclusive of broadcast and TV,” policy to make the local officials obtain broad executive space on managing TV industries and start to deliver the TV signal to the satellite. In 1996, some western provincial satellite TVs（Guizhou, and etc.）, coordinated the“Western Great Development” policy, became some of the first batch on satellite around China. Along with the “reform and open policy”, the provincial TV, which funded from the government allocation in the past, started to assume responsibility for own profits and losses,and the government subsidy were getting fewer and fewer. Therefore, more than 30 provincial satellite TVs recent years have a main core duty, “looking for the market localization and the strategy” for oneself. Generally, most channels hit the channel content localization, inclusive of the GZSTV and DRAGONTV’s regional sign. Current provincial satellite TV reforms are different from the pre-system TVs owned by the CCP or PRC, therefore this research compared a provincial satellite TV in the Eastern developed area with another ones in the western area positively to understand similarities and differences of the respective local strategy around the provincial satellite TV. According to “the Institutional change Theory”, we analyze the reform of Chinese provincial satellite TV from the management, editing-and-broadcasting, and ownership system of the GZSTV and DRAGONTV. In the reform of management system, we analysis about cooperation of the undertaking work, TV viewing ratio, and regional strategy. In the reform of editing-and-broadcasting system, we analysis about the separation of making and broadcasting programs, channel specialization, and program diversification. We also discuss about how to expand audiences and program homogenization in the future. In the ownership system, we analysis about internal corporation and seeking the overseas fund. Because we have visited some chief cities and TV stations in China and talked to many news jobholders from 2005 to 2008 by oneself, we understand the most real condition of Chinese TV industry