Media management concept

Author: Gao Fu'an, Sun Jianghua
Publisher:
Publish Date: 2006-07-01
Features:
(IV) Educational Content
In 1982, at the 12th National Congress of the Communist Party of China, while setting economic construction as the goal, it was also proposed to strive to build a highly socialist spiritual civilization. The media, with the widest audience coverage, became the most powerful modern tool for educating and encouraging people of all ethnic groups in building both socialist material and spiritual civilization. The main purpose of educational content is to impart ideological and moral education and disseminate scientific and cultural knowledge to the audience. It includes social education content and teaching content. Educational content, such as radio and television programs and publications for children and adolescents, as well as content that is both educational and knowledge-based, such as law, science and technology, health, history, and military affairs, are all included. Additionally, there are teaching programs broadcast through media, such as knowledge lectures and distance teaching programs broadcast by China Education Television and science and education channels of some local stations. According to the Regulations on Radio and Television, the main bodies responsible for setting up television stations at all levels in China must be the radio and television administrative departments of the people's governments at or above the county level. Only the education administrative departments of the people's governments at or above the city and autonomous prefecture levels are allowed to establish educational television stations, which are dedicated to broadcasting educational content. No other individuals or organizations are permitted to set up television stations. This fully demonstrates the high importance the Chinese government places on the educational function of the media.
(V) Sports Content
With economic development, social progress, and the improvement of people's quality of life, there is growing emphasis on sports. A significant number of people have developed a strong interest in sports activities, particularly in Chinese or international sports competitions. Content centered around sports, such as news, matches, and sports celebrities, is highly favored by sports enthusiasts. Taking television as an example, CCTV-5 is a dedicated sports channel, and many local stations also have specialized sports channels. Some pay-per-view channels have also targeted the popular sports content. Meanwhile, various media, such as newspapers, radio, and the internet, have introduced a large amount of sports content tailored to their characteristics, forming a complete sports media system.
(VI) Film and Television Content
The primary platform for film and television content is television media. In the past two decades, China's film and television industry has experienced rapid development, with a leap in production volume and significant improvements in quality. Film and television content is one of the most beloved types of television programs among the public. As shown in the fourth national television audience survey conducted by the General Office of China Central Television in 2002, dramas are the programs with the strongest viewership intentions. The purpose of all film and television content is to "inspire people with excellent works." However, the number of high-quality film and television productions remains limited, and it is necessary for the industry to make greater efforts to create works of outstanding artistry and high production quality. In the context of increasingly fierce competition for audiences among media, many in the industry have proposed the concept of "narrowcasting," which involves targeting specific segments of the audience with content they prefer. The specialization of television channels and the establishment of pay-per-view channels catering to smaller audiences are explorations in this direction. Currently, the classification of media based on content is not yet scientific and requires deeper exploration. This issue has significant practical implications for media management.
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