New Perspectives on the Operation of Radio and Television Media Industries -- Media Management Series

Author: Huang Shengmin, Zhou Yan, Ma Lijie
Publisher:
Publish Date: 2005-10-01
Features: The Chinese radio and television media industry has developed for over a decade and has grown to a considerable scale. However, there remains a lack of comprehensive and systematic texts in theoretical research and practical teaching. The publication of New Perspectives on the Operation of Radio and Television Media Industry aims to address this gap. The book discusses various aspects of the operation of the radio and television media industry from four main perspectives:
- Industry Operation Connotation Chapter, which introduces the relevant concepts of media, radio and television media, and media industry operation;
- Operation Elements Chapters (Chapters 2 to 6), which provides an in-depth elaboration on the elements of radio and television media, including programs, advertising, audiences, the internet, and diversified industries;
- Operation Strategy Chapters (Chapters 7 to 9), which focuses on analyzing the three major strategies for the healthy development of radio and television media—grouping, capital operations, and institutional innovation;
- Operation Outlook Chapters (Chapters 10 to 12), which offers a detailed explanation of new media technologies such as digital television, satellite and internet television, and mobile television.
The book is comprehensive and systematic in structure, rich in content, and features vivid and detailed case studies. It serves as an ideal textbook for university radio and television programs. For those engaged in media management research, it also offers significant inspiration.