Who Propels the Broadcasting?——For Understanding the Dynamic Forces of the Broadcasting Industry
(0) The broadcasting industry, which is relatively in dependent and uniquely operated with huge returns, is absorbing more and more investment around the world. However, this kind of media industry has its particular developing mode. Generally speaking, it has three models; commercially-founded, government-founded and publicly-founded by a license fee such as the UK. Comparing the models of government-founded and publicly-founded, the broadcasting founded by commercial capital is obviously more common while it has also brought a series of questions. For example, the commercial forces, such as advertising, sponsor ship , public relations and image management, which have helped to promote the broadcasting industry to the industry forefront, are still the core issues that media itself has to deal with. The present research fo cuses on the dynamic forces of the broadcasting indus try, and tries to explain how the commercial forces af fect this industry and the possible outlet. The article started with an overview of basic characters of the broadcasting industry,followed by discussion about its resources, and then mainly analyzed the dynamic forces: advertising, sponsorship, public relations and image management before the conclusion is reached. This research manifests how the broadcasting industry funds and manages itself in the future under the great pressure from both government interference and the competition of other media industries with advance ment of technology and increasingly active broadcast ing movement.
Broadcasting industry Dynamic forces Commercial
Niu Li
Radio Beijing Corporation,No. 14,Jian Wai Da Jie,Dong Cheng District
国际会议
The 2nd GPE Annual Conference(第二届GPE年会)
北京
英文
136-140
2009-05-15（万方平台首次上网日期，不代表论文的发表时间）