On the financing of radio and television industry to write papers _ Network

Papers to write net: Summary: radio and television Industry is an important pArt of cultural industries, is conducive to its rapid development and deepening of the reform of cultural system of capital and financial operation of the broadcast television Industry, the most important driving force financing and expansion financing to solve our radio film Industry, the shortage of funds the important issues of the Article from the existing problems of China's radio and television Industry to stArt on radio and television Industry to broaden the financing channels of the recommendations.

Keywords: radio and television industry, cultural industries, finance

Radio and television industry is an important pArt of cultural industries, cultural information related to national security, are technology-intensive, capital-intensive industry, its rapid development has brought good economic returns, the end of 2008, the national radio and television revenues 145 200 000 000 yuan, is increasingly developing into a new economic growth point of national economy, .2009 July 22, Premier Wen Jiabao chaired a State Council executive meeting, discussed and passed the first reform and opening up the planning of cultural industries - "Cultural Industry Promotion Plan>> marks the development of cultural industry has risen to the national strategic level, and the implementation stage. public financing is a new bright spot. With the deepening reform of cultural system, through the gradual adjustment of Investment and financing policies, to promote our radio and television in the new situation has been rapid and healthy development and promote cultural development and prosperity.


A radio and television industry development status and problems of

According to Press and Publication Administration and other depArtments of statistics, the national radio and television industry in 2008, the total income of about 145.2 billion yuan in 2006 and 2007, radio and television industry revenue is 109.912 billion yuan, 138.366 billion yuan (Figure 1).

It can be seen, our radio and television industry is being rapidly developed, but should also see its shortcomings.

① financing channels for a single. Any one industry, industry does not dock with the difficult and stronger capital. All along, China's radio and television industry has been the ideological and administrative regulations and other constraints, the low level of the market, so China's international discourse has been at a disadvantage in the state to change this situation must be established with international influence of radio and television, news publishing giant over the years, the reform of the basic radio and television industry in the state of self-repair, do not take advantage of capital market the enormous opportunities depends largely on the financial allocations, extra-budgetary funds, policy development bank loans and other ways, limiting their development and growth, so Investment and financing system building is the bottleneck of radio and television industry.

In 2009 through the <<Cultural Industry Promotion Plan>> made it clear that lower the access threshold, and actively absorb foreign capital into social capital and the cultural industries policy allows, and increase financial support.

② profit model single. At this stage of radio and television is the main source of income: advertising revenue, cable TV and maintenance costs, funding. Advertising revenue, cable TV and maintenance costs, though revenue, but also included in the budget management. Therefore, the funds are still areas of policy financing.

According to the Advertising College of Communication University of China Research Institute survey of advertisers, radio and television industry in 41.5% of media advertising revenue more than 90% of total revenue, the rest of the media advertising revenue to total revenue 50% to 90%. These data suggest that over-reliance on radio and television industry, advertising revenue, greatly increasing its operational risk and therefore need to increase their own radio and television industry revenue in the form, it is worth mentioning that Hunan TV's reality show, to do the industry's own revenue a role model.

"Super Girl" held since 2004, along the way, created a China miracle of television market its mobilization, integration of satellite television, Internet, text messaging platform and other various resources, so that participants obtaining the calendar, Yue obtaining audience, the organizers-win, sponsors have lent their name, the entertainment industry have lent their strength.

Super Girl not so much important, but rather that the interests of the chain is more important, the CASS estimate "Super Girl" created by the socio-economic value of 10 billion yuan. In fact, behind the Super Girl brand value, derived from the new chain will form a virtuous circle which first of its kind in the country also, and "Super Girl" by the industry, the integration of resources to meet the people's right to information and participation, while SMS revenue in Hunan Satellite TV has become a form of income generation.


2 to promote the use of radio and television industry, capital market development measures

Strengthen the Investment and financing platform for radio and television industry, we must give full play to the capital market in the important role of resource allocation, the use of capital market integration in our region of natural resources. China's media industry is only by means of the power of capital and capital operation, the establishment of Investment diversification, financing of social Investment diversification pattern, in order to have a big development, if allowed into the social capital and foreign capital in China's media industry, to seek cross-regional, transnational, cross-media joint, want to make China's media industry, large development can only be empty talk.

Under the existing regulations and policies, the state radio and television the main areas of Investment and financing to implement differentiated policies can be divided into the following levels: radio, television sponsored by the state management, the implementation of business system, the state of public finances to be focus of support, radio and television departments within the system of all business Investment, foreign radio and television systems have limited capital to invest in addition to radio and television stations outside the field of non-public capital and foreign Investment in the country allowed to invest in areas, which, compared with non-public capital Investment There are more restrictive state capital, and foreign capital constraints faced more than the non-public, therefore, be designed with different levels of different forms of financing, in order to accelerate the rapid development of broadcast media industry.

Links to free download http://www.hi138.com ① financial support for innovative policy approach, to develop PE. To address the development of radio and television in general is currently facing shortage of funds, should mobilize the enthusiasm, encourage the development of social capital, while lost no time on the market prospects of cultural resource projects of industrial development and operations, through PE (Private Equity, Private Equity funds in the country called, refers to the form of private enterprise, that non-listed enterprise's equity Investment) in the form of investment funds.

August 2009, China's first branch in film and television culture industry as the main investment direction of the yuan Private Equity fund eleven One film culture approved equity investment fund set up in Tianjin, China's establishment of the fund industry and private radio and television capital of the docking Pathfinder.

State capital can learn from private capital into the path of radio and television industry by the China Investment Corporation or the four asset management companies and other state-owned capital as a PE investor, into the radio and television stations to promote their development while ensuring a radio, television control problem, the other, but also conducive to the preservation and appreciation of state assets.

② practice Zhibofenli from monopoly to the road closure. Zhibofenli system is the industry to discuss a topic for many years, is no market intermediary in the original production and broadcast of two segments in the market and exchange mechanism, this mechanism purpose is to provide space for the competition In 2009, after years of silence in Zhibofenli once again become a hot topic in the broadcasting industry.

Zhibofenli from theory to practice, not just mean in terms of television production and television broadcast a simple separation, it may adjust the relationship between television production, television programs in changing the production system at the same time, including governance system, personnel system, including the entire distribution system and other TV stations operating mechanism will change accordingly change, of course, a more profound impact Zhibofenli lies, and finally to television production industry compete for a certain market space in One of the monopoly model and broadcast live under difficult socio-TV content production and providers may be more extensive survival and development.

Articles should be in the news interviews that Zhibofenli class, public welfare programs part types, to preserve the original radio and television news features, and then through sports, entertainment, financial and other columns reform breakthrough.

August 19, 2009, officially approved by the State Administration of Radio Shanghai Radio and Television Zhibofenli reform program, the former Shanghai Media Group (SMG) into two, namely the formation of Shanghai Radio and Television and the Shanghai Oriental Media (Group) Co., Ltd. The reform to introduce strategic investors, the formation of larger enterprise groups, market-oriented operation, while, for radio and television industry in China has set an example in practice Zhibofenli system.

③ encourage competitive enterprises listing and financing of radio and television in the <<Cultural Industry Promotion Plan>> explicitly made conditional support cultural enterprises into the motherboard, GEM financing, to encourage listed companies through public issuance of culture, orientation issuance of such re-financing for acquisitions and restructuring, bigger and stronger.

In China, industry, radio and television industry is still in the initial stage of operation, but because of its huge audience and a huge market, great investment value. Hunan Paid Inc. (000 917) is the first in the media business as access to capital market, to explore a new Chinese radio and television industry, the development of the road company on March 25, 1999 listed total financing amounted to 2.08 billion yuan. As of December 31, 2008, the company's total assets of 7.922 billion yuan, net assets of 1.683 billion yuan. has been Paid media industry development based on the build of the "advertising, program, network," the main pattern of the Trinity, and continue to expand business areas, expansion of industrial development, the rapid development of company size growth, China has become a greater impact on media companies.

In addition, in October 30, 2009, "Huayi Brothers," an official in the Shenzhen Stock Exchange GEM Exchange. The financing will amount to 1.2 billion, the Huayi, would be a major development opportunity.

But at this stage, radio and television industry, a limited number of listed companies, the development of the industry the role played by small and therefore need to encourage competitive radio and television enterprises listing and financing for state-owned capital to be invested in PE project or enterprise, should actively promote their market.


References:
[1] Qi Yongfeng. On the promotion of cultural investment and financing system reform preliminary study [R] red-cultural industry development report. Beijing: Social Sciences Academic Press, 2004. Links to free download http://www.hi138. com