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Chinese media innovation survey


									Chinese media innovation survey
Wen / Xie Yun Geng Zhou Zhiyi
   Media industry every year, every innovation, in the end China's media
industry is innovation capabilities? What situation? Media Innovation by those factors
and constraints? How Chinese media units next innovation? Areas where the relevant
government departments should support the media unit of innovation? With these
questions, since November 2007, media magazine, and Fudan University in Business
Administration postdoctoral media enterprises in China for the first time for
innovation research, and heavy release: China's first media innovation
survey, interpret impact Chinese media enterprises key to the success of innovation,
targeted to make to improve China's media enterprises Innovation Ability.
First, the basic information on the survey
   1. Background and purpose of the investigation
   Innovation is the media to enhance the competitiveness of enterprises as an
important means and the base path, is an inexhaustible motive force the media
industry. The purpose of this survey is to understand the innovation of Chinese
enterprises Ability of the media and problems, Chinese media enterprises and
institutions in influencing innovation success factors, and then give specific measures
improve the innovation ability, and government policy-making to help.
   2. Survey Method
   The survey questionnaires and data analysis in the main, and the media responsible
for targeted interviews.
   (1) design of the questionnaire
   The focus of the questionnaire design is to understand the innovation capability of
China's media enterprises the status and problems of media enterprises and
institutions in influencing the key success factors of innovation. Questionnaire from
the basic situation of the media enterprises, media enterprises advanced evaluation,
media enterprises innovation factors, new products (programs) of the input and output,
organization management, new product (program) production, marketing
investigations, personnel investigations, require the party and the policy environment
provided by the Government proposals in seven parts.
   (2) Interview
   The survey total of 10 depth interviews with media executives to understand the
innovation first-hand information.
   (3) to investigate the implementation of
   The survey questionnaires were released, 90, received 75 valid Rewind, in which
radio and television 8 copies of 22 newspapers, 10 periodicals, new media 35. This is
the first time on media enterprises innovation research, the media unit attaches great
importance to this research, many newspapers, periodicals, television is editor in
person completing the questionnaires.
   The data obtained in the investigation on the basis of technological innovation
based on the theory, combined with other methods of public economics and statistics,
domestic innovation capacity of 75 media were analyzed.
   (4) units completed the questionnaire
   Newspaper: Beijing Times, Huaxi Dushi Bao, Shenzhen Special Zone Daily,
Nanfang Daily, Chengdu Commercial Daily, Xiaoxiang Morning, Liaoning Daily,
Xinmin Evening News Community Edition, Peninsula Metropolitan News, 21st
Century Business Herald, Ningbo Daily, City Pictorial, Dahe Southern Metropolis
Daily, Southern Weekend, China Auto News, Xinhua Daily Telegraph, Yanzhao
Metropolitan, New Business, English Weekly, Chongqing Morning Post, Chongqing
   TV: Radio and Television, Jiangsu, Guangdong TV, Guangxi Television, Southern
Television, Jiangxi TV, Dragon TV, City TV channel Henan, Anhui TV Channel
   Journal: Xinmin Weekly, Youth Digest, Chinese entrepreneurs, Southern People
Weekly, Chinese business newspaper magazine headquarters, manager, Southern
Weekly, business, fashion magazine of life, meaning forest
   New Media: Sohu, Focus Media, Phoenix New Media, TOM, WorldCom Warner,
the first video, Zhejiang Online, Tudou, blogbus, Capital Online, Galaxy media,
VIKA VIKA New Bank digital, Austria a web of bus Online, popcorn network,
Founder love reading love to see network, Hao Chen media, interactive
communication, gold, Focus Media, Cool 6 network, frame media, Shanghai high
ground, and the Divine charge of telecommunications, Tencent "Great Yu
net Witkey network, new home net, long-State Computer Technology (Guangzhou)
Co., Ltd., China advertising network, digital fish, the public source network, I am glad
to net seven-dimensional media, Heaven, Earth, the media, the base 100 million
advertising media, with the interest of Chongqing Science and Technology
Second, the domestic media, the status of innovative enterprises
   1. Media innovation system to speed up the successful development of a new group
of influential media products.
   Chinese media innovation survey, 75 research institutions in the media very healthy
24%, more robust 46%, 17% in general, is not a sound only 1% of the media units of
media research and development departments directly under the party units, the main
research and development leading directly to grasp. Some stations, such as Shanghai,
Chongqing, Liaoning, Shaanxi, Jiangsu, Hunan and other research departments have
been called the "development research", "Planning
and Development Department", "Research and Development
Center", "Development Research Department,"
which not only is the name change is the status, mandate, role of orientation in

            ?Figure 1 R & D status of Chinese media
   Shanghai Media Group SMG program set up R & D centers, long-term
follow show the world the latest and most fire, so that they can discover excellent
program model, and recommend to the television station. Popular in
Shanghai's "Dance Forest Congress" is in support of
R & D introduced, it is not yet on television, "and the stars
dance"     format    drawing    program,      "Dance      Forest
Congress" to seize market opportunities.
   Shenzhen Radio, Film and Television Group, innovation and sound program
elimination mechanism, set up incubation fund 50 million yuan, all encourage
innovation, and comprehensively promote the columns in this innovative form of
innovation and means of innovation, meticulous planning to build a number of fine
columns, and programs.
   Guangzhou Daily Newspaper Group in the new media impact and the challenge,
innovative, on June 15, 2007 to launch a rolling news creative INNEWS. It is a
mixture of newspapers, the Internet, cell phones and other communication media,
integrating text, images, audio, video and other media forms of information, so that
"Guangzhou Daily" reported to 24 hours a day and interact with
readers, it will, "Guangzhou Daily" gradually from the
traditional newspaper media, multi-carrier, multi-terminal changes in the content
provider and information resources to achieve the second development.
   2. Media enterprises and institutions to achieve innovation in the way
   Media enterprises and institutions to achieve innovation in the way: first,
innovation, and the second is the introduction of absorption and innovation, the third
is with other domestic enterprises to develop, the fourth is an imitation of foreign
products (programs).
   TV media in innovative ways in imitation of foreign products (programs) over
other media, a higher percentage of Imitation and Innovation.

           Figure 2, media enterprises and institutions to achieve innovation in the way
  3. Chinese media for innovative economic goals
  Chinese media enterprises for innovative economic goals: the first is the
development of new markets, and the second is to increase or maintain market share,
the third is to improve the product (program) the quality of products first place in the
main areas of expansion of product coverage, the first Fifth, reduce costs.

          ?Figure 3 China's economic targets for innovative media
   4. Chinese media source of information for innovation
   (1) media enterprises innovative internal sources of information: first, internal
research and development, leading the second and third is the marketing, the fourth is
production, the fifth is the other internal information sources.

             ?Figure 4 China's internal sources of media innovation
  (2) media enterprises innovative external market / commercial sources: first, the
audience or customer, the second is a competitor, the third is the kind of overseas
media, the fourth is a consulting firm.

             Figure 5, the external Chinese media innovation and market /
commercial source
  (3) access to information generally: first, the network, the second is a professional
seminars, conferences, the third is the publication, the fourth is a newspaper

Figure 6 Chinese media innovation and access to information generally
   Because inadequate information exchange and business communication channels
with the market is not smooth, there are many sources of information on media
innovation still can not play a good guide.
   Third, China's media enterprises and institutions affecting factors of
   1. Media enterprises and institutions to promote innovation and the main factors
   The questionnaire revealed that the mass media enterprises and institutions to
promote innovation and the main factors: first, an innovative leading media
enterprises, media enterprises and the second is the Internal incentives, media
enterprises and the third is a close audience relations, and media enterprises of the
size and economic strength, the fourth is the advantage of preferential policies to
support and industry.

            ?Figure 7, media enterprises and institutions to promote innovation and the
main factors
   Can be seen from the survey, media enterprises and institutions leading organizer of
the media innovation, is also the promoter of innovation, management, leadership and
innovative spirit of innovation and the media enterprises and institutions as a primary
factor in the success. So the media should first of all media enterprises innovative
leadership Creativity Training began. Possible methods are: building to strengthen
institutions of higher learning, economics, management and other professional,
nurturing creative talents model, the relevant state departments on a regular basis to
media enterprises leaders seminars or training related to innovation, the experts with
enterprises in pairs child.
   2. Hinder innovation activities in the media enterprises factors
   (1) Economic factors
   The questionnaire revealed that hinder economic factors media innovation: the first
is the difficulty of innovation and risk decision-making too, and the second is the
innovation costs too high, the third is the poor access to capital to innovation.

            Figure 8, media enterprises and institutions to promote economic factors
   (2) Business Factors
   Hinder innovation activities in the media business enterprises factors: First is the
lack of highly qualified professional personnel, and the second is the potential for
innovation (R & D, design, etc.) less than the third is the innovative
organization is not perfect, the fourth is the lack of effective assessment mechanisms
and incentives, no long-term business development strategy and innovation strategy

Figure 9, the mass media enterprises and institutions to promote innovation and
business factors
  (3) External factors
  Hinder innovation activities in the media external factors: first, institutional reasons,
the second is the regulations, guidelines, regulations and restrictions on intellectual
property protection ineffective or inappropriate, the third is the lack of a social
atmosphere to encourage independent innovation and lack of market information and
the fourth is support the weak government departments.

          Figure 10, media enterprises and institutions to promote innovation and
external factors
   3. Influence media institutions of higher learning and research institutions from the
outcome of factors for China's media enterprises and research institutions
from institutions of higher learning to obtain the results of factors: the first is the lack
of social information exchange platform, and the second is that the universities and
research research institutions divorced from reality, the third is the outcome of the
market prospects were uncertain, the outcome of the fourth is premature.

       Figure 11 from the impact of media enterprises and institutions of higher
learning and research institutions to obtain the results of the factor
   Fourth, media enterprises and institutions to achieve the main channel through
which the strategic objectives of business innovation
   Survey showed that domestic media enterprises, mainly through the following
means to achieve the strategic objectives of business innovation: the first is to
strengthen the capacity of the media research and development enterprises, and the
second is to reform the organizational structure of media enterprises, the third is to
strengthen the training of workers improve the quality of staff, is to broaden the
channels of information the fourth, fifth is the establishment or the use of advanced
   5, the recommendations of this investigation
   Media enterprises and institutions foster innovation and build a complex system,
different media enterprises face different issues, needs to improve also not the same, it
is necessary find a solution. According to survey results, we offer a few suggestions:
   1. Strengthen the support and guidance, to create innovative social atmosphere.
   Lack of guidance, our media, innovative ideas and an atmosphere rich enough. The
questionnaire revealed that the construction of innovation systems have not been
enough attention, even in a number of leading cadres have not yet formed a consensus.
40% of the questionnaires mentioned barriers to innovation activities of the external
factors is the lack of social atmosphere that encourages innovation.
   Media Innovation needs an efficient government departments at all levels of service
and strong support. In response to domestic media to carry out innovative activities
which most like to support the Government when the issue came in the first (62% of
respondents) is to create a fair competitive market environment, the second (61% of
respondents think) is to establish and improve the development of favorable media
laws and regulations, the third is (53% of respondents) tax relief and other financial
support and the protection of intellectual property rights, the fourth is (41% of the
respondents ) special loans (secured loans, subsidized loans, low-interest loans, etc.),
fifth (38% of respondents) is to establish a sound system of multi-level intermediary
services such as information consultation, personnel training, technical guidance, loan
guarantees and so on, sixth (33% of respondents) support the Government's
financial resources.
   2. Help establish and improve the legal system for media development.
   For a long time, China's media management through policies and
administrative means. The small number of media laws and regulations, and
regulations contained in the narrow in coverage. Lower level of legal effect, but
imperfect, complete, coordinated, and even there are many gaps in laws and
regulations. Therefore, to establish a complete legal system and media management
system according to the law on media innovation and expansion.
   Innovation has a great risk, and only from the system (mainly the intellectual
property system) to ensure the benefits of innovation in order to mobilize the
enthusiasm of innovation and initiative. Intellectual property disputes in the media
industry at present salient features as follows: media content and forms to be
plagiarism, illegal use, found their "clone" of the phenomenon
is very serious; media organizations increasingly unfair competition among the
highlights; original intellectual property rights one of the market is being gradually
diverted, erosion, original enthusiasm was dampened. 40% of the questionnaire
mentioned that impede domestic media enterprises and institutions to carry out
innovation activities in the external factors is ineffective or inappropriate protection of
intellectual property. Are on the whole, the media industry are the copyright industry,
since the copyright industry, the media industry, the value of intellectual property
rights is self-evident. Government should strengthen work in this regard, intellectual
property protection for the media industry, with good services.
   3. The establishment of innovation system, strengthening the innovative capacity of
the media enterprises. Innovate R & D, innovation research and
development to guarantee the effectiveness and long-term nature is an essential step.
Chinese media innovation is beginning to go the road of cloning, advanced cloning
backward provinces, provinces, Hong Kong and Taiwan region of China's
advanced cloning provinces, Hong Kong and Taiwan cloning the United States, Japan
and Korea. In new product development seriously lagging behind the practice. A lot of
media enterprises is no specific R & D funding, the actual R & D
costs incurred when, but also from other funds in the "squeeze"
to the.

        Figure 12 enterprises, mainly through the media channels to achieve the
strategic objectives of business innovation
   R & D cost money, no large investment, it is difficult to innovate.
Developed countries, the proportion of R & D expenditure to sales average
about 5%, and our corporate average by 0.5%, a difference of almost ten times and
developed countries. A Japanese entrepreneur has said that: the research and
development investment enterprises accounted for 1% of sales, business difficult to
survive, could barely 2%, 5% be competitive. Thus, China's media
enterprises and institutions to increase funding for research and development
   At present the media enterprises and institutions should strengthen elements of the
system input, and create more conducive to innovative activities and innovative
enterprises ability to foster innovation system, media enterprises and institutions
continue to enhance innovation capability.
   In addition, the domestic media enterprises rely solely on its own research and
development capability is far enough, should vigorously strengthen and external
research institutions, continue to develop and commercialize research ways and
channels for media enterprises to create more value and profit margins.
   4. Creative talents and build a conducive incentive regime media creative talent.
Media economy is an integral part of the knowledge economy, and knowledge-based
economy is human nature. In essence, the media industry is not capital intensive
industries, not labor-intensive industry, more than technology-intensive industry, the
media industry is a smart-intensive industries. Personnel factors determine the level of
innovation and speed of the media. 48% of the enterprises and institutions responsible
to the factors impeding the media on the status of most important factors in
   In response to hope that our country should take measures to strengthen the
building of media innovation and talent, 74% responded that should strengthen the
innovation incentive awards and talent; 65% of media enterprises and institutions that
should be set up perfect platform for the exchange of creative talents, 62% of the
media enterprises and institutions should establish and improve the innovation that the
talent pool, 56% of the media enterprises that want to establish a multi-level education
and training system, full use of existing educational resources, enterprises and
institutions to carry out the academic staff at all levels of education , continuing
education and technical training; guide enterprises in staff education and training play
an important role in accomplishing the corporate learning enterprise, providing full
funding for education and training.

        ?Figure 13 China's measures to be taken to strengthen our work
force in media innovation
   From the questionnaire survey results, Jiajiangchuangxin Jiang Li and personnel
incentives are Jiaqiangchuanmei innovative talents Jianshe the most important
measure, which is very Fuge Chinese Chuan Mei Qi Shiye Danwei innovation
Shiji's. Because any innovation needs to encourage, needs some incentive
system as a safeguard. Harvard University Professor James incentives in human
capital has done special study, he concluded that: If there is no incentive, a
person's ability to play only 20 to 30%, if imposed incentives, a
person's ability to be play to 80 ~ 90%. 60% increase during the gap. As
the Chinese media enterprises and institutions affected by the planned long-term
economic impact of heavy dependence has also stronger, therefore, difficult to form
an atmosphere of innovation enterprises, media enterprises and institutions affected
the process of innovation, media enterprises and institutions that hinder innovation
"bottleneck" problem. 40% of the questionnaire referred to the
external factors impeding innovation is the lack of a social atmosphere to encourage
independent innovation. Therefore, we vigorously building an innovative talent, to
enterprises and institutions in building the core, Chan Xueyan organically combining
the technology innovation system must be accompanied by innovative human capital
management system, establishing conducive to innovation in human capital incentive
   5. Construction of multi-level Chinese characteristics, the financing system for the
rapid growth of media enterprises and institutions to provide the necessary financial
support. Innovation is the new thinking, new technology and new products into actual
productivity process. Therefore, the success of innovation in addition to creative
minds, but also must have sufficient funds, without adequate financial support,
innovation may be an empty phrase.
   At present, the major media enterprises financing channels. - Venture capital and
stocks and bonds yet to be established or improved, media enterprises and institutions,
especially the traditional media enterprises innovative financing very difficult. Survey
revealed that 40 traditional media and innovative funding, 92.5% rely mainly on
businesses to raise their own, 15% mainly by bank loans, 35 new media sources are
more abundant, mainly by its own funds 68%, 45% mainly by foreign venture
investment, 22% mainly by domestic venture capital, 14% mainly by the stock market
financing. Lack of funding resulted in many innovative companies desire difficult to
access capital markets or financial institutions, financial innovation needed, can not
quickly enter the field of innovation, as a constraint to innovation and the outstanding
problems in the media.
   Media Innovation to truly implement innovative financing mechanism is an
indispensable element. Therefore the Government should draw on extensive
experience of market economies mature countries, combined with our national
conditions, construction with Chinese characteristics, multi-level media, financing
system for the rapid growth of media enterprises and institutions to provide the
necessary financial support.

Xie Yun Geng, Fudan University, Department of Business Administration
Zhou Zhiyi, executive vice president of Department of Media Magazine
Since the "media" No. 3, 2008

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