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电视剧是当前电视节目市场的重要组成部分,也是电视频道收视率的重要支撑。对于电视剧国际贸易中竞争优势形成原因的研究多以美国为范例,认为国内市场规模与文化贴现的程度是决定国际竞争力的核心因素所在。但这一结论无法解释韩国、中国的电视剧在国际市场的表现差异。作为对上述研究的修正,本文认为,在电视剧产业制度安排中,电视剧生产者的权益安排是电视剧国际竞争力的动力结构核心所在,不同的产制模式形成不同的动力结构,进而决定电视剧国际竞争力的大小。目前,国际电视剧的产制模式大致可以分为美国模式、英国模式和韩国模式,其中美国、英国模式为强调制播分离,而韩国模式强调制播合一。三种模式分别使用不同的权益分割技巧来分配市场收益和风险,为电视剧参与国际竞争提供了不同的动力结构和国际市场扩张能力。对照上述三种模式的形成与演变,文章最后探讨了我国电视剧国际市场拓展乏力的病因,认为国有垄断性播出平台和民营主导的竞争性制作平台间的收益分配失衡是制约我国电视剧实现海外扩张战略的主要原因。
TV drama is an important part of the current television program market, but also an important support for TV channel ratings. Most of the studies on the causes of the competitive advantage in the international trade of television dramas take the United States as an example. The degree to which domestic market scales and culture are discounted is the core factor that determines the international competitiveness. However, this conclusion can not explain the performance difference between Korean and Chinese TV series in the international market. As an amendment to the above research, this paper argues that in the system arrangement of TV drama, the rights and interests of TV producers are the core of the dynamic structure of TV international competitiveness. Different modes of production lead to different dynamic structures, which in turn determine the international competition of TV drama Magnitude of the force. At present, the mode of production of international TV series can be broadly divided into the American model, the British model and the Korean model. Among them, the U.S. and British models emphasize the separation of broadcasting and broadcasting while the Korean model emphasizes the unity of broadcasting and broadcasting. The three models use different equity division techniques to allocate market returns and risks respectively and provide different power structures and international market expansion capabilities for dramas to participate in international competition. In the light of the formation and evolution of the above three modes, the article finally discusses the etiology of the weakness in the expansion of the international market of TV dramas in our country. It is concluded that the imbalance of income distribution between the state-owned monopoly broadcasting platform and the non-state-run competitive production platform restricts the overseas expansion The main reason for strategy.