随着我国正式成为世贸组织的一员,国家将电视媒体全面推向市场指日可待。电视媒体作为国家事业单位,具有宣传和产业的双重属性,由于投入大、消耗高,一方面享受着国家财政拨款优待,在事业发展方面还得到了政府强有力的经济支持;另一方面在国家政策的保护下,垄断经营着电视广告的发布业务。一旦把电视媒体全面推向市场即使垄断经营的优势不变,但将不再享受财政拨款的待遇。1996年,江泽民总书记在视察《人民日报》时指出:“过去我们的传媒只讲宣传,如今,在市场经济条件下,新闻传媒既要宣传,又要经营。”这是党和政府对媒介从事产 As China officially becomes a member of the WTO, it will be just around the corner that the country will fully launch its television media to the market. As a national institution, television media has the dual attributes of publicity and industry. Due to its large investment and high consumption, the television media enjoys the preferential treatment provided by the state finance on the one hand and has strong government support in the development of its undertaking. On the other hand, Under the protection of the policy, monopoly operation of the television advertising business. Once the television media is fully brought to the market, even if the advantages of monopoly management remain unchanged, it will no longer enjoy the treatment of financial allocations. In 1996, when inspected People’s Daily, General Secretary Jiang Zemin pointed out: “In the past, our media only talked about publicity. Nowadays, under the conditions of a market economy, the news media need to be publicized and run.” This is the party and government Produce on the media