quot;Medium": evaluation of the effectiveness of international broadcasting system - radio programs, television - HC Network broadcasting

Present, some large countries, international radio stations to achieve the goal of effective communication, basically start from three aspects. First, from hardware to ensure "hear." On the positive prospects for the development and use with the development of advanced communication technologies at the same time, according to target audiences using the national means of communication, targeted use of a variety of new and traditional technologies. Second, from a software assurance "accepting." Vigorously implement programs of "localization" strategy, "People First" strategy and culture flexible strategy to improve the program's relevance, close to nature, listen to and penetration. Third, and some large countries in recent years, management reform towards international broadcasting is a mechanism to ensure "efficiency and effectiveness." That increase the target management and performance management efforts, improve and perfect a set of evaluation mechanism to promote the use of the system to improve communication effectiveness of international radio stations.

It is understood that BBC World Radio, Deutsche Welle U.S. international broadcasting system and assessment mechanism has been successively in the effectiveness of new measures taken. Understand their practice and study these research-based, scientific data as an index to the most efficient allocation of resources, reduce costs and increase effectiveness for the purpose of assessment mechanisms and the tendency of the development of the broadcasting industry in China has some reference .

Effective assessment mechanism "Three Kingdoms"

Rigid legal constraints The United Kingdom, the United States and Germany, the three Governments to strengthen the objectives of the international broadcasting system management and performance management, is to pass legislation, using legal means to require the implementation of the assessment mechanism of international radio stations.

1993, the U.S. government to adopt and implement "the operation of the performance of Law," published in 1994, "International Broadcasting Act." According to these two laws, U.S. international broadcasting station must set strategic goals and annual targets, in a financial year end of the year, conduct and subject to annual inspection and assessment of program quality assessment, communication effectiveness and completion of "mission" of the situation so and adjusted according to the results of the annual performance evaluation of strategic planning and financial, human, frequency, technical equipment, allocation of resources.

The German Government in 1997 formulated the "German International Broadcasting Act," which means "Voice of Germany Act"; in October 2004 announced a revised "Deutsche Welle Act." A notable changes in the new law is to require self-management mechanism Deutsche Welle, to four years to develop a work plan from which to measure performance and determine Deutsche Welle Deutsche Welle federal funding for the next round of funding limit, thus law defines the DW must adopt a new performance management and goal management system, focusing on costs of inputs, efficiency and communication effectiveness.

British government was approved by the 1996 re-release the BBC the opportunity of operating licenses to a contract between the principal and the agent form of clear objectives to strengthen the management and performance management. The government issued to the British Broadcasting Corporation, "Royal Charter" and signed with the British Broadcasting Corporation agreement, require the BBC to formulate annual targets each year to the public commitment, and year end audit by the government departments concerned of their performance. National radio propaganda broadcasts to foreign institutions in the world as part of the British Broadcasting Corporation, also has to submit annual performance reports and financial reports for assessment and evaluation results according to the annual strategy and tactics, resource utilization, etc. adjustments.

Build a complete assessment of the effectiveness of international radio communication system

From the three countries, international broadcasting evaluation system point of view, generally by two parts. First, self-assessment. If the ABC Board to set annual series of broadcasts under the influence of test of the radio station outside of each assessment, and the Foreign radio stations are carried out on all the languages on a self-assessment. British Broadcasting Corporation was established in 1996, the World Radio Advisory Panel, the language of each of radio broadcasting to the world order of assessment, three-year round. 2002,2003 year for the needs of the world political situation, the team selected the world's radio stations in English, Arabic, Hausa, Somali, Portuguese, Spanish and Mandarin broadcast to assess not only the assessment of language broadcasting evaluation, also made the corresponding correction to.

Second, external assessment. Such as the ABC Board on whether the targets set by the evaluation are entrusted to the society or the technology sector research institutions; annual self-assessment must be reported to the Congress and the relevant committees, the stakes strategic decision-making or reform of the issue, there is The audit also by the United States General Accounting Office.

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quot;Medium": evaluation of the effectiveness of international broadcasting system - radio programs, television - HC Network broadcasting