Nghin cu xu hng pht trin ca truyn

hnh t gc kinh t hc truyn thng

Bi Ch Trung
Trng i hc Khoa hc X hi v Nhn vn
Lun n TS. ngnh: Bo ch hc; M s: 62 32 01 01
Ngi hng dn: PGS.TS. inh Vn Hng
Nm bo v: 2012
Abstract. H thng ha cc hc thuyt v kinh t hc truyn thng ang ph cp
trn th gii, phn tch so snh v a ra nhn thc mi trong mi trng truyn
thng Vit Nam. Phn tch, h thng ho l lun chuyn ngnh hp v kinh t hc
truyn hnh. Phn tch thc trng, tm ra nhng u nhc im trong hot ng kinh
t truyn hnh ti Vit Nam trong nhng nm qua. Khng nh xu hng pht trin
chnh yu s tc ng mnh ti s pht trin ca h thng truyn hnh. Tm ra nhng
kinh nghim, m hnh v gii php pht trin hot ng kinh t truyn hnh nc ta
hin nay v trong tng lai. ng gp nn tng cho mt lnh vc nghin cu khoa
hc mi ti Vit Nam: Kinh t hc truyn thng.
Keywords. Bo ch hc; Truyn hnh; Kinh t hc truyn thng
Content
M U
1. Tnh cp thit ca ti
Trong nhng nm gn y doanh thu ca nhiu n v truyn thng, truyn hnh t
hng trm, thm ch hng nghn t ng. Vic tham gia lm kinh t khng ch cn l hot
ng ph tr m thc s tr thnh mt cng tc quan trng, to cho c quan truyn thng
c v th v tnh ch ng ca mt doanh nghip, to iu kin pht trin sn nghip bo ch,
pht trin cht lng sn phm ni dung
Hot ng kinh t truyn thng, kinh t truyn hnh mc d bt u c cp
nc ta, nhng phn tch nh gi phn bin mt cch h thng th cha c nhiu cng
trnh cp ti. Phn ln nhng thng tin, kin thc v kinh t truyn thng ti Vit Nam ch
c th hin qua kt lun ca c quan qun l nh nc i vi nhng s kin, vn mang
tnh thc tin cp bch hoc qua ti liu ca nc ngoi, cha c nhng c kt hc thut v
vn ny.
Bn cnh rt nhiu kt qu t c trn nhiu phng din, s pht trin ca ngnh
truyn hnh Vit Nam vn tn ti mt s bt cp. y l nhng vn ln cn c nghin
cu phn tch rt ra nhng bi hc kinh nghim cho s pht trin ca truyn hnh Vit
Nam trong giai on ti.
2. Tnh hnh nghin cu ti
ng trn quan im Mc-xt, nhiu nh nghin cu ni ting trn th gii khi nghin
cu cc phng tin truyn thng i chng ch ra nhng vn c bn, l mi quan h

kinh t gia cc phng tin truyn thng i chng vi x hi. C th nhn nh kinh t
truyn thng thc t tr thnh mt phn cu thnh ca nn kinh t x hi.
Cui nhng nm 90 ca th k XX, nhng cng trnh nghin cu v truyn hnh ti
Vit Nam mi ra i. Tuy nhin cc cng trnh ny ch dng li c s l lun chung, cha
c mt cng trnh no tp trung nghin cu v xu hng pht trin ca truyn hnh di gc
kinh t hc.
3. Mc ch, nhim v ca lun n
3.1. Mc ch
ng gp cho s pht trin ca truyn hnh khng ch trn trn kha cnh ni dung m
cn trn c nhng phng din quan trng khc nh: chin lc, cng ngh, t chc, qun l,
kinh doanh kinh t truyn hnh c v tr xng ng hn trong s pht trin ngnh truyn
thng ni ring cng nh kinh t x hi ni chung.
3.2. Nhim v
Xc lp mt cch c bn h thng cc hc thuyt v kinh t hc truyn thng, kinh t
hc truyn hnh trong mi trng truyn thng Vit Nam. Phn tch xu hng pht trin
chnh yu ca h thng truyn hnh Vit Nam hin nay v trong tng lai. Gp phn xy
dng c s nn tng cho mt lnh vc nghin cu khoa hc mi ti Vit Nam: Kinh t hc
truyn thng.
4. i tng v phm vi nghin cu ca lun n
4.1. i tng nghin cu
- i tng nghin cu chnh ca lun n l cc i truyn hnh, cc c quan ch o,
qun l v h thng nhn s hot ng trong lnh vc truyn hnh, ngi xem truyn hnh,
cc i tng kinh doanh sn phm hng ha truyn hnh.
4.2. Phm vi nghin cu
Phm vi nghin cu ca lun n tp trung chnh vo ba h thng c trng cho lnh
vc truyn hnh Vit Nam: VTV, HTV TP. H Ch Minh, VTC trong khong thi gian t
nm 2007-2010.
5. Phng php nghin cu
5.1. Phng php lun
Lun n vn dng php bin chng duy vt v ch ngha duy vt lch s; ng li
ca ng, php lut ca Nh nc Vit Nam v bo ch v kinh t. Lun n kt hp phng
php nghin cu chuyn ngnh kinh t hc v kinh t hc truyn thng lm nn tng khoa
hc.
5.2. Phng php nghin cu
-Lun n s dng phng php tip cn lin ngnh, kt hp gia bo ch hc, kinh t
hc, vn ha hc, x hi hc, dn tc hc thc hin cc thao tc ni dung v rt ra nhng
kt lun cn thit.
- Lun n vn dng cc phng php nghin cu nh tnh ch yu nh: nghin cu
trng hp (case study) tm ra nguyn nhn ca vn v thu hiu c nhng nguyn
l gc r, c bn; thc hin quan st hnh vi thc t, thu thp thng tin lm sng t hn
i tng nghin cu. Lun n c s kt hp ca chuyn gia t vn thu thp thng tin,
kin v d liu cho ti.
5.3. Gi thuyt nghin cu
- Kinh t truyn thng ang trong tin trnh pht trin mnh m v ang dn dn tng
bc tr thnh mt lnh vc quan trng trong nn kinh t quc dn. T duy c coi truyn
hnh l mt lnh vc mang tnh bao cp, ang trong qu trnh chuyn ha thnh t duy kinh
doanh, t c quyn nh nc tr thnh x hi ha. Nhng thnh tu mi ca khoa hc k
thut, s pht trin vt bc ca cng ngh thng tin, qu trnh ton cu ha tc ng mnh
m n ton b i sng x hi.

- Nm bt, vn dng cc nguyn l kinh t truyn thng s gp phn pht trin h

thng truyn hnh Vit Nam.
6. ng gp ca lun n
6.1. ng gp v l lun, khoa hc:
- Bc u lun n a ra nhng khi nim hc thut v kinh t hc truyn thng, v
lnh vc truyn hnh trong h thng cc phng tin thng tin i chng.
6.2. ng gp thc tin:
- Khng nh kh nng vn dng l lun kinh t truyn thng trong hot ng thc
tin, a ra nhn nh v nhng xu hng pht trin v nhng vn thit thc i vi qu
trnh pht trin ca ngnh truyn hnh Vit Nam.
7. Cu trc ca lun n
Ngoi phn m u, Kt lun, ti liu tham kho, ph lc, ni dung ca lun n c
chia thnh 3 chng:
Chng 1: C s l lun kinh t hc truyn thng trong mi trng truyn
thng Vit Nam
Chng 2: Thc trng h thng truyn hnh Vit Nam nhn t gc kinh t
hc truyn thng
Chng 3: Xu hng pht trin, kinh nghim, m hnh v gii php nng cao
hiu qu kinh t truyn hnh ti Vit Nam
Chng I
C S L LUN KINH T HC TRUYN THNG TRONG MI TRNG
TRUYN THNG VIT NAM
1.1. Khi qut v l lun kinh t hc truyn thng
1.1.1. Cc khi nim c bn ca kinh t hc truyn thng
Phn tch nhng khi nim c bn v: kinh t hc truyn thng, kinh t truyn thng, th
trng truyn thng trn nn tng nhn thc trong mi trng vn ha, kinh t, chnh tr,
x hi, mi trng bo ch truyn thng Vit Nam.
1.1.2. Truyn thng i chng - mt th trng kt hp gia yu t dch v v hng
ha
Sn phm ca cng nghip truyn thng ng thi tc ng n hai th trng:
hng ha v dch v. Th trng hng ha: l ngun ni dung thng tin, t liu, hnh thc
thng tin, gii tr a dng c sn xut hon thin, phn phi qua cc knh truyn thng
khc nhau v cng chng chnh l ngi tiu dng. Th trng dch v: cung cp cc dch
v truyn thng cho nhiu i tng, ng thi quan h tng tc vi cc nh qung co,
ti tr bng vic bn c hi tip cn cng chng.
1.1.3. Th trng a l ca cc phng tin truyn thng
Quy m th trng hng ha v ni dung ca cc phng tin thng tin i chng c
thng k bng nhng phng thc ring bit. t c hiu qu doanh s cc doanh
nghip truyn thng phi ch trng n c trng ni vng min hot ng (a bn).
1.2. Cu trc th trng truyn thng
1.2.1. Cc dng cu trc ca th trng truyn thng
Bn dng cu trc c bn: th trng cnh tranh hon ho; th trng cnh tranh c
quyn; th trng lng on; th trng c quyn.
1.2.2. Mi lin h cung v cu trong th trng truyn thng
Cu trong kinh t truyn thng th hin tp hp cc nhu cu x hi i vi cc hng ha
- ni dung truyn thng a dng.
Cung trong kinh t truyn thng l ci m cc doanh nghip phng tin thng tin i
chng a ra, bao gm hng ha (ni dung), cch thc bn hng v dch v (tip cn cng
chng) trong nhng iu kin nht nh.

1.2.3. Chi ph v quy trnh sn xut ca cng nghip truyn thng.

Chi ph, li nhun ca doanh nghip truyn thng l s chnh lch gia tng thu nhp
ca doanh nghip v nhng khon chi ph sn xut hu hnh; i vi lnh vc truyn thng
i chng cn phi ch n nh hng vn ha x hi, nhng tiu ch chun mc v o
c, li sng
Dy chuyn sn xut theo chiu dc trong truyn thng bao gm cc giai on: sn
xut ni dung, ng gi sn phm v phn phi n vi ngi tiu dng.
1.3. i tng tiu th ca th trng truyn thng
1.3.1. Cng chng truyn thng - i tng tiu th sn phm
Quyt nh tiu dng ca cng chng vi cc sn phm truyn thng th hin cch thc
v tp qun s dng, cng nh thi ca h i vi cc phng tin truyn thng i
chng.
1.3.2. Cc yu t vn ha - x hi nh hng n hnh vi cng chng
c im ring ca mi khch hng tc ng mnh m n hnh vi tiu dung sn
phm truyn thng. Nhng yu t ny bao gm tnh bao qut nh vn ha v x hi v c tm
l c nhn bao gm: cc yu t vn ha, phn tng trong x hi, gia nh, vai tr a v x
hi.
1.3.3. Cc yu t c nhn nh hng n hnh vi cng chng
Ngi tiu dng sn phm truyn thng cn c nhng yu t c nhn chi phi ng k
nh: tui tc, ngh nghip, hon cnh kinh t, phong cch sng, c tnh v quan nim ring
ca h. S la chn tiu dng sn phm truyn thng cn chu nh hng ca: ng c, nhn
thc, kin thc v quan im.
1.4. Cnh tranh trn th trng truyn thng
1.4.1. S cnh tranh v ni dung gia cc phng tin truyn thng
Cnh tranh v ni dung gia cc phng tin truyn thng lin quan ti s khan him
ti nguyn thng tin v s hn ch, khng cn bng v lng ti nguyn p ng nhu cu cn
thit ca c nhn v x hi.
1.4.2. Cnh tranh v thi gian ngi mua s dng sn phm gia cc phng tin
truyn thng
Cc phng tin thng tin i chng khng ch cnh tranh trn phng din doanh s
tin bc thu li t cng chng, m cn v s quan tm ch v qu thi gian tiu ph ca
h.
1.4.3. Cnh tranh qung co gia cc phng tin truyn thng
Cuc cnh tranh v doanh s v li nhun thu c t qung co ang din ra gay gt,
c bit l i vi cc phng tin thng tin i chng c chung nhng c im v hnh
thc truyn ti ni dung.
1.4.4. Nhng chin lc c bn trong hot ng kinh t truyn thng
Pht trin chiu dc: t chc theo hng m hnh tp on a lnh vc, hp nht
hoc lin kt h tr cc giai on sn xut khc nhau.
Pht trin chiu ngang: m rng doanh nghip trn chnh lnh vc m n ang tin
hnh nh vo vic m rng sn xut hay m rng s hu cc doanh nghip cng loi hnh
kinh doanh.
Pht trin lin kt: hp nht cc n v truyn thng khng sn xut nhng mt hng
ging nhau v khng tham gia vo qu trnh sn xut chung.
Phn cm: l qu trnh hp tc v hi nhp ca cc lnh vc sn xut khc theo
hng pht trin thnh cc t hp cng nghip ln.
1.5. Lnh vc truyn hnh trong ngnh cng nghip truyn thng
1.5.1. Nhng c im v kinh t ca truyn hnh
Vi v th mt ngnh cng nghip, nng cao hiu qu, quy m sn xut, cc hng
truyn hnh lun phi n lc gi mc tng trng thng xuyn, ti a ha lng khn gi.

Gi thnh cung cp chng trnh n khn gi cng ngy s cng gim. Di p lc ca mi

trng cnh tranh, cc knh truyn hnh lun phi n lc nng cao cht lng v i mi sn
phm.Vic to ra cc chng trnh truyn hnh l mt qu trnh cng phu, chi ph cao v ph
thuc vo cng ngh.
1.5.2. Nhng ngun thu c bn ca truyn hnh
Bao gm: qung co; ti tr hoc ngn sch; ph xem truyn hnh; t hng thu bao;
xem theo yu cu, cc ngun thu khc
1.5.3. Nhng m hnh c bn ca th trng truyn hnh
Truyn hnh thng mi, truyn hnh cng v truyn hnh quc gia - l ba m hnh
t chc c bn ca nhiu quc gia, vng lnh th. S khc bit khng ch nm nh hng
ni dung chng trnh m cn hot ng kinh t.
1.5.4. Cnh tranh v ni dung chng trnh
Trong vic xy dng nh hng chng trnh ca cc hng truyn hnh c cc yu t
mang tnh chin lc v chin thut hng ti i tng cng chng mc tiu .
1.5.5. T chc mng li truyn hnh
Trn th gii, mng li truyn hnh c xy dng theo hai dng thc khc nhau v c
bn: thng qua kt ni h tng cng ngh truyn dn pht sng v hot ng lin kt kinh t
hng n mc tiu t c s lng cng chng ti a.
1.5.6. Cng nghip sn xut ni dung chng trnh truyn hnh
Cng nghip truyn hnh hin i chia tch hai b phn khc hn nhau, nhng c mi
tng quan mt thit vi nhau, l cc i truyn hnh v cc nh sn xut chng trnh
truyn hnh. Hai m hnh t chc sn xut chng trnh truyn hnh c bn, khc nhau hnh
thc s hu bn quyn cui cng: hp tc phn chia quyn li, u t ti chnh.
Tiu kt chng 1
Kinh t truyn thng - b mn kinh t nghin cu cc vn kinh t hc, trong i
su vo nhng vn hin hu pht sinh lin quan vi cc doanh nghip truyn thng.
c trng quan trng cng nghip truyn thng l sn phm ca n ng thi tc
ng n hai th trng - hng ha v dch v, kt hp vi c trng ca a bn ni th
trng hot ng.
Bn dng cu trc c bn ca th trng truyn thng: cnh tranh l tng; cnh tranh
c quyn; lng on; c quyn.
Cng nghip truyn thng l mt b phn ca nn kinh t, l lnh vc sn xut hng ha
m sn phm c ch tc cho nhu cu tiu dng hoc phc v hot ng kinh doanh tip
theo. T l chi ph c nh v khng c nh khc nhau ca cc phng tin truyn thng i
chng rt khc nhau v nh vy, ti a ha li nhun i vi tng lnh vc sn phm cng s
khc nhau.
Cng chng truyn thng chnh l i tng tiu th sn phm. Nhng c im ring
ca mi khch hng tc ng mnh m n hnh vi tiu dng sn phm truyn thng.
Cnh tranh trn th trng ni dung truyn thng lin quan ti s khan him ti nguyn
thng tin v s hn ch, khng cn bng v lng ti nguyn p ng nhu cu cn thit ca
c nhn v x hi. Mc ch cc phng tin thng tin i chng cnh tranh ln nhau, va
l khon chi ph va l khong thi gian m cng chng chp nhn chi tr.
Doanh nghip truyn thng hng n vic nng cao thu nhp thng qua cc chin
lc c bn: pht trin theo chiu ngang, pht trin theo chiu dc, pht trin theo lin kt,
phn cm.
Nhng bc tin trong cng ngh, s pht trin ca x hi hin i l nhng tin trnh
quan trng lnh vc truyn hnh tr thnh mt ngnh cng nghip. Ti phng Ty, h
thng truyn hnh c chia ra hai nhm: truyn hnh thng mi v truyn hnh cng, vi s
khc bit khng ch trn nh hng ni dung chng trnh m cn hot ng kinh t.

Cc c trng kinh t u tin ca truyn hnh vi vai tr mt ngnh cng nghip l:

nng cao hiu qu, quy m sn xut, cc hng truyn hnh lun phi n lc gi mc tng
trng thng xuyn, ti a ha lng khn gi; vic cung cp chng trnh n khn gi vi
gi thnh cng ngy cng gim. Di p lc ca mi trng cnh tranh, cc i truyn hnh
lun phi n lc nng cao cht lng v i mi sn phm. Vic to ra cc chng trnh
truyn hnh l mt qu trnh cng phu, chi ph cao v ph thuc vo cng ngh.
Hot ng truyn hnh hin i c vn hnh trn nhng ngun thu ti chnh khc
nhau: kinh ph nh nc, qung co, ti tr, ph thu bao, t hng, tr tin xem theo yu cu,
bn thit b u cui
Trong lnh vc truyn hnh hin nay ang din ra cc xu hng: ti a ha cng chng,
gim gi thnh cung cp chng trnh, i mi sn phm. Ti nhiu nc, h thng truyn
hnh quc gia c t chc thnh mng li vi hai dng thc: da trn gii php kt ni h
tng cng ngh truyn dn pht sng hoc lin kt kinh t.
Chng II
THC TRNG H THNG
TRUYN HNH VIT NAM NHN T GC
KINH T HC TRUYN THNG
2.1. Tng quan h thng truyn hnh, th trng truyn hnh Vit Nam nhng nm u
th k XXI
2.1.1. Khi qut giai on pht trin ca h thng truyn hnh Vit Nam.
Nhn t gc kinh t hc truyn thng, c th tm phn chia cc mc thi gian trong
pht trin ca h thng truyn hnh Vit Nam: Giai on xy dng nn mng (1968 - 1976),
Thi k trc v sau i mi (1976 - 1996), Giai on tng tc (1996 2004), Thi k ph
b c quyn v pht trin x hi ha ( t 2004 ).
2.1.2. S hnh thnh v tnh quy lut ca th trng truyn hnh Vit Nam
-T chc v phn cng lao ng trong lnh vc truyn hnh t mc chuyn su.
-Cc hnh thc s hu t liu sn xut trong lnh vc truyn hnh rt a dng. S pht
trin k thut v cng ngh truyn hnh v nhu cu hng th ca cng chng tc ng mnh
n truyn hnh.
- S phn cng lao ng t mc chuyn su v trao i trong lnh vc truyn hnh
pht trin phm vi quc t.
- Hi t cc nhn t ca c ch th trng: cu hng ha, cung hng ho, gi c, cnh
tranh, tin t, li nhun
- Vn hng ng cc quy lut ca kinh t th trng: quy lut gi tr, quy lut cung cu,
quy lut canh tranh
- Hnh thnh v pht trin theo nh hng x hi ch ngha.
2.1.3. Mt s d liu khi qut v kinh t Vit Nam v th trng truyn hnh t 2007
2010
Kt qu thng k cho thy s pht trin khng ngng ca t nc trn cc mt kinh t
x hi, ng thi phn nh s pht trin ca lnh vc kinh t truyn hnh.
2.2. c im cu trc h thng truyn hnh Vit Nam nhn t gc kinh t hc truyn
thng
2.2.1 Lnh vc nghe nhn trong tng th th trng truyn thng Vit Nam
Lnh vc nghe nhn c cu thnh bi hai b phn c bn: b phn sn xut, ng
pht ni dung v h thng doanh nghip x hi.
2.2.2 c trng v m hnh t chc v hot ng kinh t ca n v hot ng trong
lnh vc truyn hnh
H thng i truyn hnh trung ng v a phng c coi l xng sng tr ct ca
th trng truyn hnh.

H thng doanh nghip x hi ra i v hot ng theo Lut Doanh nghip.

2.2.3. Ngun thu ca h thng truyn hnh
Cc ngun thu c bn ca truyn hnh Vit Nam: ngn sch nh nc, qung co, ti
tr, vin tr, ph thu bao, thu t lin doanh lin kt, bn thit b, xem theo yu cu, cc
ngun thu khc
2.3. Nhng thnh tu v bt cp ca h thng truyn hnh Vit Nam t gc kinh t
hc truyn thng.
2.3.1. Nhng bt cp trong cng tc qun l nh nc v truyn hnh
Nhng vn bt cp trong cng tc qun l nh nc v truyn hnh ny sinh khi h
thng truyn hnh c bc pht trin nhy vt, trong khi m hnh qun l nh nc v lnh
vc pht thanh truyn hnh thng xuyn bin ng, thiu s thng nht v t chc.
2.3.2. Vn quy hoch v pht trin h tng - cng ngh k thut
Quy hoch pht trin ca h thng truyn hnh ti Vit Nam xt trn yu t k thut c
nhiu vn cha hp l.
2.3.3 Nhng tn ti v mt ni dung, sn xut chng trnh
Ni dung chng trnh c ngun gc nhp khu vn mang tnh chi phi. T trng thi
lng cc chng trnh khoa hc gio dc, tin tc thi s vi cc chng trnh gii tr v
qung co cha thc s cn i ph hp.
2.3.4. Nhng vng mc trong kinh doanh, pht trin th trng v dch v
Nhiu vn bt cp ny sinh nh: cng tc qun l dch v truyn hnh tr tin, vn
bn quyn v c quyn sn phm truyn hnh, ch s nh gi (rating) v.v..
2.3.5. Vn o to pht trin ngun nhn lc v tnh chuyn nghip
o to pht trin ngun nhn lc v xy dng tnh chuyn nghip ang l mc tiu m
cc i truyn hnh hng ti, tuy nhin yu cu ny cha t kt qu cao trong thc t.
Tiu kt chng II
Chng ng 40 nm lch s ca truyn hnh Vit Nam c th c phn chia bi ba
giai on chnh: Giai on xy dng nn mng (1968 - 1976), Thi k trc v sau i mi
(1976 - 1996), Giai on tng tc (1996-2004)Thi k ph b c quyn v pht trin x hi
ha (t 2004).
T duy l lun v nhn thc v kinh t th trng nh hng x hi ch ngha l nn
mng hnh thnh t duy l lun v kinh t truyn thng, th trng truyn thng, th trng
truyn hnh Vit Nam: t chc v phn cng lao ng trong lnh vc truyn hnh t mc
chuyn su; cc hnh thc s hu t liu sn xut trong lnh vc truyn hnh rt a dng, s
pht trin k thut v cng ngh truyn hnh v nhu cu hng th ca cng chng tc ng
mnh n truyn hnh; s phn cng lao ng t mc chuyn su v trao i trong lnh
vc truyn hnh pht trin phm vi quc t; th trng truyn hnh Vit Nam hi t
cc nhn t ca c ch th trng; th trng truyn hnh Vit Nam vn hng ng cc
quy lut ca kinh t th trng..
Nhng s liu kho st thu thp gn y cho thy s pht trin vt bc ca lnh vc
truyn hnh v c mng li, cht lng, mc ph cp thng tin, hiu qu kinh doanh
M hnh t chc v c trng kinh t ca h thng truyn hnh Vit Nam da trn hai
nhm: h thng cc i truyn hnh trung ng, a phng v h thng doanh nghip x
hi.
H thng truyn hnh Vit Nam c nhng im khc bit mang tnh cn bn v ngun
thu, thng qua c th xc nh s khc bit v chc nng nhim v m hnh t chc,
nh hng hot ng ca loi hnh truyn thng c bit ny.
Bn cnh rt nhiu kt qu t c trn nhiu phng din, s pht trin ca ngnh
truyn hnh Vit Nam vn tn ti nhiu bt cp.Vic nm bt nhng tn ti, yu km trong

hot ng kinh t truyn hnh hin nay l c s quan trng xc nh v trin khai nhng
gii php pht trin trong thi gian ti.
Chng III
XU HNG PHT TRIN, KINH NGHIM V GII PHP NNG CAO HIU
QU
KINH T TRUYN HNH TI VIT NAM
3.1. Xu hng pht trin ca Truyn hnh Vit Nam trong nhng nm ti
3.1.1 Xu hng pht trin ca cng ngh truyn hnh
Nn tng ng dng cng ngh s s em li cho truyn hnh kh nng pht trin ni
dung vt tri. Truyn hnh Vit Nam s bt nhp vi th gii vi nhiu cng ngh hin i
nh: HDTV, 3D TV, Connected TV
3.1.2 Xu hng pht trin v ni dung truyn hnh
Pht trin ni dung hng ra Internet, c th ha ni dung, chuyn i vai tr v th
khn gi l nhng xu hng pht trin chnh v ni dung truyn hnh trong thi gian ti.
3.1.3. D bo v chin lc pht trin ca doanh nghip truyn hnh
Truyn hnh Vit Nam s c s pht trin ng u trn cc chin lc nh: pht trin
chiu dc, pht trin chiu ngang, pht trin lin kt v hnh thnh cm cng nghip.
3.1.4. Tp on Truyn hnh - xu hng v trin vng thc tin
Hnh thnh nhng t hp v tin n l nhng tp on bo ch l con ng tt yu
ca bo ch cch mng Vit Nam. Nhiu c quan bo ch ang ch i nhng hng dn c
th thnh lp tp on.
3.1.5. D bo v nhng thch thc ln i vi truyn hnh Vit Nam
Nhng thch thc ln i vi Truyn hnh Vit Nam c d bo: chm dt pht sng
analog, sp xp li c cu cc i truyn hnh, quy m v cht lng ca th trng, xy
dng thng hiu quc t
3.2. Mt s kinh nghim pht trin kinh t truyn hnh
3.1.1 Pht trin th trng truyn hnh da trn nn tng vn ha dn tc
Khai thc gi tr vn ha dn tc: Bi hc thnh cng ca truyn hnh v Hn Quc
vi nhng sn phm nghe nhn khng ch mang ngha gii tr m cn thc s l mt sn
phm c hm lng vn ha rt cao
Tp trung u t cho th loi tc phm c th: th hin tnh chuyn nghip, sng to,
bn sc ring bit v to ra nhng sn phm c tnh thng mi cao.
Xy dng c ch chnh sch h tr pht trin mang tm quc gia:pht trin lnh vc
truyn hnh da trn s kt ni vi nhiu lnh vc vn ha, ngh thut, kinh t, x hiTo
s ng thun ca ton x hi ng h cho s nghip pht trin vn ha.
3.1.2 Kinh nghim xy dng m hnh, c ch hot ng kinh t truyn hnh
Kt ni cc i truyn hnh nh vo mng li h thng quc gia: gip cc knh truyn
hnh va pht trin hng ti ton x hi, va to c lng khn gi ln cc nh
qung co quan tm.
p dng m hnh ti chnh hn hp: gim ti p lc ti chnh nh nc cho lnh vc
truyn hnh, gip cc i truyn hnh cng khng ph thuc vo ngn sch nh nc m ch
ng to ngun thu phong ph.
Pht trin kinh t truyn hnh gn vi nhng nguyn tc chun mc x hi: rng buc
cht ch hot ng kinh t truyn hnh trong khun kh php lut, theo nhng nguyn tc
chun mc x hi trc tin phi c c s php l r rng iu chnh hot ng ny.
3.1.3 Pht trin th trng truyn hnh gn vi tin b khoa hc cng ngh
Nghin cu nhu cu mi lin tc pht sinh trong i sng: lun thay i thch ng vi
thc t l yu cu c bn ca cc dch v truyn hnh.

p dng nhanh cc pht minh mi thnh cc dch v truyn hnh: l b quyt thnh
cng ca nhiu h thng truyn hnh.
Ch ng nh hng th hiu cng chng: xu th pht trin ca cng ngh mi cho
php ta nhn thy c hi mi ang thc s bng n t nhng nm u th k XXI, c bit
vi s hi t gia vin thng v truyn thng.
3.1.4 Qun tr sn xut trong mi trng cnh tranh v suy gim kinh t
Ti u chi ph sn xut: sn xut chng trnh hng lot, sn xut th loi chi ph thp,
s dng trng quay thit b r tin, ti s dng chng trnh ngh thut, khai thc ti a gi
tr tin tc thi s
Ngh thut marketing v xy dng cc gi knh theo xu hng c th ha, ph hp
vi nhu cu tiu dng a dng ca cc nhm cng chng, gp phn m ra mt xu hng mi
xem truyn hnh theo yu cu ca ng o ngi xem vi nhng s thch rt khc bit.
Xy dng chin thut v chin lc cnh tranh da trn mch ni dung chuyn bit,
c sc: bao gm tp hp chng trnh thuc cc ch , th loi a dng v mang n khn
gi nh mt chnh th ton din, da trn nhu cu khc nhau ca cc tng lp cng chng
lun cn cp nht v ci tin thng xuyn p ng yu cu ca khn gi.
3.3. Phc ha m hnh mi cho kinh t truyn hnh ti Vit Nam
M hnh mi ca hot ng kinh t truyn hnh h hin trn c ba mt: s hu, t
chc qun l, v phn phi.
Mc ch ca m hnh kinh t truyn hnh l pht trin lc lng sn xut, pht trin
kinh t truyn hnh xy dng c s vt cht - k thut ca c h thng truyn hnh cng v
truyn hnh thng mi v h tng pht sng, trang thit b sn xut, phng tin nghe nhn
v ni dung thng tin chng trnh.
Hot ng kinh t truyn hnh trong nn th trng nh hng x hi ch ngha c
nhiu hnh thc s hu, nhiu thnh phn kinh t, trong kinh t nh nc gi vai tr ch
o; kinh t tp th v t doanh l ng lc pht trin mang tnh xung kch.
Kinh t truyn hnh ti Vit Nam l hot ng kinh t c s qun l ca Nh nc.
Nh nc x hi ch ngha qun l nn kinh t bng chin lc, quy hoch, k hoch, chnh
sch, php lut, v bng c sc mnh vt cht ca lc lng kinh t nh nc; ng thi s
dng c ch th trng, p dng cc hnh thc kinh t v phng php qun l ca kinh t th
trng kch thch sn xut, gii phng sc sn xut.
Hot ng phn phi ca kinh t truyn hnh theo m hnh mi ch yu theo kt qu
lao ng v hiu qu kinh t, ng thi phn phi theo mc ng gp vn v cc ngun lc
khc vo sn xut, kinh doanh. Hot ng kinh t truyn hnh gn lin vi nhim v chnh tr,
chc nng tuyn truyn ca truyn hnh trong nn bo ch cch mng Vit Nam.
3.3. Gii php nng cao hiu qu kinh t truyn hnh trong giai on ti
3.3.1. i mi quan im nhn thc v vai tr, v th ca kinh t trong hot ng bo
ch truyn thng nc ta
Cc hot ng kinh t truyn thng va phong ph, a dng, c ngha x hi rt r
nt, c th b sung tnh cht khch quan ca cc hot ng kinh t kinh t vo l lun v h
thng cc nhm chc nng ca bo ch truyn thng.
3.3.2. Nng cao nng lc v hiu qu lnh o ca ng, vai tr qun l ca Nh
nc vi s pht trin kinh t truyn thng ni chung, kinh t truyn hnh ni ring
Qun ly bao chi truy n thng theo hng chu ng ; khng ngng hon thin chin lc
di hn v pht trin lnh vc bo ch truyn thng, trong c hot ng kinh t truyn
thng. Hon chnh Lut Bo ch v cc lut lin quan n bo ch - truyn thng, chuyn t
dng lut khung sang lut chi tit, chnh sa b sung bm st vi thc tin; nng cao tinh
Phap tri trong quan ly bao chi . Nng cao nng lc cua cac n vi bao chi truy n thng chu
ch t cua qu c gia theo hng t p on bo ch - truyn thng nh nc mnh. Th im trin
khai m hnh t ch ti chnh cho cc c quan truyn hnh, nghin cu nh gi su st v

tng bc nhn rng. N m b t , chi phi va s dng t t cc nng l c hot ng truyn thng
ngoi khu vc nh nc. Tri n khai va hi n thc hoa cac chi thi hng dn cua ang , vn
bn php lut ca Nh nc mt cch su st, ph hp thc tin.
3.3.3. Nng cao cht lng o to, bi dng nhn thc v nng lc qun l kinh t
cho i ng cn b qun l, phng vin cc c quan bo ch, truyn hnh
Ngnh truyn hnh Vit Nam cn phi hnh thnh h thng o to truyn hnh chuyn
nghip.
3.3.4. Tng cng tm hiu xu th pht trin truyn thng th gii, tip thu chn lc
kinh nghim pht trin kinh t truyn thng - truyn hnh trong nn kinh t th trng v
hi nhp quc t
Tin ti mt nn truyn thng hin i - y c coi l mc tiu v chin lc hnh
ng quan trng, lm c iu , bn thn tng sn phm truyn thng phi th hin
tnh chuyn nghip ca mnh.
Tiu kt chng 3
Trong tng lai, vic thc y s ha truyn hnh v pht trin nhng ng dng cng
ngh cao l nh hng quan trng v xuyn sut ca h thng truyn hnh Vit Nam.
Xu hng c th ha ni dung s thc s pht trin trong thi gian khng xa. Cc th
ha mang li cho ngi xem nhiu la chn hn v i theo hng p ng nhng nhu cu c
th rt ring bit ca con ngi.
Xu hng chuyn i vai tr v th khn gi cng l yu t khc bit trong ni dung
truyn hnh hin i. Trong tng lai gn, mt phn rt ln hm lng ni dung chng trnh
truyn hnh s c hnh thnh bi chnh nhng ngi s dng, l khn gi truyn hnh.
S cnh tranh khc nghit ca th trng cng s l p lc o thi nhng doanh nghip
"bong bng x phng" v cng l c hi vng cho nhng doanh nghip bit chp c hi
pht trin. Mt s chin lc pht trin quan trng ca truyn hnh nh: chin lc pht trin
chiu ngang, chin lc pht trin chiu dc, chin lc lin kt, hnh thnh cm s to ra
s bng n ca th trng.
Hnh thnh nhng t hp v tin n l nhng tp on bo ch l con ng tt yu
ca bo ch cch mng Vit Nam. S cnh tranh ca cc tp on ny s khin ton b lnh
vc truyn thng Vit Nam ni chung v lnh vc truyn hnh ni ring pht trin lnh mnh.
Chm dt pht sng analog vo nm 2020, sp xp li c cu cc i truyn hnh s l
nhng thch thc ln trong s pht trin ca truyn hnh Vit Nam. Quy m v cht lng
ca th trng truyn hnh Vit Nam hin nay cha bn vng, pht sinh yu t l thuc nc
ngoi hoc nhp siu sn phm nh hng tiu cc n s pht trin ca h thng truyn
hnh.
Xy dng thng hiu quc t vi truyn hnh Vit Nam l mt qu trnh rt lu di
v kh khn, xut pht t vic xy dng chin lc tng th, xc nh i tng khn gi
mc tiu, loi hnh ni dung th mnh, quy hoch a bn hot ng nh v v xy dng
bn sc
Mt s kinh nghim m tc gi lun n xut nh: pht trin th trng truyn hnh
da trn nn tng vn ha, xy dng c ch chnh sch h tr pht trin mang tm quc gia,
pht trin mng lic th p dng trong qu trnh pht trin kinh t truyn hnh hin nay.
Ngoi ra, nhng nghin cu v m hnh v gii php c trnh by trong chng 3,
nhm hng ti mc ch l gp phn xy dng mt chin lc tng th, lu di ngnh
truyn hnh Vit Nam t c nhiu thnh tu hn na trong thi gian ti.

KT LUN
Vi ba chng ni dung chnh ca lun n, tc gi thc hin mt qu trnh tm
hiu, khm ph, kho st, nhn nh v xu hng pht trin ca truyn hnh Vit Nam nhn t
gc kinh t hc truyn thng:
- Trc ht, lun n khi qut v lm r v mt l lun kinh t hc truyn thng, trong
i su vo nhng vn hin hu pht sinh lin quan vi cc doanh nghip truyn thng.
Tc gi h thng ha nhng khi nim c bn v th trng truyn thng, sn phm truyn
thng, phn tch nhng c im c bn ca cng chng truyn thng vi vai tr l i tng
tiu th sn phm, v nhng nguyn tc c bn m cc doanh nghip truyn thng ni ring
v cng nghip truyn thng ni chung c th trin khai t c hiu qu ti a.
- c th to dng mt bc tranh tng quan v s pht trin ca truyn hnh th
gii ng vi vai tr ca mt ngnh cng nghip hin i, lun n a ra nhng m
hnh t chc h thng tiu biu ang c vn hnh ti cc nc pht trin, cung cp
nhng s liu cp nht v quy m th trng, khi qut v nhng m hnh kinh doanh ch
o, cc ngun thu v nhng h tng k thut c bn ca truyn hnh hin i.
- Lun n khi qut li tin trnh pht trin ca ngnh truyn hnh Vit Nam nhn t
gc kinh t hc truyn thng vi ba giai on pht trin chnh (1968 - 1976, 1976 - 2004
v 2004 ti nay), a ra nhng phn tch mi v nhng thnh tu m ngnh truyn hnh Vit
Nam t c trn cc phng din: ni dung chng trnh, h chng chng trnh - knh
sng, h tng thit b, nhn lc, m hnh h thng, cc thnh tu kinh t, chin lc pht
trinNhng nhn nh v s thay i quan nim ca x hi i vi truyn hnh v ca
chnh nhng ngi lm truyn hnh v mc tiu sn xut chng trnh, quan nim v sn
phm ni dung phi l mt sn phm hng ha, v s cnh tranh, v s m rng x hi ha
cho n nhng thch thc mi ca ngnh truyn hnh trong giai on pht trin tip theo
c m t bng nhng s liu, kin ca cc chuyn gia v nhn nh ring ca tc gi.
Lun n cng a ra cch l gii v s hnh thnh, pht trin, c im cu trc, nguyn l
hot ng ca th trng truyn hnh Vit Nam, khi qut nhng yu t c bn hp thnh s
vn ng ca th trng theo nh hng x hi ch ngha.
- Do lnh vc truyn hnh l hot ng rt a dng, phc tp, c lin quan ti nhiu lc
lng x hi, nn tc gi xu chui, nhm hp nhng vn nng trong qu trnh pht
trin ca truyn hnh Vit Nam. ng thi vi vic nu hin tng, a ra nhng bc xc
vi nhng vn bt cp, lun n cng hng ti vic ch ra cch thc gii quyt, i tng
c trch nhim phi gii quyt vn .
- Xut pht t mc ch ca lun n l ch ra nhng xu hng quan trng nht trong s
pht trin truyn hnh trong thi gian ti, tc gi la chn cch nh gi thng qua nhng
nhm lnh vc, vn chnh: xu hng pht trin cng ngh, xu hng pht trin ni dung,
d bo v chin lc pht trin ca doanh nghip truyn hnh v d bo v nhng thch thc
ln m h thng truyn hnh Vit Nam s phi gii quyt. Lp lun v cc d bo v nhng
xut kin ngh trong tm hi vng s l nhng ng gp nh b nhng thit thc vi cc
nh qun l v nhng ngi ang cng tc trn lnh vc truyn hnh, c bit l vi nhng ai
quan tm ti lnh vc cn mi m: kinh t truyn hnh./.

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