Evaluation of Competitiveness of CNC

Evaluation of Competitiveness of CNC

Establishment of Competitiveness Evaluation Indicator System

This research established news network media competitiveness evaluation system, based on the theory of comprehensive firm competitiveness and media firms’ management (Pan, 2003; Zhang, 2011; Wu, 2009), following the principles of objectivity, feasibility, relativity, and comparability. It reflects the competitiveness of news network media in seven areas as below:

(1) Use of internationally accepted language (defined as A1), which determines the ability of the channel to make sounds in the world. The more the internationally accepted language is used, the higher the localization of the program is realized, the more capable the program is of meeting the different needs of different audiences, and the greater influence the program can achieve in the world.

(2) Coverage area of population and the number of countries and regions entered (defined as A2). In order to have a broad impact in the world, news network media must firstly ensure that the channel meet the audience around the world. The greater coverage the channel signal is made, the larger the number of the potential audience can be achieved, the higher the contact probability with audience becomes, and the higher is the likelihood of producing influence around the world.

(3) News premier (defined as A3), the function of news programs lies in the role of information dissemination and directing public opinion, the greater the amount of news is broadcasted firstly, the more obvious the first-move advantage the news media can achieve, the stronger the first effect of media is realized.

698 STUDY ON TRANSNATIONAL BUSINESS OPERATION STRATEGY (4) The ratio of news programs accounted for in to the all programs of the channel (defined as A4), which

measures the news productivity of media. (5) Brand programs (defined as A5) and number of famous presenters (defined as A6), The channel brand effects in terms of the number of brand programs and the number of famous presenters play great role in establishing the channel’s international image and enhancing the channel’s influence in the world.

(6) Profitability (defined as A7), which measures the financial resources of news network media.

Evaluation Method and Evaluation Results

“Delphi method” is a structured communication technique, originally developed as a systematic, interactive market research method which relies on a panel of experts. The maximum score for each indicator in the overall evaluation system is set to be 5 and the minimum score is 1. The “Delphi method” is used to determine the weight coefficient of each indicator. Choosing seven news channel as research sample including three commercial channels and four public channels, we use the “Delphi method” to obtain the score value of each indicator, and calculate the weighted average score of seven news channels. The weights of each indicator and the evaluation results are shown in Table 1.

Table 1 Evaluation Results of Competitiveness of World Main News Media

Classification Ranking Name of channel

Weights (%) of channel

Weighted

average score A1 A2 A3 A4 A5 A6 A7 (20) (20) (15) (10) (15) (10) (10)

1 CNN 4.55 5 5 4 5 3 5 5 Commercial 2 BBC World News

3.05 4 3 2 4 3 4 1 3 Phoenix Satellite Info-news Channel 2.05 0.5 1 2 5 3 4 1

1 Deutsche Welle 2.75 4.5 3 3 4 2 1 - 2 France 24

2.5 4 3 2 4 2 1 - 3 Russia Today

2.4 4 1 4 4 2 1 - Public 4 NHK News

2.3 3.5 2 2 3 2 3 - 5 Jazeera Network

2.25 3.5 1 4 5 1 1 - 6 CNC

From the evaluation results in Table 1, it can be concluded the following points: (1) Compared with world-leading news media network, the main weakness of CNS lies in the following

four areas: firstly, the current coverage area of population is rather narrow and the number of countries and regions the CNC has already entered into is quite limited; secondly, the CNC’s ability to produce brand program is weak; thirdly, CNC has shortage of famous presenters, which leads to its low brand effects; fourthly, the lack of profitability cause the CNC’s low financial resource available.

(2) The main strength of CNC is its focus on news production, which will constitutes its core competitiveness.