中共在實行改革開放政策過程中，引進了市場經濟的機制。改革開放政策導致 了大眾傳媒運作環境的變化。傳媒無法按照以往只重視意識形態宣傳的模式運轉，因為 如此將無法適應市場經濟基礎上的社會需求。因此，傳播事業在觀念上和管理模式上都 必須發生重大變化。 中共的廣電媒介政策是整個改革政策的一部份。在整體改革開放的推動下，大陸的 電視事業出現了重大改革。同時，這一系列電視事業的改革，又起了推動整體改革的作 用。 本文透過歷史分析的方法，佐以深度訪談，考察大陸電視在改革開放的大環境下， 根據中共所制訂的廣電政策，在經營制度、具體經營方式、以及節目內容三個方面發生 的變化。

　　　　　In the process of Mainland China's Reform and Open-up Policy, it declaims the mechanism of market economic. The Reform and Open-up Policy changes the mass media environment in China. In order to meet people's social needs under the Socialist Market Economic, mass media cannot follow the past communication model. Therefore, mass media need to change its basic idea and management method radically. Mainland China's broadcasting policy is a part of the total Reform and Open-up Policy. Under the Policy, Television enterprise begins to change a lot. At the same time, the reform of Television business comes forward to pushing the whole system's reform. This research uses the historical analysis and in-depth interview as research methods to discuss the television operating system, techniques, and program contents under Mainland China's Reform and Open-up Policy.