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进入９０年代后，随着市场经济的蓬勃发展，中国的广播电视业正经历着一个从为计划经济及其上层建筑做宣传，向为市场经济及其经营活动服务的转轨过程。这其中所发生的巨大变化，首先表现在“经济性”电台的繁荣兴旺；其次，是广告的丰盈和充沛；此外，还有广播电视节目市场、尤其是国际市场的形成。事实表明，由于市场经济的影响，我们对广播电视的认识应该更新。作者认为：说中国的广播电视业具有“商品性”也许不是一个很准确的提法，因为它与受众之间并非直接的买卖关系，而是隐性经营的服务关系，所以说“商品性”不如“商业性”来得贴切。此其一。商业性广播电视意味着运作状况以价值标准来衡量。采用数量化、标准化的管理，利润原则、系统操作、实行责、权、利分明的市场机制的管理方法。“商业性经营”与“公有”可以共存。此其二。目前我国的“经济”广播电视与国外的“商业”广播电视抛开种种差异不谈，有一点是相同的：即以大量迎合受众的消遣娱乐节目作为吸引受众、推销广告的手段。赢利成为制订节目计划的主要因素，至少是重要因素。此其三。
Since the 1990s, with the vigorous development of the market economy, China’s radio and television industry is undergoing a process of transition from planning for the planned economy and its superstructure to serving the market economy and its business activities. Among the great changes that have taken place are the performance of “economic” radio stations, the abundance and abundance of advertising, and the formation of radio and television programs, especially the international market. Facts have shown that due to the impact of the market economy, our understanding of radio and television should be updated. The author believes that the “commercial nature” of China’s broadcasting industry may not be a very accurate formulation because it is not a direct sale and purchase relationship with the audience, but a hidden service relationship. Therefore, the term “commercial” As “commercial” come too appropriate. One of these. Commercial broadcasting means that operating conditions are measured by value. Using quantitative and standardized management, profit principles, system operation, the implementation of the responsibility, rights and interests of the market mechanism of management methods. “Commercial management” and “public” can co-exist. The other two. At present, there are many differences between the “economic” radio and television in our country and the “commercial” radio and television in foreign countries. One thing is the same: that is, a large number of entertainment programs that cater to audiences are used as means to attract audiences and promote advertisements. Profitability is a major factor in planning a program, at least as an important factor. This third.