Guiding Opinion on Further Stimulating Press and Publications Industry Development

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GAPPPD No. (2010)1

All provincial, autonomous region and municipal press and publication bureaus, Xinjiang Production-Construction Corps Press and Publication Bureau, Liberation Army’s General Political Department Propaganda Department Press and Publication Bureau, all departments and directly subordinate work units of Administration organs, all social organizations managed by the Administration:

In order to deepen the implementation of the scientific development view, implement the State “Cultural Industries Promotion Plan”, in accordance with the transformation of economic development methods and adjustment of the economic system put forward by the Central Committee, the need to raise economic development quality and productivity, fully develop important functions of the press and publications industry such as the consolidation of the public opinion position, transmit Chinese culture, foster ethnic spirits, raise the quality of the citizens, stimulate economic growth, stimulate social progress, strengthen comprehensive national power, etc., the development of the press and publication industry must be further stimulated, and the following opinions are put forward.

I press and publication industry development situation and opportunities

(1) Since reform and development, the press and publication industry has developed rapidly. Especially since the 16th Party Congress, the pp system reform has seen substantial breakthroughs and major progress, market subjects have progressively taken shape, industry scale has speedily expanded, the industrial structure becomes more reasonable every day, international competitiveness strengthens incessantly, the press and publication industry is a sunrise sector with high scientific and technological content, low consumption of natural resources, little environmental pollution, a broad sphere of involvement, long industry chains, low inputs, high outputs and good development potential, and has already become an important constituent part of the national industry, a new growth point of industrial development and a focal point of industrial restructuring and readjustment, and displays an ever more important position and function in the larger picture of the overall composition of socialism with Chinese characteristics and the comprehensive construction of a well-off society strategy.

(2) At present, our country’s press and publication industry is still in the beginning stages of development, the basis is relatively weak, the scale is relatively small, its power relatively weak, and its competitive power not strong. This mainly shows in: an industrial structure trending towards uniformity, the degree of concentration is low, the disposition of resources is not incompletely reasonable, market departments and regions are separated, resources are scattered and regional barriers are still grave, the transition from traditional business opinions to new business opinions is slow, the innovative power of enterprises is insufficient, the unfavourable foreign trade balance is still relatively large, talented personnel and team building and operational management levels etc., are not yet suited for press and publication industry development needs. It is necessary to assiduously walk a sustainable development road conform the cultural construction rules and the needs of the construction of a socialist spiritual society, adapted to the system of a socialist market economy, optimizing structures, relatively speedily, with well-rounded social benefit and economic benefit, incessantly raising the quality of the complete industry, through grasping development.

(3) The press and publication industry development is now in a period or important strategic opportunities, and possesses good conditions for achieving great developments at a new historical beginning. The 17th Party Congress promoted the strategic plan for great socialist culture development and flourishing, and has put forward new and higher requirements to press and publication industry development; The whole arrangement of socialism with Chinese characteristics undertakings developing “four as one”, has shown the important position of the press and publication industry; the people’s living level incessantly goes up, cultural consumption grows rapidly, new socialist rural culture is constructed, expanding the space for press and publication industry development; the smooth progress of the press and publications system, the implementation of the “Cultural Industries Promotion Plan”, has provided intrinsic impetus to press and publication industry development. The swift development of new high technologies, especially communication technologies, has provided favourable conditions and a broad prospect for press and publication industry innovation in business thinking and realizing strategic industry reform; the incessant perfection of the capital market has provided opportunities for press and publications enterprises; China’s daily increasing international position as well as the incessantly growing influence of Chinese culture, have created conditions for press and publication industry “walking out”; all levels’ party committees’ and governments’ high attention has provided strong thought guarantees and organization guarantees for press and publication industry development.

II, Guiding thoughts, principal requirements and main goals of promoting press and publication industry development

(4) The guiding thoughts of promoting press and publication industry development are: taking Deng Xiaoping theory and the important “Three Represents” thought as guidance, deeply implement a scientific view of development, raising high the banner of centring on the big picture, serving the people, reforming and innovation, continuously guiding thought, persisting in reform and opening up, stimulating scientific development, promoting social harmony, taking development as the first task from beginning to end, establishing a new press and publications development view, break through in strategic focal points, make clear the main directions of attack, deal concurrently with the present and the long term, endeavour to transform development methods, endeavour to stimulate industrial innovation, enlarge subjects, strengthen business, realistically liberate and develop press and publications production power, forcefully stimulate the press and publications industry to develop both well and quickly.

(5) The principal requirements for stimulating press and publication industry development are: the necessity to persist in holding social benefit as the highest criterion, firmly grasp the advanced direction of socialist advanced culture; the necessity to persist in taking people as the basis, fully respecting the dominant role and creative spirit of the masses, incessantly satisfy the masses’ daily growing multi-level, diverse and many-sided spiritual culture needs; the necessity to persist in transforming development methods, optimizing industrial structure, further lowering press and publications enterprises’ production energy consumption and pollution discharge, raise press and publications development quality and benefit; the necessity to persist in breaking the closed patterns of separation of departments and regions, regional barriers, separation between town and counties, exert effort in constructing a unified and open, competitive and ordered, healthy and flourishing large market; the necessity to persist in opening up to the outside world, enlarge the power of “walking out”, incessantly raising the international dissemination power and influence of Chinese culture; the necessity to persist in developing with one hand and managing with one hand, and to create a healthy and orderly market environment for the press and publication industry; the necessity to persist in holding the Party’s leadership as basic guarantee, ensure that the Party manages public opinion, the Party manages cadres, the Party manages talented personnel, to accomplish respect for labour, respect for knowledge, respect for talent, respect for creation, to develop the zeal, initiative and creativity of those working in press and publications to the largest limit.

(6) The main goals of stimulating press and publication industry development are: assiduously perfect all duties entrusted to press and publication industry development for the complete construction of a well-of society. A clear rise of press and publication production power, press and publication industry development speed higher than the development speed of GDP in the same period, progressively raise the proportion taken up in the national economy, do everything possible to, before the end of the 12th Five Year Plan, realize press and publication industry growth of quadruple the value of 2006. Basically complete press and publication industry restructuring, industry, product and enterprise structure should be even more rationalized, industrial area distribution and regional economy social development should be brought into line, press and publications products and service should be even more enriched, enterprises’ initiative in innovative power and the application level of high technology should be raised, shaping a batch of backbone press and publication enterprises utilizing self-developed intellectual property rights, famous brands as well as relatively strong international competitive power. Burgeoning industrial prosperity development, development level and speed of strategic burgeoning areas such as digital publication, network publication, mobile publication etc, should reach and advanced world level. Basic establishment of modern transmission systems for a unified and open, competitive and ordered, healthy and prospering modern publications market system and technological advancement, complete coverage, speedy transmission. Basic reversal of the press and publications products and services’ export deficit situation, substantially raise the international dissemination power and influence of Chinese culture.

III, the main duties of stimulating press and publication industry development.

(7) Developing the traditional publishing industry of paper media such as books, newspapers, and periodicals. Supporting press and publication enterprises in organizing planning and publishing even more excellent spiritual culture products close to reality, close to life, close to the masses, producing even more ideological, artistic, readable and well rounded originally created excellent works and masterpieces. Encouraging press and publication enterprises to innovate the form of paper media and reading matter, vigorously developing paper media bodies, audio books, raising traditional paper media publications’ attractiveness. Breaking publishing carriers’ limits, on many publication platforms engaging in deep development and processing of publications’ content, realizing one-time production, multimedia distribution. Supporting press and publication enterprises to vigorously adopt digital, network e.a. high technology and modern production methods, transform the traditional methods of creation, production and dissemination. Speed up the modern publishing industry transformation from mainly relying on paper media publication products to many kinds of media publication coexisting.

(8) Development of digital publications e.a. non-paper media strategic burgeoning publication sectors. Vigorously stimulating audiovisual products, electronic publications enterprises to transfer to digitalization and network. Vigorously developing strategic burgeoning press and publication attitudes such as digital publishing, network publishing, mobile publishing etc., characterized by digitalized content, digitalized production and digitalized transmission. Supporting press and publication enterprises to use the Internet as platform, to use forms such as writing and images, audio, video, etc., conducting comprehensive, three-dimensional and deep development uses for publications content resources. Supporting the technological development use and industrialization of press and publication media such as electronic paper, readers, etc., raising digital reading equipment quality, ease of use as well as level of copyright protection.

(9) Developing the cartoon and game publication industry. Accelerating the development of nationalities’ cartoon publication industry, especially encouraging the publication of products such as network and electronic games, raising the development of nationalities’ cartoon and games quantity and quality. Encouraging and supporting excellent original cartoon and game works as well as their related personnel and work unit, energetically sustaining nationalities’ original cartoon and game products, training nationalities’ original cartoon and game leaders. Encouraging development translation into minority languages and publication work of excellent original cartoon and game products. Stimulating deep development and use of cartoon and game publishing resources, incessantly raising the added value of publication products.

(10) Developing the printing and duplication industries. Consolidating and expanding printing and duplication industries such as publications printing, packaging and mounted printed matter printing, other printed matter printing and duplication of read-only optical discs, recordable optical disc production, etc. Enlarging printing and duplication industry restructuring strength, promoting printing and duplication industry upgrade and change. Encouraging printing and duplication enterprises to vigorously adopt digital and network technology transform production processes and existing equipment. Implementing digital printing and printed digitalization projects, stimulating development of quick, responsive, high-efficiency, individualized digital printing. Stimulating printing industries to transform from a purely processing service type to a modern service type raising added information value. Supporting a new generation of high-capacity optical disc development and industrialization. Encouraging printing enterprises upstream and downstream to jointly explore research, development and function of new materials and technologies such as paper recycling, etc., energetically developing green printing. It is necessary to utilize methods such as protecting the environment, technological standards, industrial and financial policies, etc., towards high-energy consumption and high waste backward capacities, and determinedly eliminate them.

(11) Developing the press and publications circulation and logistics industries. Strengthening large-scale modern press and publications circulation organization construction characterized by cross-regional chain business, informatization management and modern logistics, focus on fostering a batch of national and regional modern press and publications circulation enterprises and enterprise group breaking through in business and radiating strength. Vigorously supporting construction of rural press and publications markets and chain network points, establishing press and publication industry circulation networks having large cities as centre and completed by middle and small cities, and linking up town and country. Constructing publications circulation information platforms, unifying information standards, connecting communication channels within the press and publication industries, integrating distribution channels, raising circulation efficiency. Stimulating new network transaction technology, forging national unified network transaction platforms. Encouraging press and publications circulation and logistics enterprises to develop electronic business, stimulating integration of the goods network and the Internet. Encouraging press and publication logistics enterprises to raise third-party logistics services.

IV, Main steps in promoting press and publication industry development

(12) Deepening press and publication industry structural reform, forging conform market subjects and backbone enterprises. According to the Central Committee’s requirements and deployment concerning cultural structural reform and the “General Administration of Press and Publications Guiding Opinion Concerning Further Stimulation of Press and Publications Structural Reform”, vigorously stimulating commercial press and publications work unit transformation and reform, establishing and completing structures governed by legal persons, implementing share-holding system reform, training conform market subjects. Combining deepening reform with restructuring of systems, accelerating enterprise merger and reorganization and resource integration, encouraging press and publications resources advanced integration in areas such as education, science and technology, hygiene, finance and economics, culture, etc., encouraging relatively strong local press and publications enterprises to advance resource integration, shape a batch of regionally integrated groups and professional discipline groups with correct guidance, professional excellence, abundant strength, standardized management, high-efficiency functioning and core competitive power. Encouraging and supporting press and publications backbone enterprises in crossing media, crossing sector, crossing regions, crossing borders and crossing ownership systems, within three to five years, focusing on training six to seven domestic first-class, internationally known large scale press and publication enterprises with assets exceeding 10 billion and sales exceeding 10 billion, diligently forging international press and publication groups having international competitive power. At the same time, vigorously fostering a batch of modern “specialized, essential, special, new” press and publications enterprises walking a content-related path. Encouraging press and publication enterprises with ripe conditions to go on the financial market .

(13) Applying high technology, stimulating press and publication industry development method transformation and restructuring. Accelerating the spread of high technology such as applied information technology, digital technology, etc., establishing press and publications technology innovation systems guided by policy, guaranteed by investment, with enterprises as the main part, supported by new platforms, guided by market demand. It is necessary to raise press and publication content innovation force and level through technology, enrich press and publication industry production methods and press and publications products outward appearance, expand press and publication dissemination channels. Focusing on supporting development and application of press and publication industry grasping technology such as spoken and written language technology, sound technology, graph and image technology, content collection and processing technology, knowledge organization and management technology, coordination and editing management technology, etc. Incessantly raising press and publications area technology content and equipment level, encouraging and supporting press and publications enterprises to apply high technology and advanced applied technology to transform traditional production methods and infrastructure equipment.

(14) Implementing major programme construction, spurring press and publication industry development. Through implementing a batch of major strategic, leading and driving press and publications programmes , accelerating and promoting industrial and product upgrading, raising enterprise and product market competitiveness. Grasping the juncture of the State increasing investment in press and publications undertakings, enlarging the strength of organizations implementing major public service projects, such as major State publication projects, the ethnic press and publications “East Wind Project”, rural family library projects, all-people reading projects and cultural environmental projects, etc., stimulating basic public service equalization, stimulating press and publication industry orderly and speedy development. Accelerating organization of implementation of important programmes such as State knowledge resource databases, State digital composite publication systems, digital copyright protection technology development projects, the China character database project, the State cartoon promotion project, digital newspaper business, State focus learning periodical construction projects, etc., strengthening press and publications enterprises’ international competitiveness.

(15) Establishing press and publications industry chains, industrial parks and industrial bases, developing industrial centralization superiority. Encouraging all localities in integrating local economic and social development plans, optimizing industrial collection environments, utilizing superior press and publications resources, breaking through with industrial features, raising industrial concentration and the level of specialization and cooperation, construct press and publication industry chains, industrial parks and industrial bases according to plan, stimulate industry zones’ coordinated development. Focus on developing industrial zones and bases for ethnic minorities’ language publishing, digital publishing, copyright creativity, etc., vigorously promote State-level industrial zones and bases construction. Encourage regions such as the southwest and northwest, etc., to develop a publishing industry group with distinctive boundaries and ethnic characteristics. Supporting construction of a belt of distinguished printing and duplication industry around the Pearl River Delta, the Changjiang Delta and the region around the Bohai, etc., vigorously develop the printing industry in the northeast, stimulate the development and rise of the central regions’ printing industry.

(16) Developing modern market systems, fully developing the fundamental function of the market in the distribution of resources. Breaking the market structure of separation between departments and regions, regional barriers and the gap between city and countryside, accelerating the formation of a unified and open press and publications market system. Abundantly utilizing national and regional property transaction systems, setting up a transaction platform for orderly and effective flow for needs such as press and publication capital, property, personnel, information, technology, etc. Fostering intermediary market organs such as copyright agents, publishing managers, etc., raising the marketization process of press and publication products and services. Vigorously forging development of communication platforms for press and publications industries, supporting de organization of development conferences such as the National Book Trade Exhibition. Under the condition of permission by State policies, fully utilizing multiple channels for enterprise financing such as distribution of enterprise bonds, attraction of domestic and foreign strategic investment, entering the capital market, etc. Launching strategic cooperation with State-owned banks and corresponding financial organs, accelerating establishment and development of middle and small press and publication enterprises credit guarantee systems, permitting investors to use estimated valuation of intangible assets such as intellectual property rights to issue capital to organize new press and publication enterprises, strive for a desirable financial environment for industrial development.

(17) Guiding and standardizing non-public assets’ orderly input into the press and publications industries, liberate and develop the production power of the burgeoning culture. According to the spirit of the “Central Committee, State Council Some Opinions Concerning Deepening Cultural System Reform” and the State’s “Cultural Industries Promotion Plan”, etc., encouraging, supporting and guiding non-public asses in many ways to enter areas permitted by policy. Encouraging and supporting non-public owned cultural enterprises to engage in business activities relevant to the press and publication industry, such as printing, distribution, etc. Guiding and standardizing non-public cultural enterprises established by household and private capital investments through means such as content supply, project coordination, act as one department of a State-owned publications enterprise, etc., and orderly participate in specialized book publishing activities such as science, finance, textbooks, music and art, children’s literature, etc. Encouraging and supporting non-public cultural enterprises to expand into the foreign press and publications market. Strengthening and improving service, diligently create a desirable policy environment and fair competition opportunities for the speedy and healthy development of non-public cultural enterprises

V, Stimulating the press and publications industry to “walk out”

(18) Enlarging support for the strength of press and publications products’ foreign trade, copyright export, cooperative publications. Supporting press and publication enterprises to integrate their own advantages and specialities, produce even more press and publications products suitable for foreign markets, and then entering overseas markets in different ways. Supporting press and publication enterprises to utilize advanced scientific results and innovative products, expanding dissemination channels, strengthening the influence of Chinese culture. Supporting press and publication enterprises to utilize export credit and financial products provided by financial organs, vigorously develop export and foreign trade professions. Grasp the implementation of work corresponding to State focal cultural export enterprises and projects. Continue to implement the “Classic China” international publications project, the planning of mutual Sino-foreign book translation , the “walking out” project of Chinese audiovisual products, the foreign stimulation for Chinese books plan.

(19) Supporting press and publications enterprises from all sorts of ownership systems to invest in initiating entities abroad. Supporting press and publication enterprises meeting requirements to set up publishing houses, offices and factories or stores abroad thought means such as new establishment, acquisition, cooperation, etc, realizing the landing and localization of press and publication enterprises. Granting support in aspects such as policy, resources, information, service, etc., to foreign investment conforming to the provisions of the State Catalogue for Export Guidance.

(20) Fully developing the function of international cooperation networks and platforms. Encouraging press and publication enterprises to cooperate with well-known international culture producers, managers, business and sale organs, establishing market business and sales networks and business and sales teams focusing on Europe and America, the surrounding countries and the regions Hong Kong, Macao and Taiwan, create new market business and sales means and methods. Supporting press and publication enterprises to participate in large-scale international exhibitions and cultural activities such as the Frankfurt International Book Fair, forging international publishing and copyright transaction platform having important influence, such as the Beijing International Book Fair, etc., developing its vigorous function in foreign promotion of cultural products and services.

(21) Services provides to press and publication industry “walking out”. Establishing general “walking out” planning and strategic objectives, on the basis of publications and copyright “walking out”, realizing press and publication industry “walking out”, brand “walking out”, capital “walking out”. Establishing overseas publications promotion centres, implementing the translation personnel bank project. Strengthening the construction of information platforms, perfecting the publications import and export statistics system, finish the statistical analysis of press and publications products, services trade and focal enterprises, timely providing international publications market information to press and publication enterprises. Strengthening relevant State cultural market and policy environment research, help press and publication enterprises to expand into overseas markets.

VI, Policies and organizational guarantees for press and publication industry development

(22) Strengthening press and publication industry development planning work, raising macroeconomic regulation levels. Completely grasping domestic and foreign economic terrain transformation, wholly planning grasping of the ideological properties and industrial properties of the press and publication industry, at the same time as ensuring completion of all objectives and duties of the “Press and publications sector “10-1-5″ development plan”, scientifically organizing the press and publications sector “10-1-5-” development plan, bringing press and publication industry development into the State economic and societal development planning. Strengthening guidance over important industrial projects, establishing press and publication industry programme databases. Formulate and promulgate guiding catalogues for press and publication industry development and investment.

(23) Implementing all favourable policies stimulating press and publication industry development. Using a number of favourable State policies supporting cultural work unit transformation and cultural enterprise development well and fully, formulating and implementing complete sets of policies relevant to supporting press and publication industry development together with relevant departments, fully developing the guidance, encouragement and guarantee functions of policies towards press and publication industry development.

(24) Enlarge press and publication industry development input. Vigorously striving for all levels of financial administration support, using means such as interest discount, subsidies, rewards, etc., to support press and publication industry development. Using special financial administration finds, such as the special propagation of cultural development fund, , the State publication fund, the special people’s literature publications, the special rural library project fund, the special development fund supporting cartoon industry development, the special “walking out” find, etc., Strengthening financial administration fund management and use, raising fund use efficiency.

(25) Scientifically distribute press and publications resources. To press and publication enterprises developing cross-regions, to excellent press and publication industries, to regions with a large degree of reform and high development speed, granting priority distribution and policy incline concerning publications resources. According to the requirements of press and publication industry development, synthesizing distribution of publications resources such as books, newspapers, periodicals, audiovisual products, electronic publications, network publications and mobile publications, resolving the problem of restrictions of industry development brought about by publication rights partitioning.

(26) Completing the fundamental work for press and publication industry development. Strengthening press and publications standardization work, firmly grasping press and publications standards system construction, especially grasping new standard system research and implementation of burgeoning business attitudes such as digital publication, etc. Strengthening publications informatization construction work, constructing functioning platforms and work systems beneficial to sectoral resource centralization management and effective integration, such as book numbers, bar codes, print classification and statistics, yearly data, etc. Further strengthening and improving press and publications statistics work, timely issuing press and publications statistics reports.

(27) Competing the regulatory system and legal institutions guaranteeing press and publication industry development. According to the present situation of the current press and publications structural reform and industrial reform, further promoting the revision of the “Publishing Management Regulations”, “Audiovisual Products Management Regulations”, accelerating the formulation of regulations and standardizing documents such as the “Rules on Chinese Standard Book Numbers Application Management”, “Rules on Internet Gaming Publication Service Management”, “Rules on Basic Management of Basic State Publication Industrial Bases”, etc. Concentrating on guaranteeing and promoting press and publications industrial development, earnestly researching the perfection of related legal systems such as the publications work units legal person system, the access and withdrawal system, the controlling authority system, the new media publication services system, etc.

(28) Improving and optimizing the press and publications market environment. Implementing the “State Intellectual Property Rights Strategy Programme”, enlarging copyright protection force, exploring the establishment of scientifically reasonable digital copyright licensing and application systems under new technology conditions. Deepening the protracted launching of the “Sweeping Pornography, Beating Illegal” struggle, enlarging enforcement power, putting forth efforts to perfect and optimize press and publications market order. Strengthening sector trust system establishment, launching sincerity propaganda education and professional ethics education throughout the entire sector, and realistically promoting sectoral self-regulation. Strengthening Party-style honest government establishment and anti-corruption work, letting the “sectoral style” construction penetrate through the entire process of press and publication industry development, build an industry development environment of “doing business according to the law, lawbreakers must be dealt with, fair trade and honesty and trustworthiness”.

(29) Strengthening press and publication industry development personnel guarantees. Taking training of all sorts of leading press and publications personnel as a goal, wholly planning the grasping of guiding personnel, business managing personnel, specialized technological personnel, especially construction of composite personnel teams, bringing up a batch of famous writers, famous editors, famous journalist, professional technological experts and publishers and entrepreneurs. Accelerating personnel training and team training, establishing special personnel training funds, using means such as short-term training, open job tenders, attracting from outside the sector, etc., training, attracting and concentrating excellent personnel. Completing specialized press and publications technological personnel professional qualifications systems, using professional access and job access as handhold, incessantly raising basic personnel and team quality. Bringing personnel of non-public cultural organs into the sectoral personnel construction system, vigorously training and fully developing their functions. Innovate personnel incentive systems, perfect personnel promotion systems, perfect personnel flow systems, shape a systemic environment beneficial for all sorts of personnel to come to the fore.

(30) Completing and perfecting press and publication industry development guidance systems and work systems on all levels. All levels’ administrative press and publication entities must strengthen the responsibility consciousness of stimulating press and publication industry development, make explicit press and publication industry development guiding organs and work groups, be responsible for guidance, coordination, implementation of press and publication industry development work, ensuring that all objective, steps and policies reach substation points. Vigorously striving for local Party Committees, governments to take seriously and support local press and publication industry development, continuing to launch “provincial strategic cooperation”, vigorously stimulating press and publication industry development.

1 January 2010

新闻出版总署关于进一步推动新闻出版产业发展的指导意见

新出政发〔2010〕1号

各省、自治区、直辖市新闻出版局,新疆生产建设兵团新闻出版局,解放军总政治部宣传部新闻出版局,总署机关各部门、署直各单位,署管各社会团体:
为深入贯彻落实科学发展观,落实国家《文化产业振兴规划》,按照中央提出的转变经济发展方式和调整经济结构,提高经济发展质量和效益的要求,充分发挥新闻出版业在巩固舆论阵地、传承中华文明、培育民族精神、提高公民素质、促进经济增长、推动社会进步、增强综合国力等方面的重要作用,现就进一步推动新闻出版产业发展,提出如下意见。
一、新闻出版产业发展的态势和机遇
(一)改革开放以来,新闻出版产业得到快速发展。特别是党的十六大以来,新闻出版体制改革取得实质性突破和重大进展,市场主体逐步形成,产业规模迅速壮大,产业结构日趋合理,国际竞争力不断增强,新闻出版产业作为科技含量高,资源消耗低,环境污染少,涉及领域广,产业链条长,投入少,产出大,发展潜力好的朝阳产业,已成为国民经济的重要组成部分,成为经济发展新的增长点和经济结构调整的着力点,在中国特色社会主义事业总体布局和全面建设小康社会战略全局中凸显出越来越重要的地位和作用。
(二)当前,我国新闻出版产业仍处于发展的初级阶段,基础较差,规模较小,实力较弱,竞争力不强。突出表现在:产业结构趋同,产业集中度低,资源配置不尽合理,市场条块分割、资源分散和地区封锁依然严重,传统业态向新兴业态转型迟缓,企业创新能力不足,对外贸易逆差仍然较大,人才队伍建设和经营管理水平等还不适应新闻出版产业发展的需要。要通过抓发展,努力走出一条符合文化建设规律和社会主义精神文明建设要求,适应社会主义市场经济体制,结构优化,速度较快,社会效益和经济效益俱佳,产业整体质量不断提升的可持续发展道路。
(三)新闻出版产业发展正处于重要的战略机遇期,具备了在新的历史起点上实现大发展的良好条件。党的十七大关于推动社会主义文化大发展大繁荣的战略部署,对新闻出版产业发展提出了新的更高的要求;中国特色社会主义事业“四位一体”发展的整体布局,凸显了新闻出版产业的重要地位;人民生活水平不断提高,文化消费快速增长,社会主义新农村文化建设,拓展了新闻出版产业发展的空间;新闻出版体制改革的顺利推进,《文化产业振兴规划》的实施,为新闻出版产业发展提供了内在动力;高新技术特别是信息技术的迅猛发展,为新闻出版产业创新业态、实现产业战略转型提供了有利条件和广阔前景;资本市场的不断完善,为新闻出版企业融资提供了机会;中国日益提高的国际地位以及不断扩大的中华文化影响力,为新闻出版产业“走出去”创造了条件;各级党委、政府的高度重视,为新闻出版产业发展提供了坚强的思想保证和组织保证。
二、推动新闻出版产业发展的指导思想、原则要求和主要目标
(四)推动新闻出版产业发展的指导思想是:以邓小平理论和“三个代表”重要思想为指导,深入贯彻落实科学发展观,高举旗帜、围绕大局、服务人民、改革创新,继续解放思想,坚持改革开放,推动科学发展,促进社会和谐,始终把发展作为第一要务,树立新的新闻出版发展观,突出战略重点,明确主攻方向,兼顾当前和长远,着力转变发展方式,着力优化产业结构,着力推进产业创新,做大主体,做强主业,切实解放和发展新闻出版生产力,大力推动新闻出版产业又好又快发展。
(五)推动新闻出版产业发展的原则要求是:必须坚持以社会效益为最高准则,牢牢把握社会主义先进文化的前进方向;必须坚持以人为本,充分尊重群众的主体地位和首创精神,不断满足人民群众日益增长的多层次、多样性、多方面精神文化需求;必须坚持转变发展方式,优化产业结构,进一步降低新闻出版企业生产能耗和污染物排放,提高新闻出版发展的质量和效益;必须坚持以体制机制创新和科技进步为动力,继续深化新闻出版体制改革,推动新闻出版内容创新与战略性新兴产业发展;必须坚持优化所有制结构,实现以公有制为主体、多种所有制共同发展;必须坚持打破条块分割、地区封锁、城乡分离的封闭格局,努力建设统一开放、竞争有序、健康繁荣的大市场;必须坚持对外开放,加大“走出去”力度,不断提高中华文化的国际传播力和影响力;必须坚持一手抓发展,一手抓管理,为新闻出版产业发展营造健康有序的市场环境;必须坚持以党的领导为根本保证,确保党管舆论、党管干部、党管人才,做到尊重劳动、尊重知识、尊重人才、尊重创造,最大限度地发挥新闻出版工作者的积极性、主动性和创造性。
(六)推动新闻出版产业发展的主要目标是:努力完成全面建设小康社会赋予新闻出版产业发展的各项任务。新闻出版生产力明显提升,新闻出版产业发展速度高于同期国内生产总值发展速度,在国民经济中所占比重逐步提高,力争到“十二五”末,实现新闻出版产业增加值比2006年翻两番。新闻出版产业结构调整基本到位,产业、产品和企业结构更趋合理,产业区域布局与地区经济社会发展协调一致,新闻出版产品和服务更加丰富,企业自主创新能力与高科技应用水平大幅度提高,形成一批拥有自主知识产权、知名品牌以及有较强国际竞争力的骨干新闻出版企业。新兴产业蓬勃发展,数字出版、网络出版、手机出版等战略性新兴产业领域的发展水平和速度达到世界先进水平。基本建立起统一开放、竞争有序、健康繁荣的现代出版物市场体系和技术先进、覆盖全面、传输快捷的现代传播体系。基本扭转新闻出版产品和服务的出口逆差状况,大幅度提升中华文化的国际传播力和影响力。
三、推动新闻出版产业发展的重点任务
(七)发展图书、报纸、期刊等纸介质传统出版产业。支持新闻出版企业组织策划和出版更多贴近实际、贴近生活、贴近群众的优秀精神文化产品,生产出更多思想性、艺术性、可读性俱佳的原创精品力作。鼓励新闻出版企业创新纸介质读物形式,积极发展纸介质立体、有声读物,提升传统纸介质出版物的吸引力。打破出版载体界限,在多个出版平台上对出版内容进行深度开发和加工,实现一次性生产、多媒体发布。支持新闻出版企业积极采用数字、网络等高新技术和现代生产方式,改造传统的创作、生产和传播方式。加快从主要依赖传统纸介质出版产品向多种介质出版产品共存的现代出版产业转变。
(八)发展数字出版等非纸介质战略性新兴出版产业。积极推动音像制品、电子出版企业向数字化、网络化转型。积极发展数字出版、网络出版、手机出版等以数字化内容、数字化生产和数字化传输为主要特征的战略性新兴新闻出版业态。支持新闻出版企业以互联网为平台,以图文、音频、视频等形式,对出版内容资源进行全方位、立体式、深层次开发利用。支持电子纸、阅读器等新闻出版新载体的技术开发、应用和产业化,提高数字阅读设备的质量、方便性以及版权保护水平。
(九)发展动漫、游戏出版产业。加快发展民族动漫出版产业,特别是鼓励网络和电子游戏等产品的出版,提高民族动漫、游戏的数量和质量。对优秀原创动漫、游戏作品及其相关人员、单位进行奖励和支持,大力扶持民族原创动漫、游戏精品,培养民族原创动漫、游戏领军人物。鼓励开展优秀原创动漫、游戏产品的少数民族语言译制出版工作。推动对动漫、游戏出版资源的深度开发利用,不断提升其出版产品附加值。
(十)发展印刷、复制产业。巩固和壮大出版物印刷、包装装潢印刷品印刷、其他印刷品印刷和只读类光盘复制、可录类光盘生产等印刷、复制产业。加大印刷、复制产业结构调整力度,促进印刷、复制产业升级换代。鼓励印刷、复制企业积极采用数字和网络技术改造生产流程和现有设备。实施数字印刷和印刷数字化工程,推动发展快速、按需、高效、个性化数码印刷。推动印刷产业从单纯加工服务型向以提高信息增值的现代服务型转变。支持新一代大容量高清光盘的研发和产业化。鼓励印刷企业上下游共同探索循环用纸等新材料新工艺的研发和应用,大力发展绿色印刷。对高耗能、高排放的落后产能,要运用环保、技术标准、产业和融资政策等手段,坚决予以淘汰。
(十一)发展新闻出版流通、物流产业。加强以跨地区连锁经营、信息化管理和现代物流为特征的大型现代新闻出版流通组织建设,重点培育一批主业突出、辐射力强的全国性和区域性新闻出版现代流通企业和企业集团,建设一批辐射全国的区域新闻出版物流中心,并推动有条件的企业跨地区、跨国连锁经营。积极扶持农村出版物市场和连锁网点建设,建立以大城市为中心、中小城市相配套、贯通城乡的新闻出版产业流通网络。建设出版物流通信息平台,统一信息标准,打通新闻出版产业之间的流通渠道,整合发行渠道,提高流通效率。推广网络结算新技术,打造全国统一的网上结算平台。鼓励新闻出版流通和物流企业发展电子商务,推进物联网与互联网相结合。鼓励新闻出版物流企业提供第三方物流服务。
四、推动新闻出版产业发展的主要措施
(十二)深化新闻出版体制改革,打造合格市场主体和骨干企业。按照中央关于深化文化体制改革的要求和部署及《新闻出版总署关于进一步推进新闻出版体制改革的指导意见》,大力推动经营性新闻出版单位转制和改制,建立和完善法人治理结构,实行股份制改造,培育合格的市场主体。把深化改革同调整结构结合起来,加快企业兼并重组和资源整合,鼓励教育、科技、卫生、财经、文化等领域的新闻出版资源先行整合,鼓励实力较强的地方新闻出版企业先行整合资源,形成一批导向正确、主业突出、实力雄厚、管理规范、运行高效、核心竞争力强的区域性综合集团和行业性专业集团。鼓励和支持新闻出版骨干企业跨媒体、跨行业、跨地区、跨国界和跨所有制重组,在三到五年内,重点培育六七家资产超过百亿、销售超过百亿的国内一流、国际知名的大型新闻出版企业,努力打造具有国际竞争力的跨国出版传媒集团。与此同时,大力培育一批走内涵式发展道路的“专、精、特、新”现代新闻出版企业。鼓励条件成熟的新闻出版企业上市融资。
(十三)运用高新技术,促进新闻出版产业发展方式转变和结构调整。加快推广应用信息技术、数字技术等高新技术,建立以政策为先导、投入为保障、企业为主体、创新平台为支撑、市场需求为导向、产学研相结合的新闻出版科技创新体系。要通过科技创新提高新闻出版内容创新能力与水平,丰富新闻出版产业的生产方式和新闻出版产品的表现形式,拓展新闻出版传播渠道。重点支持语言文字技术、声音技术、图形图像技术、内容采集与处理技术、知识组织管理技术、协同编辑管理技术等新闻出版产业支撑技术的发展和应用。不断提高新闻出版领域的科技含量和装备水平,鼓励和支持新闻出版企业运用高新技术和先进适用技术改造传统生产方式和基础设施。
(十四)实施重大项目建设,带动新闻出版产业发展。通过实施一批具有战略性、引导性和带动性的重大新闻出版项目,加速推进产业和产品升级,提高企业和产品的市场竞争力。抓住国家增加对新闻出版事业投入的契机,加大组织实施国家重大出版工程、少数民族新闻出版“东风工程”、农家书屋工程、全民阅读工程及文化环保工程等公共服务重大工程的力度,推动基本公共服务均等化,推动新闻出版产业有序快速发展。加快组织实施国家知识资源数据库、国家数字复合出版系统、数字版权保护技术研发工程、中华字库工程、国产动漫振兴工程、数字报业、国家重点学术期刊建设工程等重大项目,提升新闻出版产业的整体水平。着力在重点领域尽快形成一批进入海外市场的重点项目,增强新闻出版企业国际竞争力。
(十五)建设新闻出版产业带、产业园区和产业基地,发挥产业集群优势。鼓励各地结合区域经济社会发展规划,优化产业集聚环境,利用优势新闻出版资源,突出产业特色,提高产业集中度和专业化协作水平,有计划地建设新闻出版产业带、产业园区和产业基地,实现产业合理布局,促进产业区域协调发展。重点发展少数民族语言文字出版、数字出版、版权创意等产业园区和基地,大力推进国家级产业园区和基地建设。鼓励西南、西北等地区发展具有鲜明地域和民族特色的出版产业群。支持珠三角、长三角和环渤海等特色印刷复制产业带建设,振兴东北印刷产业,促进中西部印刷产业的开发与崛起。
(十六)建设现代市场体系,发挥市场在资源配置中的基础性作用。打破条块分割、地区封锁和城乡分离的市场格局,加快形成统一开放的新闻出版市场体系。充分利用全国性和区域性产权交易机构,为新闻出版资本、产权、人才、信息、技术等要素的有序、有效流动搭建交易平台。培育发展版权代理、出版经纪等市场中介机构,提高新闻出版产品和服务的市场化程度。积极打造新闻出版产业发展交流平台,支持办好全国图书交易博览会等展会。在国家政策允许的条件下,充分利用发行企业债券、引进境内外战略投资、上市融资等多种渠道为企业融资。开展与国有银行及相关金融机构的战略合作,加快建立和发展中小新闻出版企业信用担保机制,允许投资人以知识产权等无形资产评估作价出资组建新闻出版企业,为产业发展争取良好的融资环境。
(十七)引导和规范非公有资本有序进入新闻出版产业,解放和发展新兴文化生产力。根据《中共中央、国务院关于深化文化体制改革的若干意见》和国家《文化产业振兴规划》等文件精神,鼓励、支持和引导非公有资本以多种形式进入政策许可的领域。鼓励和支持非公有制文化企业从事印刷、发行等新闻出版产业的有关经营活动。引导和规范个体、私营资本投资组建的非公有制文化企业以内容提供、项目合作、作为国有出版企业一个部门等方式,有序参与科技、财经、教辅、音乐艺术、少儿读物等专业图书出版活动。鼓励和支持非公有制文化企业开拓境外新闻出版市场。加强和改进服务,努力为非公有制文化企业持续快速健康发展创造良好的政策环境和平等竞争机会。
五、推动新闻出版产业“走出去”
(十八)加大支持新闻出版产品对外贸易、版权输出、合作出版的力度。支持新闻出版企业结合自身优势和特点,生产更多适合境外市场的新闻出版产品,并以多种方式进入海外市场。支持新闻出版企业利用先进科技成果创新产品形态,拓展传播渠道,增强中华文化影响力。支持新闻出版企业利用金融机构提供的出口信贷和金融产品,积极开展出口外贸业务。抓好国家文化重点出口企业和项目相关工作的落实。继续实施“经典中国”国际出版工程、中外图书互译计划、中国音像制品“走出去”工程、中国图书对外推广计划。
(十九)支持各种所有制的新闻出版企业到境外投资兴办实体。支持有条件的新闻出版企业,通过新设、收购、合作等方式,到境外建社、办厂、开店,实现新闻出版企业在境外的落地和本土化。对符合国家出口指导目录规定的境外投资,在政策、资源、信息、服务等方面予以支持。
(二十)充分发挥国际合作网络和平台的作用。鼓励新闻出版企业与国际著名文化制作、经纪、营销机构合作,建设以欧美、周边国家和港澳台地区为重点的市场营销网络和营销队伍,创新市场营销方式和手段。支持新闻出版企业参加法兰克福国际书展等国际大型展会和文化活动,打造北京国际图书博览会等具有重要影响力的国际出版、版权交易平台,发挥其在对外推广文化产品和服务方面的积极作用。
(二十一)为新闻出版产业“走出去”提供服务。制定“走出去”总体规划和战略目标,在出版物和版权“走出去”的基础上,实现新闻出版企业“走出去”、品牌“走出去”、资本“走出去”。设立出版物海外推广中心、实施翻译人才库工程。加强信息平台建设,完善出版物进出口统计制度,做好新闻出版产品、服务贸易和重点企业的统计分析,向新闻出版企业及时提供国际出版市场信息。加强对有关国家文化市场和政策环境的研究,帮助新闻出版企业开拓海外市场。
六、推动新闻出版产业发展的政策和组织保障
(二十二)加强新闻出版产业发展规划工作,提高宏观调控水平。全面把握国内外经济形势变化,统筹把握新闻出版业的意识形态属性和产业属性,在确保完成《新闻出版业“十一五”发展规划》各项目标任务的同时,科学编制新闻出版业“十二五”发展规划,将新闻出版产业发展纳入国家经济社会发展规划之中。加强对产业重大项目的指导,建立新闻出版产业项目库。制定和公布新闻出版产业发展和投资指导目录。
(二十三)落实推动新闻出版产业发展的各项优惠政策。用好用足国家支持文化单位转制和文化企业发展的一系列优惠政策,会同有关部门制定和落实支持新闻出版产业发展的相关配套政策,充分发挥政策对新闻出版产业发展的引导、激励和保障作用。
(二十四)加大对新闻出版产业发展的投入。积极争取各级财政支持,采取贴息、补助、奖励等方式,支持新闻出版产业发展。用好宣传文化发展专项资金、国家出版基金、民文出版专项资金、农家书屋工程专项资金、扶持动漫产业发展专项资金、“走出去”专项资金等财政专项资金。加强财政资金的管理和使用,提高资金的使用效率。
(二十五)科学配置新闻出版资源。对跨地区发展的新闻出版企业,对优势新闻出版产业,对改革力度大、发展速度快的地区,在出版资源上给予优先配置和政策倾斜。依据新闻出版产业发展需要,综合配置图书、报纸、期刊、音像制品、电子出版、网络出版及手机出版等出版资源,解决因出版权分割所带来的制约产业发展的问题。
(二十六)做好新闻出版产业发展的基础性工作。加强新闻出版标准化工作,抓紧新闻出版标准体系建设,特别是抓好数字出版等新兴业态的标准体系的研究制定。加强出版信息化建设工作,构建有利于书号、条码、在版编目和统计、年检数据等行业信息资源集中管理、有效整合的运行平台和工作机制。进一步加强和改进新闻出版统计工作,及时发布新闻出版统计报告。
(二十七)完善保障新闻出版产业发展的法规体系和法律制度。根据当前新闻出版体制改革和产业发展的实际情况,继续推动《出版管理条例》、《音像制品管理条例》的修订,加快制定《中国标准书号使用管理办法》、《互联网游戏出版服务管理办法》、《国家出版产业基地管理办法》等规章和规范性文件。围绕保障和促进新闻出版产业发展,认真研究完善出版单位法人制度、准入和退出制度、主管主办制度、新媒体出版服务制度等相关法律制度。
(二十八)改善和优化新闻出版市场环境。贯彻落实《国家知识产权战略纲要》,加大版权保护力度,探索建立在新技术条件下科学合理的数字出版授权和使用机制。深入持久开展“扫黄打非”斗争,加大执法力度,着力改善和优化新闻出版市场秩序。加强行业信用体系建设,在全行业开展诚信宣传教育和职业道德教育,切实推动行业自律。加强党风廉政建设和反腐倡廉工作,把行风建设贯穿于新闻出版产业发展的全过程,营造“依法经营、违法必究、公平交易、诚实守信”的产业发展环境。
(二十九)强化新闻出版产业发展的人才保障。以培养新闻出版各类领军人物为目标,统筹抓好领导人才、经营管理人才、专业技术人才特别是复合型人才队伍建设,造就一批名作者、名编辑、名记者、行业技术专家和出版家、企业家。加快人才培养和队伍培训,设立人才培养专项资金,以定向培养、公开招聘、业外引进等方式,培养、吸引和凝聚优秀人才。完善新闻出版专业技术人员职业资格制度,以职业准入和岗位准入为抓手,不断提高基层人才队伍素质。把非公有文化机构的人才队伍纳入行业人才建设体系,积极培养和充分发挥其作用。创新人才激励机制,健全人才选拔机制,完善人才流动机制,形成有利于各类人才脱颖而出的体制环境。
(三十)健全和完善各级新闻出版产业发展领导体制和工作机制。各级新闻出版行政部门要增强推动新闻出版产业发展的责任意识,明确新闻出版产业发展领导机构和工作班子,负责指导、协调、实施新闻出版产业发展工作,确保各项目标、措施和政策落到实处。积极争取地方党委、政府对当地新闻出版产业的重视和支持,继续开展“省部战略合作”,共同推动新闻出版产业发展。
二〇一〇年一月一日

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