State-owned cultural enterprises must have more than half of the social benefit indicators assessment weight. Oppose box office theory

The opinion emphasizes that cultural enterprises must always put social benefits first and achieve the unity of social benefits and economic benefits by providing spiritual products, disseminating ideological information, and shouldering the mission of cultural inheritance.

On September 14, it was reported that the General Office of the CPC Central Committee and the General Office of the CPC Central Committee recently issued the "Guiding Opinions on Promoting State-owned Cultural Enterprises to Put Social Benefits First and Achieve the Unification of Social and Economic Benefits." The opinion emphasizes that cultural enterprises must always put social benefits first and achieve the unity of social benefits and economic benefits by providing spiritual products, disseminating ideological information, and shouldering the mission of cultural inheritance.

The opinion pointed out that state-owned cultural enterprises are an important force in developing cultural industries and building advanced socialist culture. They must focus on establishing a modern enterprise system with cultural characteristics, give full play to the role of demonstration leadership and example, and be at the forefront of promoting the unification of the two benefits.

At present, the satisfaction project implemented by the Art and Enn Joint Information Library will strengthen the evaluation of "audience response" in social benefit indicators in accordance with the requirements of the "Guiding Opinions" to achieve quantification and verification. The project will continue to innovate in the future. For example, it is applied to the field of theater business satisfaction evaluation, and attempts to improve the theater star rating system and gradually commercialize it.

The opinion emphasizes that we must fully implement the spirit of the 18th National Congress of the Communist Party of China and the Third and Fourth Plenary Sessions of the 18th Central Committee of the Communist Party of China, hold high the great banner of socialism with Chinese characteristics, thoroughly implement the spirit of General Secretary Xi Jinping's series of important speeches, and closely focus on the "Four Comprehensives" Strategic layout, adhere to the party's leadership, adhere to the development path of socialist culture with Chinese characteristics, adhere to the people-centered creation and production orientation, follow the laws of the socialist market economy, and follow the requirements of spiritual civilization construction. Following the laws of production and dissemination of cultural products, guided by the core socialist values, and under the general framework of the reform of state-owned enterprises, we fully reflect the requirements of cultural exceptions and actively promote the reform of state-owned cultural enterprises. Focusing on establishing a modern enterprise system with cultural characteristics, ensuring the implementation and improvement of cultural and economic policies and strengthening the supervision of state-owned cultural assets, we will establish and improve systems and mechanisms to ensure that state-owned cultural enterprises put social benefits first and achieve the unity of social benefits and economic benefits., create a number of key cultural enterprises with core competitiveness, and promote the great development and prosperity of socialist culture.

The opinion pointed out that the relationship between social benefits and economic benefits, social values and market values must be correctly handled. When there is a contradiction between two benefits and two values, economic benefits obey social benefits and market values obey social values. The deeper reform and innovative development are, the more we must put social benefits first. Correctly handle the relationship between the ideological attributes of culture and industrial attributes, the characteristics of cultural enterprises and the requirements of modern enterprise systems, unify the strengthening of party leadership and improving corporate governance, strengthen classified guidance, innovate asset organization forms and business management models, and establish and improve social benefits first and achieve assessment and evaluation standards that unify social benefits and economic benefits. Correctly handle the relationship between the party committee, government and state-owned cultural enterprises, coordinate system design and policy support, clarify who is in charge and who is responsible and territorial management, respect the corporate legal person's dominant status and independent management rights, strengthen policy guidance, strictly supervise according to law, pay attention to moral adjustment, Adhere to social responsibilities and implement the requirement of unifying the two benefits.

The opinion proposes that it is necessary to improve the internal operating mechanism of the enterprise, clearly embody the business philosophy of putting social benefits first and social value first in the enterprise's articles of association and various rules and regulations, and promote the combination of party committee leadership and corporate governance structure, and the combination of internal incentives and constraints., form an asset organization form and operation management model that reflect the characteristics of cultural enterprises and meet the requirements of modern enterprise systems. Scientifically set up the internal organizational structure of the enterprise. Members of the enterprise's party committee enter the board of directors, the board of supervisors and the management level through two-way entry and cross-appointment. The party committee secretary concurrently serves as the chairman of the board, and effectively performs the duties of the first responsible person for content-oriented management.

The opinion pointed out that it is necessary to improve the asset supervision and operation mechanism and evaluation and assessment mechanism. We must adhere to the decision-making power on major matters, the control over asset allocation, the final adjudication power of publicity business, and the appointment and removal power of major leading cadres to ensure that state-owned cultural enterprises correctly perform their social and cultural responsibilities and ensure the preservation and appreciation of state-owned cultural assets. Study and formulate measures for the supervision and management of state-owned assets of cultural enterprises, fully consider the functional roles of different types of state-owned cultural enterprises, clarify that the assessment weight of social benefit indicators should account for more than 50%, and refine and quantify the social benefit assessment into political orientation, cultural creation, production and services., audience response, social impact, internal systems and team building and other specific indicators, form quantifiable and verifiable requirements for social benefits; Scientifically and rationally set economic assessment indicators that reflect market acceptance, and resolutely oppose only box office, audience ratings, circulation, and click-through rates.

The opinions also put forward specific requirements for promoting enterprises to become stronger, better and bigger, giving full play to the guiding, motivating and guaranteeing role of cultural and economic policies, improving the enterprise cadre and talent management system, strengthening enterprise party building and ideological and political work, and strengthening organizational leadership.

The opinion emphasizes the need to establish and improve a strict market exit mechanism, and resolutely revoke or revoke relevant administrative licenses and shut down state-owned cultural enterprises that have serious problems in content orientation or are poorly managed and no longer meet basic production and operation conditions in accordance with the law.

Questions and Answers Improve the system and mechanism to ensure that cultural enterprises put social benefits first and achieve the unity of the two benefits-The head of the Central Cultural and Reform Office answers reporters 'questions

Recently, the Central Office of the CPC Central Committee and the State Council issued the "Guiding Opinions on Promoting State-owned Cultural Enterprises to Put Social Benefits First, Achieving the Unification of Social and Economic Benefits". A few days ago, the reporter interviewed the person in charge of the Office of the Central Leading Group for the Reform and Development of the Cultural System on relevant issues.

Reporter: What is the background of the central government's opinion issuing at this time?

Person in charge: The central government has always attached great importance to the issue of putting social benefits first and achieving the unity of social benefits and economic benefits in cultural reform and development. General Secretary Xi Jinping clearly pointed out that we must grasp the relationship between ideological attributes and industrial attributes, social benefits and economic benefits, adhere to the direction of advanced socialist culture, and put social benefits first; no matter what or how to change, the direction cannot be changed, and the position cannot be lost. At last year's symposium on literature and art work, the General Secretary particularly emphasized that a good work should put social benefits first, and should also be a work that combines social benefits and economic benefits; literature and art cannot be slaves to the market, and don't be covered with the stench of copper. Comrade Liu Yunshan, Comrades Liu Yandong and Liu Qibao have repeatedly given important instructions on the unification of the two benefits, emphasizing the need to fully consider the requirements of cultural exceptions, explore the establishment of a modern enterprise system with cultural characteristics, and improve the system and mechanism for cultural enterprises to ensure the unification of the two benefits. Policy environment.

In recent years, with the rapid development of the cultural industry and the increasing prosperity of the cultural market, as more and more state-owned commercial cultural units have been transformed into enterprises and transformed into market entities, how to improve and ensure that cultural enterprises put social benefits first and realize social benefits. Benefit and economic benefits are unified, and prevent only box office, audience ratings, circulation, and click-through rates have become major issues in accelerating the promotion of cultural reform and development. It has become an important criterion for measuring the effectiveness of innovation in cultural systems and mechanisms. It can be said that if this issue is handled well, we can grasp the correct direction of cultural reform and development, so that state-owned cultural enterprises can both maintain a firm orientation and continue to develop healthily in the socialist market economic environment; if there is ambiguity on this issue, it will deviate from the original intention of the reform., deviate from the basic principles of cultural reform and development. As the main force of my country's cultural industry and an important force in building advanced socialist culture, state-owned cultural enterprises must play a leading and exemplary role in the unification of the two benefits, and promote various cultural enterprises to achieve the unification of the two benefits.

Reporter: How to understand and evaluate the social benefits of cultural enterprises?

Person in charge: At present, there is a general consensus among all sectors of society that cultural enterprises must emphasize social benefits, but there are still different understandings on the assessment and evaluation of social benefits. When there is a contradiction between social benefits and economic benefits, there are often "soft indicators of social benefits," The problem of hard indicators of economic benefits ". Enterprises consider more practical interests and immediate needs, and are led by the nose by the market. They need to clarify and standardize assessment, management, rewards and punishments and other measures in terms of management or system design. In recent years, many localities and units have made useful explorations in strengthening social benefit assessment. Summarizing the good practices in practice, the opinions clarify the principles and requirements of social benefits, that is, always adhere to the correct cultural stance, launch more cultural products with good ideological, artistic, and ornamental qualities, and provide more meaningful, tasteful and market-oriented cultural services., effectively play the role of culture in leading fashion, educating the people, serving society, and promoting development. At the same time, in order to make social benefit standards measurable and assessable, the opinions combine the main business of publicity and culture of different types of enterprises, put forward specific requirements for social benefits, formulate quantifiable and verifiable social benefit assessment standards, and clarify that the weight of social benefit assessment should account for more than 50%, and are reflected in specific indicators such as political orientation, cultural creation, production and services, audience response, social impact, internal systems and team building.

Reporter: Please briefly introduce the main contents of the opinions.

Person in charge: Promoting the unification of the two benefits of state-owned cultural enterprises is a systematic project that involves all aspects of cultural reform and development. It requires focusing on the overall situation, both internal and external repairs, and simultaneously focusing on it. It is necessary to improve the internal operating mechanism of cultural enterprises and create a good external environment., we must not only fully respect the corporate legal entity's dominant status and independent management rights, but also effectively play the role of policy guidance and regulation. The opinions highlight the main body of state-owned cultural enterprises, with the goal of establishing and improving systems and mechanisms to ensure that state-owned cultural enterprises put social benefits first and achieve the unity of social benefits and economic benefits, focusing on the relevant internal organizational structure, performance and relevant aspects of the reform and development of state-owned cultural enterprises. Specific opinions were put forward on salary assessment, joint-stock transformation, mergers and reorganization, asset supervision and operations, cadre and talent management, etc. At the same time, the opinions also put forward principle requirements for the construction of some external environments where two benefits are unified, such as rule of law construction, market system construction, and policy and business training.

Reporter: Please introduce what a modern enterprise system with cultural characteristics is.

Person in charge: Establishing a modern enterprise system with cultural characteristics is an important feature that distinguishes cultural enterprises from ordinary industrial and commercial enterprises. Its purpose is to promote cultural enterprises to grasp the correct orientation, highlight cultural characteristics, and form a unique business philosophy and governance structure for cultural enterprises. Ensure that social benefits are given first and social benefits and economic benefits are unified. Specifically, in terms of business concepts, it is necessary to strengthen the ideological attributes of cultural enterprises, clearly embody the requirements of social benefits in the purpose of the enterprise, and run through all links and the entire process of production, operation and management, and become the conscious pursuit and code of conduct of employees; In terms of governance structure, we must strengthen the construction of party organizations in cultural enterprises, scientifically set up internal organizational structures of enterprises, improve the management system that combines party committee leadership and corporate governance, and ensure correct content orientation; In terms of performance appraisal, it is necessary to promote cultural enterprises to establish a scientific internal performance appraisal system, implement differentiated assessment, and highlight social benefits.

Reporter: How to standardize and promote the "separation" of news media publicity and management?

Person in charge: The relative separation of publicity and operation by news media is an intrinsic requirement to ensure media credibility and a basic rule for the operation of domestic and foreign media. Judging from the practice of reform, the news media have a good overall grasp of the "two divisions" reform, but there are also a small number of news media who unilaterally pursue economic benefits, mix advertising and other business businesses with news editing and editing businesses, and implement a business department system or a disguised business department system. The system even links marketing work with paid news, which is very harmful. To this end, the opinions further clarified the standardization and promotion of "two separations", emphasizing that party newspapers, radio and television stations, news agencies, current political newspapers and periodicals and other news units can carry out relevant business activities in accordance with laws and regulations, but must separate editing and operation, and prohibit the mixing of editing and broadcasting personnel and operators; Commercial parts such as advertising, printing, distribution, and transmission networks can be separated from the business system and transformed into enterprises. However, they should be controlled by state-owned capital and must obey and serve the main business of publicity and culture to better promote the development of mainstream media.

Reporter: Please introduce the reform ideas and requirements of the opinions on the supervision of state-owned cultural assets.

Person in charge: The "Decision" of the Third Plenary Session of the 18th CPC Central Committee clearly stated that it is necessary to establish a management agency for the party committee and the government to supervise state-owned cultural assets, and implement a unified orientation for managing people, managing affairs, and managing assets. State-owned cultural assets carry the functions of publicity, culture and education and are an important foundation and guarantee for promoting the prosperity and development of socialist culture. Since the launch of the cultural system reform work, various localities have carried out many useful explorations in strengthening the supervision of state-owned cultural assets. In accordance with the requirements of the central government, combined with practical exploration, and integrated opinions and suggestions from all aspects, the "Opinions" clearly define the need to explore the establishment of a management model that organically combines party committee and government supervision and effectively leads the propaganda department in accordance with the principle of legal regulation, and promote the realization of management of people, affairs and assets. The orientation is unified. At the same time, it is proposed that all localities can continue to reform and explore the supervision model of local state-owned cultural assets based on actual conditions, and improve the management system and working mechanism for effective supervision by the propaganda department.

Reporter: What are the clear requirements for the policy guarantee of the unity of the two benefits of cultural enterprises?

Person in charge: Only by strengthening policy guarantees to ensure that cultural enterprises have reasonable economic benefits and employees have reasonable economic benefits, and on this basis to encourage and constrain cultural enterprises to highlight social benefits can cultural enterprises live well and be upright. Since the 18th National Congress of the Communist Party of China, we have successively promoted the introduction of a number of important economic policies to support cultural reform and development, involving finance, taxation, finance, land, trade and other fields, and strive to enable cultural enterprises to fulfill their social responsibilities and receive corresponding economic policy support. The opinions further strengthen policy guarantees for the social benefits of cultural enterprises, proposing to improve government procurement and funding methods, improve the use and management of special funds for cultural industry development at all levels, encourage qualified localities to establish or reorganize state-owned cultural capital investment companies, etc., and increase Support for industrial projects with outstanding social benefits of cultural enterprises to better guide the development of cultural industries. The opinions also specifically address the characteristics of cultural enterprises and the current reform and development reality, and propose to increase the investment in state-owned capital operating budgets of central cultural enterprises and promote provincial key cultural enterprises to be exempted from state-owned capital gains before the end of 2020; coordinated research is conducive to cultural content Creative tax policies in production, intangible cultural heritage project management, etc., effectively provide policy support for the unification of the two benefits of cultural enterprises.

Reporter: Please talk about what specific measures will be taken to implement the opinions in the next step.

Person in charge: As an important guiding document for the reform and development of state-owned cultural enterprises, the opinions provide important guidelines for deepening the reform of the cultural system and promoting the sustained and healthy development of the cultural industry at present and in the future. In the next step, we will mainly implement the opinions from the following aspects. The first is to promote all regions and relevant departments to promptly formulate specific implementation opinions, further refine and decompose tasks, clarify policies and measures, strengthen supervision and inspection, and effectively implement them. The second is to combine the preparation of the current outline of the cultural reform and development plan for the 13th Five-Year Plan, promote the reflection of opinions and requirements into the plan, and guide and deploy the work related to cultural reform and development during the 13th Five-Year Plan period. The third is to thoroughly summarize and promote typical experiences, increase policy and business training, and create a good atmosphere for cultural enterprises to put social benefits first and achieve the unity of social benefits and economic benefits.

Editor: yvonne