University of Cologne 

The paper explains the peculiarities of the media, both as marketable and non-marketable goods. It also explains that the German dual media order (which consists of commercial broadcasters and public service broadcasters) is based on this contradiction, and that the relative importance of these two elements depends on the capability of markets (to provide broadcasting programmes that serve the individual preferences of the viewers and listeners) and on the lacking capability of markets (to provide broadcasting programmes that serve the societys´public need, e.g. for integration, diversity, and democratic discourse).

The paper also argues that no general solution is possible, as the relative importance of these two capabilities differs between societies. Therefore the German dual order is no model for other countries that could be adopted on a one-by-one base - neither for China nor for any other county. But it can illustrate how the state, the market, and a non-govermental and non-profit sector can interact to provide a high-quality and diverse scope of programmes that promote public communication.

Table of Contents:

1. TV Programmes as Marketable Economic Goods
2. TV Programmes as Non-Marketable Economic Goods: Implications for National Broadcasting Orders
3. A Geometric Model for the Description of National Broadcasting Orders
4. The German Dual Broadcasting Order Geometrically Exposed: Balance of Power between Public Service Broadcasters and Commercial Broadcasters
5. TV Programmes as Marketable or Non-Marketable Economic Goods: Implications for Supra-National Broadcasting Orders
6. TV Programmes as Marketable or Non-Marketable Economic Goods: Implications for the Chinese Broadcasting Order
7. Some Final Remarks from an International Comparative Perspective
8. Summary