北望经济学园问学区传媒与经济学 给大家来点陡的东西

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给大家来点陡的东西

给大家来点陡的东西

Spectrum Auctions:
Yesterday's Heresy, Today's Orthodoxy, Tomorrow's Anachronism.
Taking the Next Step to Open Spectrum Access

                             
Eli Noam [1]

I. Three Old Paradigms and a New One   
It won't be long, historically speaking, before spectrum auctions may become technologically obsolete, economically inefficient, and legally unconstitutional.
And it may not be long before a new form of frequency allocation may emerge where spectrum use does not require any license; when information traverses the ether as flexibly as an airplane in the sky instead of being straight-jacketed into a single frequency and routed like a train on a track; and where congestion is avoided not by the exclusivity of ownership but by access charges that vary with congestion, with the information itself often paying for access with tokens it carries along.
For today, auctions and usage flexibility are still the best way to allocate new frequencies.  Yet it is one thing to support them pragmatically, as I do, because they tend  at present to be a better approach than the existing alternatives, and quite another thing to behold auctions in dogmatic awe, blind to their technological relativism.  Change the technology, and the economics and the law of spectrum use  must change, too.
This article suggests the direction which such change will take.  It analyzes, in Part II, the inherent problems of auctions -- in particular that they become a tool of revenue generation rather than resource allocation, and that they encourage oligopoly.  The article then proposes, in Part III, an alternative for the future, a system of unlicensed spectrum use in which users do not control an exclusive slice of the spectrum but rather are free to access various frequency bands by buying access tokens at a market-clearing price that is based on the extent of congestion. These access tokens could travel with the information itself as a form of electronic money.  In effect, the information would pay for its way as it proceeds over wire and air towards its destinations.
What we have had in spectrum allocation is a classic case of a paradigm shift, along the lines of  Thomas Kuhn's famous essay on "The Structure of Scientific Revolutions" [2] on the rise and fall of schools of thought. 

For spectrum, we can distinguish three successive paradigms, and an emerging fourth one.  In the beginning, there was a brief idyllic stage of spectrum allocation, based on OCCUPANCY.  Entry to the virginal ether was free, and a kind of electronic original state of nature prevailed.  Early radio users did not think in terms of permits to spectrum access any more than the Wright brothers considered filing a flight plan at Kitty Hawk.  Radio amateurs, early broadcasters, radio telegraph operators, and the U.S. Navy all congregated on the air.  But with the transmission technology improving faster for distance than for separation, and with only a few bands under technological mastery, it was not surprising that transmissions soon collided on the unregulated ether.
This inevitable crisis in the occupancy model led to its replacement by the ADMINISTRATIVE paradigm.  Frequencies were allocated by the state, of course after it had first taken care of itself generously.  The sparse residual was then allotted to various civilian purposes, and assigned to private firms based on a combination of first-come, best-connected, and most-persuasive.  In some countries, the reception of signals was also licensed.  On the whole, this was a system that benefitted influence brokers (whether in government or out), bureaucrats who could gain off-budget degrees of freedom, politicians who gained some influence over content, equipment makers who gained economies of scale, and incumbent firms that liked state-administered scarcity values and barriers to new entry.  This was the orthodoxy -- prosperous, powerful, potent.


The only problem was that the system did not work very well.  As the utilization of spectrum grew, so did the latter's value.  Fights over new allocation became shrill and (of course) lawyer-intensive [3]. Competitors were excluded. [4]  Foreigners were barred. [5]  New technologies were excluded or delayed. [6]  Politics intervened hamfistedly. [7]  Some spectrum bands were as deserted as Nevada, others crowded like Times Square, with no usage transfers possible.  Government hogged vast stretches.  Scarce licenses became highly valued, and fortunes were made in the reselling of  licenses from the well-connected to the merely efficient. [8]  Media firms chased monopoly rents, and politicians chased the firms [9].  Because of their value, some licenses were loaded with requirements for off-budget public services.  Licenses were temporary in theory--discouraging investments -- but permanent in practice -- diluting the attached requirements.

The old administrative paradigm was in crisis, but it had a powerful hold over the benefitted mass media and politicians.  For a short while, it was substituted by license lotteries, a bizarre system that attracted in the U.S. almost half a million "applications" out for a windfall.  Yet out of crisis, predictably,  a new paradigm was born.  And indeed, a new idea was picked up, that of spectrum sales to the highest bidder, advocated first by a law student with little to lose, Leo Herzel [10], and then academic intellectuals, Ronald Coase [11] and later Arthur DeVany et al, [12] and Harvey Levin. [13]  The idea was first dismissed out of hand as too "academic", ridiculed as impractical by the FCC's former chief economist, the noted Dallas Smythe, as "of the realm in which it is merely the fashion of economists to amuse themselves" (p. 100), and ignored or fought off  by the established broadcasters.  Eventually, however, most economists adopted it.  With the intellectual battle won, with the TV community now split between the broadcasters and the newly powerful cable casters, and with mobile technology leading to an explosion of demand for over-the-air capacity, change was in the air.  It was then only a matter of time before the need of the state for more revenue overpowered its propensity to micro-manage societal resource allocations administratively.  Economic efficiency provided the good-government cover for the change.
Today, the advocates of this AUCTION paradigm are in the driver's seat.  They have become the new conventional wisdom.  And they are the darlings of the political establishment, providing it with vast new resources that make otherwise painful spending cuts or tax increases unnecessary.  This is a heady experience for the dismal profession.  But, just as Kuhn would have predicted, the new orthodoxy, too, has become complacent. Like generals fighting the last war, many of its adherents often reflexively oppose a questioning of the auction paradigm as a defense of the administrative model or of its beneficiaries, because that is where its opponents traditionally came from.  Deep down, they believe, as Kuhn would have predicted, that their paradigm is the end of history in this field, and that there is no beyond.  Any problems are viewed as  mere  aberrations, probably because the auction concept is not executed with sufficient purity, rather than a systemic weakness.  In short, the auction has progressed from a better mousetrap to a belief system. This, too, is classic.  And it is similarly classic that this will not endure, that a new paradigm will emerge in turn, and that its proponents will be ridiculed as impractical by yesterday's heretics.

The new paradigm is not based on exclusive use, the technological and economic foundation of both the administrative and auction paradigms.  Indeed, both of these stages have much more in common with each other than their proponents would like to admit. Both basically allocate exclusive slices of the spectrum rainbow, and differ only in the early mechanics of that allocation. Seen thus, these two paradigms really collapse into a single one, that of LICENSED EXCLUSIVITY.  [14] 
But now, new digital technologies, available or emerging, make new ways of thinking about spectrum use possible that were not possible in an analog world.  These new ways can be more daring than the question whether to buy spectrum from the FCC initially rather than from Westinghouse later, or whether GE can use its TV channel sideband also for data transmission. The new paradigm is that of OPEN ACCESS, in which many users of various radio-based applications can enter spectrum bands without an exclusive license to any slice of spectrum, by buying access tickets whose price varies with congestion.  These tickets could be carried by the information itself. This brings us back, in several ways, to the earliest stage of frequency use, where there were no licenses. It is possible to do so because soon we can solve in new ways the problem of interference that had doomed the occupancy model and led to the licensing system in the first place.
The rumblings against the auction paradigm emerged in the mid '90s. On the technology side,  Paul Baran [15], a pioneer of packet switching, and George Gilder, a noted technology guru, argued against auctioned exclusivity.


George Gilder noted that:

    "You can no more lease electromagnetic waves than you can lease ocean waves.... You
    can use the spectrum as much as you want as long as you don't collide with anyone else
    or pollute it with high powered noise or other nuisances." [16] 

Underlying Baran's and Gilder's argument is the hope that technology solves scarcity and spares much of the need to deal with allocation questions [17].  My own position, since 1995, has been to go one step further [18].  With open access, scarcity emerges, the resource needs to be allocated, and a price mechanism is required. [19]  But this does not require exclusive control over a specific slice of the rainbow. 
Many economists and policy advocates have been prisoners the analogy of spectrum to land.  But spectrum access is traffic control, not real estate development.  It's about flows, not stocks.


Whose Spectrum Is It Anyway?


The emergence of technologies that make it possible for multiple users of spectrum to cohabit and move around frequencies has profound effects.  It is not just that it is arguably a more efficient system in terms of technology, economics, and policy. On these points one might disagree. But, more importantly, it is constitutionally the stronger system. The argument is simple.  Electronic speech is protected by the First Amendment's Free Speech Clause. Therefore the state may abridge it only in pursuance of a "compelling state interest" and through the "least restrictive means" that "must be carefully tailored to achieve such interest." [20]  A licensing scheme, however the license is given out, is a serious restriction on speech. Not only does it foreclose the electronic speech of  those without a license, but it also limits the electronic speech of those with such a license, if they must comply with its conditions. Until now, government licensing could be justified due to the basic assumption that spectrum is a scarce resource whose uses collided with each other.  Some allocation scheme was therefore in order. But suppose that the underlying assumption becomes invalid, and technology can solve the problem of frequency interference.  A less restrictive means of control then becomes available. [21]  Would  not the entire licensing scheme then be subject to question, in the same way that changing transmission technologies in cable TV and computer networking have led to much lower levels of constitutionally permissible restrictions than for the "scarce" [22] broadcasting? [23]

Instead of loosening the barriers to free entry, the U.S. government is going in the opposite direction, by selling off the spectrum. But is the spectrum the government's to sell in the first place?  It is one thing to be a traffic cop, keeping the different users from colliding into each other. But it is quite another matter to assert ownership rights (in effect, to retroactively nationalize the spectrum) and to sell them off. Could the state sell off the right to the color red?  To the frequency high A-flat?  Preventing interference is based on the Commerce Clause of the Constitution. But what is the basis of asserting ownership? [24] If  electronic communications are an aspect of our fundamental free speech rights, on what ground can these rights be sold to the highest bidder? Imagine the state auctioning off, for perfectly good public policy reasons, the right to travel (in order to prevent overpopulation in Los Angeles), to print books (to protect forests), or to practice medicine (to keep down the cost of health care).  Imagine, too, that these auctions are driven by the revenue needs of the state.  Regulatory powers do not convey the authority to government to appropriate the economic value from attractive commercial opportunities. Nevertheless, most free-market advocates seem willing to concede this profit to the state. [25]
II.  The Future Problems with Auctions
Today, almost anyone in Washington loves auctions: most  liberals, because it makes business pay its way and generates government revenues; and most conservatives, because it substitutes market mechanisms for government controls.  Auctions have also been used in New Zealand, the US, the UK, Australia, and Hungary.  Others will follow, no doubt.
The arguments for auctions are well known.  An auction is better than a mindless lottery,
or than comparative administrative hearings with their inevitable and legal maneuvering.  It
takes politics out of the process.  It gets spectrum resources quickly into the hands of users that
value them highest.  It rationalizes the assignment process while recovering the value of the
spectrum to the public.  It creates certainty and incentives to invest.  Private auctions already
exist in the form of a resale market.
The counter arguments to auctions are also well known.  They are either those of existing stakeholders, of potential entrants who feel better served by the political process than the market, or of  those who view spectrum as a public sphere subject to public goals.  Broadcasters, for example, argue that the auctions should not extend to them, because, (a) they are required to perform public service obligations; (b) they have usually already paid for the license once by buying it in the after market; and ? it would be unfair to make them bid retroactively for an asset whose value they have created by their investments.

Other objections are those of governmental users who fear that their hold over vast chunks of free spectrum might be reduced once its opportunity cost were more precisely known; by radio amateurs, who tend a non profit spectrum garden dedicated to technology experiments
and public service in the midst of a commercial and governmental wilderness; and by those who believe that vesting ownership based on today's technology will complicate the speedy deployment of new technologies in the future and lead to inefficient allocation.  Parts of the public interest community fears (a) a decline in regulatory power over TV in behalf of public interest goals if renewable licenses were replaced by permanent property rights; (b) that an allocation to the highest bidder would raise barriers to small entrants and reduce diversity;  and ? that auctions would squeeze out free public access and non profit educational activities.
On the whole, the arguments in favor of auctions are stronger than the arguments against, partly because most legitimate problems raised by the critics can be dealt with in other and often more efficient ways. But this does not make auctions necessarily the best approach for the future.
Surprisingly missing in a critical evaluation of auctions are the free market and free speech perspectives. Where market-oriented criticism has been voiced it has focused on the specifics of the FCC auction schemes, such as the duration and flexibility of the licenses involved, not on the concept itself.  Indeed, having fought a long, hard, and successful fight for auctions, its advocates often seem incapable of viewing different approaches opened up by future technological options as anything but a pro state position.

Auctions Inevitably Deteriorate Into Revenue Tools

The FCC auctions have been sophisticated in game-theoretical terms and well executed as an operation.  The underlying objective for the auction "game" is to raise revenues for government.  This is usually denied quite heatedly, and other considerations are cited, such as moving spectrum to the users valuing it most, etc.  But the political fact is that auctions were finally approved, after years of opposition to them by powerful Congressional barons and the broadcast industry, as a measure to reduce the budget deficit and avoiding spending cuts and tax increases. Allocating spectrum resources efficiently was a secondary goal in the political process.  The maximizing function may have been constrained in several ways, such as by rules against monopoly control and in favor of diversity.  But these additional policy considerations were only the fig leaf on the main reason, raising money for the empty coffers of the Federal Government.  The rest is merely technique.  Conceived in the original sin of budget politics rather than communications policy, spectrum auctions are doomed to serve as collection tools first and allocation mechanism second.

Several problems are inexorably tied to the budget-driven auction system.  One is a spend-as-you-go approach. [26]  It is one thing to sell assets (spectrum rights) and re invest the proceeds.  But ours is a situation of funding current consumption through the sale of long-term assets.  Around the world, countries aim to advance the national infrastructure.  In the U.S., there seems to be a widespread agreement that this should be done without government money. But the spectrum sales end up as the opposite of making public investments.  Through auctions, the United States has been taking money away from  infrastructure-providing private firms and throwing it into the black hole of the budget deficit.  For decades, America's telecommunications system was superior to that of other countries, often because these countries used telecommunications as a cash cow for general government expenses.  Now we have embarked on the same road, just as other countries have left it at our urging.
In fairness, this is not due to the auctions per se but due to the way the revenues are

being used by Congress and the Executive. Therefore, to maintain sectoral neutrality and avoid siphoning resources from the infrastructure into general public consumption one would have to complement auctions with a recycling policy that returns the revenues to the communications infrastructure and its applications.  Yet such a policy is unlikely (outside of a few crumbs), given budget pressure and the efforts by heavy-hitting constituencies to get more for less. And furthermore, such earmarking creates its own dynamic. The 1996 Telecommunications Act created a Development Fund, aimed at small and minority businesses, to be funded from the interest on auction bids. Vice President Gore advocated the use of auction revenues to finance the wiring of schools for the Internet. Congressional Subcommittee Chairman Fields wanted to fund public television with them.  And President Clinton proposed their use for school rehabilitation.  As various programs are funded in such a fashion, stakeholder groups inevitably emerge that seek ongoing funding, and therefore ongoing auctions.  Once a certain budgetary dependency on revenues from communications has been created, it will inevitably color substantive policy, such as resistance to new technologies if they threaten auction revenues.
When all is said and done, an auction is a tax on the communications sector and its users, [27] based on an artificially created scarcity.  It may be an invisible tax on an invisible resource, but its impact on policy will be real. Auction advocates deny an impact on prices, arguing that consumer pricing depends on marginal rather than historic cost, and that the auction charge does not necessarily mean higher end user prices if demand is highly elastic or if the rents have previously been squeezed by government in other ways.  It may be useful to start with a reality check. How can one possibly deny that the many billions of dollars raised by an auction are taken out of the private sector and end up with the government?  That, after all, is the Congressionally mandated point to the whole exercise. 

The argument is that an  auction bid  is a fixed, lump-sum cost and not part of short-term marginal cost, thereby not affecting price, and that all an auction does is reduce profits to a normal level.  Only demand characteristics count.  This view supposes that there are no alternative long-term uses for the spectrum and for capital.  But since alternative uses for spectrum exists continuously, the supply of the service using the bid-for spectrum is not fixed and can expand and contract with its expected profitability. Similarly, alternative uses for capital exist.  And greater indebtedness may mean higher cost of capital to a firm generally,  [28].  Firms may price temporarily without regard to fixed cost, but they could not survive doing so in the long run. Hence an auction payment will be reflected in prices, with its incidence on consumers and producers depending on the respective demand and supply elasticities.
And where is all this going to end?  Like diamonds, budget pressures are forever.  There is never enough money.  This creates a dependence on still more auctions, especially ones of the up front cash type rather than the pay as you go type. Even if a given auction is designed to achieve an efficient allocation, its existence may be based purely on revenue needs. [29]    In 1996, for example, both Congressional Commerce Committees were instructed to raise another $15 billion of revenues.  Spectrum auctions was the obvious way to go.  It had little to do with communications policy considerations.
Since spectrum use is derivative of international allocations of both spectrum and orbital slots, international organizations will also get into auctions.  For example, the International Telecommunication Union's former Secretary General, Richard Butler, argued that the 1967 Outer Space Treaty excluded a country from appropriating the profits from space frequencies for itself.  Such revenues would have to be shared with the rest of the world. This means that they might become the foundation for funding international organizations, by international spectrum auctions. 


It has been argued that auctions put a foreign government's decision process into the open, away from influence peddling and corruption, and that auctions thus play a liberalizing role. This might be true in some cases, but the opposite to liberalization is just as likely.  A revenue strapped country is likely to sell off a monopoly license rather than competitive ones because this will fetch the highest bid price. [30]  A government's determination of the appropriate market structure will therefore provide ample opportunities for manipulative interventions.  And the non political nature of the auction can be easily undermined by various domestic preference systems [31] such as requiring bidders to join up with favored local partners, or by requiring bidders to undergo an approval process.  After all, even in America foreign bidders are limited to 20% or 25% (depending on their corporate structure) of any spectrum, and "designated entities" of women, minority, and small businesses initially received FCC bidding preferences. [32]

Auctions Encourage Oligopoly
An auction payment that must be paid in advance is a barrier to entry, unless capital markets are perfect, which they are not.  This especially affects new firms and unproven technologies that cannot find partners to share the risks.  Therefore,  an up front payment will
reduce the pool of entrants.
Advocates of auctions claim that they are neither a barrier to entry nor a tax, because they merely duplicate the past "private" auctions of the after market. What they seem to have in mind as an alternative to an auction is a lottery system with an after market, which indeed creates windfalls, transaction costs, and delay.  But suppose the alternative were not such an inefficient (though unfortunately real) system, but a merit based comparative selection ( e.g., based on an explicit scoring criteria and evaluated by an expert panel like a scientific grant proposal) coupled with a 10 year non resale provision.  (This is definitely not the author's recommended solution, but at least it is a more sensible comparative yardstick to the auction than the lottery & resale system, against which most alternatives look good.)  Such a system would have lower entry costs since no bids would have to be paid for.
The highest potential auction bid would be the present value of monopoly rent. The winner's profits would be normal, but price would be at monopoly level.  The FCC recognized this and auctioned off several PCS licenses, not just one.  This was wise, as well as easy, but it is much harder (if not impossible) to bar oligopolistic bids.  The highest bidders will be those who can organize an oligopoly.  This is facilitated by bidding consortia of companies which would otherwise be each other's natural competitors, and who collaborate under some rationale of synergy.  Those firms presently already holding market power under, e.g., the cellular duopoly, would bid highest to maintain it and its profit. And if precluded from bidding in their own territory, (as they are, in a departure from the highest-value-user principle) they could try to do it by proxy or by mutual back-scratching with other firms similarly situated elsewhere.

Second, after the auction, the high bidders may collectively suffer from "winner's curse" (winning bids unsustained by adequate profits) and, after some shake out period, will collaborate, because otherwise they might not be able to support their bid price's cost.  "Sunk cost" leads to passive acceptance only in competitive markets, and after the fact.  Oligopolists, on the other hand, will attempt to raise prices in order to recover their bid price and more.  This does not require an explicit agreement, just commonality of interest, and is therefore difficult to identify or control.  Even with multiple service providers left nationally, there would be pressures for concentration to take place, similar to the dominance by airlines of "their" hub cities.
Oligopoly can be attacked in several ways: by adding spectrum allocations, encouraging spectrum flexibility, imposing structural rules of ownership limitation, and using antitrust law in cases of collusion.  This is indeed FCC policy.  However, ownership limitations are regulatory in nature, may conflict with potential efficiencies of scale, and are at tension with the stated goal of moving spectrum to the highest value user.  Additionally, such structural rules would limit the ability of exit by a spectrum holder from one usage to another, since such exit may well impermissibly concentrate the market in the departed service.  Flexibility of entry, on the other hand, is an excellent way to protect against oligopoly. The present auctions do not permit such flexibility, though the FCC is seeking it.  But it must be kept in mind that entry into B means exit from A, and may reduce competition there.
There must also be enough spectrum auctioned off to attack oligopolistic tendencies and reduce opportunity cost.  But here, government is conflicted.  Release more spectrum, and its price drops.  Just as New York cab drivers have used politics to prevent the issuance of additional taxi cab medallions since the Great Depression in order to protect their investment, so will existing spectrum holders be united in the desire to stave off new entrants which will not only compete with them for future business but also depress the value of their past investment.  Government has a related revenue based incentive to keep spectrum prices high by limiting supply.  Thus, government could become the spectrum warehouser and protector of oligopoly, a function it has played historically. [33]
The other major way to deal with oligopoly is through antitrust law.  But that brings government right back, through its role in prosecution, adjudication, and enforcement.  Some people consider antitrust enforcement purer than regulation, despite its sledge-hammer style.  They seem to have forgotten the political involvements of the Justice Department and its Antitrust Division in virtually any Administration of this century, and the experience of judicial micro-management of the AT&T antitrust decree.

III.  A Better Alternative: Open Spectrum Access
The alternative to the present auctions is not to return to the wasteful lotteries or

comparative administrative hearings of the past, but to take a further step forward, to full openness of entry, which becomes possible with fully digital communications.  Auctions are mostly good for now, given the state of technology, but there is a better next step,  a free market alternative: an open entry spectrum system.  In those bands to which it would apply, nobody would control any particular frequency.  In this system no oligopoly can survive because anyone can enter at any time.  There is no license, and no up front spectrum auction.  Instead, all users of those spectrum bands pay an access fee that is continuously and automatically determined by the demand and supply conditions at the time, i.e. by the existing congestion in various frequency bands.  The system is run by clearinghouses of users.
The underlying present auction system is premised on an analogy to land ownership (or long term lease).  This is based on a certain state of technology.  In the past and present, the fixed nature of a frequency usage had a stability that is indeed reminiscent to land.  But that was based on the relatively simple state of technology, in which information was coded (modulated) onto a single carrier wave frequency or at most a narrow frequency range.  To forestall interference with other information encoded on the same carrier wave, the spectrum was sliced up, allocated to different types of usages, and assigned to different users.  It is as if a highway was divided into wide lanes for each type of usage    trucking, busing, touring, etc.    and then further into narrow lanes, one for each transportation company.  Once one accepts this model for spectrum one can argue about how to distribute the lanes, whether by economics, politics, chance, priority, diversity, etc.  But it is important not to take this model as given and focus one's attention on merely optimizing it.  To stay with the example, why not intermingle the traffic of multiple users?  And if the highway begins to fill up, charge a toll to every user?  And make this toll depend on the congestion, so that it is higher at rush hour than at midnight?
Access rights are economically relevant only when there is scarcity.  Whenever there is no scarcity, there is no need to allocate, and the price would be zero.  Anybody could enter.  But absence of scarcity is not the interesting or usual case.  Nobody "owns" the air route Cleveland San Jose, and anybody could enter. But if landing slots or airport gates are scarce, an allocation must take place.  In spectrum usage there are times of day and parts of the country where spectrum usage is always low.  But it is realistic to assume that if there are multiple potential users and no restrictions, congestion will happen.
To allocate access one need not grant permanent allocation rights, but rather to charge an access fee that is set dynamically at a level where the available capacity is fully utilized.  The access fee could be an "edge price" that gives any users of the spectrum the right to enter information into the  spectrum "cloud", or it could provide more limited access.  Because demand for transmission capacity varies, the access fee would also vary    a high fee where demand is high, and zero when there is excess capacity.

The Open Access Model
Technologically, the proposed system is not presently available, thought its component parts exist or are within reach.  It is not my purpose to try to work out the details here.  They will evolve with time, discussion, and technology.  What is important is the concept.  Herzel and Coase did not design a multi-round simultaneous Vickrey auction, either.
Such an open access system might look as follows:

For packets of information to be transmittable, they would require to be accompanied by an access code.  Such a code could be a specialized token, a general elctronic cash coin.  The token would enable its bearer to access a spectrum band (rather than to a specific frequency), to be retransmitted over physical network segments, and to be receivable in equipment.  Price for the access codes would vary, depending on congestion, and be determined by an automatized clearing house of spectrum users.  Assured access, at a price certain, could be obtained from a futures market. 
For example, a mobile communications provider, A, might face heavy for its service during the post Labor Day morning drive time.  It would therefore buy access codes to that capacity from  the desired band, to unlock spectrum usage in a network environment.  The tokens are bought from an automatic clearinghouse market of all users.  Firm A and its customers, when initiating transmissions, add the access token to blocks of their transmitted information. Without the access codes, information could not be passed on to other networks, and might not be readable by their intended receivers, if user equipment requires these codes for activation or descrambling.
If A finds itself using less capacity than it needs, it can offer its excess access codes on the clearinghouse's instant spot market to users who experience shortages or who have no real time needs.  A can also assure itself of a long term supply by contracting in a future market, the access codes with B, who then delivers these codes at the time contracted for.
The buyer of capacity does not own any particular slice of spectrum, but rather the right to send so many information blocks over a band.  At transmission time its equipment scans for a free frequency before occupying it. This search can restricted to a single or a small number of frequencies, or be free to roam widely across a band or bands.  A receiver, similarly, scans for information addressed to it.  This is similar to the way computer local area networks work over wireline networks and now also over the air.

The clearinghouse could also auction off long term access codes.  In that case, it would approach the present auction and license system, except that no frequency exclusivity needs to exist, though that could also be instituted.
The access codes are, in effect, like tokens paid by drivers at toll. They could resemble, in concept, the tokens used in one major category of computer data local area networks.  In these "token ring" LANs, in order to avoid congestion and collision of information streams, only that user can transmit bits who possesses a token that circulates from user to user.  The prices of the tokens varies according to congestion.  The blocks of information carry these tokens with them, together with the address they seek, and pay (i.e. transfer the tokens) at various toll gates and access points. The tokens are thus electronic coins that are transferred from user to carrier and the clearing house.  They are like money.  With electronic cash emerging in the economy, they could be general money, not specialized tokens.  In effect, the information not only finds its own way (which packets already do), but it also carries its own money for transit, picking among various over the air and wireline transmission options depending on price and performance. This resembles a person navigating a transportation system, choosing routes and transit modes depending on price and performance, and paying along the way.

Does this system require carriers? For wireline services, the need is obvious for pathways to be maintained. But for over-the-air transmission, there is no roadway in the sky.  Transmission firms resemble airlines or shipping companies rather than railroad companies. They provide transmission and reception facilities [34] accessible by the information packets at a price.  These facilities need not permanently control any particular frequency any more than UPS and Federal Express control a highway or air route.

How to Implement an Open Spectrum System
Who would administer such an open access system?  The options are (a) the government; but this would create powers of control, and administrative inefficiencies that are undesirable. (b) The private owner of the spectrum.  This is discussed further below; or ? the  users themselves, by way of a clearinghouse that functions like an exchange. 

In practical terms, a clearinghouse would be a computer that sets access prices based on demand for the spectrum endowment which  it controls.  The potential user of spectrum would use some intelligent software agent to deal with the clearinghouse.  If the spectrum user is willing to pay the price, [35] which outside of slack periods is unlikely to be zero, it will receive authorization through access codes.  Multiple clearinghouses [36] for different bands are also possible and would provide competition.  There could also be different prices for different frequency bands, because their different propagation characteristics differentiate their attractiveness.
Each user could apply its own standards and protocols, within general technical
parameters of signal strength, etc., to avoid interference. Enforcement of the system is straightforward for those flows of information that are transferred across networks.  Without authorization code, they could not flow.  For non-network usage, the presence of transmissions without access codes would be closely watched by their competitors and violators would be sued or reported.
In some cases, a frequency would be entirely dedicated to a user or usage, based on special circumstances, for example, to protect non profit, educational, or governmental usage. [37] Alternatively, such users could receive a credit against which they could obtain access in the open access system, and which they could resell. [38]

        Who gets the proceeds?  That is a political decision of allocation.  It could be the user-owners of the clearinghouse; or, alternatively, the Treasury (as in the auctions, and with a similar negative potential of use for current consumption), or some earmarked functions. But the revenue flow is smoothed with the high fixed costs of entry converted into variable costs of usage.  It therefore has a stabilizing function, because prices based on marginal costs, without regard to sunk cost, encourage collusive pricing. Transaction costs in an open access system may be larger than in a traditional spectrum assignment system, but that is true for any open economic system. The offset is increased utilization and efficiency. And, similar transaction costs would exist if  spectrum owners would resell frequencies in a private resale market. [39]  There would be incentives to develop new technologies and applications-just as aircraft manufacturers and airline do for the utilization of airspace-and to create various instruments of contractual rights for access-just as for financial derivatives.

Objections to Open Spectrum Access
The concept of buying spectrum access as an input rather than owning a spectrum license is unfamiliar and disturbing to users and policy makers alike, and a number of objections are made, on the grounds of practicality, uncertainty, and property. 
(I)  Technological considerations
There are various building blocks for an open system, all of them subject to rapid technical change.

" Signal processing has made enormous progress, pointing to a near future in which radios become portable digital computers.  "Software radio" [40] shifts the processing of the received signal by conducting all functions like demodulation, filtering and detection in software-defined units rather than, as at present, through manipulations of the electronic signal within hard-wired systems.  Intensive research is underway on this concept, which would allow for example,  for a single handset to access multiple systems, or for a single base station equipment to carry multiple types of calls. [41]         
"Signaling.  Many radio applications do not function anymore as stand-alone and systems separate from wireline networks as they did in the past.  They are controlled as part of more general network management functions by  a signaling mechanism within and among networks..
" Intelligent agents are software programs that could deal with the clearinghouse and search the spectrum for the best value.
" Digital communications have now reached broadcasting, too.  Their extension to packet- or cell-based technology is used in packet radio.

" Spread spectrum technology permits frequency-changing and frequency-sharing by multiple users. Civilian applications exist in mobile code division multiple access (CMA).  Spread spectrum cordless phones are commercially available.  There has also been much progress in the development of dynamic channel assignment and distributed control processes for wireless LANs and wireless PBX.  (Spectrum hopping is also possible without the spread spectrum technology.)
"Expanded spectrum availability due to expansion to an operational range of up to 60 Ghz, a much higher frequency range than in the past. [42]  Laboratory usage has proceeded to 300 GHz; theoretical range goes still further.
      " Advanced Antennas can cover an increasing range of bands.  Spatial signal separation by directional beams permits space division multiple access, SDMA. [43]
"Signal compression uses algorithms to reduce necessary transmission needs, especially for video, thereby reducing required band-width.
" Encryption has made enormous progress. It could be used for the access codes that permit transmission to be part of a network.  It could also be used to charge end users for reception, and prevent transmission without access codes.

"Electronic cash is related to encryption and has made similar rapid development in order to serve commerce on the Internet.  It could be used for the access code tokens, making these access codes, in effect, electronic coins used for toll-gates.
The challenge to technologists and entrepreneurs is to put the various elements together.
      On the regulatory front, some steps in the direction of openness have been taken by the FCC in 1985 in its Part 15 rules, which increased the unlicensed use of spectrum bands used by industrial, scientific, and medical (ISM) low-power applications (such as garage openers) to a higher  transmissions strength of one Watt, provided that spread spectrum technology was used.  Examples for new uses were wireless LANs and wireless bar-code readers.
The concept was expanded in 1994 to unlicensed personal communications (U-PCS), open to all users of asynchronous data and isochronous time-division duplex voice.  The dynamic real-time coordination of use accomplished by users following a "spectrum etiquette" agreed upon by the industry and approved by the FCC.  These rules are, basically, "listen-before-transmit" on a channel, "don't talk too long without listening again", and "don't talk too loudly", i.e., limitation on transmission power.  A potential user seeking transmission, when encountering a "busy" channel, either switches to another or awaits his turn.  This etiquette is embedded in the device itself.  The etiquette does not require interoperability between the various devices or exchange of information among them.
Coordination, including the relocation of existing users and definition of channels and geographical regions, is administered by a private non-profit company, UTAM, Inc., owned by equipment manufacturers and supported by them in proportion to their U-PCS equipment sales. UTAM is basically a cooperative.

The next steps in this evolution was initiated by two petitions to the FCC in 1995, by WIN Forum for a limited range high-speed Shared Unlicensed Personal Radio Network (SUPERNet), and by Apple Computer for a National Information Infrastructure (NII) Band.
In 1997, the FCC (ET Docket No. 96-102, January 9, 1997) allocated 300 megahertz of spectrum in the 5 gigahertz band for unlicensed National Information Infrastructure (U-NII) devices.  The FCC also opened the band above 40 gigahertz to unlicensed usage. (ET Docket 94-124, February 10, 1997)
The main weakness of the unlicensed access approach in its present stage is that it deals with scarcity and congestion by a technological "etiquette," which cannot ensure real-time access if demand is high.  The best-working etiquette for the allocation of a scarce resource in our society is a market-clearing price. Without it one may re-enact the rise and fall of citizens band radio. CB radio is the poor man's open access. CD radios are unlicensed, and their usage was tremendous, even though much of it proved to be a fad. The weakness of CB radio was the absence of congestion prices and of commercial incentives for content provision.
(ii)  Regulatory Considerations

Auction advocates tend to stress the rapidity of its allocation, in contrast to the messiness of market trading.  But this focuses on the short term. It is true that efficient resource allocations are accelerated by auctions.  But soon thereafter, given the dynamics of markets and technology, an aftermarket must take over anyway.  Spectrum efficiency therefore depends more on a smooth aftermarket than on the initial allocation mechanism. [44] Since the auction-based allocation system may lead to a spectrum oligopoly due to potential oligopolists' ability to bid higher, such a system may well end up requiring more government intervention than presently hoped for, in order to maintain  market competition. In contrast,  a system of continuous open entry makes it harder to sustain oligopolistic prices. In such a system, the government's role is that of providing an initial endowment (the same function as in an auction), and assuring non-discriminatory access to a clearinghouse.  Establishing  multiple and competitive clearinghouses for different spectrum bands would add still further openness. It is true that government could intervene, but selling full property rights in spectrum does not eliminate opportunities for regulation either, just as private use of land is often heavily regulated.

(iii)  Property Rights Consideration 

Without secure long term tenure there may be less investment.  In the exploitation of frequencies, on the other hand, greater competition also spurs innovation and investment.  One needs to balance certainty with contestability.  Uncertainty exists in every business, and no firm can control every input.  Spectrum is no different in that respect from a gas station that cannot be certain of the price of its vital input,  wholesale gasoline, or of a bakery that needs to buy flour at varying prices.  Similarly, employers do not "own" their employees and are not dispossessed by their departure to firms offering higher salaries.  But when it comes to spectrum, much of private industry is so used to the concept of long-term control (whether by ownership or license) that it finds it hard to conceive of regularly buying spectrum access like another input.  Of course, for some firms certainty will be considered necessary, and for that purpose futures markets for capacity will evolve.
Couching the discussion in the terms of property rights is not helpful. [45]  Even the old license system was one of property rights, regardless of  the 1934 Communications Act's declaration that it did  not establish ownership right (47U.S.C. 301).  It  is similarly argued that the FCC auctions are only for a long term usage rights, not for full ownership.  But this is a legal distinction without a real difference.  The strong expectation is that the lease will be almost automatically renewed, just as it has been for TV broadcast licenses, where of more than 10,000 renewals between 1982 1989, less than 50 were challenged and fewer than a dozen were not renewed, usually because of some malfeasance.  A postcard suffices to renew a license.  In cable TV the non renewal of franchises is similarly rare.  For all practical purposes, the auctions are for permanent occupancy, though the slight uncertainty will lower the prices a bit. 

As Richard Posner (1977) observes,


"In economic, though not in formal legal terms, then, there are property rights in broadcast frequencies... Once obtained the right is transferable....  And it is for all practical purposes perpetual.  The right holder is subject to various regulatory constraints, but less so than a public utility, the principal assets of which are private property in the formal legal sense."(p.33)

Today, scrambling and encryption technologies permit producers of information to exclude unauthorized access to it.  Holders of information can thus create "bottoms up" property rights through access control, and markets evolve.  This means that the protection against  the unauthorized transmission need not be accomplished through licensing but be left to market forces governing the transfer of  the information in networks [46]

(iv)  Could an auction winner administer an open system itself? 

An appealing alternative route to the unlicensed open access system would be for  private spectrum managers to conduct the resale of their capacity.  This would require the spectrum ownership to be diverse, because if a firm has market power in spectrum it would charge monopsony prices, discriminate in prices, and appropriate the efficiencies of rivals.  It would be as if, in the pre-divestiture days of AT&T dominance, AT&T could have  auctioned off the right to compete against itself.  Under such a system, MCI would not have emerged.  If a market could evolve with many wholesale spectrum band managers controlling a lot of spectrum to make resale transactions with many resale users practical, a substantial openness would indeed be achieved.  But such a world seems  unlikely; even if a government would license many spectrum owners, there would be consolidation, as has been argued, toward oligopoly.  Furthermore, for meaningful access to be provided by a wholesaler, it would need to control a significant band, which is not likely to be affordable by any but the largest of telecommunications consortia.  Imagine a firm buying half the VHF TV broadcast band for resale to broadcasters.  As Robert Crandall points out in an article on the New Zealand experience with spectrums of management rights [47] (the only concrete example to date for an effort to institute a resale system), based on recent auctions, a single nationwide Gigahertz would be worth in the U.S. about $300 billion, 12 times the value of the giant RJR Nabisco leveraged buy-out.  "It is far from clear who would be able to 'bid' for such a franchise if the U.S. government were to offer it as a management right at an auction." [48]  Milton Mueller, similarly, finds that in New Zealand, "spectrum management rights can be acquired since 1990, but they have not been resold to others". [49]  Only two local bidders showed up for the management auction in New Zealand, the previous monopolists in telecommunications and broadcasting, respectively.  It is hard to imagine that their motivation is to encourage usage by competitors.

Alternatively, spectrum slices for wholesalers could be drawn narrowly, but then the spectrum agility of users access moving around the spectrum would be curtailed, and the system would be the traditional "slice-and-dice" of spectrum licensing, whose consolidation and utilization would impose major transaction costs. 
Advocates of resale markets need to explain the empirical fact that there was never any meaningful resale of non-advertising time-slots for spectrum access by broadcasters, even in multi-station markets, (or by cable companies for their bandwidth). Partly this was due to FCC restrictions, but there did not seem to be  major complaints against these rules, and one suspects that few TV stations would become time brokers or common carriers even if they could, as they now partly do.  In telecommunications, to take another example, resale exists primarily due to legal common carriage obligations, and has been strenuously resisted by incumbents every where. The basic problem is the resistance to provide a competitor with a vital input at a price that permits entry [50]. 

Some resale is taking place in satellite transmission.  Here, the huge hardware and launch costs and the need for government backing in international bodies cause indivisibilities and entry barriers that lead to a limited number of capacity providers reselling transponders (channels) to large and stable tenants.  Such a market is moving in the right direction as long as the need of the handful of firms to shield their huge investments does not lead to a significant anti-competitive cooperation. PCS licensees are also able to resell their spectrum.  But it appears this will be done primarily by the "small business" winners of small regional bids (Basic Traffic Areas) who resell to larger nation-wide firms (excluded from the small business auctions) that complement their own spectrum holdings.  Thus, resale is taking place upwards to large aggregative firms rather than downwards to multiple users. 
Resale is clearly a step towards open access.  It should be encouraged. It is likely to exist in some limited fashion.  But it is not likely to  generate a widespread openness of access.

IV.  Conclusion
        The open entry spectrum exchange will not solve every problem of today's auctions.  New ones will emerge.  Many of these problems may be resolvable once the technologists focus on them, but to do so requires first that we get out of the box of the exclusivity paradigm.
Even if the open access system has some flaws, the constitutional issue must still be answered.  Efficiency of resource allocation and lower transaction costs do not overcome the protection of fundamental rights of which free (electronic) speech is one.  If an open-access system is less restrictive than an auction/ownership model without causing spectrum chaos, the granting of exclusive speech rights may not pass the test of constitutionality.  Even some inefficiencies and transaction costs cannot defeat constitutional rights.
What are some of the policy implications?  It is not to stop auctions, since in the present state of technology they are still usually the better solution.  But it means to limit the duration of auctioned licenses, in order to preserve future flexibility for other approaches.

Secondly, resale and spectrum use flexibility should be permissible to facilitate resale markets. License holders should be able, in most cases, to slice up the spectrum and resell and sublet them to others for various applications.
Thirdly, experimentation and innovation in spectrum usage schemes should be encouraged.  This would include expanding the unlicensed spectrum concept and dedicating frequency bands to the open-access, access-price model.  Better to approach spectrum use in a pragmatic and searching fashion than with an ideological mind set that equates the free market with one and only one particular technique.  We should be ready to take the next step.  The tremendous success of the Internet should lead us to seek its openness in spectrum use, too. The Internet, with its multiple route system, is an example for an open-access model in the wireline environment.    Here, too, congestion charges are being considered.  Open does not mean free or non-profit.
It took Leo Herzel (1951) and Ronald Coase (1959) almost fifty years to see their auction paradigm implemented.  Similarly, the proposed open access paradigm is not likely to be accepted anytime soon.  But its time will surely come, and fully bring the invisible hand to the invisible resource.       

REFERENCES   

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Caro, Robert A., Years of Lyndon Johnson, New York: Knopf, 1990.

Coase, Ronald, "The Federal Communication Commission," Journal of Law &         Economics II, 1959, pp. 1 40.

Commission of the European Union, DG XIII, Towards the Personal Communication     Environment, January 12, 1994 p. 26

Congressional Budget Office (C.O.), Auctioning Radio Spectrum Licenses, Washington     D.C.:    Congress of the United States, March 1992.

Crandall, Robert W., New Zealand Spectrum Policy: A Model for the United States?

DeVany, Arthur S., "Implementing a Market-Based Spectrum Policy".  In this volume.

DeVany, Arthur S., Ross D. Eckert, Charles J. Meyers, Donald O'Hara, Richard C.     Scott.  "A Property System Approach to the Electromagnetic Spectrum: A Legal-Economic-Engineering Study," Stanford Law Review, Vol.21 June 1969,     pp.1499-1561 

Dixon, Ri, Spread Spectrum Systems, 3rd Edition, John Wiley & Sons, New York,     1994.Federal Communications Commission (FCC), "Inquiry and Proposed Rulemaking: Deregulation  of Radio," Federal Register 44, No. 195, October 5, 1979, pp. 57636 57723.

_____. "New Television Networks: Entry, Jurisdiction, Ownership and Regulation,"     Final     Report of the Network Inquiry Special Staff, Volume I, October 1980.

Forge, Simon, "The Radio Spectrum and the organization of the future.  Recapturing     radio for new working pattens and lifestyles", Telecommunications Policy. Vol. 20 No. 1, pp. 53-75, 1996.


Fowler, Mark S., and Daniel L. Brenner, "A Marketplace Approach to Broadcast         Regulation,"Texas Law Review 60, 1982, pp. 207 57.

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Hazlett, Thomas, "The Rationality of U.S. Regulation of the Broadcast Spectrum,"     Journal of Law & Economics XXXIII, April 1990, pp. 133 175.

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Meatily, Joe, "The Software Radio Architecture," IEEE Communications Magazine (May     1995), pp. 26-38.

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Smythe, Dallas W. 1952. "Facing Facts About the Broadcasting Business," University     of Chicago Law Review 20 (pp. 96 106).

Zupan, Mark, "The Efficacy of Franchise Bidding Schemes in the Case of Cable         Television: Some Systematic Evidence," Journal of Law & Economics XXXII,    October 1989, pp. 401 56.







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伊利.诺姆: 美国哥伦比亚大学电信研究所教授(CITI),国际知名电信与传播研究专家,该篇论文承袭当年科斯对FCC拍卖频谱资源的政策建议,着力推动未来频谱资源日益丰富的情况下开放频谱使用(Open Spectrum Access)的建议,大家研究传播,尤其是电子媒体或者传媒经济学切莫忘了要了解技术发展的起源和未来趋势啊,国内的所谓研究传媒经济,把最基本的信息传输系统的技术变迁给忘了,这存属忘本。
如果还有兴趣,不如读一些关于FCC历史变迁的东西,受益一定颇多啊!!!!!所谓三网融合还是绕不过频率资源的分配使用方式。
 

东方卫视赴美学习培训小结





三月底刚从海湾战争前线采访回来,就马上参加文广集团赴美国学习培训班,到美国纽约哥伦比亚大学国际和公共事务学院进行为期二个多月的学习、培训和参观。


总结回顾二个多月在美国的学习,收获最大的是:学到了知识、找到了差距、开阔了眼界、增强了信心、明确了方向。


在美期间,我们共参加二十三个专题讲座,讲座的主题涉及到历史、媒体、新媒体、媒体产业化、电影、广告、经济、战争、文化、音乐、网络、金融、全球化趋势等。讲座的演讲者有诺贝尔经济奖获得者约瑟夫(Joseph Stiglitz)博士、美国最著名的大学教授、美国三大电视网的著名制片人、资深记者、主持人、世界著名集团的主管等。


其中,Columbia’s Graduate School of Journalism美国哥伦比亚新闻研究生学院教授, James Carey主讲了《美国新闻媒体的历史和发展》《The History and Development of the News Media in The U.S.》


曾是美国《时代》杂志和《NBC》资深记者、现在是纽约大学的教授William Dowell主讲了《战争报道和政府干涉》《War Coverage & Government Intervention》


Columbia’s Graduate School of Business美国哥伦比亚商学研究生院教授Prof. Eli Noam主讲了《媒体规章:美国政府充当的角色》《Media Regulation: The Role of the Government in the U.S.》


《时代》杂志执行编辑Adi Ignatius主讲了《杂志管理中存在的问题》《 Issues in Magazine Management》


教授John Dinges主讲了《当今电台不断变化的影响》《Changing Impact of Radio Today》


美国著名电视新闻分析师Andrew Tyndall主讲了《电视新闻分析》《Analyzing TV News》


诺贝尔经常奖获得者约瑟夫Joseph Stiglitz主讲了《全球化和媒体》《Globalization and the Media》


哥伦比亚大学讲师Anya Schiffrin主讲了《对媒体财政认识》《Understanding Finance in the Media》


美国纽约音乐电台总经理Andy Rosen主讲了《商业电台的管理》《Commercial Radio Station Management》


美国哥伦比亚新闻学院教授Sree Sreenivasan主讲了《更好地应用因特网和网站》《Smarter Use of the Internet and Web sites》


新闻学院院长、曾是哥伦比亚大学教授 Prof. John Pavlik主讲的《新媒体》《New Media》


SONY唱片公司的公共关系和法律顾问Stuart Bondel和Jos Salvo两人主讲了《媒体产业中的法律问题》《Legal Issues in the Media Industry》


大学教授Tom Lansner主讲了《全球新闻聚并的倾向》《Trends in Global News Gathering》


全美国收视率最高的名牌栏目之一《CBS》的《六十分钟》节目总制片人,七十二岁的Philip Scheffler主讲了《电视节目策划和制作》《Television Programming and Production》


摩根集团主管Andrew Tisdale介绍了《美国摩根集团有线网》《Cable in the U.S. Morgan Stanley》


NBC广播和销售主管John Eck主讲了《播音和发行中现存问题》《Current issues in Broadcast and Distribution》


哥伦比亚在读研究生Ashley Earsey主讲了《媒体商业化》《Commercialization of the Media》


美国著名广播公司集团OMD主管Ron Harrison主讲了《媒体广告业面临的挑战》《Challenges in Media Advertising》


《商业周刊》Tom Lowry主讲了《因特网网络内容的提供》《Internet Content Provision》


董事长的顾问Peter Wolff主讲了《媒体的结合:美国在线-时代华纳的经验》《Integration Media The Experience of AOL Time Warner》。


在学习培训期间,我们还参观了独立制片公司《Firelight Media》、美国最著名的纽约时报和网站《New York Times》、世界上最大的通讯社英国路透社美国总部《Reuters》、纽约公共广播电台 《WNYC New York》、全美经营最好的音乐电台《WLTW》、世界上最大的金融新闻通讯社 《Blooberg》、现在与美国三大电视齐名的《Fox News》、美国三大电视台之一《NBC》世界上最大的媒体集团《VIACOM》、世界上排名第三的广告公司 《OMD》、美国纽约最大的24小时地方新闻电视台《NY1》、世界上最著名的美国在线和时代华纳 《AOL Time Warner》、世界上最负盛名的金融咨询机构《Morgan Stanley》和世界娱乐业巨头迪士尼总部《The Walt Disney》


通过二个月的学习和参观访问,使我们对整个美国媒体的历史、现状和产业化运作等各个方面有了一个比较全面、直观的了解。下面主要谈两方面的内容,一是感想,二是对美国媒体的认识。





一、感想





美国媒体是非常强大的,相比之下中国的媒体显得比较弱。我们新闻传媒集团如何做强、做大?上海何时才能拥有自己人开办的24小时新闻频道?在学习中我们经常在这样一个问题:我们集团想成为一个国家或世界级媒体是否可能。


我们是否可以这么认为:打造一个国家级或世界级媒体来说,有五个主要指标。一是地理位置;二是人员素质;三是政府管理和经营理念;四是技术水平;五是经济实力。


从地理位置来说,所有世界级主流媒体总部都在设在世界上最有名的城市中。从这个意义上来说,上海具备这个条件。


其次,人员素质。在这次学习中,无论是大学教授,还是著名记者、制片和主管,在讲课时,或参观中说得最多的一个词是Professional既专业这个单词,最引为自豪的是拥有一批既专业又资深的从业人员。他们反复强调,要在激烈的竞争中始终保持优势地位,专业和资深是有效保持节目高质量、高品位的最重要的基础之一。经验和积累是一个媒体的财富。培养和使用人才是一个媒体的智慧的体现。他们认为:媒体管理人员不应该过多地从专业人员中选拔。培养一个媒体专业人员是不容易的。培养一个让观众信得过或佩服的著名记者不是一年、二年,而是十年、二十年。美国主流媒体的专业人员或著名记者、资深编辑、主持人年龄几乎都在四、五十岁,无论是从外表、言谈还是水平,都让我们感到他是Professional。相比之下,上海有差距,如果改变培养和用人思路,上海可以逐步缩小这个差距。最近,新闻传媒集团领导准备在新闻综合频道搞一个试点,专门研究、和探索建立一个人才培养和使用机制,这对集团的专业人员来说是一个福音。


关于政府管理、报道原则和经营理念。西方和东方原则上有很大的不同。在西方,从理论上来讲,政府不具体管理媒体运作;而在中国,媒体要听从政府的直接管理;在报道原则上,他们强调的舆论自由,公正客观,让观众充分享受知情权;我们强调的媒体是党的喉舌,一切为宣传服务,更好地为人民服务。在此条件下,有限度地报道一些负面事件。国外媒体或大众不相信中国记者的报道,哪怕是中国记者报道得完全是公正、客观的,他们凭着过去的经验或成见,很难相信这是真的,这是中国媒体的悲哀,这也影响了中国媒体跻身世界主流媒体的行列。


在经营理念上,西方遵循是市场化原则,商业化运作、多元化经营、立体化销售。每一个经营良好的媒体集团在行业的竞争中都拥有自己独特的品牌,所承担的角色是内容服务商或内容供应商。集团所管的主要事务不是分公司的经营、不是项目,而是集团的近期(一年)、中期(五年)和远期(十年、二十年)的发展规划,管财政、管法律。所有项目或节目都有预算,都讲究成本。利润是他们一切工作的出发点和归宿点,利润推动整个集团的发展。集团各大公司拥有高度的经营自主权和决定权。集团与它的关系是产权关系,它对集团所承担的责任是利润的回报率。上海在这方面,还刚起步,差距不小,可作为的空间很大。


第四点是技术水平和装备。综观美国等主流媒体的一些装备,上海在方面的差距是比较小的,完全可以迎头赶上。不过有新的趋势应该引起我们足够的重视,那就是高新技术在媒体中的应用和媒体数字化带来的新的报道手法和风格。对世界主流媒体来说,前期专业拍摄设备的小型化、编辑电脑化和传输网络化、卫星可视电话是一种新的趋势。这不仅带来人员的节省、成本的降低,效率的提高,记者的机动性会更高。(在战争期间,或特殊情况下使用卫星可视电话,卫星电话的通话费每分钟在三美元左右。去年十月APEC会议在墨西哥举行,我带队前往采访,一次卫星传输费用是1200美元十分钟。今年二月我在多哈美军中央司令部新闻中心,每次付给欧广联的卫星传输费用也是1000美元,只能传十分钟画面)


数字化是新闻媒体一场技术革命。全世界的所有媒体都站在同一起跑线上。这对像想跨进主流媒体的新闻传媒集团来说,是一次难得的机遇。在更新设备,向数字化方向迈进征途中,没人想落在最后。


目前,数码技术在前期采访中已经得到应用,特别是战争报道中,具有专业级水准的小型化摄像机、能进行非线性剪辑的高性能笔记本电脑,高品质的软件压缩图像系统,通过卫星或宽带进行传输的电视,已经得到初步应用。这种设备的价格我们完全可以承受,技术也是完全可以学会。我曾在今年二月参加伊拉克战争报道中和这次在美学习中作过一个调查。现在具有专业级水准的小型化摄像机(3CCD)价格在3000美元左右;高配置的笔记本电脑也不会超过2500美元;能进行非线性编辑的简便专业电脑软件是美国Adobe公司出的Premiere、台湾一家公司设计的Ulead Video Studio 6、Avid DV Express。前两个软件在中国可能很方便地得到。图像压缩软件Helix Producer Basic 9是Real Networks公司研制的。Sorenson Squeeze是Sorenson Media公司出品的。前者是共享软件,可从网上直接可以下载,后者需在网上购买,价格在400美元之内。


在这次伊拉克战争中,美国CBS战地记者用的是Adobe Premiere和Sorenson Squeeze;香港有线台用的是Ulead Video Studio和Helix Producer。


应该说,现在美国ABC、NBC、CBS、FOX NEWS四大电视网和CNN、FOX TV两大有线24小时电视台,都在逐步更换设备,以数字化代替过去的模拟设备,像NBC已经在部分播出系统安装数字化设备;纽约电视一台数字化程度更高,他们在后期制作系统也都实现了非线性编辑、图像画面共享,记者、编辑可以在个人的办公台上直接编辑新闻片。


根据上海的经济实力和现在上海新闻传媒集团的经济基础,要成为一个全国性或世界性媒体也不是不可能的。


在美国学习培训期间,我们参观了一些世界著名媒体,联系我们集团的实际情况,我想有几个问题是否值得我们的去思考。


首先,电视网与电视台、或频道或频率的关系。在我的印象中,过去我们强调的是电视台、或电台之间的竞争;现在我们考虑是各频道或各频率之间的竞争。报道一条新闻,上视、东视、财经、东广、上广等一大帮记者去采访,拍摄回来,各自占用编辑机、动用播音员,然后在各自的频道或频率中播出。在这条新闻制作过程中,直接涉及到的人员和设备起码是五辆轿车、五台摄像机、五位记者、五名摄像、五名录音、五位播音员、五位编辑或制片人、五位频道或频率领导、五位集团领导各自审片。粗算起来一条新闻竟动用了近四十人,大量的成本消耗在里面。


我们现在各频道或频率制作的节目基本上都是为部门服务的,播放一、二次后,节目就成为资料存入片库。节目利用率很低,制作成本也很大,根本不考虑收回成本或创造利润。国外强调、树立的是一个电视网的概念,各电视台或电台只是它的下属。整个网内品牌是唯一的、力量是整合的,资源是共享的,竞争是对外的。一个电视网制作的节目可以在电视上播放,不用修改可以直接在电台上播出。例如CBS的名牌栏目“60分钟”可以直接拿到电台里播放。有时一个媒体电影公司制作的电视节目是为各大电视网服务的。例如,2002年销售达253亿美元的迪士尼公司是由影视娱乐、媒体网络、主题乐园与度假区、互联网集团和消费品五大公司组成。媒体网络旗下的美国广播公司ABC电视网络拥有一家ABC娱乐电视集团,主要业务除了为本电视网提供节目外,还为美国各大电视网制作和提供节目,ABC本身就是美国四大电视网之一。他们争当的是电视网络内容提供商的角色,而这一市场是最能赚钱的。在美国,四大主流电视网在一个城市只精心经营一个电视台,只有一个新闻综合频道,或新闻频率。根本不会一个城市设置两个新闻台。美国的四大电视网都是如此。如果一个媒体集团在以上城市有二个或三个电视台,也是错位经营,例如一个为新闻台,一个体育台,它们互为补充,抢占更多的市场份额。


国外突出的是一个品牌,一个已经有十年、二十年、五十年、一百年的具有一定历史的,并已家喻户晓的品牌。如果,想在某一领域有新的拓展,也是以这个品牌为名,加以扩展。国外公司更注重的是无形资产的利用。我在上视工作已经有二十七年,对它有深厚的感情。四十多年之前,上海有了一个“上海电视台”,十年之前,我们又创造了一个“东方电视台,”几年之前,我们又有一个并不为人所知的“SMG”。在对外宣传中,我们该突出谁?该如何说明自己是什么单位的人呢?美国四大电视网之一CBS早已被VIACOM收购,但在CBS工作的人员对外发的名片中,永远是CBS 这个响当当的名字。美国人为争取更多的广告,他们往往会借势,克隆一个名牌栏目,迅速提高知名度,吸引观众和广告商,以扩大收视群,提高收视率,增加利润率。例如,CBS的《SIXTY MINUTES》是一个名牌栏目,为了迅速提高一个新栏目的知名度,他们克隆了一个《SIXTY MINUTES II》,据说收视率也不错,广告商也十分看中这个新栏目,创收当然也不少。克隆、套做也是他们减少支出,创造利润的另外一种有效方法。


其次,是否可请外国专家来会诊。上海金茂大厦、上海大剧院、黄浦江两岸开发、上海地铁规划等大的项目,都是请世界上一流的设计师来设计的。这样做为什么?目的有两个,一是为了保证将来建造出来的建筑是具有世界一流水准,经得起历史的考验;另外一个目的就是在开始建造之前,就有一个明星效应,为将来创造一个新的品牌奠定基础。随着中国加入WTO,国外著名媒体早就想进入中国这个市场。将来我们的竞争对手是央视,是凤凰卫视,是世界著名的媒体集团。而不是我们现在各频道和各频率之间的竞争。我们能否可出钱请世界上最著名的咨询公司,例如摩根公司,帮我们集团分析一下,根据上海实际情况,我们现在有财力、人力、物力、整个体制、运作模式跟国外主流媒体集团有何不同?存在哪些差距?如何改进?用老外眼光,审视一下,上海媒体今后的近期、中期和远期的发展目标是否可行?


第三我们应该追求是收视率,还是覆盖率即观众群?美国媒体集团重视是覆盖率,电视台追求的是收视率。作为美国媒体的主管部门美国通信委员会,简称FCC,在统计一个媒体集团的规模时,用的是两个标准,一个是电视台的数目,另外一个就是覆盖率或观众群究竟有多少。


第四我们是否应该研究世界著名媒体发展的经验和教训,也许他们过去的发展轨迹,就是我们未来将要走的一条道路之一。关注世界著名媒体发展的最新动态,寻找自我发展的新机遇。


美国的FCC权力很大。今年六月二日,FCC又有一个新的规定出台,它将决定未来美国媒体的基本走向。这次新规定有一共有五条。


1、Ban on media cross-own-ership lifted.


取消禁止媒体交叉经营的规定。过去规定,在同一市场上,不允许一家媒体同时拥有电视台、电台、报纸。否则违法。现在规定一取消,报纸的拥有者将来可能抢购电视台


2、Big Four networks can’t merge.


ABC、CBS、FOX AND NBC不能合并。因为任何两家电视网的合并都将会垄断电视这个市场。


3、Limit on national TV audience raised


国家电视台占有市场份额由35%上升到45%。目前美国共有1亿零6百70万个电视家庭。35%观众是3千7百50万,提高到45%到4千8百20万。


按照这一新规定:排名全美电视媒体前十名的FOX、VIACOM不受此影响,因为他们现在基数已经足够大了。但对其它集团公司来说,它可以自由地购买电视台,以扩大观众数。


4、Radio station market limit strengthened.


广播的市场受到进一步限制。现在拥有的话,不强制改变。在1990年,FCC曾取消了限制,结果,仅Clear


Channel一个公司就购买了一千多家电台。成为电台的霸主,这样不利于竞争。


5、 More owning multiple stations allowed.


可以拥有多家电视台,一个中型城市里可以拥有两个电台,在大型城市中可以拥有三个电视台。在合并之前,可以拥有十八个电视台。


Power players in the U.S. media industry:


Top 10 television station groups\radio station groups\newspaper companies
 

www.fcc.gov/ib/sand/riab/globaloutreach/ econ_io/chinese_io.pdf

联邦通信委员会中的经济问题
 

《金融时报》一次论坛上伊利.诺姆的发言

据金融时报网站日前艾里-诺姆(Eli Noam)刊文报道,当媒体、通信、IT和互联网公司的领袖们聚到一起,谈到新技术、新成就,大家总是兴致勃勃,但说到近期行业遭受的磨难,大家便默不做声,就像近期在达沃斯(Davos)出现的情况一样。业内各个领域都遭遇难关:网络公司泡沫、电信公司破产、音乐产业萧条、广告业低迷、电子出版业营收停滞、个人电脑业发展放缓、无线市场饱和、半导体业衰退、报业不景气、研发费用削减。而问题在于,为什么整个信息产业会如此一致地陷入困境?

上述低迷状况如此普遍,说明出现了一些根本性的问题,这些问题不仅限于某个行业、也不仅是短期内存在。相反,我们需要认识到,整个信息产业,从音乐、报纸、电信、互联网、半导体到业内任何领域,都已逐渐受到一个巨大的市场缺陷的影响。当市场价格不能达到自我持续的平衡时,市场就存在某种缺陷。整个信息业的市场缺陷是我们这个时代的根本趋势之一,这种缺陷具有长期、深远的影响,而且正在我们眼前发生。

这一问题基本的结构性原因在于,信息产品的特点就是固定成本高,而边际成本低。它们的生产成本高昂,但再生产和销售的成本低廉,因而展现出强大的规模经济效益,并容易诱发供应过量。另外,有越来越多的信息产品正源源不断地提供给用户,而信息产品和服务正变得愈加“商品化”、愈加开放,彼此竞争愈加激烈。

这些因素所产生的主要后果,就是内容、网络分布和设备的价格全线崩溃。现在似乎难以对信息产品和服务收取任何费用。音乐产业无法维持价格;除了《金融时报》等几家优质内容供应商,其它在线出版商都无法对读者进行收费;国际长途电话价格下跌,而随着互联网电话的出现,国际长途价格将几近于零;网上广告的价格已大幅下跌;大部分国内新闻和国际新闻都免费供应;很多软件无偿分发或可免费索取;学术论文在网上免费提供;除非要交税,电视和广播向来可以白听白看;即使是有线电视,每周播放2万个小时的节目,也仅以每小时0.1美分的收费提供给收看者;报纸的价格仅能偿付纸张和发行成本,内容则是免费奉送。

上述种种都是价格长期下跌的征兆,尚无迹象显示这种下跌趋势会有所缓和。这对消费者来说是件大好事,包括那些发展中国家的消费者,但却为供应商带来灾难。供应商的信息售价或传播价格正在下跌,趋于边际成本,而边际成本则接近零,而且一般都不能负担全部成本。没有哪家公司能够长期这么做。信息市场因科技发展变得越高效,上述进程的发展速度也越快。而且接下去还有更多麻烦。

首先,和从前相比,信息业内各种次级产业相互影响的程度更大、速度更快。举例来说,“旗帜广告”(banner ads)的过度采用导致很多网站的业务模式失败,转而又损害了科技杂志、电信网络、互联网骨干企业、设备制造商和研发业务。

其次,信息产业将不断经历盛衰周期,我们仅仅经历了其中第一个。面对价格滑坡,信息业公司所做的反应将是削减成本、外包、规避风险、多样化经营,以及采用“微支付”等新方法。它们将努力革新,好让自己的产品变得独特。但是,个人和机构持续吸收快速变革的能力有限,因此,他们采取的主要策略将是整合或组成企业联盟,以便维持定价能力。结果,价格和利润将会上升(媒体行业的集中程度也会提高),这将再次导致市场扩张和新企业的介入,而根据同样的经济学逻辑,将出现新的价格大幅下跌,呈现普遍的价格下降趋势。随后,在股价下跌引发的信用循环中,价格波动加剧。再者,信息产业价格下跌的震荡局面,还将通过乘数效应拖累其它经济领域。

因此结论就是,随着各国越来越倚重以信息为基础的活动,它们的经济状况就会变得越来越不稳定。

若果真如此,那对于政策的制定又意味着什么呢?源代码开放软件、信息共享或公共热区之类的自愿者活动解决不了问题,因为这些活动也受到被称为“公用领域的悲剧”(tragedy of the commons)的不稳定性的影响。在“公用领域的悲剧”中,个人吃白食、过度使用行为破坏了公共群体的努力。因此,政府将不可避免地被卷入稳定大局的事务中。但这说来容易做来难。凯恩斯的需求刺激理论等经典方法,以及货币政策或产业战略,都无法解决信息领域的核心问题。问题不是需求或投资不足,而是供应过度、竞争以及结构性价格紧缩。

也许政府所能做的最有效的事,并不是干预信息领域,而是帮助经济实现多样化,使之成为更平稳的组合。这就意味着要鼓励制造业的发展,制造业通常是低科技产业,与信息产业的联系不太紧密。这样的政策将与各国以往的政策大相径庭,因为以往每个国家都想发展成为信息社会。然而发展信息产业战略虽然取得成功,却使整个国民经济面临更大的动荡和崩溃的危险。以芬兰为例,诺基亚的出口占该国出口总额的35%,产值占国内生产总值的15%,此外公司还施加了一些次级影响。因此想象一下,如果这家无线通讯公司变得疲弱,那么整个国家就会面临风险,而不仅仅是这一家公司。

所以说,信息经济有可能是个波动性、周期性和不稳定的杂乱体系。人们以为这是一个创新型经济体内会出现的“创造性破坏”,但问题并非如此,而是一个经济体中的结构性不稳定。在该经济体中,主要产品的边际成本都很低,因此价格也很低,但产品的制造成本不菲。有人认为,以信息为基础的经济自然会保持繁荣,现在必须修正这种观念,应认识到情况不太乐观。

但是,这个结论也许至少能让我们未雨绸缪,提前考虑在个人领域和公共领域该采取的策略。这比继续前几年天花乱坠的宣传要好,正是这些宣传令信息企业陷入目前的危机,而这不会是它们面临的最后一个危机。

作者是哥伦比亚大学经济学与金融学教授,兼该校电信信息学院院长。
 

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