文化的传播和扩散有赖于大众传媒。近年来，信号和传输的数字化，网络的互联互通，多媒体终端设备的广泛应用，促进了IP电视、网络视频、互联网电视、网络电台、播客、手机电视等各类视听新媒体迅猛发展，成为传播文化、建构国家软实力的一个重要平台。与此同时，视听新媒体的监督和管理问题日益受到重视，将会是国家文化政策改革中不容忽视的内容。本文引入规制经济学、传播学控制研究的理论，建立了一个经济性规制——内容规制的双层分析框架，以电信的非对称模式为基础探讨视听新媒体经济性规制政策中普遍服务和网络中立等问题；以电影的差异化模式为基础探讨视听新媒体内容规制政策中的“分层”与“合作”原则，并把这样的分析框架运用到对中国视听新媒体规制问题的反思和探索之中。本文从“外部性”问题的存在、抑制“垄断”性力量、保护大众的媒介接近权这三个方面来阐明规制视听新媒体的必要性，并从三网融合的发展、规制主体权力分散化、规制客体跨国界传播这三方面来探讨视听新媒体规制政策面临的挑战，探讨如何避免过度规制和不当规制。本文指出视听新媒体经济性规制政策的主要目标是促进有效竞争、推动市场融合，并对宽带网络运营服务的接入规制、内容运营服务的市场进入规制进行探讨，提出建立非对称的经济性规制框架，降低市场进入壁垒，保护新进入者，防止出现平台垄断，建立灵活授权、融合型的许可证制度，促进公平竞争。本文指出视听新媒体内容规制政策的主要目标是抑制不适宜内容，促进高品质内容生产，保护个人隐私；提出通过分层规制合理界定规制对象，区分规制的强弱；通过合作规制，减少政府的直接干预，保护表达自由。在此基础上，本文分析了意识形态调控、公共利益和部门利益对中国视听新媒体规制政策的影响，并探讨了中国视听新媒体规制政策所面临的困境，提出改革中国视听新媒体规制政策的一些具体建议：开放市场、放宽对私人资本和外资的限制；实行非对称规制、防止主导运营商滥用市场权力；建立政府控制＋自律约束的内容规制框架。

The rapid development of IP-TV, Internet video, Internet TV, network broadcasting, podcast as well as mobile TV grew out of a combination of a number of factors like digitalized information transmission, interconnectedness of network, wide applications of multimedia terminal equipment as well as the attendant convergence of information industry, telecommunications and broadcasting industries. As a result, the regulation and management of the audio and video industries have been receiving increasing attention from the authorities.By making the economics of regulation and control studies in communications the theoretical foundation, this paper creates a two-tier analytical framework which includes economy-based regulation and content-based regulation. This paper first aims at exploring the issues concerning universal services and network neutrality under the regulatory economic policy of new audio & video media by citing the asymmetrical model of telecommunications as an example, then, this paper examines the principle of “tier creation” and “cooperation” residing in the policy of content-based regulation of new audio & video media by using the differential management model of the movie industry. Furthermore, this paper applies the analytical framework to exploring China’s new audio & video media regulatory issues. The problems are to be identified and the author’s reflections on the regulatory issues are provided.This paper elaborates on the need to regulate the new audio & video media from three perspectives: the issue of “externality”, the inhibition of “the power of monopoly” as well as the protection of the mass’ right to access the media. Meanwhile, the challenges to the regulatory policies are discussed by focusing on the development of convergence of three networks, the decentralization of the subject of regulation as well as the regulation of the object’s international communications. In analyzing these issues, the ways to avoid over-regulations and inappropriate regulations are also explored. This paper argues that the ultimate goal of economic regulatory policies targeted on the new audio & video media is to promote workable competition and market convergence. Furthermore, this paper also devotes enough space to exploring the regulation of network switch concerning broadband service operations and the regulation of market access for content-based service operations. This paper proposes to create an asymmetrical economy-based regulatory framework and lower the market access barrier. The purpose of these measures is to protect new entrants and eliminate monopoly in this particular field. It is hoped that a new mixed licensing system based on an ad hoc basis could be established and fair competitions could be promoted.This paper argues that the ultimate goal of the content-based regulation of the new audio & video media is to place a check on the inappropriate media contents with an eye toward promoting the production of high-quality media products and protecting individuals’ privacy. This paper proposes that by relying on the tiered regulatory system, the media contents subject to be regulated should be clearly defined and the extent of implementing the regulatory system should be appropriately determined. It is the author’s hope that by means of regulatory system and co-operation, the government intervention could be minimized and freedom of speech could be protected.This paper also examines the impacts of regulation based on ideology, public interests and departmental interests on the effectiveness of China’s regulatory system targeted on the new audio & video media. In the meantime, the dilemma the regulatory system is faced is to be explored. At the end of the paper, specific suggestions are provided. These suggestions include opening China’s media market, easing restrictions on private capital and foreign investment, practicing asymmetrical regulation and placing a check on the abuse of power by media conglomerates, as well as creating a content-based regulatory framework characterized by government control and media institutions’ self-control.