The network has become the biggest diversion of TV viewers

Absrtact: In recent years, China's TV industry competition and breakthrough, the foreign successful program model, the introduction of the series has become the biggest bright spot. So the industry generally put the introduction as a solution to the current Chinese TV development dilemma of the rapid treasure, replication success model far more than scratch

In recent years, China's TV industry competition and breakthrough, the foreign successful program model, the introduction of the series has become the biggest bright spot. So the industry generally "introduced" as a solution to the current Chinese TV development dilemma of the "rapid treasure", the mode of replication success is far more powerful than scratching the scalp of the original.

"Undeniably, prior to the original prosperity, the successful imitation of replication is the inevitable stage of development, as in the past 30 years, China's manufacturing must be the OEM stage, now the same story in the television industry, the forefront of the cultural creativity." "In the nineth session of the Forum on International Cooperation in film and television programs," the chief executive of Endemol, the world's largest television program producer, said that the program "introducing" the international film and television industry's creative model was successful in the TV show. But mostly just get an English production manual, "Landing" degree is still very limited. At present, the success of several domestic first-line TV.

South reporters further learned that at present, in addition to TV dramas, about 10% of China's entertainment is provided by Third-party production companies, television media relatively closed commercial form has not undergone a substantial change.

Yingyang Wan is the predecessor of Guangzhou, the advertising industry was famous for the Ying Yang advertisement.

The 1998 Ying Yang Advertising formally changed its name to the British-yang transmission, among the first group of private television companies in China, created by the industry's "North Light, South Ying Yang" Entertainment TV production distribution network mode.

"There is a strong television content original industry, there is a strong national television industry." "Cc&e Yingyang Wan Ying Film Co., Ltd. President Huangyingyi to the south are reporters analysis, network video penetration is getting higher, the entire TV industry rules of the game will be changed, many changes and opportunities will follow." "And the formation of an original content of the industry, pure production and separation is far from enough, the network multi-screen era, film production company to the longitudinal content subdivision to do fine, horizontal cross-platform linkage of the transition phase."

Prior to that, Guangxi TV has joined hands with Guangdong million surplus company, PPTV Network television, Yingyang Wan Ying Film Company, launched the "First national network Platform theater linkage broadcast platforms ——— Yingyang Wan Ying City youth Scene Theater", to create a new TV industry production and multicast mode and multiple content marketing.

"Sow separation" looks beautiful, but please put your attention back on the content.

The basic strategy to pry the Chinese TV market is very simple ——— the separation of production and broadcasting.

Endemol CEO of the world's largest television program production company, in the nineth session of the "Film and television program mode International Cooperation Forum" bluntly, Chinese television programs to be successful, must follow the BBC, CNN, at least 30% of the program is produced by Third-party television companies.

However, the implementation of the separation of the system is not simple.

South all reporters in the forum learned that "China's good voice" is the first satellite TV field production company to participate in advertising revenue-sharing program, before this, third-party companies to provide television stations, most of the only earn million-level production costs, even the copyright of the program belong to the television station.

"It is broadcast platform's discourse power is too big, the television program production link did not enter the market domain bargain, greatly reduced the good program output." Tan Tian, director of the Center for Radio and Television research at Jinan University, told reporters that, in addition to TV dramas, about 10% of China's entertainment programs are provided by Third-party production companies, and the commercial form of television media is relatively closed.

It is not known to the outside world, hidden in the "good voice of China" Halo behind the star production company under the star Chinese media company. And "I am a Singer", "Happy Girl" The behind-the-scenes operator is the day entertainment media, Hunan satellite TV subsidiary. Obviously, the Chinese TV market has developed to the stage of monopoly of resources, regional barriers, broadcast channels Limited, is still a good program is difficult to promote the crux of the national.

What's the way out? Or how far is it from the Chinese TV industry, which is booming in scale? What else do we need to innovate in the production and operation model?

The scene plays the most vitality, easy to break the new and old media territory

"In the United States, the most enduring American drama, is the melodrama." Huangyingyi told the south reporters, "for the Chinese American fans, a lot of classic American dramas are watching through the Internet." From this point of view, the Chinese Internet users to see the habit of the Internet play was first by the American Opera Enlightenment and training. ”

On the other hand, the network has become the biggest diversion of television viewers. "Pure advertising fatigue bombing has a bleak future, TV programs, advertising arrangements to return to the ' content is king ' origin." "Once in the production of" The City of Special Search, "and other top-ranking TV program, Senior producer, Yingyang Wan Ying, executive vice President Li told the South reporters, 2012" Limited Entertainment Order "," limited order "implementation of television media content innovation, resource integration and advertising development put forward higher requirements.

"To find out the path of the television industry, the introduction of innovative content and production model is a tactical point of entry." But more importantly, we should stand in a higher strategic point of view, spread in the change, we can be the way, the platform is changing, we can integrate cross-platform, but unchanged is content, content is always the core issue of television industry. "Li Thinks," for broadcast platform, TV station nearly 60% advertisement income originates from TV series, and for third party TV company, compared with the short line of the column manufacturing, TV series especially subdivided scene drama market breakthrough, more easily break the new and old media boundaries, in the content of new marketing success. ”

The decoding of wealth in multi-screen times

But TV dramas are a floating bubble on the surface of beer, and half of the TV dramas are not aired every year under the feast.

The statistics from the arts consulting show that, in 2011, the application for the establishment of the TV series nearly 30,000 episodes, the production completed and the SARFT approved the release of the series has 469, 14,942 episodes, television broadcast set of about 6000-8000 sets, to achieve the profit of about 3,000 sets.

To reduce the investment risk of TV dramas, shorten the return cycle, where is the road? April 2013, Guangxi TV station Zhou Wenli, Guangdong million surplus company Pan Chairman, PPT v Network television chief executive Tao, Cc&e Yingyang Wan Ying Film Co., Ltd. President Huangyingyi in Guangdong first started " The first national Network Theater linkage broadcast platform ——— Yingyang Wan surplus City youth scene theater full network day broadcast platform ", officially announced a new model of content marketing communication was born. Huangyingyi revealed that the day of the launch ceremony, this year Q 3 quarter scene theater "goddess Office" in the first quarter of the customer advertising amount has been tens of millions, this is just the biggest investor and sponsor of the series Guangdong Wan Ying company brand name Guangxi Satellite TV theater costs, but also does not include the play next to all the implants, advertising stickers of investment income.

Profit development is far from over. The reporter learned that the goddess of the office of the main source of income three: first, copyright income, such as Henan, Hunan, Anhui, Xinjiang and other local provincial television stations to buy the play right; the second is the advertising revenue, both the plot of the embedded advertising, but also PPTV, Guangxi TV, the entire network platform of hard wide patches, naming sponsorship; Third, activity expansion, such as the start of the second half of the "born good actor" large-scale comprehensive arts column of the network linkage line under the whole case investment.

[Industry view]

Guangxi TV station Long Zhou Wenli

Traditional media are now very anxious, from the Internet wave swept China began, on the various new media transformation programs, open a variety of new media experience exchange meetings, the success of a lot of unsuccessful.

Guangxi Satellite TV In fact, 15 years ago and Ying Yang Cooperation, an entertainment program "Lights", at that time, once the first TV viewing stage of the miracle, 15 years later, we work with Yingyang again, to create 365 days uninterrupted urban Youth Theater day broadcast belt, Coupled with the domestic most popular network TV PPTV reached long-term network linkage strategy, will work together to create a suitable white-collar workers to watch the urban youth scene Theater, to seize this market segment.

PPTV CEO Tao

PPT V is very welcome to work with quality content suppliers, especially with Yingyang Wan to adhere to the content quality of the company. They not only put a lot of money to produce original film and television content, but also has a long-term good satellite TV cooperation platform, but also a long time gathered Taiwan film and television elite talent, PPTV this will be set "Ying Yang million Ying Urban Youth Theater Zone" to carry out all-round support to promote this "pptv+ TV + content provider The All-weather cooperation mode.

Cc&e Yingyang Wan, President of Huangyingyi

Good story is better than everything, good content, good platform, good marketing, this is the constant multi-screen era operation concept. In the internet age, television is not dead; instead, the real golden age of television is coming. The market value of Internet TV is seriously underestimated. Many people think it is just a network + TV, in fact, it is not, it contains the mobile internet era of high-quality content industry chain integration of great value.

Yingyang Wan Surplus Current team from the Taiwan of Film and television creative elite, the three hands, in the next three years, will be intensive in China's urban scene drama field, in this market segment to do their best.

Pan chairman of Guangdong Wan Ying Company

Foshan million surplus cosmetics company is a focus on personal care Series production enterprises. We are very optimistic about Guangxi satellite TV, PPTV, Yingyang Wan Ying Film Tripartite Cooperation, and investment of tens of millions of yuan, to create youth fashion content. In the early days by the traditional fast-moving consumer goods manufacturers, television media, internet media, content providers combined to exert, accurate content marketing, platform comprehensive coverage, to create a new business promotion and marketing model. This is also a bold attempt and hope is a successful practice.