DMG3000 Million Dollar gamble

Reporter Heshasha to get nearly 70 million dollars, has poured into the full effort to seek a listing without the fruit of the DMG, how will the new layout? Metro Video Media and advertising solution provider Digital Media Group (hereinafter referred to as DMG) has been in the 2004 from the Gobi Fund investment, in 2007, when the vice president of DMG Zhu said that the company is expected to achieve a Nasdaq or a-share listing within 18 months.　　Although the DMG's IPO plan has yet to be realized, it has recently received a third round of $30 million trillion in investment from the Gobi Fund and Oak Capital, which has reached $70 million trillion, and is paving the window for a new listing? Ice fire two days DMG was founded in 2002, is a subway digital media network operators, but also an early appearance of a new outdoor media, mainly through the major cities in the country to install information display in the subway lines, for travelers to provide entertainment, information, passenger information, advertising and other services.　　Currently, DMG has 30 metro lines in 9 major cities in China (Beijing, Shanghai, Chengdu, Chongqing, Guangzhou, Nanjing, Shenzhen, Tianjin and Hong Kong) and more than 16184 public transport information screens.　　The 2003 outdoor media, the media's listing, did not cause too many people's concern, its IPO was the earliest domestic advertising companies listed overseas, the Hong Kong Gem, the highest price-to-earnings ratio, the largest three records. It was not until 2005 that the media went public that the outdoor media industry was really driven up, and it touched the nerves of capital and industry with a price-earnings ratio of nearly 80 times times a night.　　Following the footsteps of the media, the U.S. media and the Chinese media in 2007 have landed in Nasdaq, investors return will be nearly 15 times times. "DMG was the first to develop a passenger information system-oriented technology companies, and then began to change to media companies." "DMG Vice President Jia Jiping said. According to relevant data, the outdoor media industry in 2005 financing amount of 56 million U.S. dollars, 2006 for 270 million U.S. dollars, 2007 for 347 million U.S. dollars, capital of outdoor media enthusiasm reached a peak.　　For a while, from restaurants to hospitals, from hotels to transportation, many new types of outdoor media are everywhere. The power of capital is huge, when the development of outdoor media has been inseparable with the capital, the 2008 capital market has doomed the outdoor media industry to experience the feeling of ice and fire double days. From the financing events of China's outdoor media, it can be found that the amount of investment disclosed before May 2008 amounted to 270 million dollars. Under the impact of the global financial turmoil, many investment institutions began to slow down the pace of investment, cover their pockets of money, and the "burning Money" in the name of the outdoor media companies have been greatly affected.　　In the third quarter of 2008, the entire outdoor media industry financed only $4.5 million trillion, and the media companies in it were more aware of the two-day ice-fire feeling. In the current state, more householdsForeign media companies have the same view as the media CEO Tan Zhi, which is currently "the most difficult period in the history of China's advertising industry". Of course, there is no absolute security and no perpetual crisis. Despite the impact of the economic environment, but the huge market capacity and effective advertising influence does not allow people to ignore the subway media "Blue sea market." "From the DMG industry point of view, advertising has indeed been some impact, starting last year, some real estate, cars, high-end cosmetics customers have become more cautious, advertising is indeed declining." "But consumers of FMCG have not been affected too much, because boosting domestic demand is an important step for the government, and it believes there will be more advertising in the future," Jia Jiping said. "According to Zenith Optimedia, a global media communications Group, China's outdoor advertising market is expected to grow from 21.9 billion yuan in 2008 to 28.2 billion yuan in 2010, up 6.3 billion yuan."　　Among them, the first-tier cities occupy a market share of up to 60%, the current Chinese subway video media arrival rate of more than 96%, the average watch rate reached 74%, and said willing to accept the subway video ads on the number of more than 50%. The biggest value is the creation of the market at the beginning of DMG is only a pure technology company, the main research and development of passenger information System (PIS). "At that time, when the dotcom bubble just ended, our team is mainly to do it technology, so we hope to be able to apply good technology, especially network technology to some traditional industries."　　"Jia Jiping said. After examining the whole market, the DMG team found that China's transportation industry did not pay enough attention to informatization, so decided to orient the development direction in the traffic information.　　With the successful development of the passenger information System, the October 2002 DMG formally installed the system on the Shanghai line Line 1 platform, and put into operation, since then formally transformed into a Metro media company. Typically, a market creator is the standard of the industry, as is DMG. "The biggest value of DMG is to create such a market and create a standard." "Jia Jiping said. If the media is an outdoor Media 1.0 version, then DMG is the 2.0 version, its core advantage lies in technology.　　Through its PiS system, DMG can not only accurately forecast the train arrival time, train specifications, transfer guidelines and the direction of the car door, but also can provide weather forecasts, entertainment programs and other content. Currently, DMG has PiS V1.0 (public transport system) and PiS V1.0, V2.0, V3.0 (rail transit system) of copyright certification. After the information platform in the subway was completely established, DMG actually transitioned from a technology company to a media company.　　DMG makes full use of the information platform of the subway, further extends this platform to the advertisement service, this becomes its main profit source. Additionally, sales of the entire system platform developed by DMG are also an important source of revenue, along with nationalThe improvement of the iron line, the proportion of technical sales revenue is decreasing, DMG will be more focused on advertising services.　　In today's economic environment in order to better from the advertising services to obtain benefits, not only to do the internal strength, but also to cultivate good Wei Gong, improve the user experience. Whether it is from investors ' increasingly conservative investment attitude, or from a large number of companies to reduce the trend of advertising budget, media companies in the middle of the day will not be too easy, at this time the smooth financing of 30 million of dollars really let DMG become the focus of attention.　　Another key element that is important with DMG is that the company signed an agreement with Shanghai Metro TV Co., Ltd. to obtain the exclusive right to operate all the subway TV ads in Shanghai's 13 metro lines, including the platform and carriages, within the next five years. Some insiders said that DMG paid a cost of 700 million yuan, then dmg the purpose of this round of financing is also more complicated, is to help the company expand the scale and then listed, or to win the Shanghai Subway advertising operation Rights to improve their sales value? Jia Jiping says 30 million dollars will be used mainly in the Shanghai Metro. According to the introduction, Shanghai for the opening of the Expo, will also be cleared to the current total number of billboards 80% or so, and the disappearance of outdoor billboards has become a subway advertising development opportunities. "The expo probably lasted more than six months, which is very helpful to the tourism industry in Shanghai, and the increase in subway passenger traffic is the improvement of DMG value." "he said.