New media: Local radio and television reform plan shaking hands with internet giants

Two months ago, also in her conference room, Nie Ro once confidently showed his new show to Caijing reporters.　　The famous host, Zhang Dandan, presided over a "pop popcorn" talk show is impressive, one of the show to the current network Reds "Sister Feng", discussed the story behind the phenomenon, later this program in Qinghai TV broadcast.　　October 2009, Hunan Television and Qinghai Television signed an agreement, the two sides set up joint venture company to operate Qinghai satellite TV, Nie Ro as the head of the project.　　Before the Hunan radio and television took over, Qinghai TV has been "Easy master", League Industrial Center under the management of the contract, News Corporation, PDA has been involved in the operation of the satellite channel, until the SARFT paper, the abolition of the operating contract, and proposed by other local broadcasters to take over. July 2009, Qinghai TV station to Hunan TV, Shanghai and Guizhou Radio and television and other six TV media issued cooperation invitation letter, in the fierce bidding, Hunan TV finally won the contract with Qinghai TV station.　　November 23, SARFT approved the Qinghai TV station and Hunan TV station to jointly combine the news channel of Qinghai TV station. The cooperation form of the two sides is that Qinghai TV station and Hunan radio and TV station jointly set up a new company called Green Creative Culture Media Limited Liability company (hereinafter called Green Creative), the company will bear Qinghai TV program production and advertising operations.　　Industry and commerce data show that the company registered capital of 10 million yuan, Qinghai TV station shareholding 51%, Hunan Radio and television station shareholding 49%, legal representative for Nie Ro. On the afternoon of June 27, Nie Ro to "financial" reporter blunt, oneself present very "tangled". Since the 2010 New Year's Day pilot, Nie Ro for Qinghai TV's positioning is "emotional ethics" aspect.　　In the midst of a wave of anti-vulgarity, SARFT has issued strict controls on television entertainment talk shows, Nie Ro is struggling to change positioning. SARFT stipulates that entertainment can not be aired during prime time, in addition to strict restrictions on the length of the program.　　26th, Nie Ro to Beijing, hoping to be able to a file called "Flowers Blossoming Bloom" program time from 90 minutes to 120 minutes. "Even 120 minutes, there are 30 minutes of advertising time, the program only 90 minutes, the top 30 knockout?"　　Nie Ro bowed his head to ask himself. After changing hands, by 2009, Qinghai Satellite TV in the country's major cities ranked the ratings are basically at the end. There are reportedly 49 ratings in all satellite platforms nationwide, with ratings of 0.02%.　　2010 New Year's Day began, the first pilot Qinghai satellite TV, ratings have risen. Some sources said that Hunan has hoped to pass 3 years-5 years time to make Qinghai TV ratings into the top 15. However, in the background of the intense competition of satellite TV channel, it will take a long time for Hunan Radio and TV station to pay. Nie Ro told Caijing reporter, "need time, Hunan TV is also in the management of goodYears later, it started in 2002 and peaked in 2005. "Since the beginning of the new Year's pilot, because Qinghai TV in the content of the program and Hunan satellite TV content similar, there are comments called" Hunan Satellite TV 2.　　In this respect, Hunan Radio and television station deputy Taiwan long Zhang Huali and Nie said that the future will certainly form a differentiation. People close to Hunan TV said Hunan radio and television station has the voice that, because Qinghai TV ratings are too low, will not compete with Hunan satellite TV, and Hunan satellite TV viewers younger positioning of different, Qinghai satellite TV content positioning age should be large, more or will be from Hunan TV's competitors in the hands of the audience to snatch ratings,　　More like Hunan TV's "Security channel." With Hunan Radio and television to discuss the cooperation of Tencent has been expected to intervene in green ideas, Nie Ro confirmed that both sides have been contacted, but temporarily shelved. "They come in with a lot of policy hurdles because they are foreign capital and they have business problems," he said. We do not think clearly with the ratio of Tencent, to dilute our equity, whether there is enough room for them. "Nie Ro to Caijing," said the reporter, "This involves a group strategy, just with Qinghai signed the agreement, and Tencent cooperation, and Qinghai can not be confessed." We still want to have a good cooperation with Qinghai, and then to consider cooperation with Tencent.　　"Close to Tencent, the two sides did intend to sign a memorandum of cooperation, including the establishment of a joint venture company called Interactive Media Co., Ltd. jointly responsible for the operation of Qinghai satellite TV program content, and agreed to formally set up a joint venture in some programs to start cooperation, and some programs have begun to cooperate. Qinghai, Hunan began to cooperate, did not close the door to social capital, the two sides have agreed, as long as the consensus, can absorb social capital into the joint venture, but excluding foreign capital. But unconfirmed news is, with Hunan Radio and television joint venture established the prosperous city of Shanghai Shanda seems to have been interested in the project to intervene in Qinghai TV.　　However, the barriers to Tencent will also lie between Shanghai Grand and Qinghai TV. The use of cooperation with Tencent means that Hunan radio and television stations must bear the cost of the operation of Qinghai satellite TV alone. According to the previous agreement, Hunan Radio and television station every year to pay 40 million yuan to the Qinghai side of the advertising agency revenue.　　If the JV proceeds exceed a certain level, the two sides will be divided into a certain proportion. Previously, Qinghai TV in the local cable network of the landing situation is poor. After the Hunan takeover, it has quickly covered 29 cities, including almost all the provincial capitals, and landed at a high cost. According to the previous agreement between Hunan and Qinghai, this part of the cost will be borne by the Hunan side.　　In addition, the cost of TV dramas and other operating costs, Qinghai satellite TV's operating costs of nearly 300 million yuan a year. Nie Ro revealed that in the past six months time, Qinghai Satellite TV has received 100 million yuan of income. It is reported that 2010, Qinghai satellite TV program advertising revenue of about 200 million yuan. Nie Ro's goal is to reduce losses, and strive for the next three years to be able toNow profitable, "This is a miracle." As early as 2009, talking about the possibility of cooperation with Qinghai satellite TV, Nie Ro once told the "financial" reporter, and Qinghai satellite TV cooperation, Hunan radio and television station value is not to make how much money, "Hunan radio and television still see it as an opportunity, mainly considering other factors, such as talent output."　　Our terrestrial channel talent is also very strong, such a strong talent is not exported.　　In addition to Qinghai TV, has been a period of time, there has been news that Hunan Radio and television will also be signed with Xinhua Yue break up the Inner Mongolia TV, so that Hunan radio and television will have four of the star channel.　　However, a number of Hunan radio and television high level in the interview, are clearly disclosed that SARFT hope that Hunan radio and television stations and Shanghai Radio and television to do a good job of Qinghai satellite TV and Ningxia satellite TV two projects pilot.　　In the domestic lateral expansion, reliable sources of information confirmed that the Hong Kong ATV Trading Initiative, the Shanghai Rongfeng Holding chairman Wang Zheng once the team to Changsha and Zhang Huali and other Hunan radio and television high-level meeting.　　If Wang Zheng can successfully complete this transaction, do not rule out the possibility of in-depth cooperation with Hunan radio and television. New media broke the new media strategy with the previous Shanghai is different, Hunan radio and television in the beginning of the layout, the plan and the Internet giants shook hands February 26, in Hunan Radio and television reform and development seminar, Wenbin reminded the old colleagues to pay attention to the development of new media. Wenbin said, "Within three years, the new and old media, and three years later focus on new media." "Previously, the same was true of the Shanghai system. Li, after becoming president of Shanghai SMG, the first to start in the three-screen integration of the field layout, mobile TV, network broadband and IPTV has been drop.　　In 2009, Li Consolidated three new media assets into a know-it-all company. Under the premise that the reform of the main core asset system needs patience, the new media layout with higher marketability can undertake more market-oriented reform and lead the task of core industry development.　　In this respect, Ouyang Chang Lin and Ruigang just should be thinking in line. However, in contrast to the Shanghai text, in the initial stage of new media layout, Hunan radio and television will shake hands with many internet giants. 2009, Hunan Radio and television and Shanghai Grand Joint contribution of 600 million yuan, founded the prosperous film company, plans to invest in the domestic movie market.　　Since then, and Taobao together to set up a happy Taobao. Ecapital Capital CEO ran that: "Hunan in the Hunan radio and television and the internet giant cooperation, there are radio and television companies are the earliest, most resolute one." Within a year, with Shanda, Taobao have cooperation, is very brave. Dare to rely on the social quality of external commercial resources, especially the higher degree of market-oriented internet assets, in their original core business outside to build a new industrial chain. This is well worth learning. "Hunan Radio and television new media layout to the Hunan Happy Sunshine Interactive Entertainment Media Co., Ltd. is responsible for, learned, happy sunshine under the jurisdiction of Mango TV, mango games, golden eagleNET and Mango Circle four block business.　　Among them, the internet TV Mango TV and mango games are the key development of happy sunshine business. Now, the industry's attention to the triple-net integration pilot has begun, and happy sunshine will benefit from it.　　The company will jointly develop IPTV business with Hunan Telecom. After October 2009, happy Sunshine began to touch some investors, including Citic Capital and IDG.　　But the real concern is the current domestic Internet domain hegemony-Tencent. Tencent and Hunan radio and television cooperation confusing. June 28, Tencent Strategic Investment President Ma Shin appeared in the Mango media listing site, and to Hunan Radio and television partner identity debut. Earlier, there has been news that Tencent will inject capital into Hunan radio and television, a company named Mango International.　　May 14, the two sides announced during the Shenzhen Literary Fair will jointly invest 220 million yuan to enter the interactive media field.　　"Caijing" reporter learned that before, Tencent did have a share of the idea, including Hunan Radio and television and Qinghai TV joint venture green ideas, and then for various reasons did not quickly reach an agreement. However, reliable sources confirmed that the cooperation between Hunan Radio and television and Tencent has not been terminated.　　May 14 Signing date, MA, Ma Shin, Ouyang Lin and Happy Sunshine Chairman Zhang Juopo had appeared in Shenzhen a big row, eating and talking, until late at night. After signing the contract in Shenzhen, Hunan Radio and television set up a project team, the Special division and Tencent to discuss cooperation. Zhang Juopo for the project team leader, members in addition to responsible for Hunan radio and television strategic planning of the Kangxiaohui, but also including days Entertainment Media General manager Rondani and Golden Eagle cartoon TV station long Lei Ying.　　Future cooperation, will also be in the happy Sunshine, Day Entertainment and Golden Eagle cartoon between. "Every Friday, both sides will hold a conference call, a monthly meeting."　　People close to the deal said there was bound to be a capital link between the two sides.　　People close to the happy Sunshine said the two sides had signed a strategic cooperation agreement and a framework agreement in Shenzhen, which made it clear that the two sides would set up joint ventures, involving joint ventures including game development and operation, development of network television platforms, and the Internet value-added component of entertainer brokers. "As soon as July, the JV should be set up." "People familiar with the deal said. Prior to that, Hunan Radio and television and Shanda Network joint venture set up a flourishing, but in the period after the establishment of the company has been looking for specific business direction and investment areas.　　It is understood that the joint venture with Tencent may be in the establishment of a period of time to continue to explore the future direction of business.　　Unlike the Sheng industry, the company's new media business will likely be incorporated into the joint venture, with Happy Sunshine, day entertainment and Golden Eagle cartoons, with the value of the happy sun approaching 700 million yuan, while the valuation of the day entertainment and the Golden Eagle cartoon is as high as 2 billion yuan. In addition to the form of joint ventures, another option is also under consideration, Tencent first shares a happy Sunshine Company, and then by the increase of the happy sunshine after the acquisition of the Day Entertainment and Golden Eagle CardThrough some new media assets. Unconfirmed news is that CICC and Ecapital Capital will serve the deal.