The dispute of channel caused by rights protection

Recently, there is a news aggregator called "Today's headline", which has aroused public opinion in the market, surrounding "copyright" and "innovation", a variety of relevant people to their criticism. Some commentators have dismissed these criticisms as envy and hate, saying that if today's headlines were worth only 5,000 bucks, would they still exist? A more scathing comment is that today's headlines are nothing more than "wealthy thieves", and compare Maupassant's famous novel, My Uncle Ulle, that "all of a sudden, the poor relatives are wide, and the owners and creditors are beginning to find them."

The most obvious problem in the midst of this war of words is the battle of the channels-people who read news from newspapers then appeared to Sina as the representative of the portal home site, all the news on a Web page, people only need to sit in front of the computer a little mouse to get all kinds of news, and then there are today's headlines such applications, People just need to move their fingers to get all kinds of messages anywhere--content production has not seen much change, and the channels for content acquisition have become rich and concise.

There is nothing new under the sun, and Sina is the one to blame before today's headlines. At that time, Sina as the representative of the portal and today's headlines are not the situation, now, Sina has already become the door, and the traditional media (newspapers and magazines, television broadcasting, etc.) the embarrassing situation more than that year. Of course, this article is not meant to wash the headlines today, and I think today's headlines need to pay for what they get.

For traditional media, the concern is clearly not the already-appearing Sina or today's headlines, but every once in a while there is the phenomenon of Sina or today's headlines-because the new players every time they are hurt. When it comes to origins, the traditional media need to be concerned about even that--the core of the media is influence, "the right to the agenda", this setting, there is a classic sentence that is often quoted: "Most of the time, the newspaper may not be successful in telling its readers what to think;" But it was surprisingly successful in telling its readers what to think. ”

The problem now is that the core rights of traditional media are being challenged to be solved. The channels are changing. Previous readers were starving to receive information, while the transfer of media from a computer to a mobile phone, from micro-blogging to micro-letters, to the advancement of technology, objectively diluted the rights of traditional media agendas.

So, again, the debate about today's headlines is not the issue at all, which means that the dilemma facing traditional media is not the stolen copyright fees and flows. The distribution of content (distribution) channels can be outsourced and delivered, but the real need to defend is the right to set the agenda. This is the source of the channel of contention. Therefore, the traditional media need to pay more attention to is in the ascendant "' from ' media" tide, not one or two aggregation or distribution channels.

China's access to the Internet is April 20, 1994, from the original 64k international line across the Pacific, 20 years of internet in China has done one thing-do everything possible to subvert the original channels. In addition to beginning to see the major news sites in the "Media transformation" of the topic, the 2013 the most popular word is "internet thinking", the concept of the fashionable word behind the popularity of the internet as a new channel for 20 of years to wash all walks of life the reality of the marrow.

Among the various industries, hardware manufacturers are particularly responsive:

The original business is probably like Changhong, Tcl: Production of television, selling TV, making money, expanding the scale, selling more TV, making more money ... New players do not play this way, compared to traditional manufacturers, their machine price is cheap to almost white, such as video. From the standpoint of traditional manufacturers, the new players had no desire to rely on hardware to make money, but to grab the market with ultra-low-priced hardware, then build and push services in the hardware, earning money, and even now many people have started shouting "Hardware free" slogans. The business people on the internet call it "post charge" and "free Value added". This is a surprise to traditional manufacturers, as they are not familiar with business rules and businesses.

The rules of the game are changing, to say more bluntly, is that many industries in the past summed up the business, most of it has not been applied. By contrast, when traditional vendors devote their minds to channels, agents, and distribution of these long, distracting fronts, new players choose to abandon external channels from the outset and run and sell themselves. The difference between the two approaches is that the traditional manufacturers preset target audiences are all people, so they do their best to occupy the entire channel, and a large number of resources and profits are bound to be consumed in the channel; The new players made their own audience subdivisions from the start, Then focus on this niche market to create a more vivid and rich personality brand. This is a catch-back wit and great wisdom: No goods can match the needs of everyone, since it is better to distinguish early, and then vitalize from small to large-this play, now known as the "fan economy."

In fact, not just the media and the hardware industry play and rules are changing dramatically, many industries are more or less by the Internet this big network to come in, such as the previous burst of quite noisy pancake, condoms and sex shops. The internet in the traditional business, in the mean is a layer of gorgeous skin, is a very useful tool and channel. The traditional business, to the root, said, in fact, did not happen too much change, production and sales of these basic links, the value of the Internet lies in all aspects of the market information real-time feedback, thereby improving efficiency. Thus, for traditional businesses, the Internet is a practical means, not an end.