In March, the official magazine of Hunan Satellite TV "Mango Illustrated" market, Yang Lan became the first issue cover. Cooperation with Hunan Satellite TV, "the world woman" show her "highly summarized," "Mango Illustrated," the birth of meaning: cross-media Hunan Satellite TV is a big movement in Hunan Satellite TV media resources as a whole has important strategic significance, the strength of Hunan Satellite TV resources can be digested by the platform and add. Yang Lan's statement echoed with a high degree of Hunan Satellite TV is indeed the "mango Illustrated" as in television, radio, film, new media outside of the fifth pillar industries. Ready to come out of a complete industrial chain.
In fact, in the country, television cross-media, cross-development model is not new. And this integration of content and channels, can help to achieve diversification television media, and thus have a "take-all" effect is still unknown.
The development of cross-border integration of traditional media, the inevitable choice
Communication University of China Professor Huang Shengmin said: "In the digital media industry and shape the evolution of the context of mature technology, media convergence has become the inevitable trend of development of media forms, media and the interaction between the media and infiltration into the media industry has changed the original ecosystem, making the industry chain, industry structure, division of labor, new changes have taken place, and the resulting production model, business model changes in the changed environment of cross-media business down the morphological, features, for examine the pattern of the entire media industry, new forms and the law of development will undoubtedly have practical value. "
"Mango Illustrated" is not the first television media "cross" of instance, Hunan Satellite TV adhering to create "the most dynamic entertainment brands in China" concept, in 2008, with great concentration to create a new entertainment magazine "Happy 8." That same year, CCTV launched the first sports magazine in this comprehensive class, "Channel 5" as the cross-media strategy CCTV an important part. Not only is the television and paper media "cross-border" cooperation, Hunan Radio and Television and even in 2006 million to set up and operate the injection of happiness Shopping Co., Ltd. (referred to as "Happy"), the industrial expansion of the wings extend to the commercial retail area.
And television stations and content providers as traditional cooperation between newspaper groups active. September 2009, CCTV Financial Channel and the Zhejiang Daily Group signed a strategic cooperation agreement. Determine both television and print media to explore co-development of the new path. July 2010, Southern Media Group and Nanfang Daily Press Group signed a strategic cooperation agreement, covering news, business and other aspects of new media. Guangdong Pearl River channel is met with TV, "Yangcheng Evening News", "Guangzhou Daily", "Nanfang Dushi Bao", "Southern Weekly," and the LOS, Sohu Entertainment, LOS ANGELES, Dayang, Youku, Cool 6 network, "Guangzhou Daily Mobile News "and the establishment of a multi-level partnership.
Professor of Peking University School of Journalism and Communication, told reporters that the land, with the gradual deepening of the cultural system, a variety of media management and cross-media cooperation between the more and more cases, such as the nature of the nation's first enterprise media group Media Mudanjiang across the Group has developed into a radio, television, newspapers, magazines, audio and video publishing, websites and other media, covering advertising, film and television, network, printing, publishing, media, education, tourism, international trade and other business areas all Media Group. The Chengdu Media Group now owns five newspapers, has become, 13 magazines, including radio, TV channels and publishers of cross-media business group. "Selected cross-media television industry development, which is the development of an industry comes naturally because of television itself is an information collection, conversion of the institutions, information in different forms, through different media to publish, in itself is very convenient." Land that With the media industry, market depth, especially the new media technology, the boundaries between the media must be broken.
For television media, this consolidation trend, the investment adviser and cultural industry researcher Cai Ling said in an interview with reporters, with the rise of new media, television media, this single is no longer able to adapt to background information in the era of multimedia communication and marketing competition requirements will inevitably lead to the traditional media and new media competition and thus the evolution of the integration process.
Cross-marketing to achieve diversified development of the value chain
On the global scale, as early as the 1970s, appeared in the media industry consolidation and the Group of the trend, many media companies through mergers, joint and other means to achieve the expansion of field operations, expand market share. More typical is the Time Warner merger with CNN, set the print media, radio and cable television, satellite television as a whole, became the world's largest media group.
Contrast, the recent cross-media domestic TV business still on the road, Cai Ling analysts say, the "triple play to bring the industrial structure reshuffle, the revitalization of cultural industries and national policy-driven, TV media started to promote cross-border development model traditional media and new media co-development, access to industrial upgrading. "
Experts point out that cross-media development can create a complete integrated marketing system, every aspect of the system are likely to benefit from greatly enhanced the efficiency of all aspects of manufacturing yield.
Land that the TV station cross-media development, one is to achieve maximum economic efficiency, followed by the maximization of resources. If television can host their own reserves, stars and other entertainment resources fully utilized. Such as Hunan Satellite TV in this regard Yiqiang play to maximize their advantages in resources, through the "Super Girl" "Boy" and other entertainment stars accumulation of resources, and the magazine "Happy 8" cross-marketing, branding Hunan Satellite TV to form a good interaction . Land that this development is the advantages of cross-media TV: Extended communication channels, advertising and marketing to achieve strong results.
Cai Ling also believes that cross-media development of the biggest advantages of television than the strength of its powerful propaganda through mass advertising and promotion of celebrities to raise public concern about the product, and thus increase brand awareness, gain market recognition.
According to statistics from the Hunan Broadcasting copy of the U.S. shopping channel QVC model produced "Happy", on air at the beginning, the National 480 suppliers gathered in Changsha, had set maximum daily sales of more than 620 million records, the year 2006. The total income of more than 460 million yuan. "Happy," said Chen Gang, chairman of Hunan Broadcasting Group has long recognized that the domestic TV business income of 80% to 90% from advertising, this is too much risk of a single profit model, once the advertising downturn, the will affect the overall. Therefore, the expansion of new industry directions, changing the single channel profitability, it becomes particularly important. "Happy," the success of Hunan Satellite TV is relying on the influence of this national brand as well as excellent programming skills and ability to integrate other media.
"Cross" ≠ blind expansion of the content industry is still the core competitiveness
School of Journalism and Communication, Peking University, Professor Xie Xinzhou has said that cross-media business is a means to an end, cross-media business, we must first consider the cooperation between two different media may be followed to realize the integration and sharing of resources. Only the pursuit of formal cross-media, and can not achieve the effective integration of resources, would be a heavy blow to media companies.
For example, in the peak period of the French Vivendi Universal Group has 2600 branches, more than 90 countries around the world, whose main business involves television, movies, music, publishing, telecommunications, the Internet industry and the environment 7. However, no formation of blind expansion of complementary and synergistic, not to achieve an effective integration of resources. Final debt, financial problems almost caused the collapse of Vivendi Universal.
In this regard, the land that the current cross-media model of development in the domestic television stations, especially the cooperation with the print media face less risk, and a variety of co-introduction of capital but also share the risk. As a television, and always make full use of resources, should be the basis of the contents of the first well, should be to develop cross-media content industry as a business direction. Secondly, we should focus on brand extension, through positive interaction to foster new brand marketing.
Cai Ling has put forward another issue requiring attention, namely, the rational allocation of human resources in different media. Because it is cross-industry business, so need to introduce new industry professionals, and the re-configuration and combination of talent, and this new configuration can not be divorced from the original core of corporate culture, but rather two teams join forces together into the same power joint ventures, management difficulties or problems will occur. At the same time, Cai said Ling, content, and the importance of brand development for television in the future is in doubt, however, on this basis is more consumer groups should be relying on consumer demand, market demand for inquiry by shaping the brand .
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