2015 mid-term inventory 丨 TV industry integration of new horizons

Looking at the first half of 2015, the TV industry and the Internet are becoming more integrated. The "TV +" and "Internet +" have brought new impetus; TV content has seen "reality show" ratings under the "restricted entertainment" regulation; TV drama IP It has become a new bright spot; the building of clean government in the field of broadcasting and television has also been striding forward... After summing it up, we will look at the three dimensions of television industry content, capital operation and business models, and future trends towards the TV industry in the first half of 2015 Development summary.



2015 is a crucial year for the comprehensive deepening of the radio and television industry. This year, the policy of “one play and two stars” was formally implemented, and the pattern of creation, distribution, and broadcasting of TV dramas was subversively changed, resulting in a strange phenomenon of TV dramas on TV nights. It also gave TV nightstands with golden spots. Revolutionary changes have intensified the shocks and changes in the television landscape.

I. TV content

1 The "One Star and Two Stars" was introduced, and the production and broadcasting of TV dramas changed.

Since January 1, 2015, the State Administration of Press, Publication, Radio, Film and Television has adjusted the broadcast mode of the TV channel of the TV channel of the TV Channel: the same TV series must not broadcast more than 2 integrated channels in the prime time every night; the same TV series is on the TV channel. No more than 2 episodes may be broadcast during prime time every night.

The introduction of one drama and two stars has had a significant impact on the production and broadcasting of TV dramas. The cost of purchase dramas has increased, which has accelerated the differentiation of TV ratings. TV dramas have rarely seen a strong drama in the drama lineup. The phenomenon of “two stars + network simultaneous premiere drama” has emerged, and some TV programs have been followed by yellow screens or synchronized with the first round of prime broadcasts. The impact of the increase in custom TV dramas has gradually emerged. Judging from the 18:00-24:00 TV drama rankings of provincial TVs in the first half of the 50 cities that were recently exposed, the average number of TV dramas with broken ratings in the first half of the year was only 15, which is less than 6 in the same period of last year. In terms of specific types of subjects, in the first half of the year, the drama of the Republic of China was significantly greater than the modern urban dramas in which mainstream ratings had previously dominated. In the past, good-looking costume dramas also saw a pattern of “ice and fire”. "One show and two stars" provide more content choices for Chinese viewers. Similarly, they will continue to profoundly influence the competition strategies and orientations of the broadcasting organizations.

2 IP Adaptation, Trading into Hot Spots

In the first half of 2015, the concept of IP has been getting more and more popular, and more and more best-selling novels have been adapted into television dramas and movies. From "Why Silence", "Left Ear", "Spend One Thousand Bone" to the next "Qin Shi Mingyue", "Hua Ci Yin Ci", "Cloud Song", "Yue Yue Chuan", this year's online novel The momentum of capturing the film and television industry continues to prolong. At the Shanghai MTV Forum’s Magnolia Forum, people in the industry also mentioned that the current “IP fever” is almost crazy. In the “IP hot” tide, the copyright price of online novels has risen, and the trend of large-scale conversion of IP to film and television works Intensified, more and more film makers regard hot IP as a "master key" that can avoid broadcast risks as much as possible. However, we must always understand that content and channels are the indispensable kings of TV programs and that IP can only be replaced by them.

3 Reality show differentiated competition, profoundly affecting the broadcast platform

In the first half of 2015, Zhejiang Satellite TV, with its closeness of 5% of the viewership of "The Brothers of Running" and 19.6 billion microblog interactions alone, Hunan Satellite TV produced a national defense theme "The Real Man" in the first half of the year. Outdoor Reality Show "Extreme Challenge", Jiangsu TV's "End of the World", "Fight for her" and other influential programs are all called bright spots in the 2015 reality TV show. It can be seen that the 2015 reality show will no longer be found in the drafts, singing, marriage and marriage. Although all of them are still very focused on outdoor reality shows, the programs focus on different aspects, and to a certain extent they have achieved differentiated competition and provided the audience with More choices. In the same way, the major platforms have also continuously developed new time slots for reality competitions and made layout adjustments. A number of TV stations have started a "double variety show" podcasting mode.

Second, capital operation and business model

1 TV T2O Model Linked TV and E-commerce

In mid-June, the “China Television Shopping Alliance” initiated by the State Press, Publication, Radio, Film and Television Bureau was established, and operators of 34 shopping channels issued the “industry self-discipline treaty”. In the first half of 2015, TV e-commerce is rapidly heating up. The TV shopping channel is only one of the participants. On June 3 of this year, Tmall and Dragon TV announced the launch of the star challenge reality show “Extreme Challenge” by Tmall International. The program is broadcasted at 9:00 PM every Sunday from mid-June. During the broadcast, consumers can watch TV and use the Tmall APP to support their favorite stars and purchase the same merchandise while interacting and discussing with other audiences. , to interact with stars in depth to jointly complete the ultimate challenge mission based on global themes. This mode of cooperation can be said to be a bold attempt for the television T2O model.

There is a deep connection between the e-commerce factor and the content of television programs. The popularity began in 2014. In the same year, Tmall cooperated with CCTV “China on Tongue”, Hunan Satellite TV “Where is Daddy”, and Dragon TV “The New Clothes of Goddess”. The audience can watch TV dramas and appear in Tmall purchases. Fashion dress. Chen Liang, an expert from Alibaba Research Institute, summed up "Focus Event + E-Commerce" as a new "Focusto Online" model.

2 Internet giants infiltrate the traditional TV industry

Throughout the first half of 2015, the internet giant represented by Alibaba accelerated its penetration into the traditional television industry. During the “two sessions” in 2015, Prime Minister Li Keqiang proposed the concept of “Internet+”. Under this hurricane, the broadcasting and TV institutions that actively studied Internet thinking quickly integrated into the “Internet + Broadcasting” wave from the capital. From various angles, such as technology, operations, business models, and so on, all-round contact with the Internet has been launched.

Alibaba and domestic radio and television organizations have several typical cooperation cases:

(1) In-depth strategic cooperation with Wada Group;

(2) The combination of Dragon TV's "The Voice of China Dream" and Alibaba's "Entertainment Treasure" in the second quarter;

(3) F2O (focus2online) services linked by Alibaba's Tmall and CCTV, Hunan Satellite TV, and Dragon TV;

(4) Alibaba Pictures cooperated with Shenzhen Broadcasting Group’s customized electric play show.

Take the cooperation between Alibaba Pictures and the Shenzhen Broadcasting Group as an example. In February, Shenzhen Radio and Television Group and Alibaba Pictures Group announced the establishment of a strategic cooperation framework agreement that will be based on the e-commerce customized drama model to jointly invest, produce, and publish a TV series about urban romance. The cooperation between Alibaba Group and Shenzhen Broadcasting and Television Group, in addition to custom-made drama cooperation, is also focused on the intention of both parties to open up a “National Broadcasting Network of Provincial Terrestrial TV Channels E-commerce TV Series”. As a result, through cooperation with the Shenzhen Broadcasting Group, Alibaba has the potential to establish cooperative relationships with a large number of urban television stations and provincial terrestrial channels. There is a large number of localization service requirements in the O2O service model, and there is a great deal of imagination for this cooperation. The Department of Broadcasting and Television has both expectations and concerns about cooperation with Internet companies represented by BAT. In any case, open cooperation and resource matching are the trend of the times. The stand-alone play mode does not work and the bottom line is set up. I am afraid that the Broadcasting Department needs to think carefully and Planning.

Third, the development direction

1 Obvious trend of radio and television + deep integration with the Internet

Under the background of the “Internet +” trend in the country, the integration and development trend of the broadcasting and TV industry and the Internet is obvious. The most obvious example is the television shake of the spring and evening evening. On New Year's Eve, the total number of WeChat red envelopes sent and received reached 1.01 billion times, and the CCTV Spring Festival Evening WeChat shakes the interactive total 11 billion times, with a peak of 810 million times/minute. In 185 countries, 3 trillion kilometers were passed. In addition, a number of online and offline interactive TV programs, including Beijing Satellite TV's "All Yours," and Dragon TV's "The Goddess' New Clothes," have achieved a close integration of television and mobile terminals. The TV media embraces the Internet through the “+Internet” to realize the transformation and upgrading of radio and television technology, content, business, form, and function as soon as possible, and to fully enhance the broadcasting, broadcasting, influence, and competitiveness of radio and television.

2 The "Matthew Effect" is more evident on the satellite TV platform

In 2015, with the implementation of the “One Theatre, Two Stars” and other policies, TV dramas, variety shows, and transactions on the TV platform showed a more prominent two-level differentiation than before. On the one hand, TV ratings of key front-line TV shows continued to be stable, and custom-made dramas and stand-alone plays became mainstream ratings. On the other hand, the polarization of television viewing on the TV platform is even more pronounced. In terms of variety shows, first-line TVs have hired celebrities as “program instructors and guests” at “prices that cannot be rejected.” Behind the phenomenon-level reality show is huge investment in human and financial resources. This is impossible for the three-line satellite TV. We can foresee that the "Matthew Effect" of the TV platform will become more apparent.

3 TV comprehensive evaluation mechanism needs to be established and improved

In response to the TV industry's "unaspection rate" issue, the industry has established a comprehensive evaluation system for television programs for many years. Faced with numerous television program broadcasting platforms and increasingly large-scale mobile audiences, it has become an inevitable trend for the television industry to establish a comprehensive evaluation system for television programs and television platforms. The comprehensive evaluation mechanism should first break the embarrassing situation of "only ratings," and give a comprehensive and objective assessment of television program coverage, television program orientation, television platform satisfaction and reputation. Secondly, the comprehensive evaluation mechanism should break the current single-television startup survey model, increase the amount of microblogs, micro-channels, SNS mentions, popularity and reputation, and topic satisfaction, and also refer to the flow of video during non-live periods, etc. And can consider relying on the current online big data to evaluate the program, so as to provide a reliable evaluation result for the television industry practitioners, for advertisers, for the audience.

4 Radio and television system construction will be solid progress

Anti-corruption is currently the most eye-catching topic in China, and the construction of a clean government has been actively carried out in the viewpoint system. According to reports, Guo Zhenlu, former director of CCTV Financial Channels, has mastered China's most influential list of red and black (China's annual economic figures and CCTV “3/15” party), left-handed.

"3.15" hits enterprises, and right-handed "economic figures of the year" pull enterprises to deliver benefits to a number of enterprises and control a number of public relations companies to make money. In addition, corruption occurred in the broadcasting and television system, such as purchase and sale of television dramas, news editing, advertising operations, and equipment procurement, and related departments will severely punish crimes. Radio and television anti-corruption will further purify the media environment, reduce the ugliness of media and news rent-seeking, and at the same time provide organizational environmental protection for the further optimization of the broadcasting and television system.

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