电视频道专业化的现状和问题.doc

电视频道专业化的现状和问题the Present Situation and problems on TV Channel Specialization （我的翻译 你看行不行）第一篇：TV profit model dislocation - Channel Specialization and digital TV /?i6794#Network hot fever, the capital of hot turning traditional media. Some experts have claimed that the media is the last of the huge profits industry, big big production inputs and small input is not output. But also was reminded of the media following the network after the Investment is another bubble. Content is king is the media, growth and Development of the axioms and iron law. But from the perspective of the media industry, the contents of the building is closely related to their profit model. Had not put in impossible to create valuable content, but valuable content is not necessarily bound to a profit (unless it does not require a profit), but depends on whether profits or windfall profit model media, the establishment and selection. At the same time, the media has also decided to profit model of integration and orientation of media content, such as the TV channel specialized and so on. In short, the building of media content and media profit model interaction between the Logic of relations, which finally decided the media sustainable development. Content is king and the media profit model Despite the difficulties, but the online media is still developing the network to optimize Technology services, content services is becoming more abundant. However, this is like a mean and hungry diners to face the rich buffet lunch, delicious food selectivity. * He may stArt immediately, if, and if the pay he might turn around and left. The current network of media content providers like this * and buffet lunch, diners although more and more (Chinese Internet users reached 33.7 million, up 49.8%), but not profitable. Although the restaurant is also surrounded by a lot of billboards, billboards and even of those unsightly and convenience, but the patrons do not care, perhaps one without looking. Diners dining this freedom to decide these ads can not be valuable, because they do not attract the attention of diners. So, if people are asked the question whether there is a demand on the network media is whether there is dependency and other issues, the answer is yes, of course, not to mention attractive prospects for the future of broadband. But how to recover the cost of lunch is the most headache for network media, otherwise * lunch can not be sustained. Internet media profit model may indeed exist, but so far nobody has been able to put into practice and produce significant benefits. If the profit model can not be established, the network media content can only be an extension and integration of traditional media, but can not be independent, because the network media content currently can not afford the cost of an independent. Text network so the network especially in video and audio content. Once the network of media content can not be independent, we can call it as an independent media? If we had, compared with the newspapers, radio does not have independent original content, TV and radio than there is no independent original programming, then as an independent radio and television can also call it the second and third media? Therefore, the network media is new media, but also from a technical level, said the traditional media, online media did not have many advantages, but its ability to become an independent media, the fourth is still a need to seriously think about. The answer to this question depends on the network not only in reading and viewing media, Technology independent, but also depending on its contents remain independent. And independent on the premise that online media can find suitable places profit model. The media Industry and cultural politics of Economic double attribute. Economic and Industrial property refers to the media can be profitable, cultural and Political attributes refers to the dissemination of the contents of the media can influence peoples thinking and behavior patterns and thus control the whole community. To implement such a dual attributes specific to the operational level, you can see the media is always with each other as a prerequisite for these two kinds of property and means. The different nature of the media decide on their respective choices of ends and means the opposite. For example, the U.S. commercial television media attention is the property of their Economic sectors, for profit, but it must in order to program (cultural and Political attributes) as a means, because there is no program can not be *. The China Central Television, as the state-owned media attention is its cultural and Political attributes, to social benefits for the purpose, it must be for profit (economic industrial property) as a means, because there is not enough money has social benefits can not be produced television programs . As early as in the network when the heat is still ongoing, January 4, 2001, the worlds media giants - News Corp. took the lead exit the Internet. At the same time, Murdoch categorically announced: News Corporation would not consider the acquisition of Yahoo. Murdoch made the decision I do not know whether the network can not see their earnings prospects, the media. People often use the Internet and the Information highway together. This is reminiscent of Chinas highway construction speed. Why did 10 years ago or a highway for us to expect, but at present Chinas highways already extending in all directions out? The reason is simple - set up card charges. Otherwise, if the highways are * use, highway construction can not be rapid development. While the highway verge be able to see billboards, but if you do not * charge but count on these ads to recover construction costs, would not be fantasy. It seems appropriate to draw an analogy between Internet media. Data show that the total revenue in the online media, advertising revenues accounted for 80%. It was also reported that Sinas advertising revenues in the top ten sites, but advertising revenue in 2001 was only about 10 million. With its huge Investment in a commercial sites content is basically * lunch, away from the profit forecast, there is a considerable distance. Despite recent claims that its network media person in charge or flat earnings this year. Internet media rich content, appropriate bit strong, but the mode of profit is still a focus of attention problem. For the first time from the network media sales (sales of carrier) to see to let users PPC is not the reality, at least for now the case. The network media advertising model (the medias second sales) earnings may also be misplaced, because the traditional media in advertising in space and time than the mandatory online media advantage. TV Channel Specialization can go far Profit model problems are plaguing the Development of Internet media, but there are also trapped this traditional media. Specialization in terms of the channel, television media, there is a profit model mismatch problem. 1000 Taiwan side, professional channel is not professional, is the industry, and even surprising the audience a TV phenomenon. So, what is the reason for making China more than 2,000 television stations similar in morphology, thousands of television channels in the program content, while less common personality much? Although some television channels subjectively, in accordance with the professional design, but the objective is non-professional or professional channels has a low degree of specialization, a number of TV stations and even that is nominally a professional channel which is in fact a disguised form of quasi-integrated channel. In addition, this convergence can also be from a number of TV channels between the respective sections of various forms, content, orientation, style, location and many other features at a glance. For example, the North-South comedian burning, the truth Two of a Kind and other columns not come from Hunan Satellite TV channels, but from Hunan Economic Channel. Another example, many stations are equipped with Business Channel, but China has not a financial channel with CNNs financial channel (CNNFN) compared to. The difference between the content of the interview is not at production level, but in the channel structure and content of columns to set the target of. CNN Business Channels target audience of investors, and our financial television channel is mostly target audience of consumers and investors, and the consumer-oriented, while almost every audience is a consumer. This kind of viewer location is difficult to make our financial channel specialization. At present Europe and the United States, and even Hong Kong and Taiwan and other places of Chinas television channels are already very high degree of specialization, National Geographic, scientific exploration, history such as we have no stranger to the professional channel. United States still has TV Guide Channel, Weather Channel, airport channel, religious channels and so on. Some people think that Chinese TV because of the above-mentioned phenomenon of subjective factors, is the lack of professional television talent is the lack of television planning and decision-makers to do the professional commitment and level of the channel, I think the actual situation is not entirely the case. Objectively speaking, the various television channels to decision-makers understand that specialization, object-oriented, personalized, and these are mostly decision-makers from Industry experts, there is a wealth of practical experience. So what is the impact on Chinas TV channel specialized process? The main crux of the problem lies in the previously mentioned media profit patterns. There are basically two modes of media profitability, which is twice the media sales. First sale of media sales vehicle. If the print media for the first time sales of newspapers or magazines themselves, they are priced. Radio and television for the first time sales of the channels or programs, they are all prices. Media, the second sale is the readers or viewers, that is, the rate of circulation or viewership, specifically advertising. However, historically, the print media is the first profit * for the first time sales, while the television media is the first profitable * the second sale. In other countries, both in print media or electronic media, the two sales are co-exist, sometimes in combination. The profitability of Chinas print media is basically the same model and abroad, while the profit model and television media abroad vary greatly. That is, Chinas TV media only sell advertising (the ratings) but not sales of TV channels (carrier). According to statistics, approximately 95% of domestic television revenues from advertising. For example, the China Central Television in 2000 total revenue was 57.4 billion, of which advertising revenue was 53.6 billion yuan, accounting for more than 93% of total revenue. Advertising revenue was essentially positive interaction with the ratings, but also with the popularity ratings are closely related. This means that advertisers ads to look at ratings, the ratings increased the need to show popular, but contrary to popular and professional. That is why my TV channels can not be the root cause of specialization. We subjectively want to do the professional channel, but it is popular to use the media (advertising) of the profit model. Such dislocation and a single profit model has led to a paradox: to channel specialization may affect the ratings and lower advertising revenue, but to generate more advertising revenue must ensure that programs and thus improve the popularity ratings. The results led to the various channels are popular for people to pursue an integrated approach or quasi-integration, channel thus identical. A single ad on the popular TV channel profit model is appropriate to bits, while the specialized television channel is misplaced. For example, a number of local TV channels are news programs, entertainment programs, movies and television programs, sports programs. Because if there is no such programs, channel will not be able to boost ratings, they can not attract advertisers. From this analysis, such as Sun TV This kind of Culture and history channel even though the overall content of a good landing, but even allowed in the Mainland, because of its non-mass position can not be defined only in * advertising revenue, not to mention currently only foreigners allowed to enter the Samsung Hotels a. Therefore, unless a miracle, or Sun TV can not * in mainland China. Why, then, foreign and Sun TV similar historical channels, National Geographic channel and scientific inquiry channel survive and can be profitable? Reason is that these channels are not using a single advertising revenue model, but the use of sales channels (digital TV) to sell advertising on the basis of the dual profit model. In the United States in 1999, cable revenue structure, channel fee income was 47.5 billion, while advertising revenue, compared with 2.682 billion U.S. dollars. The former is nearly twice the latter. Pay-TV channel specialized system determines the process of In the current terrestrial television (TVB), three kinds of cable and direct broadcast satellite television broadcasting, different countries have different choices. United States-based cable television, with 76 million cable television subscribers, is seven times the direct broadcast satellite customers. Japan Zeyi user-based direct broadcast satellite. But regardless of the form choose the kind of television, from an economic point of view of television industry, the further Development must rely on the users control. Otherwise, the TV media only * a single ad or sales programs to achieve profitability. To achieve the control of cable television subscribers must first establish a user management system to the needs of users are divided into different levels. The user to get an extra level of service would have to pay an additional fee, which is the so-called digital TV. Digital TV is currently sub-satellite digital TV and cable digital TV. Chinas policy orientation is the development of cable television. The reason is the characteristics of densely populated cable suitable for the development itself, while the more critical factor is the cable is the inevitable future interactive TV carriers. Data show that in 2000, cable television subscribers in China reached more than 8000 million, and each year is still increasing at a rate of 20%. Click here to calculate cable television subscribers in China in 2001 has more than 100 million. 2005 will be more than 250 million, or about the time Chinas TV for 70% of the total number of households. This is the current cable television subscribers in the United States the proportion of the total number of households. According to the current policy, China will come into effect until 2004, live satellite TV. Thus, cable TV will be some time to come Chinas major television broadcasts. Channel specialization is the trend of the development of domestic and international television media. This concept has been in Chinas TV program makers, planners, decision makers in the formation of a broad consensus. But it is interesting is not found with the professional channel corresponds to the English vocabulary. Outside the Chinese media have said the theme channels (THEME), it does not professional channel, said. Turner International Asia Pacific Limited, Meiyan woman told me that she had also encountered how the Chinese professional channel translated into English difficult. She said, professional in English the word refers only to discipline categories, for TV channels would be misleading. Ms. Mei-Yan powerless finally had to be professional channel simplified channel. She said that only a channel known as the United States, and not the channel is divided into an integrated channel and professional channels. I think that, no matter how the division of the foreign channel category, Chinas use of professional channel and Channel Specialization This concept is accurate. First, the technology itself is a process, we are now in the process. The second is to use professional could be more accurately expressed by segments of the overall situation of television channels and forms. Heres the professional is not referring to scientific categories, while specialized, exclusive and thematic was intended. When the clear channel specialization and professional channel these two concepts, then we can see that, like Americas discovery and History and other professional channels with the cable itself is closely related. We can say that cable TV had not impossible to have a professional (theme) channels. Reason is that these professionals are the cable television channel to a certain stage of development of the product. And we are now using to do specialized channels TVB and Cable TV channels in * professional approach might be a big misunderstanding. U.S. cable TV in the 50 early germination, while the large-scale development in the late 70s and early 80s. The reason emerged during this period a large number of specialized channels, because cable television from the town into the city after the big time with the development of several premises. First, the emergence of communications satellites, the signal sent by satellite the same time in different parts of the small cable network in conjunction with a major cable network. Second, Technology has been a huge breakthrough, you can use a coaxial cable transmit more than 50 sets of television programs, making channel resources is increasing rapidly. Third, cable TV has been operating an additional government permits di