Source-People's Network | Author-This site | Release date -09/08 | 10 | View comments [0]
Compared with the rapid development of the broadcast market in recent years, the development of the broadcast program trading market is relatively backward. This paper analyzes the current situation of China's radio program trading market, aiming to find out the problems and crux of the current market and put forward some suggestions to promote market development.
Keywords: radio program, program transaction, program management copyright
The description and analysis of the current situation of the radio program trading market can not be separated from the background of the whole radio market. According to a survey released by Nielsen Media in May 2004, China, with a population of 65.438+300 million, 340 million families and more than 654.38+0.000 radio stations, has become the second largest broadcasting market in the world after the United States. [1] In recent years, the adjustment of media industry policy, the surge of car owners and the relatively high TV advertising fees have brought rare development opportunities to radio stations. The latest data shows that in recent years, the national broadcasting industry has developed rapidly, and radio advertisements have developed by spurt. The amount of advertising increased from 65.438+0.52 billion yuan in 2000 to 3.8 billion yuan in 2005, with an average annual growth rate of about 20%, ranking first among traditional media. In 2005, advertising revenue of 12 local radio stations exceeded 100 million yuan. [2]
However, corresponding to the excellent situation of the broadcast market, it is the immature and backward development of the broadcast program trading market. In the following, the author will make a preliminary analysis of the current situation of the radio program trading market, in order to find out the problems that often exist at present, and thus put forward some suggestions that are conducive to the development of the radio program trading market.
I. Current Situation of Radio Program Trading Market
According to official statistics, in 2004, the total transaction volume of national radio and television programs reached 34,3531hour, of which 44 1.5 1 hour was for radio programs, which was less than 15% compared with 2,993,820 hours for TV programs. In that year, the total import and export of national radio and television programs was 57 1.45 million yuan, while the import and export of TV programs reached 57 1.32 million yuan, and radio programs were almost negligible. [3] From the broadcast of national radio and television programs in 2005 shown in the following table [4], we can find that the purchased radio programs only account for a small part of all radio programs. Comparatively speaking, the proportion of self-made programs and exchange programs broadcast by TV stations is not as wide as that of radio programs, and most of them buy exchange TV programs. Compared with the trading of TV programs, the trading of radio programs is much more deserted.
At present, the radio program trading platform is still in its infancy. Approved by the State Administration of Radio, Film and Television and sponsored by China Radio and Television Association, the National Radio and Television Fair has been held for four times in Harbin and Guangzhou, and the fifth radio and television fair just ended in Shenyang on June 10 this year. This is one of the few trading platforms in China that mainly focuses on radio programs. In addition to the National Radio Program Fair, the National Traffic Radio Program Exchange Fair initiated by Beijing Traffic Station among the members of the National Traffic Broadcasting Society also has certain influence in the industry.
According to statistics, more than 1 10,000 hours of radio programs were sold at the first trade fair; The second closing program lasted over 20,000 hours. [5]; In the third radio program fair held in Guangzhou in 2003, a sales letter of intent was signed for 25,000 hours of programs; [6] By the time of the fourth national radio program held in Harbin in 2004, the total number of programs had doubled to 50,000 hours. [7] While we are glad that the program trading volume of these expositions is rising, we must also admit that the absolute number of program trading volume is still relatively small; What's more, by signing a letter of intent to determine the transaction volume, it will inevitably lead to an inflated statistical quantity.
At the recently concluded Fifth National Radio Program Fair, only 265,438+0 media and advertising production companies and radio stations participated. Compared with previous years, its exhibitors and programs have dropped significantly. This is obviously disproportionate to the number of 308 radio stations and 2006 sets of radio programs in China. [8]
At the same time, according to the author's understanding from the staff of many participating radio stations or other production companies, there are very few cases that can really clinch a deal at the exhibition. The main purpose of the exhibition at the Expo is to show the programs. If other radio stations are interested in their programs, they will contact them separately after the meeting. The function of program exposition mainly stays in the stage of program display. Compared with other media resource markets, especially the TV program trading market, the broadcast program market is still in a very primary stage.
In addition, there are some specific problems in radio program trading, such as more program exchanges between radio stations than program trading, lower program trading costs, simple and rude trading methods, and legal risks.
These problems are intertwined and mutually causal, which are basically caused by the non-standardized and non-market operation of radio programs. The transaction of radio programs mainly stays at the level of communication between stations, and even some sporadic transactions are only symbolic charges. This makes the transaction price of the program unable to reflect the true value of the program. For example, a series of radio drama "Interpol 803" broadcast by Shanghai Wenguang News Media Group on literary frequency costs more than 5,000 yuan per episode, and its price in the broadcast market is only 80 to 100 yuan per episode. And the "Holiday Theater" series produced by Liaoning Radio News Station only needs 40 yuan every 35 minutes. And some communication columns of Liaoning Literature and Art Station do not exceed 25 yuan in each episode. The low transaction cost directly leads to the difficulty of selling good programs at good prices in the market, and it is impossible for good programs to have good income. If it is acceptable for radio stations because of their low dependence and expectation on the marketization of program trading at present, some well-made professional program production companies that consume a lot of costs will find it even more difficult to survive, and the result can only be to withdraw from the market and leave the market to those program producers who make shoddy and extremely low costs. This is also contrary to the trend of separation of production and broadcasting and specialization of program production. At the same time, another serious problem cannot be ignored. Free or low-priced sales do not include copyright cost to a large extent, which makes the phenomenon of infringing the interests of copyright owners occur frequently in the process of program trading. For example, storytelling, radio drama and so on. , which accounts for a large proportion in the transaction. Through interviews with local radio practitioners, their views are surprisingly consistent, that is, as long as the program is recorded by its radio station, it has copyright and can be used for trading, rather than being recorded by the radio station, it will not be used for trading. This one-sided understanding of copyright law makes it very common to ignore the legitimate rights and interests of copyright owners in transactions. However, we can see from official website of the National Radio Program Fair in 2003 that the format contract of the transaction is extremely simple, and there is no agreement on copyright issues, which makes both buyers and sellers have great legal risks.
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Analysis of a Radio Program (1): The Voice of China
After a new round of careful construction, the first set of comprehensive news frequency in china national radio, which has been famous for decades, made its debut with the call sign of "Good Voice of China" on June 65438+ 10/day, 2004.
Good Voice of China broadcasts 2 1 hour and 30 minutes all day, which is divided into eight program sections and broadcast live by frequency hosts and column sub-hosts.
Voice of China takes 3 1 hour news and half-hour express as the main line of development, three news-intensive areas of morning, noon, evening and midnight as the key support, five columns in the morning as the extension, and 30 background news topic and talk shows as the wings, which are connected from top to bottom and echo each other to form a three-dimensional dynamic news model, fully demonstrating "keeping pace with the world and walking with the times".
Voice of China adheres to the reform concept of "frequency specialization and management frequency", and implements the director responsibility system, unified layout of all-frequency programs, unified packaging of image and style, unified setting of departments and institutions, unified deployment of cadres and employees, unified assessment and distribution standards, and unified operation and management.
After the revision, the core indicators of the new frequency, such as news, closeness, authority and audibility, have made great progress, and their taste and influence have been greatly improved, thus ensuring the supreme position of the flagship of China Broadcasting Corporation and the first brand of China news broadcasting.
Medium wave, short wave and FM seamlessly cover the whole country.
The second group of economic voices
The Voice of Economics, China National Radio, is the most influential financial broadcast in China, and the only financial professional broadcast frequency covering the whole country. This frequency covers more than 300 million radio listeners nationwide with the help of short-wave and FM networks in dozens of cities.
Voice of Economy is committed to building an all-weather information service platform, bringing you the latest financial information in the world with authoritative voice, making people enjoy the fun of financial management easily and opening the door to wealth for you who are eager for success.
Program slogan: listen to tasteful radio and live a quality life.
Program tenet: based on economy, pay attention to people's livelihood.
Features of the program: serving the society and looking for a socialized economic perspective; Serve the people and look for economic topics from the perspective of the people.
Voice of the Economy, an all-weather information service platform for business people and people who care about the economy, and a powerful central media covering the whole country (FM, AM, SW).
Local frequency: R./Fortune/GDPL/200609/T20060921_ 504293616.
Episode 3: The Sound of Music
The frequency of all-weather pop music ranks first in the country, and the program quality is excellent.
FM covers major cities in China.
Episode 4: The Voice of the City
Voice of the city, fresh broadcast, 23 programs a day, 19 hours live broadcast, to create a fashionable information and entertainment radio station for you.
FM 10 1.8 MHz is only for Beijing.
Episode 5: Good Voice of China
Comprehensive frequency of broadcasting and news to Taiwan.
Short wave covers the southeast coast and Taiwan Province province.
Episode 6: Good Voice of China
Broadcast to Taiwan Province, multilingual broadcast.
Short wave covers the southeast coast and Taiwan Province province.
Episode 7: Good Voice of China
It aims to broadcast to the Pearl River Delta region. There are two projects: FM87.8 (Mandarin) and FM 104.9 (Bilingual).
Episode 8: The Voice of the Country
The Voice of the Nation of China People's Broadcasting Station broadcasts 20 hours a day in Mongolian, Tibetan, * * * Mongolian, Kazakh and Korean. Its radio waves mainly cover China, Xinjiang, Inner Mongolia, Qinghai, Sichuan, Gansu, Yunnan, Jilin, Liaoning, Heilongjiang, Hebei and Beijing. At the same time, this program can also be heard in neighboring countries such as North Korea, South Korea, Japan, Mongolia, India, Nepal, Bhutan, Kazakhstan, Uzbekistan, Russia, Afghanistan and Turkey. According to statistics, there are 25 million listeners at home and abroad who can understand the voice of the nation, and nearly 654.38 billion listeners abroad.
Voice of the country is a news-oriented program. After more than half a century's efforts, the program has become the first choice for cadres and masses in frontier ethnic areas to get important news at home and abroad, and it is an indispensable and important content in their production and life. The program also covers Beijing, which is very popular with ethnic minority compatriots who work, live and study in Beijing.
See R./Minzu/MZZS/200503/T20050303 _ 504063280 for the detailed scheme.
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People in my hometown began to know how to look up.
The legend of the sky in my hometown is a cold cloudy day and a cold blue sky.
Long time ago, long time ago.
The mountain shadow extending from the left side of my hometown is a big splash-ink painting.
Stick it tightly to the face of the hometown people.
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Sow a seed.
Reproduce their indifferent and resigned children.
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This is a wonderful stage, where there are endless interesting stories, our intimate waiting and the silent night. Please allow me to bring your heart and a spring breeze.
Ask for a drama broadcast program: Tudou. /programs/view/aya7tgzm97i/
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