In the market atmosphere where the popularity of new media continues to rise, CCTV, the leader of China TV industry, can no longer hold back and announced its ambition to win over new media. "CCTV is now not only a TV media, but also an online media." A few days ago, CCTV declared in a high-profile way that "we should build an online brand like a TV brand."
The news of CCTV's presence has added another fire to the hot new media market in May.
In the past few months, Shanghai Wenguang has been exposed frequently in a series of events, such as "the IPTV experimental site was blocked", "the mobile TV is about to open" and "the right to network coverage of the 2006 World Cup was bought at a high price", which seems to indicate that Shanghai Wenguang's new media chariot has been fully launched and is advancing at a high speed. Phoenix Satellite TV set up Phoenix New Media Company at the end of last year 1 1, trying to build a cross-media platform for wireless value-added services.
Rank and ranking of traditional media.
Some new media experts pointed out that a clear strategic positioning is an urgent problem for the new CCTV International. New CCTV.COM urgently needs to get rid of the shackles of "CCTV Online Edition" mode, adopt a brand-new positioning, and get all-round and multi-angle attention from netizens. CCTV.COM, who reappeared on April 28th, made efforts in this direction. In the words of Wang Wenbin, director of CCTV Network Communication Center, it is to "return to the basic functions and forms of the Internet". The new website introduces functions such as mobile TV MP4, network TV and video search engine. In the future, the website will rely on CCTV's TV program resources, take the "TV Guide" as the starting point, and gradually establish a video search center with the help of new technologies. It is reported that more new services are also being planned and built, including network value-added services and host blogs. In addition, some media said that building TV will also be one of the next goals of the new CCTV International.
The benefits of telecom value-added services amaze the industry, while the new CCTV International aims at the value-added services of TV. The core of this profit chain is CCTV's brand program. "There are so many TV programs in CCTV, and using these resources for secondary creation, I believe there will be many original works." Wang Wenbin believes that with a full-service operating license, the new CCTV International can do things that other online media can't. "In the future, our programs can be seen not only on TV, but also on mobile phones and PC terminals. It is definitely a new media service with multiple terminals and multiple coverage. " At the same time, he believes that the construction of interactive platform will "feed back" CCTV programs, increase the "viscosity" of programs to the audience, and finally achieve a win-win effect.
Compared with CCTV's vigorous broadcasting momentum, Phoenix Satellite TV's deployment of new media is quite low-key.
At the end of June 2005, 1 1, Phoenix.com reorganized and officially changed its name to Phoenix New Media. The biggest difference with the new CCTV International is that Phoenix has no innate policy and platform advantages. During the interview, when the reporter talked about the license plate, Liu Shuang, vice president of Phoenix Satellite TV and CEO of Phoenix Network, seemed a little excited, but at the same time, he also said, "I am optimistic about the license plate. China's new media still has a lot of room for development. I believe that under the effective guidance of the competent authorities, there will be considerable development. "
At present, the primary task of Phoenix New Media is to revise the portal website, followed by digging deep into the traditional wireless value-added services and exploring the way of streaming media in the 3G era. After the revision, Phoenix.com has been divided into portal, wireless value-added, streaming media and other business sectors, and added the colors of WEB2.0, such as adding new online interactive means such as blog. "We hope to build a cross-media platform for wireless value-added services by using the brand of Phoenix. In the next step, our main force will be placed in two aspects, one is Phoenix Wireless and the other is Phoenix Broadband Supermarket. " Liu Shuang particularly emphasized that "3G will be the killer application of the next content, and I believe it will repeat the legend of CRBT. Traditional TV media must be strategically stuck here."
In the second half of this year, Phoenix New Media will join the venture capital fund, "not because of lack of money, but to build a good corporate governance structure." Liu Shuang said.
Phoenix TV is an influential TV brand in China with rich content resources. As a website based on Phoenix TV, Phoenix.com will become a corporate website if it is not careful. Regarding the positioning of Phoenix.com, Liu Shuang said that compared with traditional media, the biggest feature of the Internet is its interactive and decentralized grassroots culture, which is very different from TV. Traditional media has its own authority and is not easy to be replaced.
However, the current situation is that the development of new media is too fast to be ignored, and more and more people spend more time on the Internet and mobile phones, which will inevitably divert the interests of traditional media. New media advertisements that can focus more effectively have diverted some traditional media advertisements. The cake is so big, how can I get more?
"What we have to do is to make new media and traditional media achieve a win-win situation." Liu Shuang said that the new media has added a new runway to the content of traditional media, which is actually equivalent to providing an additional source of income. "At present, many contents that Phoenix Satellite TV can't broadcast, such as film flowers and behind-the-scenes tidbits, can be broadcast on the website." Liu Shuang said that this is actually the integration of the original program resources to achieve new profit purposes. Phoenix at present. Com has re-edited and integrated the video and text of Phoenix Satellite TV, becoming a new platform to display these contents. "The content of traditional media is blood vessels, which are indispensable." Liu Shuang said, "Phoenix New Media is not a technology-driven company. As a media company, media innovation and business ideas must lead technology. "
The production company set up its own mountain.
Sony, the electronics giant who invented Walkman Walkman, now has to follow in Apple's footsteps. In the digital music player and music download market, Apple's iPod share has reached two-thirds. The result of Gensonnie's embarrassment stems from a decision-making mistake of the company: Sony is unwilling to produce a music player that can play MP3 format for fear that piracy will affect its record business, thus giving Apple a chance to seize the market.
Today, with the rapid development of new technologies and the influx of venture capital, only by taking the lead in the industry can we get the greatest benefits-this has become the motto of new media practitioners, and the experience of Sony abroad and Focus at home is the best annotation of this motto.
"This year is the year of new media." Grace Wai Wong, president of its happy communication organization, thinks that if all the traditional media were watching last year, then this year the whole industry is marching into new media, and the development trend is spectacular.
"New media is the best entry point to solve the inherent problems of traditional media." Wang Ran, CEO of Yi Kai Capital, expressed this view to a reporter from China Radio, Film and Television Network. He said that the new media is a breakthrough in the improvement of the traditional media system, and it is inevitable that the traditional media will move towards new media. "Whether to go or not involves a matter of life and death."
On March 9th, 2006, Tianweiyuanchuang, known as "the original base of new media animation" in China, was established. The company claims to provide 3D animation content for the new media platform.
Zeng Qiang, founder of Shi Huakai, Wang, founder of Huaqi Information, founder of Huayi Brothers, Zhang, a famous mobile IT entrepreneur, and David &; Bill and Cui Xuefeng are the founders of Xishan Qing Xue Yongfeng Digital Technology Co., Ltd., and the shareholders of this company are very famous. President Feng Xu said that the common idea is to do things well in the future in advance, so as to seize the beach and occupy a place when the time is ripe for the development of new media.
There are not a few people who have the same idea, and the current situation of the new media content market is that all kinds of forces, large and small, are racing around. Under the impact of this wave, companies that originally focused on the production of traditional media content also made strategic adjustments.
"The income space for doing programs for TV stations is already very small." An industry insider told reporters. Under this premise, all kinds of private enterprises have sought new ways out, and the new business of new media seems to be more attractive to content production enterprises.
As early as June, 5438+this year 10, Kaixin Media has already obtained the venture capital of $20 million from Softbank Asia Information Foundation. This fund is specially used for Kaixin Media to develop its new media-related content.
The concern of international venture capital promotes the development of new media in China. Shanda and Taihe Wheat Field have both received large investments from Softbank. According to the rules of the international "venture capital" market, the hot spots of venture capital basically reflect the latest trend of scientific and technological development. "The rapid development of broadcasting technology is the reason for the influx of venture capital." Grace Wai Wong said that science and technology are the primary productive forces, and cultural forms must undergo corresponding great changes with technology. At present, with the popularization and application of new technologies such as 3G and WEB2.0, new media has become the target of venture capital. At the same time, "the increase in platforms is one of the reasons why more capital wants to enter." Wang Wei analyzed.
"Softbank has provided us with more than just funds," Dong said. Softbank is not only an investment institution, but also a research institution. "He gave us a lot of experience and support in the industrial chain." He pointed out that Softbank's investment scope includes the upstream and downstream of the entire new media industry chain. From the perspective of technology, profit model and development prospect, Happy Media can enjoy the convenience of this big platform. After acquiring the original literary website "Ban Shuxia" for $5 million, Happy Media is currently planning to acquire some streaming media companies with technical capabilities. "The biggest bottleneck of SP now is that there is no good content to provide. What they need is a close partner. " Dong's plan is to make use of the mature technical means of these companies and make technical improvements according to the program content to facilitate users to use new technical means.
Compared with the fanfare of Happy Media, Ciwen Film and Television Production Co., Ltd., which also has the strength of domestic content production, is much more pragmatic. Ciwen Film and Television is also actively preparing for new media, and is currently conducting a series of negotiations.
As early as in the propaganda process of TV series "Legend of the Condor Heroes", Ciwen Film and Television has cooperated with TOM on IVR business; The film "Seven Swords" was promoted with new media and achieved good results. Ma Zhongjun, president of Ciwen Film and Television, told reporters that although the new media has not gained much, it has already made money. The short film specially made for the film "Seven Swords" is suitable for mobile media, and the download rate in Japan, South Korea and other places is quite good. "I believe that this domestic market will be greatly improved after the implementation of 3G."
"We have been tracking new media for several years, and now it is developing rapidly, and its development direction and profit model are becoming clearer and clearer." Ma Zhongjun told reporters that at present, Ciwen Film and Television is making a big move. "The new media has now taken away a lot from the income share of the paper media, followed by the sound media, and finally the TV media can't escape."
At the end of March, Borui Communication and its Happy Communication Agency announced in Beijing that they would form a new company to invest in mobile TV projects. "We confirmed this cooperation at the end of last year." Grace Wai Wong told reporters that the new media has been prepared for a long time. Last spring, it was very happy to have a comprehensive study on new media business for all employees of the company.
Grace Wai Wong told reporters that his visit to CCBN in the past two years gave him a great shock. "The future media will be a digital way of life." Making mobile TV is just a breakthrough point for it to enter new media gladly. As a kind of private portable media, mobile phone is characterized by instant communication, which also provides a broadcast communication mode different from traditional media. Therefore, the new company will customize unique program content for mobile media.
Since the second half of last year, Paget and Universal Media have also begun preparations for creating a new media profit model. "Over the years, we have been paying attention to light and enjoying their work in new media." Hao Jun, vice president of the company, told reporters that Paige Taihe has been shelved in this respect because it has not found a suitable entry point. "It doesn't make any sense to just translate the content of traditional media into new media." Paige Taihe not only has strong experience in TV program production, but also has experience in 13 large-scale activities. However, for the new media, due to the late intervention, it seems to be somewhat powerless.
"We have a strong passion for new media." As a content provider of traditional media, Lu Xingdong, president of Tang Long International Media Group, told reporters that new media has broad market prospects. He said that in the past, the income of new media was mainly taken away by telecommunications. As the representative of new media, the telecom small platform network is mainly the background of foreign holding. "There are security risks in content operations." It is particularly important for radio and television to supervise its content. "So, when the threshold between broadcasting and telecommunications can be broken, the new media market will develop greatly."
Like other production companies, Tang Long International Company is now preparing for the war. "In June this year, we will launch an interactive TV project that cooperates with more than a dozen satellite TV platforms." Lu Xingdong told reporters that after the platform is established, these contents will be translated into new media.
Channel and content
Traditional media are still debating whether channel is king or content is king, but in the field of new media, this has become a "false proposition". Here, channels are no longer scarce resources, and everyone stands on the same starting line. Whoever has the best quality content will get the most attention.
One of the ways to produce new media content is "user-produced content". At present, Happy Media has obtained the copyright of 66 of the 100 novels with the highest click-through rate on the Banyan Tree website in recent three years. After all these works are imaged, they will be filmed into TV movies, short plays and so on. "There will be 20 TV movies and 10 short films in 9 minutes this year." Dong said to him. The content on the website comes from netizens, so it has a high group viscosity. "We will form the audience's attention during the production process, and carry out complete marketing after the filming is completed, as a project." In this regard, Lu Xingdong also has a similar view. He believes that "new media needs good content products, and it is unlikely that there will be the' circle money' behavior that used to take profits."
In Dong's new media layout, we should not only produce content, but also establish our own new media interactive platform. In May, Happy Media's "Music Network" was fully operational. "This is a video interactive community." Dong said, "This will not only help to watch the festival, but also create more profit models, which will help to cultivate the audience's loyalty to the brand." Dong further introduced, "In the first half of the year, we will focus on new channels, and in the second half of the year, we will fully launch new media content."
This year, Paige Taihe will launch a brand-new column "Nine Stages of Emotional Intelligence". "This is a large-scale activity to test the emotional intelligence and IQ of the whole people. For Paige Taihe, this is what they have been looking for, which can be combined with "Heaven and Earth Online". At the recent internal meeting of Paige Taihe, President Sun Jianjun explained "Heaven, Earth and Online" as follows: Heaven means TV broadcast; Roadshow activity ground, that is, the ground; Online, that is, cooperation with the network, partners include Tencent and other large online communities.
3D animation products such as Zodiac and Fruit Tribe are currently customized by Tianweiyuan for terminal platforms including mobile phones, MP4 and PDA. In an old factory building in Dashanzi, Feng Xu showed reporters the company's 3D animation products. Feng Xu said that animals and fruits were chosen as their animated images because they were made for the international market, without any restrictions, such as skin color and language. A series of mobile phone video clips based on animals in the zodiac and expressing holiday greetings, "the style is mainly humorous and lively." Feng Xu said that at present, a series of short films about the China Zodiac have begun to gain some benefits in Europe. At the same time, he said that in the 3G test conducted by Zhejiang Mobile last year, 4 million of the 7 million users expressed interest in such products.
Recently, it was pleased to launch a new mobile TV program "I saw it". "This will be a truly personalized live program that can play the instant messaging function of mobile phones." Grace Wai Wong said that it is precisely because of providing a completely personalized platform that the current popular blogs are likely to form the current "national blog" craze. He said that in terms of personalized video expression, the current network is not enough to support its extensive development, but mobile phones have such a possibility.
But for mobile TV, the biggest problem is 3G network. Grace Wai Wong said that as long as the 3G license is not issued and the policy is unclear, everyone is testing the water. "The timid is called temptation, and the bold is called bet." Grace Wai Wong laughed at himself: "I am the hard worker, I don't want to be a martyr." However, he also said that despite this, we still have to prepare for new media. In order to avoid policy risks, the platform they choose is Shanghai Oriental Dragon, which has a mobile TV operating license. Prior to this, Xin Ran has cooperated with Dongfang Long, and its copyrighted works have been adapted on Dongfang Long platform to provide on-demand services.
"It is our job to do a good job in the content library of TV and study the consumption mentality of ordinary people under different contents." Lu Xingdong said that what Tang Long International should do now is rational research and thinking, and it will increase its investment in this field, develop program forms under the background of new media, and integrate international and domestic interactions and live programs. "Make more achievements to be more real."
Cross-media: the afterlife of new media
Last year, the international media tycoon News Group acquired MySpace and IGN, Viacom acquired Midway, Disney teamed up with iPod, Microsoft increased its investment in IPTV and other services, Comcast and Sony teamed up to create a brand-new video-on-demand channel ... These big moves of multinational media giants all seem to explain a truth: the cross-media era has arrived.
Some experts predict that the final result of the development of new media is the complete integration and interaction between traditional media platforms and new media platforms, resulting in more considerable value and a longer industrial chain.
Yu Guoming, director of the Institute of Public Opinion of Renmin University of China, pointed out that the new media has the dual diversion of advertising and audience, and the younger generation is increasingly dependent on the Internet and other emerging media for information acquisition, and the audience of traditional media is showing an obvious aging trend. With the passage of time, the audience using new media will become the mainstream in the future, new media will also become traditional media, and newer media methods will also appear.
Wang Ran asserted that at present, the global media is transforming to cross-media. This is reflected in the content, that is, program producers need to produce a large number of brand-new program types suitable for cross-media interactive operation.
On April 10, ABC announced that it would broadcast four golden dramas, Desperate Housewives, Lost, Commander-in-Chief of the Three Armies and Alias, for free online. This is the first time that major American TV companies have put their major TV series on the Internet for free. At the same time, NBC, FOX, CBS and other major radio networks in the United States have also set up relevant departments to make their news, TV dramas and other content into programs that meet the viewing habits of new media.
Wang Ran said that the TV series Lost, which was launched by ABC TV last year, was a pioneer in cross-media content production and became one of the TV series with the highest ratings. In addition to TV series, the producers also released various clues related to this mysterious island and the characters in the drama through websites, magazines, newspapers and other media, attracting a large number of viewers to track the development of the plot across media in all directions. Not long ago, the producer announced that he would shoot a mobile version of Lost, with a total of 20 episodes, each of which is only a few minutes. The main characters in the mobile phone version have not appeared in the TV version, but they are inextricably linked with the characters and plots in the TV version. On April 24th, ABC TV officially announced the launch of a multi-platform treasure hunt-"Lost Experience". According to a key clue in Lost, the game requires players to check emails, answer phones, check TV advertisements and websites, and communicate closely with fans in other countries in the world to collect necessary clues. It is said that the first clue that American viewers will get is a free phone number shown in Lost, which will be broadcast on May 3, while British and Australian viewers will get different phone numbers in the episodes broadcast on May 2 and May 6 respectively. Therefore, it can be said that Lost is no longer a traditional TV program, but an out-and-out cross-media program with TV as the guide and the main carrier.
In this regard, Phoenix.com started earlier, and they will launch an interactive column on "Talking about the World Cup" in the near future. "We will collect program topics on our network, collect guests through Phoenix's blog, set up new wireless value-added links in the column, and put interesting movies during the recording process on the network, play wonderful news on the blog and broadcast podcast comments on TV." Liu Shuang said that the "World Cup" is only the beginning of cross-media programs at present, and then Phoenix will launch programs such as "Gehui DreamWorks" to practice cross-media communication more thoroughly. "We are still preparing more streaming media services and discussing how to create the characteristic content of Phoenix. We will have an answer soon. " Liu Shuang said.
"We have four big projects to do this year." Hao Jun told reporters that this kind of program that combines old and new media has always been favored by Paige. "A few years ago, we made a sample program with the same quality as Super Girl and sent it to Beijing TV Station, which was not adopted for various reasons." Hao Jun believes that the current situation is very different from a few years ago, and now the cross-media profit model has gradually matured. "The content in traditional media is actually an elite culture and needs to be properly combined with the grassroots culture represented by the Internet." She believes that new media is only a part of cross-media "We are going to take the cross-media profit model, which is the trinity profit model."
The phenomenon of cooperation and integration between old and new media seems to be more clearly seen in its pleasant cooperation with Chengdu Borui. It is a content provider and advertising agent of traditional media, and Chengdu Borui is a well-known paper media listed company in China. The cooperation between the two can be regarded as a typical example of traditional media actively moving closer to new media.
"Through the mobile phone platform, Borui can organically integrate its superior resources in paper media." Grace Wai Wong said that Borui, who has capital strength, is responsible for investment, professional producers are happy to be responsible for program production, and mobile TV platform Oriental Dragon is responsible for program broadcasting, thus achieving new integration effect. "We are also considering building a network platform to integrate our existing project resources."
Compared with other companies' big moves, Huayi Brothers, the "big brother" of domestic film production, seems to be still waiting to see. When the reporter asked about Tianwei Yuanchuang's investment, Wang Zhonglei said he didn't know, and Xu Li, the company's deputy general manager, also said he didn't know the specific situation. However, regarding Huayi Brothers' planning for new media, Xu Li said that the traditional media group is only a shell for Huayi Brothers to become a comprehensive and influential production company, and new media will also become a direction for its development. In particular, the cooperation with SP also makes it profitable. But at the same time, she also said that Huayi Brothers will not be involved in the production of new media content in the short term.