So, what is the relationship between the cultural industry and the Internet? In other words, how to "add" the two is an appropriate or ideal state, which is a problem. At present, this problem has not been seriously considered and analyzed by many people. So, I've been thinking for a while, and I'm going to talk about this relationship from the following aspects.
First of all, the two major functions of the Internet
To clarify this relationship, we must first talk about the basic functions of the Internet. I understand that the basic functions of the Internet are nothing more than two points: one is division, and the other is integration.
(1) integral
"Divide" refers to sharing, that is, information sharing. This function has produced social platforms such as QQ, Weibo and WeChat. This "score" also refers to analysis, and information sharing drives data analysis to generate big data.
(2) Combination
"Integration" refers to integration, that is, data integration, and also refers to integrated industry, which is promoted by data integration. All kinds of e-commerce are the products of this "combination".
"Separation" is the foundation and platform, and "integration" is the connection and channel. It is in this process of separation and integration that the Internet can make love, talk about marriage and even have children with various industries (whether traditional or emerging), thus generating new business models, deriving new industrial formats and expanding new industrial maps.
Two, the three types of cultural industry and Internet integration
In mathematical operations, when two numbers are added, no matter who does the addend or the addend, the result is the same. However, in the process of the integration of the Internet and cultural industries, I think that when the two industries add up, who is in front, who is behind, who is active and who is passive, the results are not necessarily the same. Based on this, I divide the relationship between the cultural industry and the Internet into the following three types:
(A) "internet plus culture" type
Do the internet first, then do the culture, that is, Internet companies take the initiative to enter the cultural industry, but their genes are still Internet companies. In recent years, the expansion and war of the Internet giant BAT in the field of cultural industry are close to hand-to-hand, and the cultural industry area of their respective territories is getting bigger and bigger, and the output value is getting higher and higher. BAT is a representative enterprise of "Internet plus culture".
1. Baidu's main cultural industry projects include Baidu entertainment, Baidu movies, Baidu videos and Baidu games. The mechanism of "stars and fans are treated equally" and "entertainment information officer" launched by Baidu Entertainment once aroused strong repercussions, but this project failed as an earlier project of Baidu's entry into the cultural industry and was closed in May of 20 1 1 year. Baidu Film was established by the original team of glutinous rice group acquired by Baidu in early October15, focusing on online seat selection and ticket purchase in vertical O2O field, and participating in film and television investment. Its first step into the film industry is to invest in "Return to 20"; Baidu video search claims to be the largest Chinese video search engine in the world, with the most Chinese video resources; Baidu games claim to have a large platform, many players and many new products. He has operated hundreds of web games exclusively or as an agent, covering many types, such as role-playing RPG, war strategy SLG, simulated operation SIM, puzzle-solving leisure PUZ, adventure theme AVG, sports competition SPT, etc. Among them, Hot Blood, Happy Journey to the West and Happy Three Kingdoms have great influence. Other cultural industry projects of Baidu include Baidu Literature, the acquisition of iQiyi and PPS, and the launch of King Channel, which is known as the first genuine audio source list in China. Baidu's investment in cultural industries, whether from the strategic direction, project selection or actual results, is a weakness in BAT, which is a bit like "Thousands of Baidu are looking for her, and I don't know where it is yet".
2. Ali's main cultural industry projects include Alibaba Pictures and Entertainment Treasure, with the film and television industry as its core. Alibaba Pictures was renamed after the acquisition of "Cultural China" by Alibaba Group. Its operations include the production, distribution and copyright of movies and TV series, and investing in Mission Impossible 5 is regarded as the first step of Alibaba Pictures's internationalization. As one of the "three treasures of Ali" (the other two treasures are Alipay and Yu 'ebao), Entertainment Bao invested in 12 big movies such as Tiny Times 4 and Wolf Totem in 2065, with a total investment of over 330 million, and the overall box office of the investment projects was nearly 3 billion, which was close to 10% of the box office in China that year. Entertainment Bao has become the world's largest C2B film investment and financing platform. Ali's other cultural industry projects include Tmall Box, online music project, China Digital Media and shares in Huayi Brothers and Light Media. (digression, Ali's development path can be compared to: farmers' market-supermarket-urban complex)
3. Tencent may not be the largest Internet company in China, but it is definitely the largest cultural and entertainment company in China, thanks to its pampered social platform resources and strategic attention to the content industry. Its main cultural industry projects are: QQ music, Tencent video, Tencent literature, tencent games, Penguin film and television. QQ music is the largest online music platform in China, and "free" and "genuine" are its highlights; Tencent relies on mobile advantages and continuous burning of money to develop Tencent video, which is at a disadvantage in competition with Ali, to the top three in the country; Tencent established Reading Group through the acquisition of Shanda Literature, accounting for more than half of the national online literature and more than 90% of the online literature adaptation market. Tencent games's 20 14 revenue reached 44.756 billion yuan, accounting for 57% of the group's total revenue of 78.9 billion yuan, making it the most profitable game company in China. Tencent's film and television industry has had a plan to "add wings to the tiger" since June 2004. In mid-September this year, Tencent successively established Penguin Film and Tencent Film, which are affiliated to Tencent Video and Tencent Entertainment respectively, and used the video platforms and IP resources of the two business groups to develop the film and television industry chain. Monster Hunter, invested by Tencent, won the national box office championship, and the next step will focus on investing in Ghost Blowing Lights and Death of Brothers.
(B) "culture+Internet" type
Do culture first, then find the Internet, that is, traditional cultural enterprises actively integrate into the Internet to expand their survival or develop new space, but their genes are still cultural enterprises. Most of these enterprises are traditional media and film and television enterprises.
1, TV media.
The rapid development of smart phones has brought a sudden emergence of online video, which has brought a fatal impact on traditional TV media. The TV turn-on rate dropped sharply, and David scrambled to make a move to resist falling and stop loss. The integration of TV and network has become its main breakthrough way, among which Hunan Satellite TV has done a relatively successful job. Hunan Satellite TV launched Mango TV as early as seven years ago, becoming the only Internet video supply platform that integrates network functions and TV functions, and integrates computers, mobile phones, tablets and TVs into one. On 20 14, Hunan Satellite TV even launched a "mango solo broadcast" mechanism, that is, all original video content of Hunan Satellite TV is no longer distributed and only broadcast exclusively on "Mango TV", which will further optimize the media ecology of Hunan Satellite TV. In addition to building a network broadcast platform, relying on the Internet for interactive marketing is another successful measure of Hunan Satellite TV network integration. Its brand program "I am a singer" relies on TV, Internet and mobile terminals to broadcast live, and relies on QQ space, WeChat and Weibo to create topics, which greatly improves the ratings and even becomes the champion in the same period.
2. Paper media.
Newspapers and other paper media have a harder time than TV media. If the TV media is like the "Wang Xiaoer" of the New Year, the days of the paper media can be described as a cliff-like decline. The news about paper media is constantly strengthening its declining trend, and taking the digital road has become the "lifeline" for the survival of major paper media. The papers of Oriental Morning Post, the parallel reading news of Southern Metropolis Daily and the reference of Tuanjiehu in Beijing Youth Daily are relatively successful. These mobile apps rely on the unique advantages of paper media in content production and news perspective, focus on user-produced content, and rely on innovation to promote transformation, which is expected to become a new force to slow down or even prevent the decline of paper media.
3. Broadcast media.
Facing the same living environment, the radio stations that are also traditional media have a "counterattack" of fate, and both the number of listeners and the advertising revenue have increased greatly. In addition to the low operating cost, there is also a very important reason for this situation, which is the mobilization of listening terminals. There are two kinds of mobile terminals: one is a private car. According to the statistics of China Media Mobile Communication Index Report, in 20 14 years, 7 of the top 20 mobile communication channels are traffic frequency; The second is smart mobile terminals such as mobile phones and tablets. The latter is the main way for traditional radio stations to enter new media, including two ways: one is broadcasting+internet, that is, establishing their own radio station website; The second type is radio+internet radio, that is, cooperating with independent internet radio stations to provide them with broadcast content.
4. Film and television enterprises.
According to the analysis of Xue Yongfeng, an Analysys think tank, the six traditional film and television enterprises have entered the road of internetization to varying degrees, among which: the degree of internetization is Huayi, LeTV, Light, Huace, Wanda and Bona in turn; Huayi and LeTV entered the Internet in the whole industrial chain, Guanglei and Wanda entered the Internet in the production and distribution links, and Bona and Huace only entered the Internet in the distribution links; Huayi, Bona and Huace access the Internet through grafting methods such as acquisition and shareholding, while Liang Guang, LeTV and Wanda access the Internet through endogenous methods such as their own Internet transformation or newly established Internet departments. It is particularly worth mentioning that film and television companies have recently enjoyed viral promotion through o2o, and some have achieved unexpected results. This promotion includes: crowdfunding (at the end of March last year, through the first four investment projects of Ali Entertainment, including Tiny Times 4 and Wolf Totem, 223,800 netizens subscribed for 73 million yuan), pre-sale (One Step Away, One Step Away,
(C) the type of network culture
Doing Internet and doing culture at the same time means that enterprises or projects use the technology, platform and thinking of the Internet, especially the mobile Internet, to do cultural industries from the very beginning, and their genes belong to pure-blood Internet cultural enterprises, which can also be called Internet cultural enterprises.
1, a new media enterprise.
Particularly prominent are mobile radio apps, such as dragonfly FM, koala FM, Himalayan FM, litchi FM and so on. Each of these four mobile stations has downloaded more than 654.38+billion, with the largest number of dragonflies, exceeding 654.38+0.6 billion, of which four have a market share of over 60%, and some of them have also received angel investment. However, at present, due to homogenization and single mode, this industry is still in the stage of burning money and melee, and its profit level is low.
2. Digital entertainment (music, video) companies.
China Digital Music Network, as the music portal of Liaoning North Sirius Culture Media Co., Ltd. (Sirius Music), has become the first platform for digital music dissemination and digital music copyright trading in China since it was opened on 20 10. China Blue TV is the only Internet video platform under the Zhejiang Radio and Television Group, which exclusively provides high-definition live video for all variety shows such as The Voice of China and Running Man of Zhejiang Satellite TV, and provides users with all kinds of popular movies, TV series, variety shows and animation programs. Like Mango TV, China Blue TV is not only a specific project for its TV stations to enter the Internet, but also an independent Internet culture project.
3. Online/mobile game companies.
Although the overall development speed of online game industry in China has slowed down, with the improvement of mobile phone endurance, the acceleration of 4G network speed and the enhancement of social stickiness, the popularity of mobile game continues to heat up, and the mobile game industry will have more room for growth in the future. China Mobile Game Entertainment Group Co., Ltd. (CMGE China Mobile Games for short), as the first domestic mobile game company to land on Nasdaq, is a leading international mobile game developer and publisher. Shanda Games is a leading online game developer, operator and publisher in China, and has won heavyweight industry awards such as Jinling Award and Golden Phoenix Award for many years. There are also online games in BAT.
4. Internet film and television companies.
Although LeTV belongs to six traditional film and television companies, it can be regarded as the representative of Internet film and television companies because of its innate Internet genes, as well as Internet film and television broadcasting platforms and sales platforms such as LeTV and Leyingke. In fact, the company also claims to be "the first Internet film company in China" (investing in Dark Horse www.tou.vc, a crowdfunding platform focusing on the field of cultural creation). Similar Internet film and television companies also have film and television project companies in the BAT territory.
5. Platform service company.
Typical companies of this kind are Yachang Art Network in Shenzhen and Zhubajie Network in Chongqing. The former is the world's largest China art portal, China art index publishing platform and the preferred media platform for art information, and it is an important tool for artists and collectors to communicate and trade; As the largest trading platform for cultural creativity and online services in China, the latter covers hundreds of cultural and creative fields such as graphic design, animation and video, website construction, decoration design, copywriting planning, industrial design, engineering design and copyright protection.