Why vigorously develop the media industry?

An overview of the development of China's media industry in 2010

Since 2004, the output value of China's media industry has doubled. The rapid development of mobile media and the Internet is gradually becoming the main direction and driving force for the development of the media industry, while in comparison, the traditional media such as newspapers, periodicals, radio and television, although maintaining a certain proportion of growth, are declining in the overall industry pattern, and the structure of the entire Chinese media industry is also changing.

1. Newspapers

China currently **** publishes 1,937 kinds of newspapers, with an average print run of 208,371,500 copies, a total print run of 43,911,000,000 copies, and a total print run of 196,940,000,000 prints. Compared with the previous year, the number of titles decreased by 0.31%, the average number of copies printed in an issue decreased by 1.5%, the total number of copies printed decreased by 0.86%, and the total number of sheets printed increased by 2.01%.

In recent years, China's newspaper advertising as a whole showed an upward trend, although the first two years of the financial crisis by the impact of the decline, and along with the improvement of the economic situation, the advertising market is gradually warmed up. According to China University of Political Science and Law Media and Culture Industry Research Center monitoring data shows that in 2009, China's newspaper advertising revenue average growth rate of only 2.75%. This figure reached 23.53%, 19.46% and 13.78% respectively in the first three quarters of 2010. According to the research data of HC D&B, in 2009, the annual advertising amount of China's newspaper media exceeded 90 billion yuan, reaching 91.1 billion yuan. As of August 2010, the advertising amount of newspaper media has reached 63.764 billion yuan, an increase of 18.2% over the same period of the previous year.

While the advertisement business is growing, two problems need to be noted, one is that the newspaper advertisement market has not grown in tandem with the overall advertisement market, and the other is the deterioration of the advertisement structure.

An obvious change in China's newspaper advertisement in 2010 is the decline of advertisement concentration in the pillar industries, and the proportion of high-quality advertisement resources, such as real estate, IT, etc., has declined. Such as CCTV CTR's research data show that in the first half of 2010, the newspaper advertising volume increased by 21.9% compared with the same period in 2009, of which, the retail industry increased by 35.7%, the automobile increased by 50.9%, while the real estate advertisement as the first advertising industry in the newspaper industry only increased by 1.6%, and its share of advertisement in the newspaper media has declined from 30% in 2008 to 24% in 2010. 24%. These conditions will affect the further rebound and growth of newspaper advertising.

2. Periodicals

In 2009, 9,851 titles of periodicals were published nationwide***, with an average issue print run of 164,570,000, a total print run of 3,153,000,000, a total print run of 16,624,000,000, and a total pricing of 20,235,000,000 yuan. Compared with the previous year, the number of species increased by 3.16%, the average print run decreased by 1.85%, the total print run increased by 1.53%, the total print run increased by 5.23%, and the total pricing amount increased by 7.96%. Pricing of the total amount of more than 15.2 billion yuan in the first year of the "Eleventh Five-Year Plan" increased by nearly 33%, the total number of prints increased by nearly 11%, the total number of prints increased by more than 21%.

But at the same time, the journal industry's advertising turnover and circulation revenue downward trend, in 2009, the journal advertising business totaled 3.037 billion yuan, compared with the previous year's 3.102 billion yuan, down 2.1%, and the circulation revenue of 16.63 billion yuan, compared with the previous year's 16.71 billion yuan, a decline of 4.8%. In addition, the annual gross output value of China's periodical industry and the total annual advertising revenue accounted for less than 4% of the annual output value of China's entire press and publishing industry of 10,000 billion yuan. Meanwhile, the structure of periodicals is currently unable to adapt to the needs of the market. Among more than 9,800 kinds of journals, there are more than 4,900 kinds of scientific and technical journals, more than 2,000 kinds of university journals, and more than 1,000 kinds of industry journals, which means that more than two thirds of the journals are not market-oriented, and there are less than 1,000 kinds of consumer journals that are really market-oriented, which is a big gap with the structure of journals of developed countries, and the structure of China's journals is in urgent need of transformation.

3, radio

According to the data from the Development Research Center of the State Administration of Radio, Film and Television (SARFT), China's broadcasting comprehensive coverage of more than 96% of the population. 2009, China's radio stations as a whole, advertising revenue of 8.146 billion, an increase of 12.79%. Among them, it realized self-owned advertising revenue of 7.187 billion yuan, with year-on-year growth lower than the overall growth rate and a decline in year-on-year growth rate (year-on-year growth rate of 8.79% in '08); its share of the national advertising revenue dropped from 3.60% in the previous year to 3.52% in 2009.

Despite the fact that traditional media advertisements are gradually being diverted, in the case of radio stations, with the rapid growth in the number of private cars, they have gradually been favored by advertisers, and have even acquired some of the diversion of TV advertisements, with their growth rate leading other traditional media. Many radio stations have gained new development, such as the Voice of Zhejiang Radio Traffic, which exceeded one hundred million dollars in advertising this year, becoming the first billion-dollar radio channel in Zhejiang.

One of the major advances in China's broadcasting industry in 2010 was the positive exploration of media convergence, especially in the production of media content products, digitalization, and cross-media operations. It has been upgrading its all-media applications, gradually transforming from a content producer and producer to an information aggregator. Radio Beijing has already launched DBA video channel and cell phone WAP website in advance, and in March 2010, it launched AskCity.com, and on the basis of digitalization of radio broadcasting in the whole territory of Beijing, it launched push broadcasting service, which greatly enriched the terminal products.

4. Television Stations

According to the preliminary statistics of the State Administration of Radio, Film and Television (SARFT), the national advertising revenue of radio and television from January to October 2010 increased by more than 10% year-on-year. At present, although the TV advertising air time is shortened, but the economic benefits of China's television industry has maintained the growth trend, in 2011 the CCTV gold resources advertising bidding amounted to more than 12.7 billion yuan, an increase of more than 15% year-on-year, a record high in 17 years. It is predicted that in 2010, China's radio and television revenue will exceed 200 billion yuan mark for the first time. The industry inside and outside the post-financial crisis period of broadcasting industry development is generally expected to be optimistic, TV advertising revenue will also have a substantial growth.

In 2010, China's triple play was officially launched, this year's pilot implementation of the "asymmetric entry" pattern, mainly radio and television, the policy fully supports the radio and television into the telecom, radio and television access to the right to development, the traditional radio and television media and the integration of the development of new media is speeding up.

5, Internet media

Chinese Internet Network Information Center (CNNIC) data show that as of June 2010, China's netizens have reached 420 million, an increase of 36 million people over the end of 2009, the Internet penetration rate climbed to 31.8%. China has become the country with the largest Internet-using population in the world, and its Internet penetration rate exceeds the world average. Cell phone netizens have become the main driving force to pull China's overall netizen scale to climb. According to the statistics of the Telecommunications Administration Bureau of the Ministry of Industry and Information Technology, as of the end of September 2010, the scale of China's cell phone netizens reached 292 million, accounting for more than half of the total number of Internet users. The rapid growth of Internet users has driven the development of China's Internet industry. 2009 China's online advertising market reached 20.7 billion yuan, an increase of more than 20% year-on-year, and it is expected that in 2010 the figure is expected to reach 30 billion yuan. With the popularization of 3G network and further optimization of the technical environment, the Internet and mobile media are showing explosive development. At present, the diversification of Internet-using terminals is getting deeper and deeper, and the industrialization of China's Internet media has intensified. The continuous integration of the Internet and the real economy has driven the development of the entire media industry in China.

Two major achievements in the development of China's media industry in 2010

(I) New breakthroughs in the reform of the cultural system of media units

The conversion of operating media institutions into enterprises and support for the development of media enterprises is one of the important themes of the reform of the cultural system in recent years and in the coming period of time, with the aim of adapting to the requirements of the market economic system, reshaping the The purpose is to adapt to the requirements of the market economy system, reshape the market main body, and liberate and develop the productive forces of the media. The "Proposal of the Central Committee of the People's Republic of China on Formulating the Twelfth Five-Year Plan for National Economic and Social Development" adopted by the Fifth Plenary Session of the Seventeenth Central Committee of the CPC puts forward the main goals of economic and social development in the next five years, especially the new requirements for cultural construction, which points out the direction for further promoting the reform of the media system and the development of the media industry.

It is undeniable that only new institutions and mechanisms can meet the requirements of the new era and stimulate production vitality. China is a big country in the media industry, but to become a strong media industry also need to deepen the institutional reform on the article, the past career status of the media organization through restructuring and reorganization, the introduction of modern business operation and management concepts and mechanisms, in order to completely get rid of the old system of bondage.

In the field of publishing, China's publishing houses have successively completed the task of restructuring. In addition, 49 party newspapers and magazines groups have also realized the separation of publicity and editing and operation business, and the operation part is being converted to enterprise restructuring. At present, China has set up 29 publishing group companies, 24 state-owned Xinhua distribution group companies, 3 periodical operation groups, and 49 newspaper operation groups, making the market entities clearer and effectively opening up market-oriented financing channels. As the first newspaper in charge of a ministry in the country to undergo an overall restructuring, China Culture Newspaper, after more than a year's development, has established a standardized corporate governance structure, including a board of directors, an operating team, and a supervisory board, and has clarified from the outset the relations of responsibilities, rights and benefits between the restructured enterprise and the competent units and contributors.In October 2010, Liaoshen Evening Newspaper, which belongs to the Liaoning Daily Group, was approved by the Propaganda Department of the Ministry of Propaganda to become a national urban newspaper as a pilot unit for the overall conversion of non-current affairs media; this initiative also opened the curtain of China's non-current affairs media conversion.

The restructuring of the broadcasting field mainly takes "production and broadcasting separation" as the entry point, and retains the career system of radio and television frequency and channel resources, editorial and broadcasting management, news gathering and editing, and general control of broadcasting as government-funded and sponsored institutions to fulfill the responsibility of broadcasting and television operation and control; and the strong market attributes of broadcasting and television program production (except for news), promotion and distribution, advertising and derivatives, and other business operations, from the career system of the broadcasting and television industry. In 2010, CCTV put forward the strategic idea of "breaking the center and establishing channels", the production and management of programs will be more direct, and the channel system will be more scientific; at the end of 2009, the State Administration of Radio, Film and Television (SARFT) formally approved the merger of the former Liaoning Television Station (LTS), Liaoning People's Radio Station (LPRS), and Liaoning Educational Television Station (LEVS) to form Liaoning Broadcasting Television (LBTS), and at the same time began to fully implement the separation of production and broadcasting, and the extension of industry. At the same time, the full implementation of production and broadcasting separation, industry extension of the comprehensive reform of the radio and television system; In addition, Hunan Radio and Television Group, drawing on the concept of production and broadcasting separation of Shanghai WENGGUANG "one for two" style, the introduction of social capital to develop diversified industries, and actively planning for the listing of financing.

In 2010, People's Daily, Xinhua, CCTV, Dongfang, Beifang, Qianlong, Volkswagen, Zhejiang Online, Sichuan Online and Huasheng Online completed the restructuring of 10 news websites, and became the first batch of news websites selected for listing on the A-share market.

As of the end of October 2010, the domestic A-share market **** there are more than 40 media listed companies, the cumulative amount of financing reached more than 30 billion yuan. This more than 40 listed companies in 8 through the shell listing to enter the capital market, at the same time, reported IPO of cultural enterprises has reached hundreds, the vast majority of which are media companies. Can not avoid is that the transformation is also accompanied by "pain". At present, the majority of media restructuring is still difficult because of the staff's attachment to the past "career" status. Only by proactively adapting to and creatively reforming the internal personnel mechanism, maintaining the legitimate rights and interests of employees in the restructuring at the same time highlighting the incentive management, in order to provide a solid personnel system and human resources for the healthy development of the enterprise.

(2) New Steps in Media Digital Transformation

With the increasing cost of printing and distribution, the domestic media have also y realized that the integration to the next generation of digital media terminals is not only a developmental priority, but also a guarantee for future survival. The integration of traditional media with digital terminals and mobile networks has become a strategic choice for the development of China's media industry.

Overall, the digital transformation strategy of China's traditional media basically starts from the digitization of editing and production means to the digitization of terminal platforms. The specific ways are as follows: first, to use network and digital technology to transform traditional media, so as to make them more adaptable to the reading and audio-visual needs of the audience in the digital era; second, to take the initiative to extend to the digital media terminals, and to open up a new media "blue ocean":

On December 28, 2009, CCTV's China National Network Television Station was formally launched, and in 2010, it officially replaced the CCTV network as a carrier-level new force in the network media industry. As the first Chinese media to log on to the iPad, China Daily has also started a new round of digital transformation of Chinese media. Since then, many domestic media have launched applications for iPad; the Central People's Broadcasting Station, with the help of the east wind of triple-network convergence, has integrated the integrated broadcast control platform for mobile TV, visualized and developed traditional broadcasting content, and opened up a new world of video; Guangming Daily, focusing on practically improving the ability to master new media, has independently developed the mobile new media "Guangming Yunmedia", which has realized the layout of the traditional paper media for the first time on mobile terminals such as cell phones in China. In the field of publishing, Phoenix Publishing Media Group cooperated with Jiangsu Mobile to develop the e-book project, and through the creation of three major platforms of digital management, digital information service and digital content publishing, and based on the construction of digital resources, it has formed a new competitive advantage with the help of digitalization strategy, and has pushed forward the digital transformation of traditional publishing; Xinhua News Agency, with the help of the new media technology, has opened the China Xinhua News TV Network English TV Station. China Xinhua News TV Network English TV station, which greatly enhanced the overseas influence of Chinese news, it took the opportunity of digitalization strategy transformation to make a magnificent march to all-media.

(C) Capital operation and diversified management have achieved new results

Through the capital market's three major functions of capital financing, system cultivation and asset reorganization, the media industry can realize marketization and scale operation as soon as possible by means of capital operation, and at the same time, the business operation of China's media enterprises has gradually entered into a scientific track. Diversified investment, as an effective market strategy to increase revenue opportunities and diversify business risks, is also being used by more and more Chinese media organizations.

In the newspaper industry, Zhejiang Daily Newspaper Group adheres to the development concept of "media control capital, capital grows media", relying on the main business of media, and pioneered the operation mode of "one media, one company" to strengthen its main business." Newspaper-based, diversified development" has cultivated three key diversified businesses, namely, capital management, real estate and high-tech, and has reaped great harvests; in August 2010, Guangzhou Daily Newspaper Group split the editorial and operational business, and injected 4.2 billion of newspaper and magazine business assets into Yue Media as a whole, which resulted in the overall listing of the media business of Guangzhou Daily; in 2010, the proportion of the newspaper and magazine business income in the total income of Henan Daily Group dropped from 90% to 50%. In 2010, the proportion of newspaper and magazine business income in the total revenue of Henan Daily Group dropped from 90% to about 50%, taking the lead in optimizing the industrial structure of national newspaper groups.