What are the main characteristics of the development of radio and television industry in the past five years?

With the penetration of computer, electronics and communication technology into the field of radio and television, the traditional broadcasting industry has ushered in a revolution. The emergence of new media, such as IPTV, mobile TV, building TV and digital multimedia broadcasting, has changed people's information acquisition and entertainment methods and listening and watching habits, and its development and operation management mode will also bring great impact on the management system of radio and television industry. While excellent media organizations rely on capital, technology and policy advantages to continuously connect and promote emerging media, the survival and development space of city TV stations is stretched. The market rule is survival of the fittest. How to deal with the competition of emerging media for the market is a problem that city TV stations must face.

Content production and brand building

There are two prospects that the traditional broadcasting industry can see at present: one is to be a content provider/operator; The second is to be a network operator. For city TV stations, it is their duty to provide content. At present, some areas have begun to integrate cable networks, and the cable network originally belonging to the city station is in jeopardy. Content operators are the most essential attributes of city TV stations.

As a content operator, it is imperative to improve the market competitiveness of audio and video products and produce a number of products with independent intellectual property rights and copyrights as soon as possible, which is the core competitiveness of urban radio and television media. If urban radio and television media have their own intellectual property rights, they can only ensure their development and growth. Not only can you apply for a national digital pay channel business license, become a national digital pay TV program operator, and establish a digital channel for the sales and value-added of radio and television products; Moreover, whether IPTV, mobile TV, digital TV or analog TV, in the final analysis, they all rely on unique video/audio content to seek the market; In the future, after radio and television programs enter the live satellite system, they can't compete with the national media for market share in terms of the quantity and quality of program sources only by relying on the current regional news materials. The clear positioning of content providers will help urban radio and television media to change their business ideas as soon as possible, gather superior resources and cultivate core competitiveness.

Promote digital TV value-added services and improve network operation efficiency.

Of course, being a network operator can guarantee profitability, but urban radio and television media can't pin all their hopes on it. The advantage of radio and television network is that the transmission channel and the main body of transmission content are integrated, which makes the coverage disadvantage of the network can be eliminated through exclusive business advantages. In the final analysis, the value-added of radio and television network channels comes from streaming media content. It is precisely because of this that the telecommunications industry is eager to cooperate with the broadcasting industry. Telecom operators not only have the advantages of national network coverage, mature market operation experience, but also have huge user resources. In recent years, broadband value-added services have become the most important source of telecom value-added. However, due to the halo effect brought by content advantages, radio and television networks ignore their lack of stamina in market expansion and new business value-added and the danger of market being eroded.

The broadcasting industry should vigorously promote digital TV value-added services, such as interactive on-demand, distance education, telemedicine, government information, ticketing information and other services. Aiming at the disadvantages of radio and television network in market operation, this paper studies the market operation and commercial promotion mode of telecom operators. As long as users can watch network TV programs on ordinary TV through set-top boxes and high-speed broadband networks up to 2Mb/s, the radio and television industry should vigorously promote the market and let users establish the concept of surfing the Internet with TV instead of watching TV on computers. Only in this way, the proceeds from the sale of network use rights by traditional TV organizations to network value-added service providers (SP) and the proceeds from broadband platform sharing and paid services provided for SP can all enter the pockets of radio and television without being shared with telecom operators.

Resource integration and system dredging

In terms of content assets, the broadcasting industry can be adjusted to several major industrial directions: media business, performing arts business, technical services, R&D and investment business. Among them, the media business is undoubtedly the main business of the radio and television industry. In addition to the traditional media business and industry, it also includes IPTV, digital TV, mobile TV and other emerging industrial groups.

In order to cope with the emerging media, the resource integration of urban radio and television media must be put on the agenda, and the fragmentation mode that hinders the resource integration from the system must also be improved simultaneously. We should establish a project-centered resource integration and allocation method, set up an operating entity with the project as the core, and allocate superior resources with the market model, instead of sticking to the current business division principle.

In terms of resource integration, we should not only integrate internal resources, but also seek social resources. At present, the media organizations participating in new industrial clusters not only absorb capital, but also combine with other resources, including technical cooperation and market development. The urgent task of urban radio and television media is to learn from the mature market operation mode of telecommunication system, widely integrate internal and external resources within the scope permitted by the policy, develop new industrial clusters and cultivate new economic growth points.

Cut into the building TV market from the side

Focus Media has established a perfect direct selling network in 22 cities including Nanjing. In Nanjing, Focus Media's commercial building simulcast network has covered more than 6,800 buildings. In March 2005, CTR survey showed that Focus Media occupied 70% market share in building reporting. Focus Media accounts for more than 75% of the top 50 office buildings in China's top ten cities. In addition, Focus Media once again subdivided the building market. In addition to the golf simulcast network for high-end people and the airport bus simulcast network for business travelers, Focus Media also launched a TV simulcast network for fast-moving consumer goods retail terminals. It is reported that Focus Media has occupied about 500 supermarkets in China, and has also entered 1 000 standard supermarkets and 1 500 convenience stores.

Focus Media has won the trust of many advertisers, who believe that building TV is an effective supplement to TV in media combination. The media communication process with TV as the main body has achieved the effect of wide coverage, and building TV is a repeated coverage or supplementary coverage for those target audiences who don't usually watch TV. Focus Media's market share in building LCD TV, coupled with its cross coverage in shopping malls, hotels, leisure and entertainment places and other mobile places, has been able to reach more than 85% of the building population, and the coverage is sufficient. Choosing Focus Media as an operator can basically achieve the purpose of publicity coverage. As far as advertising cost is concerned, the rapid growth of Focus Media in 2004, especially in the second half of the year, made its CPM cost per thousand people break through the critical point. At the end of 2004, its CPM cost for the general public was only 1/2 of that of local TV stations, and its CPM cost for viewers with a monthly income of more than 3,000 yuan was even lower than that of TV stations. This not only makes it win a part of the TV advertising budget of advertisers, but also occupies an insurmountable cost advantage in the building TV market, making it possible for many advertisers to choose Focus Media alone.

Judging from these data, if city TV wants to enter the field of building TV, it is already a laggard in both high-end and low-end markets. At this time, it should try to become a leading partner in the industry, and Focus Media can provide such an opportunity.

When Focus Media expanded in China, it adopted a focus strategy based on direct selling and supplemented by joining. In areas where business opportunities are not yet mature, make use of brand advantages, select advertising companies with strong local economic strength, rich media management experience and rich network resources, and conduct training in standardized business models, operation management and media expertise. Only after confirmation can they join, the joining company does not have to pay the joining fee, but it must spend 2/9 of its advertising time on Focus Media. Focus Media has established direct sales networks in 22 cities across the country. As far as the cities where customers choose to launch at present are concerned, more than 95% of them are concentrated in direct sales networks. The advantages of city TV stations are relatively strong economic strength, media management experience and advertising time. If Focus Media doesn't have a partner in a certain city, then the city TV station can set up a building TV advertising company and become a partner of Focus Media, which is the best way to enter the field of building TV. But at the same time, TV stations must also consider the future development of this building TV advertising company. According to the practice of Focus Media, after the franchise company has matured and crossed the breakeven point, Focus Media can buy the franchise company at a premium, and then the TV station can of course make a choice depending on the operating conditions.

Plan mobile TV in advance

Mobile TV meets the demand of wireless multimedia entertainment service, which marks a revolutionary change in the way of cultural communication. At present, the technical obstacles of mobile TV are not difficult to overcome. Shanghai Wenguang also took the lead in launching mobile TV programs in China, which indicates that urban radio and television media can tap the potential and development space of the mobile TV market, plan ahead and plan the best time to enter.

For the mobile TV market, city TV station does not have the transmission license of SARFT at present, but it can still do some preliminary work first. First of all, we should explore the production characteristics of mobile TV programs. Its small screen and high traffic charge indicate that short plays and TV music are more suitable for playing on mobile phones. With the development of digital TV value-added services after "triple play", it is believed that mobile TV will also provide useful information for users to download.

Secondly, we should study the characteristics of groups who are willing to order mobile TV programs. Through quantitative and qualitative analysis and research. The entertainment characteristics of TV programs determine that mobile TV mainly provides mass entertainment functions and some information. Avant-garde viewing mode enables us to make appropriate positioning for users, so as to make targeted program plot arrangement and program type development.

Third, we must understand the current tariff collection methods. At present, the cost of mobile TV is equal to the sum of traffic fee and service fee. The traffic fee belongs to the telecom operator, and the service fee is divided by SP and CP. The level of traffic fee will directly affect the choice of users: users will be afraid if it is too high, which will affect the income of program production institutions; Too low, telecom operators are unwilling. Therefore, this is a game between telecom operators and radio and television content providers, and everyone is vying for the initiative in the distribution of benefits. The license plate of mobile TV can't be unique, and this entrance has no boundaries. No matter who you cooperate with, China Mobile can make money. In this way, the market pressure has shifted to content providers, who are facing the competition of program quality. In this way, we return to the old topic-content is king, and only video/audio programs with unique market competitiveness are the core competitiveness of media organizations.

Occupy the digital mobile TV market and promote value-added services.

If city TV can occupy the mobile TV market, it will undoubtedly get new cakes. The next step is how to make the cake bigger.

On September 1 day, 2005, Nanjing Radio and Television Mobile TV Development Co., Ltd. successfully launched digital mobile TV on the subway. It can provide passengers with various and novel standard definition TV programs in all subway areas, including some ground entrances and exits, stations/halls/stations and carriages. The system adopts tunnel wireless digital transmission technology, which makes mobile TV transmission and wireless broadband access possible. The audio system of Nanjing mobile TV is separated from the guide system of Nanjing subway, which can ensure that most of the sounds are not disturbed under the premise of ensuring the clear picture of mobile TV, and greatly improve the viewing effect of mobile TV. From the perspective of technological development, digital mobile TV will not fall behind in at least 8 ~ 10 years. During this period, even if more advanced technologies appear, they can "keep pace with the times" and update their technologies. The important thing is that it has an irreplaceable terminal playing platform, which can be used easily. Buses and taxis are important broadcasting platforms for Nanjing Mobile TV besides the subway.

Nanjing Radio and Television Digital Mobile TV Project has a relative monopoly in Nanjing. Compared with mobile TV in sister cities (regions), Nanjing Radio and Television Mobile TV has stronger mobile terminal carriers such as subways, some buses and mainstream taxis. If the positioning is accurate and the operation is proper, it is expected to become another strong media in Nanjing. At present, the disadvantage of unstable mobile TV signal has been overcome by advanced technology. The next step is to study the characteristics of the audience, develop content and improve the ratings. Mobile TV has unique viewing characteristics, that is, there are a lot of interference factors in the viewing environment, such as noise, smoke, congestion, etc. Watching is mandatory and situational, depending on the length and scope of the boarding process. Therefore, how to develop and arrange mobile TV programs according to these viewing characteristics of mobile TV and the viewing interest of Nanjing audience is very critical. At present, Nanjing digital mobile TV broadcasts two programs: mobile TV channel and news comprehensive channel, and the third and fourth programs will be broadcast in the near future.

Pay attention to the development of digital multimedia broadcasting

At present, the means of information dissemination are digital and networked. The network diverts a large number of broadcast listeners; MP3 music has entered new devices such as mobile phones, PDA phones and PDA phones. A variety of new digital media receiving devices emerge one after another. In this case, radio and television must face the challenge of digital multimedia services.

The unparalleled technical advantages of Digital Multimedia Broadcasting (DMB) will bring endless value-added services to the broadcasting industry and new economic growth points to the broadcasting system. Therefore, as far as city TV stations are concerned, at present, we must first analyze the potential capacity of the broadcasting media service market in the city and segment the market. Secondly, the application services of digital multimedia broadcasting are analyzed and selected. Audio service, economic information service, traffic information service and entertainment information service are in great demand, corresponding to different audiences respectively. For example, audio services, entertainment information services, for music enthusiasts, fashion youth, leisure people and so on. Economic information serves practitioners in the field of financial securities economy; Traffic information serves drivers and passengers, private car owners and so on. The market prospects of network services and professional information services are not very clear, so market research should be carried out in advance. Third, when the time is ripe, we can start the preliminary work of equipment investment and staffing of multimedia broadcasting system and make a budget. Fourthly, explore and think about the operation management mode and operation mechanism of multimedia broadcasting.

The popularization and development of DMB technology in China depends on the concerted efforts of the government, broadcasters and manufacturers. With the maturity of technology, DMB receivers tend to be multifunctional and miniaturized, and the cost is also decreasing day by day. It is believed that in the near future, there will be a variety of DMB receivers suitable for China's national conditions, and its popularity will bring a revolution to China's broadcasting industry.

Due to the continuous progress of technology, the traditional radio and television industry must keep up with the development trend of media technology, strengthen the planning, research and platform construction of new technologies and new media, not only realize the two strategic changes of "making for broadcasting to making for the market, and developing from local broadcasting institutions to content providers, publishers and service providers facing the national, even Southeast Asian or global markets", but also strive to build new media industry clusters, follow the laws of technological development and market changes, and adapt to the changing viewing modes and service providers of the audience.