What do the eight most influential reforms of provincial broadcasting stations teach us?

From 1994, when China's provincial TV stations went on the air, to 2017, when provincial TV stations began to turn their heads downward as a whole, in the past 24 years, China's provincial TV stations have gone through countless large and small reforms, and have witnessed the ups and downs of various provincial TV stations. Which successful reform is the broadcasting forefathers to endure the humiliation of the breakthrough, which reforms to us accumulated heavy historical lessons, the history of China's provincial satellite television eight most influential reforms, we can get what kind of enlightenment in it?

First, the provincial satellite TV on the star, the achievements of Shandong TV nearly a decade of glory

On New Year's Day in 1994, Shandong Television Comprehensive Channel officially through the Asia-Pacific-1A satellite launch, is the country's first provincial satellite TV on the star of the TV station. After the launch, Shandong TV was the first provincial TV station in China to be launched on the satellite, and it was the first to be launched on the satellite in China.

Second, the reform of the strategic positioning of provincial TV channels has created the myth of Xiangjun and Huaijun in TV and advertising

In 2003, Hunan TV was explicitly targeted at "entertaining, young, and nationwide", and in 2004, it was explicitly targeted at "the most dynamic Chinese TV channel". In 2004, it was clearly stated that it would become the "most energetic Chinese TV entertainment brand", and in the following consecutive years, Hunan TV continued to maintain the first position in the provincial TV ratings ranking. Wei Wenbin and Ouyang Changlin have become the most outstanding TV leaders of China's provincial TV. Meanwhile, Anhui TV held the banner of "Drama in the World" and achieved excellent ratings with eight theaters and six No. 1s. The strategic positioning of the TV series, despite the controversy, but in the Anhui TV sincere as a few years of abiding by the Anhui TV, Anhui TV in the provincial TV second throne is sitting for several years, until Zhang Suzhou and Zhao Hongmei to the Anhui TV, Anhui TV, "peaks and valleys", after 2015, Anhui TV in the big variety show on the heavy drug, there is a kind of smash-and-grab type of strength. A kind of smashing pots and pans of iron type of strong man to break the wrist of the demeanor! 2017 will give the audience a what to look forward to?

Hunan TV, Anhui TV is the beneficiary of the positioning, and most of the later is not satisfactory. Shandong Satellite TV and Hubei Satellite TV, which are based on "public welfare", have ended up in an awkward position. Some people suspect that the positioning limits the development, there are also some people, positioning is not necessarily OK, not positioning certainly not. In the positioning of the development of Jiangsu TV's "emotional world", Jiangxi TV's "red channel", Sichuan TV's open world "story" and so on.

Three, the Taiwan network separation reform, so that the network company and the provincial satellite TV with the roots of the same frying a few years, the network to enjoy a few years of unearned feast

Landing fees, access fees is the fatal wound of China's provincial satellite TV, the provincial satellite TV a year to spend in the landing access to the network of the cost of nearly 200 million, which is nearly one-third of China's provincial satellite TV can not afford. On the surface, the landing fee comes from the monopoly of the transmission right, but another level of the reason is still originated from the separation of the network, the network to see the provincial satellite TV to earn a lot of advertising, see the money eye red, the whole out of a "landing fee".

Landing fees in the longer term are the network company's core revenue, and the development of a few percent per year to the proportion of the rise, so that the provincial TV overwhelmed. The initial intention of the reform of network and station separation is to allow the network to develop a good data business, to speed up the pace of reform, but the direction of the subsequent development of the unsatisfactory place, but this is not the fault of the reform, because the reform did not touch the problem of the operating system.

Four, three-network integration, so that the provincial TV signal everywhere, so that the network company's total collapse is only the last kilometer

After the separation of the station network, and began a long network integration reform, radio and television network integration is the integration of the three-network to do the market preparation. But in the backward business system, integration of the "small pot of rice" into a "big pot of rice", the small network company into a large network company, but also become unable to pay wages, all day long suffering from payroll personnel tossing.

Three-network convergence, so that IPTV has been the rapid development of the third quarter of 2016, the radio and television industry-wide two-way interactive users of 45.758 million, while only the telecom operators to master the IPTV users reached 76.51 million. Borrow IPTV, provincial satellite TV access finally broke through the radio and television network constraints, so that the channel is no longer a provincial satellite TV problem. A few happy and a few sad, IPTV let the radio and television network lost not landing fees, more terrible is the user's farewell. Radio and television networks are left behind in the era of a "broken network", the network company lost not only the opportunity to develop but also the opportunity to survive.

On the other hand, the integration of the three networks, so that telecommunications and Internet companies have become an important carrier of entertainment for the public, IPTV rich on-demand content, so that the traditional provincial satellite television linear broadcasting is dwarfed. Provincial TV is no longer the only prime broadcasting platform.

Fifth, the TV series limit plug, did not please the audience, and did not promote the development of the TV series production industry, but to promote the unprecedented prosperity of the provincial variety show

The TV series limit plug is intended to please the audience, in fact, an episode of the drama two to ten minutes of advertising, but also to let the audience "drunk! "The first time I've seen this, I've seen a lot of it. The audience to the Internet to watch TV has become an irreversible trend. The TV series limited to interpolation makes the TV series become the chicken ribs of the provincial satellite TV, hard ads become the main product of the provincial satellite TV for TV series value selling, broadcasting TV series losing money to become the provincial satellite TV's heart disease.

The limit of TV series insertion, one is to promote the rapid development of TV series implanted ads, TV series marketing port forward, and the second is to promote the development of provincial satellite TV big variety show determination.

Sixth, the strategic positioning of the provincial satellite TV variety show, the formation of provincial satellite TV four oligopoly situation

"Do not disturb" so that the world attention of Jiangsu TV, Jiangsu TV from the big pace of the big variety show era. The first thing you need to do is to get your hands on some of the most popular programs in the world, and then you can get your hands on some of the most popular ones in the world. The big variety show, with its flexible positioning, carries on broadcasting season by season and adjusting while broadcasting, showing a very strong market flexibility, which can seamlessly meet the needs of customers. First into a step, step by step, in 2016, the initial formation of Hunan Satellite TV, Zhejiang Satellite TV, Oriental Satellite TV, Jiangsu Satellite TV's provincial satellite TV four, in terms of the advertising market to form a four-power oligopoly.

Seven, the integration of old and new media is still a round of the moon in the water, only ripe a "mango"

The rapid development of self-media, the new media reverse nibble at traditional media, both at the level of the national strategy, and the provincial TV stations, are aware of the importance and urgency of the integration of old and new media. The importance and urgency of media convergence is realized by both the national strategic level and the provincial TV stations. In the past few years, the provincial television media have made every effort to catch the "first train" in media integration. After a few years of tossing and turning, the network station interaction is only a "slight move", no substantive content, and finally 90% of the TV stations in the exhaustion, return to the original point, back to their old jobs, or play the traditional channel.

Hunan Radio and Television through the introduction of Internet technology, the strong push of new media convergence, the opening of new businesses and the formation of a new business, so that the mango ripe, the formation of TV - Mango TV.

eight, self-produced drama trend, how to tear open the new pattern of television media?

In 2017, provincial satellite TV entered the era of weekly dramas, and the trend of self-produced dramas is surging. First-tier TV and second-tier TV have joined the army of self-produced dramas. The strategy of self-produced dramas has the following considerations: first, the sky-high price of TV dramas makes the TV media suffer, and the TV media has become the "receiver" of sky-high stars and film and television companies' profiteering; second, in order to build a unique ratings competitiveness, TV stations must have their own characteristics of TV dramas; third, China's TV industry has adopted the model of weekly dramas, exploring the possibility of side broadcasting, side production, and self-produced dramas; third, China's TV industry has adopted the model of weekly dramas. Third, China's television industry through the weekly drama model, to explore the broadcasting, production and correction of the TV drama production mode, breaking the blindness of the traditional TV drama to buy and then broadcast; Fourth, self-produced dramas are implanted with advertising conditions, so that the unprofitable TV drama theater to live; Fifth, self-produced dramas can be the copyright of the second sale; Sixth, self-produced dramas can be the depth of the development of IP resources. Self-produced drama will not change the big variety formed by the provincial TV four pattern, let us wait and see.