2014 TV Industry Top Ten Phenomenon Inventory

At the beginning of 2014, the separation of production and broadcasting, which had been calling for more than 10 years, was once again a big hotspot. From CCTV to first-line TV and then to seeking superior second- and third-line TV, they were all brought into the radio and television media reform tide. With the deepening of separation of production and broadcasting and the popularity of the first-line satellite variety show, the two-third-line TV continued to follow up, and the drama was launched. The development of the TV showed new features.

The TV market in 2013 was doomed from the very beginning to be an unusual year. Reality show blowout, the content market is heating up, and more and more hot money is pouring into variety shows. At the beginning of 2014, the separation of production and broadcasting, which had been calling for more than 10 years, was once again a big hotspot. From CCTV to first-line TV and then to seeking superior second- and third-line TV, they were all brought into the radio and television media reform tide. With the deepening of separation of production and broadcasting and the popularity of the first-line satellite variety show, the two-third-line TV continued to follow up, and the drama was launched. The development of the TV showed new features.

As the year is approaching, we come back to the important events that occurred in the television market this year.

No1. Reality Show Blowout, Title New Standard for Fei Cheng Testing Program Value

2014 is undoubtedly the year of the reality show. In 2014, there were more than 100 real show shows rushing to the market. From the beginning of the "Swordsman", "Chinese comedy star" "I'm crazy for comedy" and other series of comedy reality show started, followed by the parent show "dad came back" "where is my father," star travel reality show "Grandpa "Hua Yan and Juvenile" took turns and the reality show had blowouts. Unlike last year's singer-like reality show, this year, there has been a blooming scene.

This year, the third quarter of the "China Voice" finals ratings, as high as 6.511, set a record of China Satellite TV Variety Show. In this regard, the advertisers are “very liked and delighted” and are actively paying for all kinds of shows: The fees for the second quarter of “Where is Daddy?” by Erie have already created records, and it is even more shocking for the RMB 500 million shot in the third quarter. Burst industry. In addition, Yili named the second quarter of “Run, Brother” for the second season with RMB 216 million. Li Bai’s third-quarter campaign titled “I am a singer” with a laundry liquid accounted for the value of the reality show.

No2. A two-star policy was issued and the TV series returned to the two sets of simulcast

On April 15, 2014, the General Administration of China convened the 2014 National TV Drama Work Conference. It was announced that starting from January 1, 2015, the General Administration of Customs will adjust the broadcast method of TV channels for the prime channel of the TV. The specific content includes: no more than two integrated channels can be broadcast in prime time every night for the same TV series, and the same TV series can not broadcast more than two episodes during the prime time every night on the TV channel. The main purpose of the adjustment of the broadcast style of the TV series by the General Administration of Communications is to further balance the composition of TV channels, strengthen comprehensive positioning, optimize channel resources, and enrich the TV screen.

As far as broadcasting platforms are concerned, the "one play, two stars" policy has little effect on Hunan and CCTV, which have been broadcasting for a long time. In particular, CCTV, which was once affected by the "4 star simulcast drama," will later strive for more good drama opportunities. For the first-line TV, it will also learn more resources for broadcast because of this policy.

The most affected are the second and third-line satellite television stations. In the past, they could join the first-line TV and achieve a counterattack through the “4-star network”. After the implementation of the policy, this opportunity is gone.

No3.Hunan Satellite TV bids attract RMB 3 billion in a single day. The quality of first-line satellites is scarce.

On November 13, Hunan Satellite TV held a bidding meeting in Changsha. The bidding amount for the whole day exceeded RMB 3 billion. The naming rights of the third-stage programs signed on the frontcourt won 1.05 billion yuan. Among them, "I am a singer 3" won 300 million yuan, and the old masterpiece "Happy Camp" reached a final cooperation of 350 million yuan. 2015 The new program "Idol Comes" newly created by Hunan Satellite TV reached 400 million yuan.

In 2015, the first-line TV channel attracted a higher premium for investment resources, and the variety show had the strongest ability to attract gold.

No4. Survival strategy of the second and third line TV: communicative broadcasting, attracting investment

Currently, TV ratings and advertising earnings of the frontline TV stations continue to rise. Second and third-line TV stations have boldly chosen to pack warmth. In 2014, Qinghai Satellite TV broadcast a parent-child program “Please answer Dafa”. This simulcast method of dilutive programming costs provides a reference example for the development of the second and third line television. The two Davids viewed simultaneous simulcasts and independently invited merchants to provide reference for the cooperation of other TV stations. For advertisers, companies can work together with several TV stations to jointly develop customized products and conduct business marketing with a more optimized media portfolio.

CCTV and the first-line TVs have taken a leading position in the national market with variety shows and high-quality repertoire. The second and third line TVs usually only lead the viewing in certain regions. Therefore, this year, some regions have watched each other's TVs with complementary television and carried out joint investment. For example, at the Guiyang International Advertising Festival in 2014, Jiangxi Satellite TV, Henan Satellite TV, Hubei Satellite TV and Yunnan Satellite TV jointly organized the joint promotion meeting of "Jianghe Huxi • Huitianxia" to launch 2015 core resources and investment promotion policies. Henan TV, Chongqing TV, Beijing TV, Guizhou TV, Southeast TV, Anhui TV, Hebei TV, Hubei Satellite TV, and Shaanxi Satellite TV formed a 9-member organization to jointly launch 2015 investment; in addition, the four companies in the East, Shandong, Tianjin, and Shenzhen grew up. The satellites with great potential are jointly held a joint promotion conference entitled “High-end Vision, Global Vision”.

No5. The provincial satellite TV is stable and the first 10 camps have not changed

In 2014, the provincial satellite TV market was basically stable. The list of the top ten camps of provincial satellite TV has remained basically unchanged.

Hunan Satellite TV, Jiangsu Satellite TV and Zhejiang Satellite TV still occupy the position of “First-line Satellite TV”. Among them, Hunan Satellite TV has a clear advantage of "one family with one big player" because of its continuous efforts in television dramas, variety shows, and choreography marketing. This year, Zhejiang Satellite TV has made greater efforts in the arrangement of drama series and program innovations. The future ranking war between the "TV's top three" continues to be on fire and there is a possibility of change.

It has been asserted that there are no more than three satellite TVs worth listening to in the market. Despite some arbitrary decisions, frontline TV stations have been far ahead in terms of audience share and market revenue performance.

In the second camp after the top three, the competition for the market and the audience was even more fierce, and some remarkable changes have taken place in the top ten maps.

It is worth noting that Beijing Satellite TV, Shandong Satellite Television, and Shenzhen Satellite TV have benefited from continuous efforts in content, marketing, and institutional reforms this year, and their share and influence of viewing has improved.

The Matthew effect of the development of satellite TV will be strengthened in 2014. With the concentration of the market and increasing competition barriers, the gap between cash advancement, talents, revenue and other aspects between the start-up and back-in channels has continued enlarge.

No6. The content market is heating up. The TV station is open to the door and the production and broadcasting are separated and deepened.

In 2014, another important environment and factor for the development of provincial satellite TV was the continuous growth of the content market, especially the market-oriented development trend of variety shows. Capital and resources were injected into each other and social production companies emerged. Various cooperation models have begun to emerge, and the separation of production and broadcasting of variety shows has become irresistible.

In March, Li Ruigang returned to SMG, a new round of reform focused on Dragon TV, deepened the separation between production and broadcasting, and established the Dragon TV center in only half a month, and formulated the “relying on Wei as an independent producer and integrating resources”. Entertainment sector reform program. At the end of April, Jiangsu Satellite TV triggered a new round of turmoil in the television circle. Wang Gang, producer of "If You Are the One," resigned from the team and set up a content production company. In May, the start of bidding for Southeast TV's fourth quarter shows that the "independent filmmaker system" will be formally implemented, and a clear and responsible contractual relationship will be established between channels and sections. This year, Zhejiang Satellite TV conducted a "program teamwork" and tried to implement "quasi-production separation" within the channel, giving the producer eight rights and bidding the project-based team for the project. In "Talking", "Chinese Character Comprehension Conference", "Dream Star Partner", "Dancing Out of My Life", "Colorful Chinese", "Hey! After co-produced programs such as 2014 have appeared on the screen, CCTV is also devising a new separation and reform policy.

No7. Ready to Play 200 Variety Arts, 920 Programs Bring Innovation Spotlight

According to rough statistics, in 2015, TV is planning to go on file and the variety show written in the investment promotion manual will reach the highest level in history, exceeding 200 files. There are even a few TV stations that have listed more than 10 programs in one breath, which makes advertisers see "difficult". It is undeniable that behind the fight for "quantity" in variety shows, more and more hot money is flowing into variety shows. Under the drama and two-star policy, some advertising capital will inevitably turn into variety shows.

In 2015, under the dual control of a two-star and enhanced version of entertainment restrictions, the TV vacuum bands were formed at 21:20-22:00 after the completion of the two episodes of TV dramas on TV during the week, which is also the TV series and the 10 o'clock evening program. The transition time, this time period can be referred to as the ultra-platinum time period. Differentiated program settings and accurate program audience positioning will be the key to win ratings. Judging from the programming of TV channels currently attracting investment, most TV stations adopt the principle that the time for the opening of the theater remains unchanged, adding new programs to the plate after 21:20. Taking Hunan Satellite TV as an example, in 2015, the “920 program band” in the week will use life services. Short program is the main program; Beijing Satellite TV focuses on “Lifeline” and “I am the Big Doctor”; Dragon TV will broadcast the social topic program “Oriental Fengyunhui” led by Cui Yongyuan, which will be broadcast separately during the week from 22:00 to 23:30. Culture, life services, star talk shows and other programs; Shandong Satellite TV has arranged "the most dazzling country drama style" "play like life."

No8. Hunan Satellite TV Opens Its Own Platform

In May of this year, Hunan Radio and TV announced that: In the future, Hunan TV's home-grown programs with complete intellectual property rights will be broadcast by Mango TV and will not be distributed on Internet copyrights. As a result, Hunan Taiwan has launched a self-produced platform for its own platform, which has caused an industry shakeout.

In fact, over the past year, with the increasing use of capital in video sites, many TV stations have started to lay out new media in a curved line, and they also support their own platforms through a single broadcast strategy. Acquired the popularity of SMG BesTV investment, it has obtained the exclusive copyright of Dragon TV 2014 variety show, and has attempted deep cooperation in the network integration. The pptv that obtained Suning Investment, because Suning and Jiangsu Satellite TV are in Nanjing and the relation such as advertisement, obtain the exclusive copyright of Jiangsu guardian's multiple files variety show.

Obviously television stations have already seen the huge potential of video websites. This kind of competition and cooperation has existed for many years. However, the signal that television stations have penetrated into the video industry has become increasingly evident. Although not all TV stations have the power to independently operate new media like Hunan Satellite TV, they are all bundled in various ways.

No9. The policy of SARFT tightened step by step. The TV box basically became an empty shell.

In 2014, the SARFT issued a policy on television boxes, which can be described as tightening step by step: From July 9th, SARFT requested “Cable TV Network Company to vigorously carry out TVOS 1.0 scale application trials”, and at the same time, it is required that cable network companies should not install anything other than TVOS. operating system. By July 14, SARFT required all Internet TV boxes to stop providing TV programs with time shift and look back. Then, on July 15th, "the most stringent order to change the box": not only requires the introduction of overseas film and television drama, microfilm must be off the line within a week, but also said that unapproved end products are not allowed to market.

A series of new measures of SARFT have in fact been cracking down on illegal operations between licensees, TV manufacturers and video companies. Because licensees lack quality content, they often need to collaborate with video sites and other APPs, thereby attracting users. The video site, on the other hand, sees the importance of the living room and hopes to be tied into the living room with the licensee.

For traditional radio and television media that have been impacted by the Internet, this round of reorganization can make a profit. Television stations can actively apply for Internet TV content service licenses to win policy resources. For the original cable television network, the reorganization of the boxes also allowed them to breathe a sigh of relief.

No.10 Network convergence intensifies, releasing program marketing and value through new media

With the rise of the mobile Internet, the way users are using the media is undergoing tremendous changes. Traditional television is also actively seeking integration and transformation. In the aspect of TV content innovation, it actively explores new media and explores positive links with video websites, mobile social media, etc. to enhance the program's ability to attract more users. For example, the "Millions of Fans" jointly launched by Tianjin Satellite TV and Sina, etc., is the result of connecting Internet social media with traditional television. In addition, large-scale seasonal broadcasts such as “China Good Voice” and “Where is Daddy?” are performing program marketing and value release through multiple channels and methods in new media. The third quarter of “China Good Voice” was broadcast by Tencent Video, Tencent. WeChat and other related new media platforms gave full cooperation, and the outstanding performance on the mobile side led to the overall influence of the program and the release of brand power.

At the same time, as funds, technology, talents, and users continue to enter, video sites are gradually becoming more refined and more accurate, and the power to use self-control and increase content production has become a popular choice for video sites. The content is even reversed to the TV station. An interesting phenomenon can be found in the resources promoted by TV media and video media in 2015. In the past, TV stations produced and broadcast programs were exported to video sites, and they were turned into video sites, and their self-produced variety shows were reversed to television stations. , from "Taiwan Net Linkage" to "NetTrain Linkage." For example, iQiyi's self-made variety show “Love at First sight” and “Ten Bear Kids” appeared in the queue for Shandong Satellite TV's 2015 Investment Resources; self-made variety “Popular King” was displayed at Zhejiang Satellite TV and “I went to school” at Dragon TV. Broadcast.

Recommended installation sofa butler Download: http://app.shafa.com/