TV is going to die? Still early!

In the era of Internet+, will the integrated TV be evolved or will it eventually engulf?

Can TV viewers really be turned into users and fans?
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A series of question marks and tortures made the voices of the TV dramas more and more “high-profile”. Reality is this? In this arena full of turbulent blood, can the TV media continue to sneer and dominate the martial arts, dominate the martial arts, unify the Central Plains?

It's too early to say bad news, TV is still a strong mainstream media

In the era of new media, people’s concerns about traditional media have always existed. However, TV media is like a spring. Although it is constantly being squeezed, it will continue to find new ways to solve problems in the decline of sing. It is still seeking change and is very resilient.

Therefore, it is too early to sing and decline television media. It still has great development vigor. In addition, the latest data from a number of authoritative departments show that TV is still a strong mainstream media, and its timeliness, exquisite nature, and other features make it impossible for online media to replace it.


"Let TV media fly"

"Strictly speaking, what is TV media? What is TV now? It's not television programs, TV shows, or TV stations. It's the concept of linear communication channels. TV itself is in its prime, it's not a matter of going to die." Industry authority said.

1. From the profitability of the media

First of all, do not say aside CCTV, some provincial TVs with very good profits, such as Hunan Taiwan, Jiangsu Taiwan, a channel of net profit can reach 20-30 billion a year, while online video media are basically still at a loss Profitability can be said to be rare, and they are still dependent on the investors' money to survive.

2. From the perspective of TV's growth potential

Xiao Bian believes that TV's growth potential is still huge. In terms of the market size of television, although there is still a large gap in the development of our television compared with developed countries.

But even so, it does not have to be too discouraged. TV operators will only do more business content in the future. The advertising income of TV media will inevitably have a greater outbreak. The "money pass" is inestimable.

3. From TV content, investment, scale and other analysis

Some domestic variety shows have reached the top level. In response, some of the oldest companies in Europe have exclaimed loudly. Now the best programming model in the world has been bought by the Chinese people. The outstanding program models they developed for many years were basically bought by China in one year.

The same is true for television dramas. Although channels have attached less importance to television dramas than programs, TV stations have also significantly increased their investment in production, investment, purchase, and broadcast of some influential dramas to create TV drama brands.

As such, no matter from the content, input, or scale of television, we are all rich in content, constantly innovate, increase in investment, and have greater scale.

4. From the perspective of TV users and consumers

Although there are many new ways to obtain information under the multi-screen era, one thing is beyond doubt: TV is still the user's most convenient, most used, least expensive, and best-experienced media.

The computer is leaning forward, the position is uncomfortable, the sound is uncomfortable, and the broadband cost of the Internet is still high. Whether it is a single-screen era or a multi-screen era, whether it is the mass of the mass era, or the fragmented era of the audience, TV is always the main screen.

Having said so much, in a nutshell, our television has established a high threshold for competition in terms of its advantages in policy, capital, resources, and brand, not to say which new media will surpass it if it wants to surpass it. . Even if you can keep up with TV in the future, it is not a day's work.

The television media industry does not mean that it can grow rapidly by planting a seed, and it will soon grow into a big tree. Of course, it will not quickly decline and wither.

Domestic and foreign troubles, television experience life and death test

However, television people cannot be blindly optimistic. With the continuous development of the Internet, it is worth noting that the development of new media has greatly squeezed the living space of television media, and on the other hand, it also provides new opportunities for development.

How to clarify the relationship and implement new competition strategies is a matter of life and death for television media.

1. The number of audience is shrinking

With the advent of the new media era, the per capita viewing time of television media has declined year by year. According to CSM research statistics, television viewing time per person has decreased significantly and the audience size has continued to shrink; while the scale of Internet users continues to expand.

In the future, the loss of traditional television viewers has become an irreversible trend.

2. Advertising shares are being eaten up

Advertising, as an important source of income for television media, is now facing the eroding of new media.

In recent years, although the advertising market for television media has been warming up, it still looks a bit bleak compared with the big leap-forward data in the new media industry.

3. "Quality change" of content resources

Nowadays, due to the lack of copyright protection, a large number of TV programs flow to online media without authorization. Although this process has enabled television content to be more widely disseminated, it has also accelerated the slump in television platforms.

More and more viewers are fleeing TV and choosing video websites and other freer ways to obtain the same content resources.

4. The platform advantage is greatly reduced

The rise of new social media, such as WeChat, has greatly expanded the audience’s information channels and, to some extent, changed the way audiences receive information.

The situation that traditional media is the only publishing platform for public information has been broken and is facing an embarrassing situation that has been greatly reduced.

5. Suffered from the system "kidnapping"

Compared with online media, TV media, as a big player in the traditional communication industry, has received more institutional constraints. In addition, the old administrative system and the relatively complicated program examination and approval system made television media heavy.

Compared with the market-oriented new media with sensitive sense of smell, its labor costs and manpower losses are relatively high, and its pace and innovation efficiency are too slow.

Embark on a "car" and drive to the next spring

1. Create your own website to speed up the pace of reform

By launching its own news website and other forms of intervention in the field of new media, it has become a tool for TV media to break through. Such as Hunan Satellite TV's Golden Eagle Network, Jiangsu Internet TV and so on.

2. Break the old framework and accelerate media convergence

If the start-up website is the adjustment and repair of television media within the original framework, then media integration is an all-round innovation.

In August 2014, the 4th meeting of the Central Deepening Reform Leading Group reviewed and approved the guidelines for promoting the integration of traditional media and emerging media, and emphasized that it is necessary to focus on creating a new stream of mainstream media with various forms, advanced methods, and competitiveness. .

With the help of policies, the boundaries between television media and new media will further diminish.

3. Develop multi-screen marketing and expand distribution channels

In the multi-screen era, television is no longer the only terminal for television media. New media terminals such as computers and mobile phones also provide a broadcast platform for television media.

The cooperation between television and new media is frequent, and there is no shortage of classics. Take Hunan Satellite TV's variety show Dafa where to go for example. Due to the popularity of the first quarter, the price of online copyright in the second quarter soared.

At the end of 2013, iQiyi announced that it would pack 2 million yuan for the exclusive network copyright of Daddy where he would go for 2 other 5 programs. But before Daddy went to where he started broadcasting, he switched to the first recommendation for 360 television.

The looting of high-quality television content sources has been punctuated by new media. This is undoubtedly a happy event for television media.

Next, how to maximize the utilization of TV program resources through cooperation with new media to explore new profit models is a major issue for TV media.

4. Network resources backfeed, expand the original content

The video website, which is considered as a strong opponent of the television media, has also provided a rich source of content for the television media.

Since 2011, under the fierce competition catalysis, video websites have begun to focus on self-made content, and market behaviors such as filming, filming, micro-filming, self-produced programs, and film and television drama have emerged in an endless stream. A considerable portion of these contents flowed out from new media and fed back the television media, becoming an important source of television content innovation.

5. Competition drives innovation and breaks the traditional model

New media has brought unprecedented challenges to the survival and development of television media. The most direct manifestation is the loss of television talents, and the backbone forces of traditional media have successively rushed to the new media territory.

Pressure is the driving force, and competition is also urging the traditional media to accelerate transformation. In recent years, the television media has been constantly changing the old and useful people mechanism, using market-based means to form a program team. The market is the best thrust. If we can take this opportunity to carry out drastic reforms, it will give birth to the strong momentum of the Chinese television industry.

Whose shoulder is borrowed?

Return to the old talk. The television media and the new media promote each other, develop together, and who borrowed the power. The diversification of broad platforms and information transmission channels in the era of new media has enabled traditional television media to gain more room for development.

Traditional media can develop and use online platforms by publishing program videos, establishing microblogs, etc., effectively increasing the influence of television media.

In addition, traditional media can also actively explore the interaction between TV media and viewers through the Internet and integrate programs, viewers and netizens. Effective cross-media broadcast has also gradually formed a unique form of "network-TV-network".

It can be said that in the dissemination of the program, the new media used its own characteristics to perfectly complement the television broadcast process, to make up for the one-off consumption model in the television media broadcast program, and to increase the utilization of program resources. Competitiveness.

Victory all the way to sing, continue to rise and fall can be great!

Finally, borrow an old saying: "Everyone can cook, but still have a chef." Wide dissemination, great authority, high influence, and promotion of social politics and economic development are the greatest irreplaceable places for television media.

At the same time, the most important thing for TV media is to actively act and quickly grasp the new rules of communication in the era of digital media. On the basis of making full use of new media technologies, we must complete the overall strategic upgrade as soon as possible and become a powerful force that guides public opinion and widely disseminates it. Modern media with influence and efficient operation and management capabilities have continued to sing triumphant songs on the road to Kangzhuang in order to participate in the increasingly fierce competition in the media industry.