Analysis of sales channels of photographic media companies

Last year165438+1October 28th, the "Order No.44" was officially implemented, which indicates that it is a foregone conclusion that foreign capital will enter the media field in China. However, the competitive preparation of our local entertainment media industry is obviously insufficient. On February 25 this year, the government made supplementary provisions on Decree No.44 restricting foreign investment. However, at the Forbes Cultural and Entertainment Forum in March, many bosses of private capital said that due to the limitation of communication channels, China's cultural and entertainment industry could not win the required profits from traditional channels and had to shift its focus.

"Who says I am a TV production company, I am anxious!" This is what Wang Changtian, president of Light, said at the "Cultural and Entertainment Industry Forum" sponsored by Forbes a few days ago. And made similar statements to those of President Sun Jianjun and many other big shots. Why do a large number of media companies flaunt "culture" and are ashamed of "program production"? Because in these companies, "program production" is no longer the main goal of the company. After establishing a certain position in the industry, they shifted their interest to "new technology and new media". And many people's understanding that "investing in the cultural and entertainment industry means investing in filming, making TV and making records" has long been out of date.

Open the market without opening the channel.

With the gradual relaxation of policy control in recent years, the entertainment media industry is regarded by many as the last piece of cake in the entertainment culture market, and a large number of fund holders aim at media companies to "throw money". However, today, entertainment has become a new hot spot of private capital investment, but many private enterprise bosses are vaguely dissatisfied with the fact that a large number of platforms are dominated by TV stations. Poor channels have led many companies to stop focusing on traditional channels such as TV stations.

Paget Tai and Global Culture Media's Global Movie and Television was once the flagship program of Beijing TV Station. Eight years ago, without clear policy support, the program made very rich profits. However, Sun Jianjun, the company's president, said that since the state issued a series of policies that are conducive to the development of private companies last year, the company's living environment has not improved from the current situation. The core of the new policy is to divest assets that were not allowed to operate in the past, but who will operate after divestiture has become a vague problem. At least for now, the state-owned media still monopolize these resources. Last year, the company's TV production and sales profit was less than 1/2 of the company's total profit, and this year it is less than 1/4, which is not a decrease in traffic, but a decrease in proportion.

Mr. Sun also revealed that a deep cooperation between Taihe and the national television station resulted in a net loss of tens of millions of yuan under the immature market environment and policies. Wang of Huayi Brothers, a leading domestic film and television company, also expressed similar views on the arbitrariness of TV stations' quotations when purchasing movie broadcasting rights. A movie with a box office of tens of millions is broadcast on TV, and the royalty of about 500 thousand is the leader's flattery; However, the broadcasting rights of some movies that may not even be mentioned at the box office may be sky-high ... these are all signs of immature market.

Technology is more important than content.

The traditional channels are not smooth, which makes more private capital investors determined to rebuild the traditional manufacturing industry with new technologies, new media and new business models. Most people realize that the competitors of TV production companies are changing from similar companies and TV stations to multimedia companies, internet companies, new technology companies and foreign media companies.

New media, mobile media and even IT terminal products provide a very broad development platform for content providers in the cultural and entertainment industry. Today, with the rapid development of new technology, some insiders admit that it has entered the twilight period, and the competition between service and sales is gradually saturated. After that, all that remains is the bundled content. Although some new technology owners still have the misunderstanding of "free content", the awareness of royalties is gradually being established in the minds of developers.

A year ago, when the media reported that Taihe Wheat Field bought Dao Lang's copyright in the field of new technology for nearly 10 million yuan, they all said that their president Song Ke was crazy. According to industry statistics this year, among the top five songs in ringtone download business, there are three songs from Dao Lang. The total number of these three songs is 6-7 million, and this is not a particularly accurate number. The actual number should be more. According to the download cost of each CRBT 2-3 yuan, the total ringtone revenue is more than1200-150,000 yuan according to the different SP proposed. According to SP sharing agreement, after deducting mobile 15%, Taihe wheat field can be divided into nearly 40%. It took Taihe Wheat Field only half a year to recover the original cost of copyright acquisition. China's music has suffered from piracy for a long time, and it has become the consensus of the industry that making records without making money. And overnight, insiders suddenly discovered that "there is a new gadget that can make money, and the money is quite fierce" (Song Keyu).

It can be said that in the case of poor traditional channels, new technologies can achieve confidence in maximizing the value of content.

Look at policies and markets.

Making movies and TV plays used to be the patent of state-owned enterprises. For a long time, the production of film and television programs was unprofitable. Private institutions shoot film and television dramas and keep their eyes on the market. With the gradual liberalization of policies, some private institutions such as Huayi Brothers, Zhongbo Times and Hairun have risen rapidly. From 65438 to 0998, the original intention of the relevant departments to allow private institutions to participate in film and television production was to expand social financing and supplement the problem of insufficient funds of state-owned production institutions. Then, the box office of movies such as "Big Man" and "Endless" made people fully realize the benefits of marketization. Many people in the radio and television circle found that "movies are really profitable!" With the loosening of the policy, private institutions also have the conditions to shoot films independently, and "buying factory logos" and "buying Taiwan logos" have gradually become history. On February 25th this year, SARFT's supplement to Order No.44 was also a sign that the policy was gradually improved, but it was far from enough.

It is undoubtedly the established policy of the government to separate the cultural and entertainment industry and carry out market-oriented operation. However, the first condition of marketization is equality. At present, many state-owned media monopolize a lot of resources, which not only protects the status of mainstream ideology in the cultural and entertainment industry, but also hinders the all-round development of market competition. For example, because China Film has the right to import all foreign films, all cinemas have to "talk about business in a hurry", which makes many private capitals "dare not think too much" for a period of time.

With the gradual increase of foreign capital, local capital is facing great competitive pressure. Although under the policy call that has been issued at present, China film and television production companies have mushroomed in the past two years, the film and television dramas that have passed the examination and approval have shown a "blowout" trend. However, of the 2 12 big-screen movies passed last year, only 35 entered mainstream cinemas, while less than 10 movies were shown for more than 10 days. At present, there are not many domestic films that can cope with foreign blockbusters. The overall quality of local film and television production companies in China needs to be greatly improved, and market competition is undoubtedly the most effective weapon. The involvement of private capital is undoubtedly a powerful catalyst and a source of market vitality. How to make it play the most effective role requires the further maturity of national policies.