"Planting another place of other houses, deserted its own field", the radio and television "special poverty" disease was found?

Source | Shanghai Entertainment

Author | Entertainment Media

At the beginning of June, the radio and television industry was included in the "interested industry" by the four central departments, causing the circle of friends to swipe the screen, and also made the national radio and television people feel depressed.

Radio and television people have a large question mark: the radio and television industry step by step from yesterday's "highlights" to today's "special poverty". Where is the "sick root"?

The impact of the Internet may be the "culprit", but you can't ask the Internet to protect the radio and television industry; the impact of the epidemic may be "worse", but the radio and television people have lived a "bitter day" before the epidemic.

Mencius taught us: I ca n’t do it, but I ask for myself.

The radio and television industry must "solve the difficulties", and first find the internal "sick root".

Many people are busy prescribing medicine to the radio and television industry, but most of them have found the wrong "sick root"! He has a headache and a headache, and his feet hurt your feet.

A 30 -year -old old radio and television person secretly told me that the "root root" is that the people of radio and television always "plant the land of others and deserted their own fields!"

This friend is the real "Lu Xun" of the radio and television industry!

Let ’s talk about, why do the Radio and Television always“ plant someone else ’s land and deserted their own field”?

1. Tailong interaction and broadcast the species of others. The video website uses TV programs for free in the early stage. The radio and television people said that let's "interact with the network", and spare no effort to move the best program to the video website. It started with "first stage and back network", followed by "platform synchronization", later "first network background", and then "without playing with you". For more than ten years, "Taiwan Net Interactive" found that the video website became a giant and the Internet TV station became a decoration.

2. Separation of broadcasting and staging their own fields. While shouting "content as king", while engaging in "separation of broadcasting", just like an enterprise had to outsourcing the core business outsourcing, leaving it with a relaxed and not tired to work. The separation of broadcasting is the life of the Democratic Radio and Television! ". Sure enough, the "separation of production and broadcasting" cultivated a large number of social film and television companies and social production institutions, but caused the "hollow" and "talent hollow" of the radio and television industry, and also laid the rust of the industry's decline.

3. Content resources, planting the land of others. The radio and television industry has spent decades, spent a lot of financial resources and manpower, and produced a large amount of content resources. Most of them are lying on the "media library". The "trademark" brands corresponding to the column are not in the hands of radio and television. Regardless of cost, no return, for more than ten years, it has been silently contributed to the "trademark" brand of others. What a great selfless dedication spirit!

4. The production of the show, the field of its own field. After the "separation of broadcasting", the program production capacity of the radio and television industry is "Wang Xiaofei celebrated the New Year, it is not as good as a year", and the "content is king" is embarrassed. Adhering to the principle of "closed doors and cars" and "self -entertainment", many places have accidentally become "three -free products" (no audience, no brand, no income) and "three -looking program" Who watched and said, who said), in addition to filling in the show, you can also ask for money according to the program time. Unconsciously, the frequency resources of the channel gradually threw the waste.

5. Technical construction has applied others' fertilizer. In terms of technology construction, the radio and television industry has made a lot of money. It is not necessary to consider "input and output". Often, the most advanced and highest -level equipment is selected. It is also necessary The summary is not easy to write. The "Phoenix Satellite TV", known as the global media, has been laughed at the equipment of the county -level platform. An old predecessor once sighed that the level of equipment in the radio and television industry is the first -class in the world, but in addition to fertilizing the equipment company, advanced and high -end technology construction also brings a heavy burden on Radio and Television itself.

6. Film and television procurement, spent their own money. The film and video drama on the TV show is undoubtedly a big head, and film and television drama procurement has also been the big head of many TV stations. At that time, there were some people in the radio and television industry (the core talents of the film and television were all radio and television), and the money and television were rich (mostly the film and television investment was issued by radio and television). There are very few success. When the years were quiet, the radio and television people "spent their own money and bought other people's dramas." When the industry was particularly interested, the radio and television talents found that "the money is gone, the drama runs, and people go!"

7. Wired network, raised other people's baby. As a former family, the radio and television station invested money and invested to build a "wired network". I did not expect a paper order, and the "wired network" became a baby of others. At the beginning, it was still red, and later became difficult brothers and brothers. Many stations also needed to solve the historical burden and personnel resettlement after the "network separation". So that, many Taiwan often murmured when doing the industry. Is this a baby who has raised someone else?

8. Advertising outsourcing makes your own benefit. "Doing programs and selling advertising" was the mainstream business model of the radio and television industry. Although advertising operations are the main business of the radio and television industry, they often enjoy side business treatment.

In terms of personnel configuration, most of the number of advertising departments across the country accounted for not more than 10%, and the number of people earned was far lower than the number of people spending money. From the business model, most advertisements in the country were mainly agents or outsourcing. The main business is regarded as an outsourcing sideline. When the industry is going up, relying on low discounts and high returns, advertising companies make a lot of money; when the industry downside, the advertising company walks dumbfounded.

9. Overseas leaders, become the ladder of others. Radio and television are an industry with strong professionalism, but majors often do not be valued. Some people have done statistics. In the past 10 years, less than 30%of the leaders of urban media in the country have a background of publicity or media industry. Essence Although the person in charge of the unit does not necessarily require industry talents, a certain professional background is very important in the industry's change period. When the industry is upward, the law of fear, respecting majors, and rating can still be maintained; when the industry is down, over -confidence, quick success, radio and television will inevitably suffer. 10. Central kitchen, I ate my own food. Under the corner of the media integration and development, the radio and television industry has set off a "central kitchen" construction boom in previous years. Many cities' "Central Kitchens" have been invested by tens of millions of yuan. Although they have supported funds, operation and maintenance is also a lot of expenses, which has squeezed the rations that are not abundant in radio and television. Friends of radio and television often mocked themselves that the "central kitchen" has become a visiting spot in the radio and television industry. The guests came to "plugging", and the guests walked away.

11. Blind reform and be the field of others. In terms of reform, radio and television belong to a typical crisis industry. If you do not fear the laws of the industry, do not respect professional opinions, and have a mentality of quick success, and blindly promote the reform of radio and television, it will often become a dangerous movement of "blind people ride blind horses, and in the middle of the night".

In the past few years, many cities have a blind reform of the wind. If they are not truthful, they do not adapt to local conditions. Bring advertisements increased against the trend. Before the reform, the gongs and drums were knocked down, and the feathers after the reform. A friend of radio and television teased that radio and television became a reform test field. Experimental others did it, but their own fields were gone!

12. Keep tossing and poverty. Due to the change of environmental changes and leaders, the radio and television industry particularly likes to keep tossing. In terms of institutions, Radio and Television used to make circles between the "channel system" and "central system". Some platforms have shot several times and dizzy themselves. A game with the "full staff", a leader at least one round, and some Taiwan had been engaged in 3 rounds for 5 years. Radio and television friends said that under the perseverance, we finally became "poor households"!

13. Talent outflow and raising others' soldiers. In recent years, the radio and television industry has been numb to talents, but "talent hollow" has become the biggest obstacle to the development of radio and television. Originally, the talent "vomiting new" is the norm, but if it continues to maintain the "talent deficit" state, the industry decline is difficult to reverse.

From Internet giants, video websites, film and television companies, advertising companies, public relations companies, MCN institutions, etc., a large number of radio and television people are active. Some people say that radio and television is the "Huangpu Military Academy" of the Chinese cultural industry. "Ju is a fire, and it is full of stars!" Burning a radio and television industry, illuminating the Chinese cultural industry.

14. Salary distribution, people who have suffered. In recent years, the salary level of the radio and television industry has fallen sharply, which has seriously affected the basic life of radio and television people. Radio and television people claim to be "media migrant workers". They laughed at "sleeping later than dogs, getting older than chickens, more dry than cattle, and eating worse than pigs." Even if the salary level is still available, it has to face "identity discrimination": in the editor -in -chief is the system, the employee is a migrant person; the staff in the editors may not work, and the employees do not necessarily take money!

Well, I ca n’t say it anymore.

Radio and television people often tease and say: We are all living Lei Feng!

Friedman, the winner of the Nobel Prize in Economics, said that the economic laws of the world are nothing more than:

1. Spending your own money to do your own business is the most economical.

2. Spending your own money to do things, you can save money the most.

3. Spending others' money for yourself, you can spend the most money.

4. It is most wasteful to spend other people's money for others.

Under the general lack of market mechanism, corporate management and profit assessment system, the radio and television industry urgently needs to change the status quo, and "spending their own money for their own business".

Jump out of the strange circle of "planting other people's land and deserted its own fields!" Only can the radio and television industry get out of the "special period"!

This article is authorized to reprint from the WeChat public account "Shanghai Entertainment"

Original title: Industry ｜ Why does the Radio and Television always "plant the land of others and deserted their own fields"?

Author: Yang Bing, general manager of Shanghai Entertainment China

The picture of this article is provided by the petals beauty

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