It's wrong!Streaming and refined channels, it is not just a "subtraction" problem!

Source | Entertainment China Media

Since the beginning of this year, more than 20 channels such as Yunnan Radio and Television Life Information Channel, Hubei Jingmen Radio and Television Public Channel, and Lingyuan City Public Film and Television Channel in Liaoning Province have stopped broadcasting frequency.

Since 2016, as advertising revenue continues to decline, local stations have begun to shut down the channel frequency. After 2020, streamlined and refined channels have become one of the main lines of radio and television reform.

Under the "Fourth -level Taiwan" system, shortcomings such as severe excess frequency production capacity of the country, the high -quality of the program, the weakening of hematopoietic capacity, and the incomplete operation of the operation have become the main bottleneck for the integration and development of the media to promote the integration and development of the media.

"China News Development Bulletin (2022)" shows that as of the end of 2021, there were 2,542 radio and television broadcasting agencies across the country, including 2106 county -level broadcast institutions, 401 broadcast institutions above the prefecture -level level, 35 educational television stations A total of 2366 sets of broadcasting channels at the prefecture -level broadcasting agencies, including 1200 TV channels and 1166 sets of broadcasting frequency.

From the perspective of the development of radio and television, the streamlined and refined channels are only the means of reform, not the purpose of reform. The purpose of reform is to promote media integration and development and transformation.

For local stations, the streamlined and precise channels could not be coacked when it was opened, and it was scattered when it was stopped.

Knock the blackboard! Streamlining and refined channels are really not a "subtraction" question!

1. Streamlist and refine channels, how to do "subtraction"?

1. Do a good job of channel resource assessment

To streamline the channels, we must first evaluate the value of channel resources and classify the channels based on the evaluation results.

The "channel resource value assessment model" is comprehensively evaluated from the two aspects of "channel development potential" and "channel creation capacity".

The "channel development potential" is mainly considering factors such as national management policies, local development focus, and the direction of the media industry. It has the potential for evaluating the future development of the channel.

"Channel's revenue capacity" is mainly considered from the current operating conditions, industrial development space, and the marginal cost of the channel to evaluate whether the future operation of the channel has space.

Combined with the evaluation results of the "Channel Development Potential" and "Channel's Revenue Council", according to the following principles, select the direction of the channel reform:

1. Channel development potential and weak revenue, choose to close the channel.

2. The development potential of the channel and the high revenue capacity, the key development is selected.

3. In addition to the above situations, the channel can choose to promote transformation and selective development.

According to the requirements of propaganda policies, although most of the provincial TV is in a state of loss, it is difficult to develop and transform. From a policy perspective, we can only choose "strategic reservations" in the near future. Channels have become "golden caves" and "blood loss points" in Taiwan.

The reform of the radio and television and the newspaper is obviously different. Due to the different media characteristics and the cost structure, the newspapers of the newspaper sub -newspapers are mainly implemented. For zero, the suspension channel has a small impact on cost, and the personnel can hardly exit. The development potential is very different.)

2. Avoid a few misunderstandings in reform

Pushing the channel shutdown and turning, you need to fully evaluate and scientific decision -making.

Simply cut. In 2021, Liaoning Province issued a notice that public channels should be suspended and revoked in 2022. Compared with the "one -size -fits -all" policy of Liaoning, Henan Province combined with the provincial cultural industry development planning proposal to transform "public channels" into "cultural tourism channels". Reform plan.

True things. In 2020, Guangzhou Radio and Television integrated the three channels of life channels, children's channels, and shopping channels into South China Metropolitan Channel (4K ultra -high -definition); Xiamen Radio and Television removal of children's life channels; in 2021, Shanxi Radio and Television stopped broadcasting children's channel, Guiyang Radio Radio Broadcasting The TV station revokes the tourism and life channel; in 2022, Kunming Radio and Television removal the Cultural and Sports Entertainment Channel. The development of professional channels in the traditional advertising business model is not very good, but the direction of the development and transformation of channels is professionalism, vertical and industrialization. These stations are questionable for the reform direction of professional channels.

Third, streamlined and refined channel suggestions

Combined with the current development status of local Taiwan channel frequency, the following aspects can be focused on streamlined and refined channels:

Due to various reasons, there are still some channels with incomplete procedures in the local stations. These channels are closed first;

Most provincial Taiwan has opened several paid digital channels. Although there are digital channels like Shanghai Taiwan Chuangchuang 100 million yuan, most of the paid digital channels of the provincial Taiwan have been losing money from the broadcast to the present. Most of these channels can also be available. closed;

The graphic information channel was originally the product of the lack of information. Now it has long been the spread of information. These channels have been closed early;

Under the impact of online shopping and live broadcasts, the TV shopping channel almost loses room for survival, and it is difficult to develop and transform. You can consider closing;

As a channel input and output, the highest channel input, it is impossible to sell advertisements by broadcasting movies and TV dramas in the future. It is also difficult to develop and transform.

Other channels are the first to comprehensively evaluate, and then decide to stay. 2. Streamlist and refine channels, how to do "add Fa"?

The channel "add method" is not the frequency of newly opened channels, but through integrating the frequency of channels to promote the intensive, professional, vertical and industrial development of media resources, and achieve the reform effect of "1+1> 2".

From the perspective of national practice, many provincial Taiwan has achieved significant results in promoting the "addition" reform in the frequency of broadcasting: according to professional tracks such as news, transportation, music, and health to integrate the frequency resources of the whole Taiwan. — 3 frequency operation management, can not only divide professional tracks, solve internal consumption competition, but also focus on talent teams, solve the lack of manpower, but also achieve intensive operations and reduce operating costs.

It is worth noting that after the implementation of the "addition" reform, not only did not "1+1> 2", but "1+1 <2". To do the "additional method" in local stations, we must avoid the following reform misunderstandings:

1. Do "add method", not big belt. According to the "big belt" idea, the large channel has a burden, and the small channel loses its vitality, and it is naturally difficult to achieve results.

2. Do "add Fa", do not rob the rich and help the poor. According to the idea of ​​"robbing the rich and helping the poor", from a large pot of rice to a large pot to a large pot of Channel 2-3, everyone will naturally lie flat.

3. Doing "addition" is not simply "merging similar items". According to the "merger of similar items", the frequency integration of channels with similar or similar contents may occur, and "physical reactions" may occur, but "chemical reactions" are difficult to occur.

4. Doing "addition", the key is development and transformation. The reform of the "addition" is to integrate media resources and optimize resource allocation and promote the channel to realize the transformation from the traditional advertising business model to the media industry business model. If there is no development and transformation, it is only a form of "addition".

3. Streamlining and refined channels, how to do a good job of "multiplication"?

Through the "subtraction" and "additional law", can the frequency of the channel be streamlined, can the radio and television get rid of the "special poverty industry"?

cannot!

Because the root cause of radio and television falling into the "interested industry" is that the traditional media development model has declined, and the new media development model has not yet been established.

To do "subtraction" and "addition", it only solves the integration and optimization of the channel frequency. It also needs to do a good job of "multiplication" to install the "engine" of new media for radio and television.

Do a good job of "multiplication", promote the "all -media layout", and realize the media transformation from traditional radio and television to new media; promote the "entire network operation" and realize the transformation from the traditional advertising business model to the new media service model.

According to national practical experience, this article proposes the operable path for media integration and development, that is, "media integration development 5 element model". Do a good job of "multiplication" is the development process of "full media layout" and "full network operation".

To realize the "all -media layout", we must not only build an independent and controllable new media platform, but also use the commercial media platform to establish a full media communication system. To do a good job of "multiplication" is to put more people's property into the main position of the Internet and speed up the main force to advance into the main battlefield.

To realize the "entire network operation" is to jump out of the channel frequency "self -retained land operation" and "advertising sales" thinking, and realize the upgrade of the business model of "doing programs and selling advertising" from traditional radio and television to a new media "gathering users, doing services" Business model. To do a good job of "multiplication" is to establish a new mainstream media operation model of "media+government service business" to restore and enhance the hematopoietic function of mainstream media.

4. Streamlist and refine channels, how to do a good job of "removing the law"?

For radio and television, the key bottleneck of establishing new mainstream media is that the talent team, management system and operating mechanism of traditional radio and television cannot meet the needs of new media development.

If you do a good job of "multiplication", it is the "engine" for installing a new type of media for radio and television; doing a good job of "removing the method" is to remove the "burden" of traditional media for radio and television. To do a good job of "removing the law" is to promote the supporting reform of "all -member transformation", "system reform" and "mechanism innovation":

Promoting the "all -member transformation", the radio and television people first went to the Internet main position in order to keep the main position of the Internet;

Promote the "system reform" and deepen the reform of the internal system of the traditional media in order to keep up with the pace of Internet development;

Promote "mechanism innovation" and establish a operating mechanism that meets the needs of Internet development in order to establish new mainstream media.

This article is reproduced from the WeChat public account "Shanghai Entertainment", which is deleted compared to the original text

Original title: Industry ｜ Knock Blackboard! Streamlining and refined channels are really not a "subtraction" question!

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