Where does Mango TV win the next cross-border integration of Hunan Broadcasting?

"Platform thinking" guides integration. The giants of the future are not producers of content, but rather content aggregation platforms and distribution platforms. In the past, programs produced by traditional television stations were mainly transmitted to viewers through channels such as cable television networks and satellites; nowadays, television stations must also directly broadcast and transmit programs on Internet video platforms, and establish Internet broadcast platforms. Lv Huanbin, head of Hunan Broadcasting and Television, described the goal of the new media transformation of Hunan Broadcasting and TV Group in the next ten years. It is to create a full media group, one cloud and multiple screens, and gradually push forward from the business to the market.

"The whole media ecosystem" has become the direction. The focus of Hunan Media Radio's development of the whole media is to create a mango media, put the mango media in the same strategic position as Hunan Satellite TV, and create a new media group with strong power, communication, credibility, and influence. The goal of Hunan Media Radio's future full-media transformation is to create a mango ecosystem based on its own media genes and keywords such as video, entertainment, creativity, and talent. After several years of development, the “mango network ecosystem” jointly constructed by Golden Eagle Network, Mango TV, Mango Circle, and Mango Games Paradise has taken shape. In the eco-plan of Mango TV, the payment model will be the ultimate profit model of the Internet TV industry.

II. Cross-border Integration: Attempt to Involve New Media

As the most innovative gene media group, Hunan Broadcasting and Television, as early as May 2006, set up Hunan Happy Sunshine Interactive Entertainment Media Co., Ltd. to intervene in the new media field. In 2010, it established the nation’s largest entertainment centered on the content ecosystem. The goal of content producers and marketers was to set up a mango media; in 2014, content-driven, full access to new media was adopted, and Mango TV was built entirely on copyright. Hunan Broadcasting and TV Broadcasting Co., Ltd. has gradually become a better place on the road to cross-border integration.

Try to enter new media. In recent years, after several rounds of reforms, Hunan Radio and Television Group has integrated the internal resources of the Radio and TV Group, gradually clarified the internal competition mechanism and established the development thinking of “content is king and content is with traffic”. Hunan Radio and TV New Media Industry Distribution started from Golden Eagle Network in 2004. Based on the Hunan Satellite TV official website, it took advantage of its entertainment resources to build a media for entertainment news and gold distribution. In 2006, Hunan Radio and TV took advantage of the attention effect of super girls' detonation in the country and put telecommunications on them. Value-added services (SPs) and television program network copyrights will be packaged in the next decade, and the new media company “Happy Sunshine” will be established. It will be independent of traditional television in terms of assets and operations, and it will play online games and online television. The “Tennis Baby” developed by the company is a game that sells virtual game equipment as a profit model, bringing in millions of registered users. Immediately afterwards, Hunan Broadcasting and Television also launched its own Internet TV and IPTV operating system. It successively scored impressive results in telecommunication value-added services, network interactions, Internet television services, IPTV and other projects. With the help of the Internet platform, TV content became profitable. Quickly zooming in, Hunan Satellite TV's revenue has doubled through the sale of Internet copyright fees for TV shows and programs.

Occupy the Internet and mobile Internet. Since 2009, Hunan Radio and Television has successively entered online video, online games, SNS (social networking) and online retail, and has vigorously launched new media businesses. First, it established a partnership with Shanghai Shengda to establish Shengshi Film and achieved the complementary advantages of traditional media and new media. Then it separated the “Mango TV” under the Golden Eagle Network and operated independently. Hunan Radio and Television also actively developed external cooperation. In 2010, it established a joint venture with Alibaba.com to establish a happy Taobao Co., Ltd. to explore the retail model of TV talk show programs and networks. In June 2010, “Mango Media” was formally established. It took a key step in the integration of the Internet and Taiwan, and subsequently launched the first mobile social application, “Hula”. The number of users on the line reached tens of millions a year. Hunan Broadcasting and Television has expanded in all directions in the Internet and mobile Internet.

The "single broadcast strategy" favored Mango TV. Mango TV advocating "happy, pioneering, youth, and affinity" brand image, and Hunan Satellite TV in the same strain. In 2014, Hunan Radio and TV took the lead in the industry to put forward the “mango solo broadcast” strategy, which no longer sells Internet copyright for self-produced programs and fully develops mango TV full-platform video services. At the expense of short-term interests, it creates traffic for Mango TV. This is Hunan. The first step of “copyright management” from the expansion of content production to the entire industry chain, the “manufacturing platform + content + terminal + application” mango ecology, building a multi-screen all-terminal video service platform. The implementation of the solo broadcasting strategy for a few months brought about a considerable increase in traffic for Mango TV. On the PC side alone, the daily average number of users reached 14 million at the peak, which surpassed PPTV, which ranks sixth among video sites.

III. Model Subversion: All-Media Transformation under Internet Thinking

The media convergence of Hunan Radio and Television Company is a subversion of the traditional TV development model. It uses the Internet thinking to complete the design and layout of the TV media in the future. In the “Future Media Ecology” plan of Lv Huanbin, the director of Hunan Radio and Television, the transformation of Hunan Radio and Television includes three dimensions: one is the transition from service audiences to service users under the concept of “customer first”; second is the change of content to IP ( Intellectual property rights and copyright) resources; the third is the transformation of the market ecology. [1] These three dimensions are the key for Hunan Broadcasting and Television Corporation to build an all-media group. What form does it achieve?

Content customization, to achieve "audience" to "user" conversion. In the era of mobile Internet, turning television channels into products, that is, turning into video apps, is a choice that adapts to the trend of television socialization. Hunan Satellite TV launched the "Hula" APP mobile social networking application, turning television viewers into users. The Hunan Satellite TV and Mango TV platforms will customize TV dramas and TV programs according to their own characteristics and target users' demands: Hunan Satellite TV will use the “phenomenon level program” as the standard to focus on original programs; in 2015, Mango TV will be jointly with Hunan Satellite TV. Investing 1 billion yuan for the sowing of the weekly play in 2015, and strengthening the power of content self-control.

Hunan Radio and TV is user-centered, develops content customization, improves user experience, and realizes commercial operations on a scale-based user basis. Compared with the traditional advertising-based business model of traditional TV stations, through the use of video APP products, a complete user system can be established, and the user's viewing behavior, habits, preferences, personal information and other information can be grasped to provide the user with a personalized program experience. Provides space for precise advertising, online trading and other business models.

The product manager changes the content to IP resources. With the promotion of new media and the market, traditional television producers should transform into product managers, turn television content products into IP resources, and conduct commercial operations. Product managers need internet thinking, not only creative talents, management talents, but also talents who understand the market. Hunan Satellite TV implements a project system that matches the product manager system. Where is Dad’s go is a successful case. The product manager controls the production process, manufacturing principles, and audience reaction processes throughout the program. Using the "product manager" mechanism to match ecological construction is the key to the full-media transformation of Hunan Radio and Television. In the future, TV programs will not be a video simply broadcasted on TV and the Internet, but will be a business model based on the whole industry chain of the fans. All this depends on product managers to promote and operate.

Joint operations, avoid weaknesses, realize multi-channel realization. In the operation of new media business, specialized personnel do professional matters, Hunan Radio and TV only controls the core links in the business, and outsources some of the technologies and services that require long-term resource construction (such as mobile game outsourcing product development and online retail outsourcing payment services. Etc.), which saves costs and grasps the core. Based on this, a complete content-creative ecosystem was formed around the core competitiveness of Hunan Radio and Television Corporation. Eight subsidiaries including Mango TV, Happy Purchase, Tiancheng Media, and Golden Eagle Cartoon achieved business linkage, making Hunan Radio and TV no longer subject to “advertising”. + The single source of the subscription fee, through the use of the superior content and artist resources of Hunan Radio and TV, re-sale of content and the operation of copyrighted derivatives, thereby achieving multiple realizations of advantageous resources.

Model subversion, full copyright operations under the market ecology. Copyright operation is the three-dimensional operation. It means that the media integrates all aspects of resources through marketing and management, and then carries out unified and effective configuration, thereby maximizing brand efficiency and gaining the advantages of sustainable competition. [2] Hunan Radio and Television has faced the impact of the Internet, fully realized the value of copyright, and tried to transform itself into a financial investor to intervene in the media, operate products, users, and businesses, and use the power of capital to share the predictability brought about by industrial changes. dividend. For example, where is Dad’s go is a model of copyrighted operations. In addition to high advertising revenues in the second quarter of the show, development was also carried out in books, movies, mobile games, wearable devices, etc.: Where did my father go? As soon as it was released, more than 700 million yuan was collected at the box office; the same-name mobile game hit 120 million downloads in the first quarter, and even formed an independent advertising product chain; where Daddy also led the tourism industry such as “parent-child eco-tourism” and The same paragraph clothing sales. The full copyright development of the program has broken through the value-return of television programs and has always been the limitation of the return on advertising. Through the distribution and sales of all-media content distribution platforms, new revenue growth points have been created.

In the face of the impact of the mobile Internet, Hunan Radio and Television has taken the first step and actively transformed itself, creating a new mango ecosystem, with Hunan TV as a leader, and mango media as the market platform, gradually making itself the main body of the market and creating content production and dissemination. All-round industrial chain such as sales and user services has realized the ecological reconstruction of television development, and ran on the road of fusion in an open manner.