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How do TV stations face the impact of video websites?
It is not so easy to build a video website and move the contents of the TV station online.
Essentially speaking, the users of television stations and video websites are two groups, two users are accustomed to, and two kinds of content forms are pushed backwards. In simple terms, content on a television station cannot be tiled onto a video site.
Why Jiangsu, Zhejiang Satellite TV did not set up a video site?
It is because it is a tiankeng! The three major video sites have lost billions of dollars each year, and they are still not profitable today.
The video site is not a supplement or continuation of the television station, but different content and habits. Any one who uses this thinking to make a video website will die badly! Not only will it not make money, but it won't earn users.
Using an Internet buzzword, video websites are a disruptive innovation for TV stations!
There are actually three ways in which TV stations can be transformed: self-built video websites, investment video websites, and paid channels.
Hunan Satellite TV took the lead in choosing a self-built video website: Mango TV.
Since Mango TV is the only video website in the TV station, we analyze Mango TV. It is actually a discussion of the transformation of the entire TV station. This is of great significance.
At present, the income of Mango TV mainly consists of four blocks: 1. Advertising, 2. IPTV and OTT, 3. Copyright distribution, and 4. Paying members.
Moreover, Mango TV's net profit for the first half of this year was 176 million, which was the first video site to achieve profitability. And this year it is expected to make 400 to 500 million profit. So, is Mango TV's video website really a great form? Is it possible to have one in three points in the future?
We still analyze how Mango TV is made of money!
The first is the advertising business.
Understand that people basically know that Mango TV's advertising model is a continuation of Hunan Satellite TV's strong advertising sales capabilities, directly to an advertising package to tie up television stations and Web site ads can be clicked. Therefore, the advertising model is always an affiliation of the TV station business and will always be the younger brother.
Followed by IPTV and OTT.
These two businesses are actually equivalent to BP machines and PHS. They are destined to be eliminated as soon as they are born. They belong to the form of transitional products and have no future. The detailed reason we have to say another article, in short, the mobile Internet era, the user wants to see fun things anytime, anywhere, and OTT, IPTV these are still bound to the user's product at home, is anti-historical trend.
Then there is copyright distribution.
This is the most profitable business of Mango TV. In the first half of the year, the copyright revenue was 500 million, and the cost of this item is less than 77 million, which is too profitable!
In fact, the essence of Mango TV is Hunan Satellite TV's first low price to Mango TV (1.5 billion for 3 years, cabbage price. If Hunan Satellite TV sells video sites directly, it will actually be more, and the market price of “Singer†is just a few. Billion), and then Mango TV, apart from broadcasting alone, distributes some of its programs to other video sites, earning the difference.
Hunan Satellite TV first recognized the threat of a video site, so as early as 2014, it stipulated that its copyright should only be broadcast to Mango TV. However, the implementation of Mango TV for several years has not been able to maximize the realization of these contents, which has become a net loss. Therefore, Mango TV also distributes programs such as "Where Do Dad Goes," "Singer" to video websites, earning some money to feed themselves.
Basically, the above three kinds of business are more or less rely on Hunan Satellite TV blood transfusion. For Mango TV to obtain true self-blood development ability, it is only to develop 4 and pay member models. This is the only way for Mango TV.
Although it is difficult and lacks this gene, it may be the only way out.
The only way out for Mango TV is to develop paying members
The paid membership model is comparable to the savior of a video site, which is the greatest business model of the 21st century!
Currently, the three video sites Youku, Iqiyi, and Tencent have added 100 million paid members. While Mango TV also has a paid membership model, it is certainly not an order of magnitude for these three companies.
For Mango TV, the advertising model can reach a scale of several hundred million at most. However, paying members do a good job, that is, like the three major video sites, it is a scale of several tens of millions or even billions. To achieve this scale, it is the man-made TV of the Mango TV.
In the past, the video website's business idea was to use free content to win more users and compete for advertisers from the television station. However, a separate advertising model, even if the video site exceeds the television station, does not allow the television station to die.
The membership payment model is the key to making the video website finally win the absolute victory!
Because the "membership model + advertising model" of a video site has a greater liquidity than a standalone advertising model of a TV station, a video site can afford a higher price than a TV station and can broadcast the head content on the Internet or on the Internet. It further robs advertisers and high-end users and further forms a virtuous circle.
As we all know, the profit model of the TV station is to B, and the payment model is to C. The reason why the television station is becoming more and more mediocre in content is, in addition to policy supervision, more because it is only responsible to advertisers. The viewership rate can be false, and the user sees less and sees less of the income relationship. So eventually led to their strict requirements on the content of the network drama without membership fees.
The member payment model is to rely on the number of new users. The content is ultimately responsible to the user, not the advertiser.
If the content is not good, the TV station can rely on the fraud rate of viewing to fool advertisers; video sites cannot fool paid users. This is just like the movie market. It is based on the box office receipts accumulated by the audience. The content of the movie is higher than the content of the drama. Essentially, the fate of a film is that the audience votes with a movie ticket, and the fate of the drama is determined by the television station who are responsible for purchasing the movie.
Therefore, this alone leads to the loss of the television content of the advertising model to the video sites paid by the members.
As a result of consumption escalation, China has also emerged a large number of middle class people. They have "differentiated minds" and are willing to pay for the selection of quality content in a vast amount of free spam.
However, traditional TV stations consider the maximization of audience ratings, so they must be adequately priced and take care of the lowest-income groups. Therefore, free television dramas will increasingly pursue popularization, and paid internet dramas will increasingly pursue personalization. Only paid membership models can retain high-end audiences!
It is naturally more competitive for content-producing content-driven content-raising mechanisms for paying users than advertising-sponsored thinking. This is also one of the reasons why video websites are not good at content, but they have bursts of money. Because they use user thinking to produce content.
This is why Mango TV is also profitable, although it also invests in many TV dramas and variety shows. However, it is difficult to find one of the reasons for the level of explosive content.
In essence, Mango TV is the same as traditional TV stations. It is still advertising thinking to do content, and content that users pay for is not the same. One is to B and one is to C. To C is more likely than B to explode, such as the phenomenal explosion of "Uncensored Crime" and "White Night".
In the future, video sites will enter the age of explosions, and platform development will increasingly rely on the content of the head. Therefore, if you do not have the ability and system to produce explosives, you cannot keep the audience.
Mango TV's Positioning Tips: Positioning Youth, Doing Disney in China
To this day, the pattern of video websites has formed the pattern of three-pointed world of BAT's Youku, iQiyi, and Tencent videos. It can be said with certainty that Mango TV, Sohu and LeTV have lost the opportunity of "integrated video portals".
Although Mango TV is already the first to announce profitability than the three major video sites, video sites are not in any hurry to make a profit. They want to make a profit and buy a few movies a year. But early earnings mean a drop in market share. This is absolutely not allowed, because video sites are ultimately a winner-take-all market!
For Mango TV, if you want to do a comprehensive and comprehensive portal, you must also lose billions of dollars every year like the three major video sites. This is unrealistic. It must be clear about its positioning and positioning a vertical field.
For example, the six rooms were transformed several years ago. They were positioned to be broadcast live and they also made money. Storm video began to do VR smart hardware, at least in the stock market is also a moment.
For Mango TV, it is necessary to develop a paid membership model. It must have its own positioning, positioning can not be large and complete, but to locate the vertical field.
In this way, the path selection becomes clearer and clearer.
That's Disney mode.
Compared to other Hollywood six majors, Disney has the only clear positioning, and it is also the best in development and profitability. That is to position young people, women and children to make the best money, but also to develop derivative product models.
Therefore, Mango TV can also refer to Disney's profit model, positioning children and youth platforms. In this case, you can put the Golden Eagle cartoon together instead of doing the video e-commerce concept together with the happy purchase.
Actually, Mango TV's current children's channel is already prominently on the homepage. This is different from other video sites. After all, television has always been a property of family carnival. This is similar to the gene of Mango TV.
Perhaps, in the positioning of vertical videos, only the Disney model will have the opportunity. Other vertical positionings may be pseudo-propositions, and they will also be taken away by the integrated portal. For example, the blogosphere that was the earliest blogging model could easily surpass Sina bloggers. Sohu was originally positioned as a US drama, but it was later easily overtaken by three rich video websites. For another example, the days of various vertical e-commerce are also generally unfavorable, and they will be imitated and surpassed by Ali and Jingdong at any time.
Of course, there can be many kinds of positioning, and it is not limited to a model of Disney and youth. There can be more discussion. However, one thing is certain: There is no chance of success for traditional large-scale integrated video portals and content production models under the traditional advertising model thinking.
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