According to the survey, many second-and third-line TV stations have already faced the dilemma of no one watching. Some people will buy a little ratings, such as 0. 1%, in order to look better, but to no avail, the situation is not optimistic. Because there is no big drama in the head, the second and third lines have become the distribution centers of "bitter drama" and "anti-Japanese drama". It is common to spend 20,000-50,000 episodes to buy an anti-Japanese drama and broadcast it again.
In the next trend, the "first network backstage" of the second-line satellite TV Golden Theater will become the norm. For these channels, instead of broadcasting some first-round dramas with unclear effects, it is better to find some online dramas with good hits and suitable cost performance. There is basically no first-round drama release in the Golden Theater of the Third-Line Satellite TV, which is mainly a multi-round replay, and does not involve the "first-net backstage" mode. On the one hand, the audience characteristics of third-line TV platforms are generally high, which is quite different from the target audience of online dramas, and the viewing effect is difficult to guarantee; On the other hand, the quotation of Wang Xian's backstage plays is not necessarily lower than that of some classic multi-round plays, and the cost performance is not appropriate. Finally, the TV station lost its right to speak and became a player of video websites.
It's always sad that the hero is old and the beauty is old, but the fact can't be changed.
In 20 17, it is an open secret in the industry that second-and third-tier TV stations can't pay wages, and the zero profit rate of first-tier TV stations is also expected. Judging from the new autumn CIFIT held one after another, TV stations invariably focus on the big drama, but in the case of 20 17, the content of the network platform is violently attacked and the advertisements are obviously diverted, 20 18 will face more severe challenges for David. Is the TV station still the last straw, or is it dying?
Behind the phenomenon of zero viewing is that TV stations have been unable to pay wages and are in debt.
Because the ratings survey is a sampling survey, the sample size is limited. For a program, if no one watches the sample just taken, it is reflected in the ratings, that is, the ratings are zero. It should be noted that the audience rating of a program is zero, which does not mean that there are no viewers watching the program in the survey area. The occasional zero viewing doesn't mean anything, but a program often has zero viewing for a period of time, or the viewing level has been hovering at a low level. This "low" trend must be taken seriously.
However, the long-term ratings are low, the advertising business is struggling, and there is no way to generate diversified income. Stop paying wages, stop paying wages, borrow wages and borrow money from the government have also begun to appear. In the past, it was always the media that asked for wages for migrant workers' brothers. This time, it's the turn of the TV staff to ask the TV station for wages.
Some TV stations have started to operate in debt. Just last year, a "bailout" notice in Hebei Province was already said. "There are 140 county-level media in the province. In recent years, operating income has fallen by more than 60%, and debt management accounts for more than 90%. Most editing and broadcasting equipment needs to be upgraded. " The survey results shown in this notice are shocking.
The research results in Hebei province have dropped to this point, and we can get a glimpse of the situation in other provinces in the country. Since Hebei Province has set a precedent, the nationwide financial support for mainstream media has also become a trend. "The window of traditional media integration is 2020. If you can't catch the last straw, radio and television will become a full funding unit. " Hu, president of Communication University, seems a little optimistic.
Three reasons lead to zero viewing: the loss of advertising funds, the loss of management talents and the rigid management system.
There are three reasons for the zero ratings of second-and third-tier TV stations: people, money and power, but these three points seem to have become the straw to crush the current second-and third-tier TV stations, and we can only stop without new reform.
First, the loss of advertising funds
Television stations make money by advertising and sponsorship. Television is the most powerful means of communication, and advertising needs to let more people see the released information, so television is an important publicity platform for powerful enterprises. After CCTV news broadcast, advertisements are calculated by the second, which is really expensive, but it is also very effective.
Audience rating is an important criterion to evaluate the advertising effect. The higher the ratings, the higher the advertising value and the higher the income of TV stations. This is also in line with the purpose of expanding the influence of enterprises, so enterprises are more willing to spend more money on advertising programs with high ratings. Making money by ratings is actually making money by advertising influence. In addition, sponsorship, naming and other ways are also the deformation of advertising.
There is an old saying in China that "you get what you pay for". The overall advertising revenue of TV has shrunk, mainly from second-and third-tier TV stations, such as Qinghai, Inner Mongolia and Hainan. The person in charge of a second-tier TV station once felt that there was no way to get a good project because there was no money to buy it, and the less money, the less ways to buy good resources.
Which film and television production company has not been owed project funds by TV stations? In the past, everyone would not worry about the repayment ability of TV stations, but in the past two years, with the frequent replacement of directors and the reduction of advertising revenue, film and television companies will definitely be more worried about their money bags. Capital is always profit-seeking. When TV stations can't give capital a good view, capital will choose to leave cruelly.
2. Brain drain
What is the most important thing in 2 1 century? Talent! Throughout the TV circle, the news of TV people leaving their jobs in recent years is not a heavy news. Why? Because there are too many. In the past, most of the first-class talents were in the TV station system, because political monopoly has formed a strong platform, and the aura of a strong platform will continue to attract high-end talents. There is a position here, and the income is good. Now even CCTV first-line TV can't keep talents, let alone second-and third-line TV.
For the high-end talents in the system: first, once the TV station's salary plus gray income is not as good as the market economy, it will naturally go out. Second, the advertising revenue of TV stations is shrinking and the situation is getting more and more difficult. On this platform, when it is more difficult to realize power and ambition besides less money, it will naturally be out. Third, when an industry begins to decline as rapidly as PHS and SMS, so that the income and status of employees are far lower than other industries, it is natural to be out.
3. Rigid management system
China has the largest number of TV stations in the world, which are numerous but not sophisticated. Many TV stations barely survive by "eating government meals". According to the statistics of SARFT 20 10, there are 4,000 TV stations and more than 24,000 channels in China. After several years of development, this figure is estimated to be only a lot more, and some town TV stations have not yet counted it.
At present, TV stations only want to retain talents and do not make drastic breakthroughs in mechanism and system. In the end, it can only become a training school, transporting talents for social capital and making wedding clothes for others. Earn qualifications and influence in the "humble abode" system, and then realize the accumulated qualifications and influence in the market outside the system. This "revolving door" staged by radio and television talents has become a routine.
In the final analysis, the game of the national provincial satellite TV market is an all-round confrontation between media systems and systems. This is by no means a simple competition between products, including not only the competition of top-level design, but also the competition of management, operation and business process, and the resulting competition of employee quality, efficiency and many other details. If we can't adhere to the strategy of "establishing TV stations" and "supporting the whole line", the development of TV stations will lack internal driving force, especially second-and third-tier TV stations.
Apart from technology, what is the biggest difference between TV media and new media represented by the Internet? This is a way of thinking. Internet thinking is a marketing thinking mode that puts user experience first. Tv people still stay in the "audience thinking". But the question is, who is the one-way "receiver" of information? Who is the "crowd" watching TV together?
Nowadays, the content production mode, communication mode and terminal consumption mode of traditional media have been deconstructed and redefined by new media, and TV people must make changes. First of all, we should change the way of thinking, from program creativity and planning to production, dissemination and consumption, and learn to be user-oriented like the Internet to improve the level of production and service. User experience and user center should be the entry point and appeal point of TV people, not the closed mentality of "official media" and self-centeredness, let alone the understanding of viewing data is to understand the market truth. Television people should put down their airs, go among users and feel their needs with heart.
The TV station will evolve into the player of the video website, and the backstage will become the mainstream.
The broadcast mode of TV series "in front of the network and backstage" is widely regarded by the industry as the "key" for video websites to beat provincial satellite TV, and also the "turning point" for the development of provincial satellite TV. However, for provincial satellite TV, the influence of "going online first and backstage" is far more than simply diverting ratings, and losing the "right to speak big drama" is the biggest crisis. A few years ago, with the rise of provincial satellite TV, the "right to speak big drama" of Golden Theater was once passed between provincial satellite TV and terrestrial channels. This launch directly led to the ground channel becoming a distribution center for "bitter drama" and "anti-Japanese drama", and the best dramas were concentrated in the first-line TV.
Since last year, a large number of plays have been broadcast in the "backstage" mode, which has led to the provincial satellite TV weekly broadcast theater being "unworthy of its name" and gradually becoming a "network drama replay theater". This year, this trend is still clear. Beijing Satellite TV, anhui tv Zhou Theater's "Qing Yun Zhi 2" and "Dragon Ball Legend" all adopted the backstage way. Moreover, the "network backstage" mode of TV series is spreading to the golden theater and first-line TV. This year, the first "Internet backstage" justice seeker appeared. The following year's drama "Win the World" adopted the "first net backstage" mode of time difference.