80% of the second-and third-line satellite TV actually "zero viewing"people, wealth, power has become the straw that overwhelmed satellite TV

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- == Three major reasons lead to zero ratings: loss of advertising funds, loss of management talents, rigid management system ==-And the reasons for "not making progress"zero ratings of second and third line satellite TV stations are nothing more than three points: people, money, power, but these three points seem to have become the straw that overwhelmed the current second and third line satellite TV stations, and the reform can only stop if we don't re-exchange blood. In 2017 and 2018, which experienced a strong attack on the head content of the network platform and a significant diversion of advertising, it will be more severe for each David TV.

original title: have you found that 80% of the second-and third-tier satellite TV stations have "zero ratings"

now many second-and third-tier satellite TV stations already have "zero ratings"!

according to the survey, many second-and third-tier satellite TV stations are already facing the dilemma of no one watching. Some of these satellite TV stations will buy a little bit, such as 0.1%, in order to look good, but it doesn't help, and the situation is no longer optimistic. Because it is impossible to grab high-quality drama at all, the second and third lines have been reduced to a distribution center for "bitter drama" and "anti-Japanese divine drama." it has become a common phenomenon to spend 20 to 50,000 episodes to buy an anti-Japanese divine drama to be broadcast and broadcast again and again.

in the next trend, the "first net backstage" of the Golden Theater on second-line satellite TV will become the norm. For these channels, instead of broadcasting some uncertain first-round dramas, it is better to find some online dramas that have a good number of hits and are cost-effective. The Golden Theater of third-line Satellite TV basically does not release the first round of drama, mainly to replay multi-round dramas, and does not involve the "first net backstage" mode. On the one hand, the audience characteristics of the third-line satellite TV platform are generally on the high side, which is quite different from the target audience of online dramas, so it is difficult to guarantee the viewing effect; on the other hand, the quotation of the first network backstage plays is not necessarily lower than that of some classic multi-round dramas. Cost performance is not suitable. Finally, the TV station lost its right to speak and evolved into a player of video websites.

Heroes and beauties are always sad when they grow old, but there is no way to change the facts.

in 2017, it is an open secret in the industry that second-and third-tier satellite TV is unable to pay wages, and it is also expected that first-tier satellite TV has a zero profit margin. From the point of view of the new autumn invitation conference held one after another, the satellite TV station unexpectedly put weight on the big play. In 2017 and 2018, which have experienced a strong onslaught of high-quality content on online platforms and obvious diversion of advertisements, satellite TV stations will encounter more severe challenges. Is there a last straw for TV stations? Or have you gone to death?

-= behind the phenomenon of zero viewing, the TV station is unable to pay wages, and the debt operation =-

because the ratings survey is a sample survey, the sample size taken is limited. For a program, if the samples that happen to be taken are not watched, as reflected in the ratings, the ratings are zero. It should be noted that just because the rating of a program is zero does not mean that there are no viewers watching the program in the survey area. The occasional zero ratings does not mean anything, but a program, a period of time often appear zero ratings, or the rating level has been hovering at a low level, this "low" trend must be paid attention to.

while the ratings have been in the doldrums for a long time, advertising operation is difficult, there is no way to generate diversified income, and the situation of suspending wage payment, suspending wage payment, lending wages, and borrowing from the government to pay wages has also begun to emerge. In the past, it was the media that asked for wages for migrant workers, but this time it was the TV station's turn to ask for wages.

and some TV stations have begun to operate in debt, as announced in a notice of "rescuing the city" in Hebei Province last year. "of the 140 county-level media in the province, operating income has dropped by more than 60% in recent years, with debt operations accounting for more than 90%, and most of the acquisition, editing and broadcasting equipment is in urgent need of upgrading." The survey results shown in this notice are shocking.

the results of the survey in Hebei Province have declined so far. If you can tell the whole leopard at a glance, the situation in other provinces in the country is not much better. Now that Hebei Province has set a precedent, financial support for mainstream media across the country in 2017 has also become a trend. "the window for the integration of traditional media is 2020, and if you can't catch the last straw, radio and television will become a full funding unit." Hu Zhengrong, president of the Communication University, seems to be a little optimistic.

-=

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the drain of advertising funds, the loss of business talents, and the ossified management system =-

Advertising funds drain

TV stations make money by advertising and sponsorship. TV station is the most powerful channel of transmission, advertising is the need to release information to more people to see, so the TV station is an important propaganda platform for powerful enterprises. The advertisements after CCTV news broadcast are calculated by seconds, which is really expensive, but it is also very effective.

audience rating is an important criterion for assessing the effectiveness of advertising. The higher the rating, the higher the advertising value and the higher the revenue of the TV station. This is also in line with the purpose that companies want to expand their influence, so companies are more willing to spend more money on advertising in programs with high ratings. Ratings make money, in fact, it still knows how to make money through advertising influence. In addition, such as sponsorship, naming and other ways are also the transformation of advertising.

there is an old Chinese saying that "a penny beats heroes". The overall advertising revenue of television has shrunk, mainly from second-and third-tier TV stations, such as Qinghai, Inner Mongolia, Hainan and other channels have sold their shells. The person in charge of a second-line satellite TV once lamented that there was no way to get a good project, because there was no money to buy it, and the more money there was, the more impossible it was to buy good resources.

which film / program production company has not been defaulted on project payment by the TV station? In the past, people would not have worried about the repayment ability of television stations, but with the frequent turnover of responsible persons and the reduction of advertising revenue in the past two years, film and television companies will certainly worry more about their own pockets. Capital has always been profit-seeking, when the TV station can not give capital a good vision, capital will choose to leave.

Business brain drain

what is the most important thing in the 21st century? Talent. If you look at the TV circle, the news that TV people have left one after another in recent years is no longer a big news. Why? Because there are too many. In the past, most of the first-class talents were in the television system, because the political monopoly formed a strong platform, and the aura of the strong platform will continue to attract high-end talent. I have a status here, and the income is good. And now, even CCTV first-line satellite TV can not retain talent, how to talk about second and third-line satellite TV?

for high-end talents in the system: first, once the salary of the TV station plus grey income. It is not as good as when it comes to making money fair and square in a market economy, you naturally have to go out. Second, television advertising revenue is shrinking and the situation is becoming more and more difficult. In addition to the lack of money on this platform, it is more difficult to achieve power and ambition, naturally go out. Third, when an industry begins to decline as rapidly as PHS and SMS, making employees' income and status far lower than other industries, it is natural to go out.

the management system is ossified

China has the largest number of television stations in the world, and many TV stations are not good at it, and many TV stations can barely survive by "eating the government." According to reports, according to the statistics of the State Administration of Radio, Film and Television in 2010, China has 4000 television stations and more than 24000 channels. After several years of development, this figure is estimated to be more or less, and there are no statistics on some town TV stations.

at present, TV stations only want to retain talents, but do not make drastic institutional breakthroughs. In the end, they can only be reduced to training schools, providing talents for social capital and making wedding clothes for others. "snail dwelling" system to earn qualifications and influence, and then away from the system to accumulate qualifications and influence in the market, radio and television talent staged this "revolving door" has become a routine.

the game in the national provincial satellite TV market is, in the final analysis, an omni-directional confrontation between the media system and the system. This is by no means a simple competition between products, which includes not only the competition of top-level design, but also the competition of management and operation, business process, and the formation of many details such as staff quality and efficiency. If we can not adhere to the strategy of "satellite TV establishment" and "full support", the development of satellite TV will be lack of internal driving force, especially the second and third line satellite TV.

what is the biggest difference between TV media and new media represented by the Internet, apart from technology? It's a way of thinking. Internet thinking is a marketing way of thinking that user experience is paramount. TV people are still stuck in the "audience thinking". But the question is who is the one-way "recipient" of information? Who is still the crowd who gathered around to watch TV?

now the content production mode, transmission mode and terminal consumption mode of traditional media are all deconstructed and defined by new media, and TV people must make changes. First of all, to change the way of thinking, from program creativity and planning to production, dissemination and consumption, we should learn to be user-oriented and improve the level of production and service like the Internet. User experience and user center should be the starting point and demand point of TV people, not the closed mentality of "official media" and taking me as the center, let alone thinking that to understand the viewing data is to know the truth of the market. TV people should put on airs, go among the users and feel their needs attentively.

-= the first network background will become the mainstream =

the broadcast mode of the TV series "first net background" is generally regarded by the industry as the "key" for video websites to defeat provincial satellite TV, and also the "inflection point" for the development of provincial satellite TV. But for provincial satellite TV, the impact of "first network backstage" is far more than streaming ratings, and the loss of "discourse right of big drama" is the biggest crisis. A few years ago, with the rise of provincial satellite TV, the "discourse power of big drama" of Golden Theater once took place between the provincial satellite TV and the terrestrial channel. This delivery directly caused the terrestrial channel to become the distribution center of "bitter drama" and "anti-Japanese drama", and the best repertoire was concentrated on the first-line satellite TV.

since last year, a large number of plays have adopted the "first network backstage" broadcasting mode, which has led to the provincial satellite TV weekly broadcast theater "not living up to its name" and gradually reduced to "online drama replay theater". This year this trend is still clear, Beijing Satellite TV, Anhui Satellite TV Weekly broadcast Theater "Qingyun Zhi 2", "Dragon Ball Legend" and so on, have adopted the way of the first net backstage. Moreover, the TV series "first net backstage" mode shows the trend of spreading to Golden Theater and first-line satellite TV, and this year has appeared the first "first net backstage"Surgical situation". The next big drama "win the World" at the beginning of the year has adopted the "first net backstage" mode of jet lag.

Edit: mary