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China City TV Station Report (2016-2021), Transformation and Business Model Innovation

Last Update:2016-09-24

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Preface

Table of Content

Back in 2006, a survey of IBM’s managers of global 765 companies and departments son the issue of innovation showed that nearly 1/3 of them treated business model innovation as the priority. And for those focusing more on traditional innovation, as shown on the right picture, for product or process innovators, their operating profit growth in the past five years is even better than their competitors.

The above examples of the survey indicate that business model is important for an enterprise. Competition in the market developed from product to price, brand, strategy and is now competition of business model. From the perspective of the world's most successful companies, they are successful in business model first, and then strategy and management.

Facing unique advantages of CCTV and provincial-level TV stations in terms of policy, capital, technology, personnel, etc., a huge number of China’s city TV stations will undoubtedly become vulnerable. They are facing dual pressures of competition from the outside and internal rigid institutional mechanisms. In addition, the rise of online video and other new media cause a greater impact to the development of city television stations. In the current environment, how to achieve breakthroughs of innovation of profit model and how to implement operation of "all media" have been a key for city television stations to reverse the situation.

This report focuses on the research of innovationand development of profit modelof city television stations andoperation of all media,exploresthe feasibility ofsuccessful model and critical factors and provides experience for thedevelopment and expansion ofdomestic city televisionstations.

Special note: This reportis the industry’sfirston specializedresearch onexpansion of profit modelof city television stationsanddevelopmentstrategy of allmedia.

Qianzhansincerely wisheseveryambitiousenterprise candevelop high-qualitybusiness decisions,so as to effectivelycircumvent risks from theindustryandcontinue to achieve success!

QianzhanIndustry Research Institute

City Television Station IndustryResearch Group

Chapter 1: Background of operation of Chinese city TV

1.1 analysis of Chinese TV industry chain

1.2 characteristics of operation of domestic and foreign TV industry

1.2.1 characteristics of operation of foreign TV industry

(1) market competition and monopoly operation

(2) diversification integration and scale operation

(3) multinational development and global operation

(4) legal management and operation of its own

1.2.2 characteristics of operation of domestic TV industry

(1) dual properties and limited operation

(2) advertising-based and diversified operation

(3) integration of industries and local operation

1.3 analysis of status quo of operation of Chinese TV station

1.3.1 development course and pattern of TV station

1.3.2 analysis of the number of channels and TV station

1.3.3 analysis of production and broadcasting of TV program

(1) production of TV program

1) number of TV programs

2) production time of TV program

(2) broadcast time of TV program

(3) analysis of coverage of TV program

1.3.4 analysis of TV ratings

(1) changes of TV viewing volume

(2) audiences’ characteristics of TV viewing volume

(3) channel distribution of TV viewing volume

(4) time distribution of TV viewing volume

(5) daily and weekly distribution of TV viewing volume

1.3.5 analysis of TV revenue

(1) analysis of scale of TV revenue

(2) analysis of status quo of TV advertising market

1) the amount of TV advertising

2) the amount of types of advertising in various channels

3) the regional pattern of TV advertising

4) the industry distribution of TV advertising

5) analysis of brand of TV advertising

(3) development trends of TV advertising market

1.3.6 analysis of TV competition pattern

(1) market structure of TV viewing

1) the overall competition pattern

2) differences in competitiveness of channels

(2) market structure of TV advertising

1.4 analysis of operation of related industries of Chinese TV

1.4.1 analysis of operation of advertising industry

(1) market scale of advertising industry

(2) market share of advertising in various medias

(3) operation of advertising industry

(4) operation of advertising companies

1.4.2 analysis of operation of TV series industry

(1) scale of TV series industry

(2) production situation of TV series

(3) broadcasting of TV series

(4) viewership of TV series

(5) competition pattern of TV series

1.4.3 analysis of operation of movie industry

(1) development scale of movie industry

1) scale of cinema chain

2) scale of output of movie

3) scale of audience of movie

4) scale of income of movie e

5) scale of overseas sales volume

(2) competition pattern of movie industry

1) regional competition pattern of box office

2) competition pattern of box office of movie

3) competition between domestic and imported movies

(3) forecast of movie industry

1.4.4 operation of other traditional media industries

(1) operation of broadcast industry

(2) operation of audiovisual industry

(3) operation of periodicals industry

(4) operation of newspaper industry

Chapter 2: Analysis of survival and development environment of Chinese city TV

2.1 overall development of city TV

2.1.1 scope of city TV

2.1.2 review of development of city TV

2.1.3 development pattern of city TV

2.2 analysis of operation of city TV

2.2.1 quantity of city TV

2.2.2 viewership of city TV

2.2.3 operation of main enterprises

(1) operation of CCTV

(2) operation of provincial-level TV

2.3 analysis of operation environment of city TV

2.3.1 analysis of policy environment of the industry

2.3.2 analysis of technology environment of the industry

(1) quantity of patent applications of the industry

(2) quantity of patent disclosures of the industry

(3) analysis of types of patent of the industry

(4) analysis of enterprises leading in technology

(5) analysis of hot technologies of the industry

2.3.3 analysis of social environment of the industry

(1) fragmentation of TV program audience

(2) period of television program audience

(3) seasonal property of TV program audience

(4) positioning of television program audiences

2.4 SWOT analysis of city TV

2.4.1 competitive advantages of city TV

2.4.2 competitive disadvantages of city TV

2.4.3 development opportunities of city TV

2.4.4 development threats of city TV

Chapter 3: Exploration of profit model innovation of Chinese city TV

3.1 status quo of operation of city TV advertising and strategy

3.1.1 analysis of business model of three-tier TV advertising

(1) CCTV’s bidding model

(2) provincial-level TV’s mixed model

(3) city TV’s self-help model

(4) comparison of business model of three-tier TV advertising

3.1.2 analysis of status quo of operation of city TV advertising business

(1) status quo of revenue of city TV advertising

(2) dilemma facing city TV advertising

3.1.3 recommendations for business strategy of city TV advertising

(1) strategy of play channel of advertising

(2) strategy of selection of industry advertising

(3) strategy of structure of advertising business

(4) strategy of differentiation of channel advertising

3.2 analysis of model of city TV to carry out TV shopping

3.2.1 comparison of TV shopping and other platforms

(1) comparison of TV shopping and online shopping

1) development of online shopping industry

2) comparative analysis of TV shopping and online shopping

(2) comparison of TV shopping and retail ( store )

1) the development of retail

2) forecast of retail development

3) marginal effect of TV shopping and shopping mall (store )

3.2.2 analysis of operation model of TV shopping

(1) operation model of traditional TV shopping

(2) operation model of modern TV shopping

1) business model of TV station running TV shopping

2) business model of multiple TV stations running TV shopping

(3) comparison of different models of operation of TV shopping

3.2.3 analysis of market scale of TV shopping

3.2.4 case study of TV to carry out TV shopping

(1) CCTV’s CTV shopping

1) brief introduction of CTV Shopping

2) construction of resource allocation

3) operational area and network coverage

4) products and marketing

(2) Hunan TV’s "Happy shopping"

1) brief introduction of "Happy shopping"

2) construction of resource allocation

3) operational area and network coverage

4) products and marketing

(3) Oriental TV’s CJ Home Shopping

1) brief introduction of CJ Home Shopping

1. operational area and network coverage

2. products and marketing

(4) Chongqing TV’s "fashion shopping"

1) brief introduction of "fashion shopping"

1. operational area and network coverage

2. products and marketing

3.2.5 suggestions for city TV to launch TV shopping

3.3 operation and experience of city TV’s self-produced drama series

3.3.1 analysis of characteristics

(1) unique drama resources

(2) unity of episode planning

(3) multiplicity of decision-making of copyright side

(4) tightness of market demand

3.3.2 profitability advantage of TV station’s self-produced drama series

(1) integrate TV resources

(2) getting closer to audience market

(3) diverse profit channels

(4) potential advantage of value development

3.3.3 analysis of status quo of market of TV station’s self-produced drama series

(1) market characteristics of TV station’s self-produced drama series

(2) overview of development of TV station’s self-produced drama series

(3) profitability capability of TV station’s self-produced drama series

(4) competition pattern of TV station’s self-produced drama series

1) the overall market competition

2) the competitive position of provincial-level TV stations

1. city TV 's competitive position

3.3.4 analysis of profit model of TV station’s self-produced drama series

(1) "basic type" profit model and case

1) description of the model

2) profit process

3) analysis of the advantages of the model

4) case study of the model

(2) "customized type " profit model and case

1) description of the model

2) conditions of the model

3) profit process

4) analysis of the advantages of the model

5) case study of the model

(3) "tree-grid type " profit model and case

1) description of the model

2) conditions of the model

3) profit process

4) analysis of the advantages of the model

5) case study of the model

(4) applicable scope of the three profit models

3.3.5 successful experience of TV station’s self-produced drama series

(1) experience of Hunan TV station’s self-produced drama series

1) placement advertising

2) editing and broadcasting strategy

3) integrated marketing

(2) experience of Chengdu TV station’s self-produced drama series

1) media linkage, three-dimensional creation

2) strong cooperation, integrated broadcasting

3) the use of the platform, customized promotion

4) good " ride the momentum " marketing

5) fit viewpoint marketing

6) placement marketing

7) interactive features are prominent

8) summary

3.3.6 opportunities and threats of TV station’s self-produced drama series

(1) analysis of opportunity

(2) analysis of threat

3.3.7 recommendations for operation of city TV station’s self-produced drama series

(1) recommendations for operation of the link of planning

(2) recommendations for operation of the link of production

(3) recommendations for operation of the link of issuance

(4) recommendations for operation of the link of broadcasting

3.4 analysis of city TV co- revenue model

3.4.1 model of city TV co- revenue model

3.4.2 bottlenecks of city TV co- revenue model

(1) lack of permanent organizations

(2) extensive cooperation methods

(3) single channel of cooperation

3.4.3 prospects of city TV co- revenue

(1) exchange cooperation of feature film

(2) to establish long-term cooperative relationship

(3) adhere to localization

(4) to establish closer union piece

3.5 innovation of other profit directions of city TV

3.5.1 copyright operation

3.5.2 expand business channels

3.5.3 develop related industries

Chapter 4: Innovation strategy and case study of Chinese city TV program

4.1 analysis of innovation strategy of city TV station’s livelihood news program

4.1.1 status quo of ratings of domestic city TV station’s livelihood news program

(1) overall broadcasting of news program

(2) ratings pattern of news program

(3) characteristics of audience of news program

4.1.2 status quo of ratings of city TV station’s livelihood news program

4.1.3 successful cases of city TV station’s livelihood news program

(1) Nanjing TV’s " Zero Distance"

(2) Qingdao TV’s "Today"

(3) Jinan TV’s "Urban Women’s News "

(4) Harbin TV’s " Urban Zero Distance "

4.1.4 innovation direction of city TV station’s livelihood news program

(1) summary of innovation factors of cases

(2) suggestions for other innovative directions

4.1.5 suggestions for branding city TV station’s livelihood news program

(1) strategy to shape brand of livelihood news programs

1) brand strategy of diversification

2) strategy of one powerful, others weaker

3) single brand strategy

(2) management of brand crisis of livelihood news programs

(3) management of brand information of livelihood news programs

1) collection of brand information

2) analysis of brand information

3) production of brand information

4) spread of brand information

5) feedback of brand information

4.2 analysis of innovation strategy of city TV station’s life service program

4.2.1 features of development of the global TV stations’ life service program

(1) prominent position of

(2) professional lifestyle channel

(3) diverse forms of life program

4.2.2 development of Chinese TV stations’ life service program

(1) overall situation of life service program

(2) broadcasting of life service program

(3) characteristics of life service program

1) closer to daily life, focusing on timeliness

2) sincere service, to enhance interaction

3) entertaining, fashion

4.2.3 successful cases of Chinese TV stations’ life service program

(1) CCTV’s "swap space"

(2) Tianjin TV’s " only you ."

(3) Beijing TV’s " Yangshengtang "

(4) Heilongjiang TV’s " Beautiful Bride"

(5) Jiangsu TV’s "You Are the One"

(6) Hebei TV’s "Domestic Queen"

(7) Hangzhou TV’s "City Tourism Report"

(8) summary of innovation factors of cases

4.2.4 development strategy for TV stations’ life service program

(1) based on the local , prominent originality

(2) increase planning , focus on selection of topics

(3) play the advantage of host, enhance interaction of the program

(4) bold integration, innovation

4.3 analysis of innovation strategy of city TV station’s financial program

4.3.1 status quo of development of city TV station’s financial program

(1) status quo of development of TV station’s financial program

(2) issues of operation of TV station’s financial program

4.3.2 successful cases of city TV station’s financial program

(1) Dalian TV’s " New Economy"

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