Cable operators who have been taken away from the Internet by the Internet are brewing a content counterattack. Many places are engaged in cable theaters. Compared to broadcasting and television, the Internet is not lonely. The Institute of Film Technology and TCL publish "global broadcast" in Shenzhen and build a "home TV theater line" based on the Internet. Telecom operators are getting earlier. TV theater line VS video website, the outcome will be how?
According to the Voice of the Economy “The World Company†reports, CCTV’s movie channel has a famous advertising word: Open TV to watch movies. Now, this sentence may be given a new meaning because the TV theater line is quietly rising.
The so-called TV theater line broadcasts domestic and international cinema movies on the TV line through the TV or mobile phone within 0-45 days of the video. Users can sit on the sofa at home to watch the latest cinemas. film.
Some people worry that this kind of television theater model will make it difficult to control the issue of piracy. In this regard, the people in the theater are very calm and do not worry about this issue.
In general, if the movie in the TV theater line is in the same period as the ordinary movie theater line, it usually plays once for thirty or forty bucks. This price is similar to the price of the movie theater line, and is mainly to protect the interest of the cinema. If it is a film source after two weeks, the price will generally be 10 to 15 yuan each, and then it will gradually drop to about 5 yuan.
"TV Theatre", a brand-new home theater viewing mode, features high-definition fluency and ultimate audio and video, moving movie theaters into the living room, breaking through the viewing time and space constraints, saving time, transportation and economic costs. “TV Theatre†adopts the quick mode of viewing post-pay, and the user can directly watch the video after selecting the video. The fee will be deducted from the cable TV payment account on a monthly basis, and the use is very convenient.
According to industry insiders, because the movie on the TV theater line can be viewed together by the whole family, the price of the TV theater line is still very cheap if it is translated into everybody's head. These revenues of the TV theater line will be split at the box office with the telecom operators and content copyright parties. The TV theater line can now obtain 20% to 30% of the box office. Zhang Hongsen, director of the Film Bureau of the State Press, Publication, Radio, Film and Television Bureau, said that television theaters will benefit both movies and television.
How to operate the TV theater?
The origin of the cable television theater has been a long time, but it is not called this method. The earliest was VOD or NVOD. However, because of the small scale and dispersion, cable TV operators cannot buy good new film sources, and they cannot play piracy again. , so it has been criticized by users, even so, two-way interactive users also accumulated nearly 40 million.
On June 14, 2015, Gehua Cable announced an announcement, the company and China Film Corporation, China Radio and TV Network Co., Ltd., Hangzhou Ali Venture Capital Co., Ltd., BRIC Wire Road Investment (Shenzhen) Partnership (Limited Partnership), Beijing North Six Media Group Co., Ltd., etc. jointly initiated the establishment of a Chinese TV theater line operating company.
Under the cooperation of capital, a more closely linked television theater operation industry chain is being formed. The registered capital of the TV theater line shares is 500 million yuan. Among them, Gehua Cable contributed 310 million yuan in cash, holding 62% of the shares. In addition to Gehua Cable, there are two other companies from Radio and TV.
The parent company of Beijing Beiguang Media Investment Development Center, the controlling shareholder of Gehua Cable, and Beijing Beiguang Media Group Co., Ltd. hold 6% of cash in cash at 30 million yuan. The China Radio and Television Network Co., Ltd. (abbreviated as the State Grid) is holding 10% of the capital of 50 million yuan. This is the second national capital network that has the mission of “a nationwide network†and is the second capital investment in listed companies of broadcasting and television. In this industry chain, there are also two content copyright providers. They are China Film Co., Ltd. (China Film), which holds 10% of shares, and the Brilliance Road Investment (Shenzhen) partnership (limited partnership), which holds 6%. BRICS Silk Road has exclusive agency resources for quality programs in Russia and other countries. Hangzhou Ali Venture Capital Co., Ltd., which is held by Ma Yun, chairman of Alibaba Group’s Board of Directors, holds 80% of its shares and holds 6% of the shares. The TV Cinemaline will be responsible for the operation and promotion of the “China TV Academy†in the provinces and cities that have signed contracts with the country, and will broadcast radio and television programs and related market operations in a cable television transmission network and website in an interactive manner.
On December 23 last year, Gehua Cable jointly established a “China Television Cinema Alliance†with more than 30 provincial cable TV network operators across the country and signed television network business cooperation agreements with 30 provinces and cities.
It is worth noting that the company controlled by this cable operator will be responsible for specific tasks by Internet company Ali. After the establishment of the company’s television studio line, Alibaba selected the personnel recommended by the company as the first general manager to take full responsibility for the company’s operations.
Although this operating company has only one local cable operator for Gehua Cable, in fact, through the two-tier design, members of the “China Television Cinema Alliance†will also hold shares indirectly. In addition to the establishment of television theater shares, Gehua Cable will also set up the establishment of China Television Cinemas Holdings Limited. After the establishment of this company, it will accept 62% of the TV theater line shares transferred from Gehua. The positioning of holding companies is more about investment, and the design concept of a two-tiered structure is to achieve the full control of all members of the China Television Cinema Union.
Can the television theater break through?
The post-film market represented by the TV theater line is a temptation for cable operators.
When the China Television Cinema Consortium was founded, Yin Hong, the deputy director of the School of Journalism and Communication at Tsinghua University, said that in 2014, the box office revenue of Chinese films may exceed 30 billion yuan. In theory, the post-cinema market will have a market of at least 50 billion yuan. The scale, and in 2014 the national cable network income was only about 70 billion yuan.
At the end of January of last year, Gehua Cable launched the “VCDâ€, a paid on-demand value-added service. It once stated that it is necessary to rely on high-definition interactive platforms from various provinces and cities to open up the second-largest film distribution market outside the traditional cinema line. Accelerate the operation of the “China TV Academy†and explore the national post-film market.
"China TV Academy" plans to complete the launch of cable television networks in 30 provinces and cities during the year. It is currently in trial operation in Hebei, Guizhou and Tianjin. However, China's TV theaters are facing competition from the network theater line and other television theater line alliances within the radio and television.
Prior to the launch of the TV theater line, Internet companies such as iQiyi, Tencent and others had already deployed the network theater market and trained a large number of paying members. While spending huge sums of money to buy off film copyrights, Internet video companies have also implemented film self-control strategies and entered the field of film production through investment or equity participation to gain control of the right to speak.
In addition to the need to compete for subscribers with the Internet theater, cable operators also need to compete with TV manufacturers and other TV users.
On June 15th, Zhonghua Hua Shang, a subsidiary of Orient Internet, released the "Sofa Yard Line," saying that it has reached strategic alliances with cable digital TV operators, telecom operators, Internet + TV operators, and upstream video content producers. Force TV theater line.
Before this, television manufacturer TCL also launched the pilot of "TV theater line", wanting to break through the content.
Analyst Huang Guofeng of Analysys think-tank said that the content is now king, and production and channels are just foils. The first channel of the film, and also the largest one, is still the cinema. Followed by the television theater and network theater. The rise of television theaters and network theaters is an impact on theaters. But after all, it is just a form, it is not easy to say.
Wu Chunyong, executive editor of Fusion Network and Fusion Network, said that each cable operator can do VOD (Video On Demand) services, but only rely on one place, fewer sources, and become an industry alliance. Corporate operations will solve this problem. . Whether you can make money or not, you also need to watch how cable operators can cooperate with the copyright owners and whether the new movie can be immediately reflected on the TV theater. In addition, the user's payment habits also require long-term market development.
In fact, cable operators are also implementing the entire industry chain layout by participating in the upstream mode. According to the Gehua Cable Announcement, it will participate in Zhongying as a movie publisher and publisher. At present, there are three films that have signed investment agreements, and the maximum investment is 15%. Zhongying will use its own advantages to assist the “TV Theatre†in introducing the window period of the film as early as possible.
The goal of the “China TV Academy†is to cover more than 20 million HD interactive users across the country and to radiate nearly 200 million cable TV users. Can cable operators represented by Gehua Wireline succeed in keeping users on their own platforms? We will wait and see!
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