Liu Xichen talks about comprehensive online innovation: The overall situation is in its infancy and needs to break through three major bottlenecks

On August 19, the "Smart Integrated Media Content Innovation Seminar" was held at Communication University of China. Liu Xichen, Chairman and CEO of Shixi Media, shared Shixi Media's thoughts on Internet integration and content innovation in the context of media integration. Thinking on other aspects-Internet integration as a whole is in its infancy, and its program form is still TV programs; Internet variety shows need to break through three bottlenecks: the genetic distance of decision makers, the scarcity of excellent production teams, and the integration of production and broadcasting of online platforms.

Editor's note: In the context of media integration, the reconstruction of media forms and media models, and content innovation have always been the core competitiveness of the media to remain invincible. On August 19, the "Smart Integrated Media Content Innovation Seminar" was held at Communication University of China. Liu Xichen, Chairman and CEO of Shixi Media, shared Shixi Media's thoughts on Internet integration and content innovation in the context of media integration. Thinking on other aspects-Internet integration as a whole is in its infancy, and its program form is still TV programs; Internet variety shows need to break through three bottlenecks: the genetic distance of decision makers, the scarcity of excellent production teams, and the integration of production and broadcasting of online platforms.

Real-time interaction, the integration of UGC and PGC, and the B2C profit model are the three innovation directions of Netcom.

In the past two years, whether it is TV variety shows or Internet comprehensive, it has not been profitable. The business model of variety shows, especially TV variety shows, is still B2B and still relies on advertising. Since last year, the economy has been declining, and the overall advertising delivery has been declining, with TV stations bearing the brunt. The advertisements of many first-line satellite TV stations have dropped sharply, and some second-and third-line satellite TV stations cannot be paid, let alone investing in programming. To do content innovation, especially content innovation in integrated media, we must first solve the problem of profit model. Without a profit model, there is no way to talk about content innovation.

Shixi has just completed the third round of financing, raised 100 million yuan, and has a lot of profits, but its valuation is only 15 times. We see some companies doing Internet variety shows, 30 times, 50 times, and we feel a little guilty. Netcomprehensive is very popular, and we are also thinking about Netcomprehensive, but how to make Netcomprehensive? Today, I also want to communicate with you our thoughts.

The overall network comprehensive is in its infancy.

In our judgment, the overall network comprehensive is in its infancy. "Mars Intelligence Agency","Roast Conference","Strange Talks"... No matter how popular the Internet is, the program format is still a TV program. They are no different from traditional TV programs. They are faster in pace, younger in packaging, and more networked in context, but the program format is still TV programs.

The current popular Internet Comprehensive still wins based on the topic scale. From "The Strange Talks" to "Roast Conference" and "Mars Intelligence Agency", it is difficult to broadcast on the integrated satellite channel.

From last year to now, we have talked to several Internet companies about several Internet programs, but none of them have been broadcast because investment promotion cannot reach 80% of the investment amount and cannot be launched. The reason is Internet Comprehensive's profit model. Netcom's profit model is basically the same as TV variety shows. It relies on advertising to attract investment, or is it B2B. In the economic downturn, advertising is too difficult to recruit. On the other hand, it is not because it is a comprehensive network that its costs will drop. Several well-known programs now claim to be very good in advertising, but it is understood that the internal situation is also very embarrassing. Therefore, Netcom's profit model also needs to be changed.

At present, on the Internet, the truly influential variety shows are still TV variety shows. Its clicks, topics and other indicators exceed the Internet Comprehensive.

Three major bottlenecks restrict the growth and development of Netcom

At present, Netcom needs to break through three bottlenecks. The first is the genetic distance of decision makers. Most of the decision-makers who really make the decisions on Netcom are from technology and operations. Most of the decision-makers in TV stations are from programming. This difference leads to a huge gap.

Two years ago, many TV producers went to some Internet. We learned that when they communicated with Internet decision-makers, they often communicated on different channels. People with a background in technology and operations should first consider data, marketing, and income. In the end, we have to make the program according to data analysis, which leads to a problem. Data analysis can analyze past programs, but there is a lack of means to implement data. Moreover, truly good works are personalized innovations, and excessive emphasis on data cannot produce great works. However, TV stations have a single profit model, with 95% of their revenue relying on advertising, which makes it difficult for TV stations to move forward. Now TV stations have stripped away the only things that make money, such as digital networks and cable TV. If TV stations had more profit models in addition to advertising, life would not be so difficult. But we are now facing a situation where TV stations have nothing but advertising.

The second is the scarcity of excellent production teams. In China, excellent teams are scarce resources. This is a historical development because our industry entered the market too late, just four or five years. It has been nearly 50 years since production and broadcasting in the United Kingdom, and 30 years since the United States.

Only under the market-oriented mechanism can a team emerge that understands industrial production, understands standardized production, understands the market, and has a sense of return on investment. Standardized production is the core essence of the model. Excellent production teams need to appear in the market, and our marketization level is still very low.

The third is the integration of production and broadcasting on the network platform. The Internet is now rich and rich. It hopes to take over the production, broadcasting and operation of all programs and recruit many producers. This is a bit like the TV station a few years ago. This is actually not a good phenomenon. I think the Internet should still adopt a method of separating production and broadcasting, not integrating production and broadcasting, and not trying to establish the concept of a big society integrating production, broadcasting and operation within your system. This is non-market-oriented and is not conducive to the development of the industry.

If these three bottlenecks are not resolved, it will be difficult for Netcom to grow.

The three major innovation directions of Netcom point to new profit models

. Speaking of Netcom's innovation direction, first of all, the Internet is a real-time interactive platform, but how many real-time interactive programs do we have? How to interact? Now there is a mobile live broadcast platform, which has contributed an innovative profit model-rewards. This is a B2C profit model and an innovative profit model.

Secondly, pay attention to the integration of UGC and PGC. Anyone on the Internet can shoot interesting things and upload them, but professional variety shows must be irreplaceable. Professional production is a must, and content for ordinary users is also indispensable. How to unify the two? Regarding the integration of UGC and PGC, the core is to allow users to participate in program creation and become part of program creation and presentation. Shixi was considering this issue and was also trying. It is hoped that new content can be generated, including new content production methods, which will be a transformation of content production methods.

Thirdly, we must realize the transformation from B2B to B2C profit model. Nowadays, it is very difficult for Hunan Satellite TV and Zhejiang Satellite TV to attract advertisements. Many programs are at the feet of advertisers and cannot be done without funds. We must adopt a B2C model and let the huge user base of the Internet pay together to solve this problem. This year, we have a variety show that we try to exclusively pay for viewing, but it is no longer available on the Internet. In the past, we couldn't make much money from copyright distribution. Variety shows must work hard in this direction, otherwise what if they keep losing money by selling advertisements?

It will take some time for the vertical operation of Netcom IP. For those who are involved in content, the vertical operation of Netcom brings many challenges to management and operations. Management is another profession. The team's organizational structure, management method, and operation model are all new and bring risks.

At present, there is still a lack of online comprehensive brands and market environment in China that are sufficient to support vertical operations. People who make content are very confident, but the distance between confidence and self-esteem is not far away. At present, there is not any IP in Netcom that has reached the level of "New Songs of China" and can be vertically operated. It will take some time.

Editor: Mary