The 50-year-old TVB chose to live in peace with the middle-aged crisis and return to the "juvenile" in the "Year of Knowing the Life".
"The current TVB is in sync with the 20th and 21st centuries." Du Zhike, deputy general manager (program and production) of TV Broadcasting Co., Ltd. (hereinafter referred to as "TVB") said at noon. At this time, the second anniversary of TVB's streaming media myTV SUPER, its registered users announced that it reached 6 million (Hong Kong's population of 740.98 million); while not far from the TVB restaurant for dining, four TV series are in the studio outside TVB TV City, outside At the same time, the scenic spots are photographed. Among them, there is no shortage of classic Hong Kong dramas that may become TVB Taiwanese dramas.
In the past three years, in order to keep up with TVB's transition to new media and youthfulness, Du Zhike used to explain the present and future of TVB to people in fluent Mandarin at the "meeting" lunch time.
TVB has no longer avoided the sensitive word "middle-age crisis". On the contrary, from the top to the staff, it has been facing the crisis. As early as three years ago, TVB realized that the transition is imperative. "We have no problems from birth to middle age, very happy; after the middle age, the impact of the Internet has brought many problems." Li Baoan, chief executive of TV Broadcasting Co., told reporters.
How to transform new media from traditional TV media? In short, the development of OTT, cooperation with the mainland, the development of overseas Chinese market, and social entertainment platform have become the way out for TVB.
Nowadays, the TV giant TVB, who is experiencing the painful period of transformation, has become a dual personality that combines the crisis of the year and the birth of a young boy. "On the road to transformation, we have already ran 51%, and there is still a road ahead." Li Baoan said.
The crisis is coming: internal and external troubles
Three years ago, the rapid development of the Internet hit the Hong Kong media market. The popularity of smart phones and the entry of overseas content have provided new content choices for Hong Kong viewers. TVB has to face not only local but also overseas high-quality content; the flexible use of the Internet has broken the traditional TV broadcast mode. The audience quickly attracted; and the rise of young people in the audience triggered new viewing preferences. In 2016, ATV, which had been courteous and glorious with TVB, declared its collapse and the industry was in decline.
Coincidentally, while the external competition pressure has increased sharply, the mainland film industry and video platform have developed at the speed of light. As the best quality talents in the industry, TVB artists and creators have been “digged away†by the mainland at high prices, and a large number of artists have left the nest.
The resistance of the policy has made TVB further fade out of the sights of the mainland market and the audience, almost "disguised" as a label in the memory of a generation. In the face of heavy resistance, TVB seems to have lost its original glory. Even TVB's good vigilance, lawyers, courts and other classic Hong Kong drama themes have no real explosions. After a group of iconic artists such as Huang Zongze, Charmaine and Hu Xinger left, TVB has not cultivated a head artist who can compete with it in the past few years.
"In the past many years, we have always had a little too good feeling, thinking that the main talents in the industry are in TVB, but there is actually nothing." Du Zhike said to the reporter, "We have cultivated a lot of talents, but these talents Both are lost."
The once brilliant TVB fell into a trough in internal and external troubles. The words "falling down" and "going out of the altar" have become the language used by the media before TVB.
Since 2015, TVB's annual revenue has declined, from HK$4.912 billion in the previous year to 4.455 billion. In 2016, it fell again to 4.21 billion. Profits plummeted from HK$1.331 billion in the previous year to HK$500 million.
The dilemma continues. In the 2017 financial report, TVB defined 2017 as a difficult year. Although the income has increased to HK$4.336 billion compared with the previous year, profits have fallen to the bottom of the market to HK$244 million. This figure is only the investment amount of a TV drama in the Mainland.
“At the time of the low tide, we were somewhat distracted. On the one hand, it was the dispersion caused by the loss of personnel; on the other hand, we did not focus on content creation and production as much as before.†Du Zhike analyzed.
From a financial point of view, Li Baoan summarized the decline in profits as the decline in advertising revenue and the increase in the cost of developing new businesses.
“In the past, our main income was advertising, and advertising began to fall in 2015, and then fell again. This is not only reflected in TVB, the advertising revenue of the entire Hong Kong media has fallen sharply. However, in 2017, our advertising revenue began to stabilize. In 2018, I also saw a relatively good momentum." He told reporters.
According to financial report data, in 2016, TVB's annual advertising revenue fell 15% from the previous year's 2.89 billion to 2.558 billion Hong Kong dollars; in 2017, it slowly increased 0.1% to 2.559 billion Hong Kong dollars.
As incomes fall, costs are rising. In 2015, TVB began to brew OTT business and invest in it. This led to an increase in its cost in 2016, from 3.439 billion in the same period to 3.888 billion Hong Kong dollars, and continued to grow to 3.934 billion Hong Kong dollars in 2017; among them, the cost of content increased from 1.331 billion in 2015 to 1.805 billion in 2016, afterwards In 2017, it fell to 1.789 billion Hong Kong dollars.
"The investment period of OTT has passed, we are no longer shocked. Advertising revenue is re-igniting; investment in new business has become a new growth point. The ideal income structure is to make OTT's advertising revenue a major source of income." Li Baoan Say.
Way out: open
"A good market must be open," Du Zhike said. TVB, which has experienced a few years of low tide, decided to open.
In 2016, TVB ushered in the Chinese culture of the major shareholder, and Chairman Li Ruigang became the vice chairman of the TVB board of directors. "Our original shareholders are more conservative, but the DNA of Chinese culture is different. They have internet and international perspective. Many ideas, we don't need to explain too much to them, they understand when they hear it." Li Baoan told reporters.
The first step in opening up is to embrace the mainland. Li Baoan revealed that TVB's initial cooperation with the mainland video platform was led by Li Ruigang. The two sides can shoot one after another. Since then, TVB has started to work with the video platform to create content and return to the mainland market.
The main mode of cooperation is the introduction of dramas, co-production dramas, that is, the custom dramas mentioned by the mainland platform: investment or joint investment by the mainland video platform, TVB, and broadcast on the mainland platform and Hong Kong media channels.
In 2017, TVB and Tencent Video teamed up to create "The Apostles 2" "Heartstorm 3" and released the cooperation of "Shen Gong Ji". This year, I cooperated with Aiqiyi to create a new century. I cooperated with Pengu Film and Television to discuss the iron exploration. I cooperated with Youku to reach a platform to export TVB dramas to Youku platform in 2018. At present, the output has been determined to be 4 .
More than TVB, TVB affiliated company Shaw Brothers Pictures also started a custom drama collaboration with the mainland platform. In the Shaw project, TVB also opened up cooperation with Shaw.
For example, in the "Flying Tiger's Sneak Battle", which is broadcasted by Youku, its Flying Tiger IP originated from TVB. Most of the artists in the film also signed TV actor for TVB. Starring Huang Zongze and Wu Zhuoyu were Shaw's signing artists.
For the attitude of the artist, TVB has become more inclusive. Compared with the rigid brokerage contract, even today, even if you are a traveler, you can cooperate with TVB on the project system. Rugao starred in the TVB hit drama "A Woman's Three Causes" and so on.
Du Zhike called this new model "pan-TVB". Not only artists, but also creative writers such as screenwriters and producers who have grown up in the TVB system can cooperate with TVB. "The key is not how much our ability is, but after they leave TVB, the creative environment in the Mainland needs to adapt, and there may be acclimatization. They are still willing to do Hong Kong dramas in their hearts."
At present, there are about 800 TVB signing artists. In addition, in order to better retain talent, TVB has increased the compensation for cooperation with the head talent project. However, according to the reporter, this part of the compensation is still unable to compete with the price offered by the domestic filmmakers.
In contrast, the transition from traditional TV stations to new media is at the heart of many changes. At present, it includes OTT channel myTV SUPERr, social platform Bigbig Channel, in addition, TVB will also develop OTT business overseas and develop TVB anywhere.
Old media to new media
TVB's OTT story began in 2015. This year, the real direct impact of the Internet made the TVB TV business feel unprecedented pressure.
Lin Guixing, who was originally responsible for the TV payment service, turned to the newly established streaming media business of TVB and served as the chief operating officer (business development) of MyTV Super Limited.
“The popularity of mobile phones and online video have changed the way viewers watch TV. They can use on-demand services at any time. On the other hand, the pay-TV business has been hit hard, the whole industry is very low-spirited; When it comes to content, the piracy problem is very embarrassing." He told reporters.
It took a year from preparation to the launch. The ship that has been driving in the traditional media ocean for a long time chose to turn, and there were too many problems to solve at that time.
The first product to be the first is myTV SUPER. After integrating almost all the business of the company, such as pay TV business, program department and content planning department, OTT department was formally established, and the first product positioning online video service platform.
The first technology to be solved. Unlike the underlying satellite technology of TV stations, OTT needs broadband network and hardware technology services. To this end, TVB launched its OTT service myTV SUPER in Hong Kong in April 2016, and with Internet service providers and telecommunications companies (ie Hong Kong Broadband, HGC Broadband and 3 Hong Kong) cooperate to provide bundled packages.
Another problem to be solved is the service mode of myTV SUPER, and what kind of service structure should be formed. At present, myTV SUPER is a charging mode including TV box basic version 780 Hong Kong dollars / year, Extreme Edition 1880 Hong Kong dollars / year; APP basic version 38 Hong Kong dollars / month; Web version of the basic version 38 Hong Kong dollars / month. It is reported that its paid users are currently 1.5 million.
Shortly after the product went live, myTV SUPER ushered in the first content bonus, the content of the 2016 Olympic Games, and users grew rapidly at this stage. Lin Guixing told reporters that the growth from 0 to 5 million is very rapid, and it starts to slow after 5 million. As of April this year, myTV SUPER registered users reached 6 million; users using OTT boxes have more than 1 million households.
“Hong Kong has 2.2 million families, and we hope that the next growth will come from the increase in the box family,†he said.
“I want it (OTT advertising revenue) to become a new growth point.†Li Baoan gave the OTT department a direct KPI.
Last year, the new online product Big Big channel made Li Baoan excited. The basic positioning of Big Big channel is a social platform, which is made up of content of TVB dramas, such as ghost content, live broadcast of artists, short videos, etc., which greatly enhances the stickiness between TVB and users.
On this basis, Big Big channel plans to use the content to open up electronic trading. For example, Li Baoan, in the food program, guides the sale of the ingredients, kitchen supplies and other products involved. According to the reporter's understanding, BigBig channel plans to launch BigBig shop and other product forms, directly facing brand owners, and planning advertising content.
Opening up the situation in Hong Kong, TVB's OTT ambition is not limited to Hong Kong. Li Baoan revealed to reporters that TVB anywhere has covered many regions including Australia, New Zealand and Canada. "Our goal is to cover the Chinese region around the world."
At present, TVB has officially authorized the content to the mainland's pan-Cantonese platform - buried piles. In this regard, Du Zhike revealed to reporters that short video and social content will be authorized to bury piles, and some content will be customized, such as visits by Hong Kong artists.
Authorization of TV drama content is currently on the Youku platform. However, according to the reporter, its agreement as of 2018, the future copyright output will be on which platform, it is still unknown.
Embracing the mainland to find new Hong Kong drama
In addition to exporting copyrights to the mainland through Youku, custom dramas cooperating with the mainland carry a greater meaning.
Du Zhike revealed that TVB will shoot 23 TV dramas each year, 520 hours, to meet TVB's demand for broadcasting. Among them, there are currently three co-production projects in the Mainland.
"The future hopes to gradually increase to five or six, and all 23 are the best cooperation with the mainland." Li Baoan said with a smile.
Seeking to increase cooperation with the mainland is a huge dividend for TVB brought by the mainland co-production project.
According to direct financial data, in 2017, TVB and You Aiteng's cooperative co-production project brought in 185 million Hong Kong dollars in revenue. “High budget, big production†is the key word for the co-production project.
On the one hand, TVB, as an important content category, is the high ground for media streaming in the Mainland and an important weight for its new paying users. On the other hand, for TVB, it also improves the overall production level of TVB content. The key projects exported from the Mainland also made TVB's new artists familiar with the mainland audience and had the opportunity to cultivate a new generation of TVB idols in the hearts of mainland audiences.
The reporter was informed that the cost of TVB TV dramas is generally one set of 1 million Hong Kong dollars. The series of works with the mainland can reach 5 million Hong Kong dollars.
Long-term cooperation has also improved the overall production level of TVB. Du Zhike revealed that the cost of the new drama "Ten Brothers" created in cooperation with the Taiwan Production Center will be as high as 5 million to 6 million Hong Kong dollars. At present, the show has not confirmed cooperation with mainland partners. TVB hopes to start with the "Ten Brothers" and explore the new Hong Kong drama temperament.
At present, the projects that the mainland cooperates with TVB are traditional Hong Kong-style TVB TV series. “In the initial cooperation, according to the ideas of mainland partners, the classic IP is the safest and least risky. From the perspective of TVB, of course, we must get the best IP at the beginning. But we hope that something new will happen.â€
Among the identified projects, traditional IP and new development topics each account for half, and the proportion of new topics will increase in the future.
Will exploring new themes lose their taste in Hong Kong?
Li Baoan told reporters that TVB's principle is that it cannot lose its original advantage. "Our advantage is to shoot Hong Kong culture and Hong Kong characteristics. If you give up this and go to shoot something that I am not good at, this is not the case."
This change is natural. Du Zhike analyzed the reporters. In the past ten years, many of TVB's creative talents have come from the mainland, and their cultural influence does not occur in Hong Kong. But now, most of the screenwriters have grown up in Hong Kong to see things in Hong Kong, and Hong Kong as an international city, the language of young screenwriters telling stories is different from the previous generation.
"In short, it is more modern, more modern, this is the change of the times." Du Zhike said.
Bottom gas: industrialization
On April 15th, on Sunday afternoon, the TVB TV City in Tseung Kwan O, Hong Kong, was raining. In the studio area, four TV series were filmed in different sheds at the same time. The lattice room in the shed completely presents the classic TVB scenes such as bedroom, living room, office, stage and theater. One of the studios will be filmed on the same day and will be demolished for use in another show.
Outside the shed, another TV series was filmed in the exterior area of ​​the TV City, which was used as a market during the Republic of China. Next to the market is the giant house that is still being built. The location area changes with the shooting needs, and the film is the key TV series broadcasted in the next stage of TVB. Under the integrated mode of production and broadcasting, this complete TV industry system, It has brought a glorious era to TVB; nowadays, the 51-year-old TVB is seeking to change and gain the necessary momentum.
The TVB TV City, which was completed in 2003, covers an area of ​​15,552 square meters, including 23 studios, 11 for variety shows, 5 for user comedy, and 7 for news studios. From the exterior to the shooting and clothing, every link here has almost become an industrial system that the mainland film and television companies are looking for.
For example, the clothing factory covering an area of ​​about 1,155 square meters, all the clothing that appeared in the TVB drama gathered here. The costumes that are being released, photographed, and photographed are placed in different categories and placed in different areas according to different storage methods; different clothing and accessories have different storage temperatures. Different hats and jackets are placed in a constant temperature shelf at the required temperature.
It is reported that there are more than 110,000 pieces of clothing, each piece of clothing, from yellow robes to small bow ties, each with its own unique number, each sequence has a corresponding person in charge. Outside the factory, a smart brain ensures that the costumes are placed in an orderly manner, and when needed, you can quickly find any outfit. Overall, it is similar to a huge library management.
Shooting the exterior At any time, depending on the shooting needs to change the decoration, walking in the location shooting area, almost everywhere in the TVB drama often appear. At the next corner, you may encounter the back garden in the Palace of Hearts and the TVB actor who has a makeup.
On the basis of complete industrial hardware and architecture, the core of ensuring the operation of this architecture is the mechanism. And TVB has thus become the only media giant in China to integrate broadcasting.
In Du Zhike's view, the key is not industrialization, but the gathering of talents from different links and operations in the same place. “This is our biggest feature. Most of the links have internal people. Even with the addition of external elements, we can quickly integrate into each link and implement operations internally.â€
This is the foundation of TV in the glory days, that is, all talents focus on content creation, and TVB, which is over half a year, returns to the juvenile.
The cost structure of TVB is also more reasonable in terms of cost allocation. Du Zhike introduced that the cost of each set of 1 million Hong Kong dollars, in the embodiment of the specific project, 70% is used to maintain the entire industrial machine, to ensure the operation of each link process. Among them, basic expenses such as the founding personnel and production. The remaining part including the actor's pay is about 30%.
Screenwriting is a crucial part of it. Unlike most mainland film and television companies, TVB has more than 100 screenwriters, which is one of its greatest assets. However, Du Zhike thinks that this is not enough. In his view, according to the current TVB content capacity, the 200-person scriptwriting team is ideal.
He introduced that each project will use 4-5 scriptwriters, often determine the subject matter 9 months before the boot, and spend less than 9 months to polish the script.
Unlike some mainland scriptwriters who operate multiple projects at the same time after becoming famous, the screenwriters in TVB cannot cross projects, and one project can be started before the next one.
"Ten Brothers", the scripting drama "Chongshang Yunhao 2020", which is co-produced with Tencent Pictures, is expected to last more than one year. Both of these plays are likely to become the prototype of the "New Hong Kong Drama".
The co-production drama gave TVB a bigger imagination. Different from the introduction of the drama, the project identified as a co-production drama can be distributed to TV stations and streaming media at the same time, which is more conducive to the return of Hong Kong dramas in the Mainland. It is also one of the directions that TVB will explore next.
After ending a four-hour interview, Du Zhike admitted that he would fall into countless sleepless nights. In the near future, the “Chongshang Yunxiao 2020†project has entered the preliminary preparation stage.
However, this is not the most difficult drama. The process of "The Apostle 2", which was first co-operated with the Mainland, is even more difficult. Throughout the process, Du Zhike needs to explain this practice many times with different people. “Now, the TVB of the 20th century and the TVB of the 21st century are still in sync, and we still need a lot of work to move the big TVB ship to the 21st century.â€
"There are a lot of problems to be solved, but there is only one way to find a way out. The most important thing is why this drama will be on fire in the Mainland and why it will be in the overseas Chinese region. This answer is the most crucial."
Answering this question fully is the beginning of all industrialization and one of the cores of TVB's return to the center of the stage. The 50-year-old TVB, who knows the destiny, will look for a new "Hong Kong drama era" in the next 50 years.
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