Professional Documents
Culture Documents
境外电视在华运营策略分析报告
境外电视在华运营策略分析报告
Viacom
Rupert Murdoch
(Case
Analysis)(Interview)
Abstract
The foreign media, represented by News Corp., and Viacom Inc, has entered the
media market of mainland China for 20 years. During these 20 years, they took the
traditional media -- film and television industry as a breakthrough and opened the
door to the Chinese market. At first they thought with their media giants background
and qualifications, all the foreign TV channels in the Chinese market can operate well.
Unfortunately the media policy is still closely guarded and what they get in China is
the so-called "limited landing" policy.
The "Limited landing" policy shatters the Murdochs "Chinese dream" But after all
the media tycoon are still media tycoon. From the beginning of this century, as the
gradual integration of mainland China's telecommunication network, radio, television
and the internet, the foreign media have started to catch the convergence, starting a
new round of shock.
This paper will start analysis with the background of when the foreign media
begins to keep an eye on Chinese market, from the development in the market of
China to their policy embarrassment in China. from policy analysis in the media
market of China to how the foreign media strive for survival in platform brand and
content. Using theoretical analysis of commercial marketing and strategic
management, taking case analysis and on-the-spot interview, this paper analyzes and
compares the survival space of foreign media in the market of mainland China.
ii
iii
20 70 80
2006
World Trade
Organization2002
6 5
2002: 005-0062004
33 12006
2006
1555 18
225915 9
1192 210 103
2006
2005
1.
500
Time
WarnerDisney
500
2.
4P 4
1.
1985
52 20 Twentieth Century-Fox Film
CorporationThe Sound of Music
General George Smith Patton2002: 119
FoxCCTV-9
2002 1 22 120
2005: 017
2002 3 28
100 24
2002
2003 3
30
2003
2004
CEPA
()
2004
2004
2005
2008
2004
2005 8
2005
2005
1997 1 ChinabytecomChinaByte
IT IT
(ICP)ChinaByte 2001 4 2005:
015-016
2006 11 1 MySpace
50
MySpace
2006
2.
1995 MTV
MTV
2003
MTV
MTV
MTV 1999
CCTVMTV
2001 5 1
814
100 30 2003 3 26 MTV
39 MTV 24
100 2002: 130-135
2003 12 28
30
Cat DogWild Thornberrys
2004 6 1 - Kids Choice Award
2005
CEO Summer MRedstone 2004 3
2005
6
2005
2004 11 44
600 51
49
2005: 057
2005 9 2005 12
()
2005
3.
2000 6 1
852001 10
2002: 117
2003 7
TOM 64
2003
2003 6 49
57
2002 3000 2003
2004 10
11
49 30
2004
2002 Warner Bros
International Cinemas
2003
75
492005
51
2006
2005
51
6 2006
2005 2
2003
2005
2006
5.
1996 3 31
2005:
018-020
2003
2003 129
10
1.
90
2005
1 4 1990
11
2-1
1990
5 28
1994
23
1993
8 20
129
Direct To Home
129
12
2004
27 2004
1 10
22
31 2003
2 2006
2 33
2004
81
27
()
13
2-2
1994
10 15
23
10
1995
91
15
()
2004
2 11 414243
44
14
15
2-2
2004
41
10 21 15 42
41
15
10
2004 10
23
10 42
42
16
17
2-3
2005
11
43
43
2005
58
50
2004
44
11 28
44
49%
18
44
2005
44
34
(44 )
19
2-4
2005
82
2005
84
51
44
2004 3
600
20
51 49
(Nickelodeon)44
2004
2004 11 25 SNE
51
49
2005
2004 10
302004
2004 11
2005 8
2005
11
28 44
3
(44 )
2.
21
2005: 005
1978
2003
2005: 032
5 2005 3
2006
2004
2005 12 10
2005
2003
22
2003 2005
2005: 018-021
GDP
2003
3.
23
2005
2002
24
2003
4.
2006
2006
2006: 014-015
1 IPTV IPTV
IPTV
IPTV
2 2005 11 3.88
2006: 389 3G
25
2006 2008
2015 2006: 013
1.
21 19962004
26
19972005
22
1996 2004
19972005
27
11996 2006
1996
23 19962005
19972005
2)
1990
28
20052006
13
2002
CCTV-CCTV-2CCTV-6
1985(Value Chain)
29
20031211
2005
2005
30
z
z
z
4PProductPrice
PlacePromotion4
31
9033
33
CCTV4
CCTV9
21
32
1.
(1)
MTVMTV60
MTV
MTV
870
MTV(CBS)
33
19
1300
MTV1995
MTVMTVMTV
MTV1995MTV
6000
MTV
MTV
MTVMTVMTV
MTV6000
80%-90%
10%
5%MTV
21913068MTV
2000MTV
40005000MTV2004
MTV(
MTV9
34
2000)
2001
200381320032002620036
STARSTAR
20062004
35
(2)
Global TV
MTV1999
CCTVMTV
1
78%
200151
2008000
35
1025%8%
2002302
36
2003
DVDVCD
200312
1228
300
2004
Win
Win
37
SMG
ESPN
CNBC
CNBCManaging Asia
CNBCCNBC
Alexander Brown
2004
SMGUniversal Music
38
DVD
39
2004
(3)
20012
3.25126000
850017
Mediachina2006
2006
199%China
Mobile
40
2.65
2.
Robert Fortner
right of communication
2000
WTO
2004
127
2004
WTO
41
(1)
2002730
20
3
1/3
20051.3
MoreBigFast
42
(2)
WTO
WTO
2005
100
IDG
Hachette FilipacchiELLE
Yahoo(Google)MSN
MSN China
20064
20068
WTO9
WTO50%
43
(3)
WTO
10
2003
44
19999
2003
1993STAR TV BBC
BBC19941995
1995
1999
19981001998
400
45
My Space
My spaceMy Space
3.
2000
Convergence
Merge2006102327
CASBBA Convention2006
FOXSTARBSkyB
46
Direct TVMy
Space
2005758Intermix
MySpacecom
Intermix47%MySpacecom
MySpacecomIntermix30
Fox
4500
Intermix2700
Intermix
MySpacecomIntermixFox
Intermix
2005965
IGN EntertainmentIGNGameSpycomIGNcom
47
TeamXboxcom
Rottentomatoescom
758
69My space
200633110
21
3
201020
51200
25
Google
20069
My Space
My Space
48
58
My Space
My Space
My SpaceMy Space
50%
(Google)
My SpaceIT
My SpaceMy Space
blogcncomblogchinacom5151com
50%
My SpaceMy
SpaceMy Space
My Space
200668
(8002 HK )199%()(0941 HK)
49
3G
My space
2006
200610
()
()AutodeskIT
200519991999
50
2006
15%22%
51
CEO
52
VIACOM
?
1
1
40
53
1998
24 4500
:
25 144
54
2CEO
CEO
CEO
PARTY
MTV CEO
: 36
MTV
MTV
55
GOOGLE CEO
CEO
2000 7
20
2005 7 17
6026
2
1
VIACOM MTV CCTV CCTV-MTV
MTV
MTV
2003 4 MTV
MTV
CCTV-MTV
56
CCTV-MTV
CCTV-MTV 1999
2002
MTV :
CCTV-MTV
CCTV-MTV
CCTV-MTV
MTV
57
MTV
MTV
CCTV-MTV
CCTV-MTV
CCTV-MTV
CCTV-MTV
CCTV-MTV
58
CCTV-MTV
CCTV-MTV
2005
CCTV-MTV 8
MTV CCTV-MTV
MTV CHANNEL V
:
3
1
59
11
90
60
CHANNEL V
MTV
DISCOVERY
61
2005
62
2003
[
] <>
<>
63
2006
64
97
911
65
: 2006
WPPBrandZ
2006
66
12
:
LOGO
LOGO
logo
40
<<>><<>>
<<>><<>> <<
67
>><<
>><<>> <<>>
10
2006
68
1.
(1)
111018
002200
MTV
69
4-2 MTV20061110
MTV
18:00
18:30
MTV
19:00
(23)
20:00
MTV
(24)
21:00
24
MTV In
-CSI
(13)
22:00
MTV
23:00
MTV
4-3
MTV
0
3
1
50
05
125
70
18002200
125MTV
50
(2)
2000
250
71
xingkong
2003
2002100
2006120066
TOP10
-200369
903%
72
2005699
02%2005699
02%
7002002"
"
30179%
2002
2005
27%
()2004
73
2006
(3)
20052006
3
20052005
PK
125
74
PK
75
2005
2005819
53180
15
2006
41/2
23
76
5086%7%
1757%2457%
20042
20052000
77
2006
2.
MTV
(1)
23
423
2300
NBC1994
2300
78
23
2330
21
MTV MTV
MTV
23
23
23
121315.8%19
2253%
79
(19:00-22:00)46.3%(22:00-24:00)17.2%
(17:00-19:00)17.0%(12:00-13:00)
15.0%(13:00-17:00)8.0%
,2006
(2)
(19:00-22:00)
24
CSI
20041023
19002200
80
200616TOP10
200617TOP10
3.
20052006
81
MTV
BLOG
BLOG304909
2006512494426
20051119
101035832005
12124410338
200511191/33
1/14,2006
MTVMTV
1996MTV1997
20005
200010
3
MTV
82
MTV
MTVMTV
MTV
MTV2006
9MTVMTV
MTV
MTV
83
1.
2.
3.
WTO
84
CEOMTV
COO
85
1 2006
(CNN)
(HBO)
CINEMAX (CINEMAX)
(MTV Mandarin)
(NGC Asia)
(ESPN)
10 (Star Sports)
11 (AXN)
12 (DISCOVERY)
TCI
COX
13
(HALLMARK)
14
(BBC WORLD)
15
86
1 2006
16
17
18 (TVB8)
19
(TVB
GALAX)
20 (NOW)
21
22 5 (TV5)
23 (PHOENIX INFONEWS
CHANNEL)
24
(BLOOMBERG)
(EUROSPORTSNEWS)
27 (CETV)
28 (HORIZON CHANNEL)
29
2003
87
1 2006
30
(CELESTIAL MOVIES)
31
(CHANNEL NEWSASIA)
32 (EAST TV)
33
ASTRO
2004
2006
88
1. 2003
2. 200520042005
3. 20062006
4. 2005
5. 2006
6. 2004
CCTV
7. 2001
8. 1999
9. Robert Fortner2000
10.2004
11.2006
12.2000
13.2003
89
14.2004
15.2005
16.2006
17.2005
18.20061996-2006
19.2004
20.2005
1. 2006
http://www.idg.com.cn/china.htm
2. 2006 2006
http://www.sarft.gov.cn/manage/publishfile/35/2410.html
3. 20062006
http://www.adexcvsc.com/sjzh/2006/sj20061205htm
4. 2005 3 3 21
90
5. 2005
20042005
69
http://media.people.com.cn/GB/40699/3468828.html
6. 2006
:1004 4914 (2006) 04 - 193 - 02
7. 2002
231
http://xwjz.eastday.com/epublish/gb/paper159/200205/index.htm
8. 2003
250
http://xwjz.eastday.com/epublish/gb/paper159/200312/index.htm
9. 2003
248
http://xwjz.eastday.com/epublish/gb/paper159/200310/index.htm
10. 2005 1 11
11. 2005
http://info.research.hc360.com/2005/10/2708588406.shtml
12. 2004 12 2
13. 2005 8 1
http://www.cmsy.net/news/view24.asp?subid=24
14. 2004 12 31
2004
91
15. 2005
http://www.cddc.net/shownews.asp?newsid=10685
16. 2002 12 13
http://www.sarft.gov.cn/manage/publishfile/35/942.html
18. 2004 8 27
19. 2005 11 2
http://news.xinhuanet.com/newmedia/2005-11/02/content_3720241.htm
20. 2006 11 9
1 MySpace
http://www.xinhuanet.com/report/media/hqqyj.htm
21. 2005 12 16 -
http://news.a.com.cn/News/Infos/200512/19343656898.shtml
22. 2005
http://big5.xinhuanet.com/gate/news.xinhuanet.com/ec/2005-12/16/content_3928932.htm
92
25. 2006 1 9 1
http://news3.xinhuanet.com/fortune/2006-01/09/content_4027551.htm
26. 2006 11 8
27. 2005 3 21
28. 2003 10 30
http://yule.sohu.com/52/51/homepage204635152.shtml
29. 2006 4
http://www.gemag.com.cn/BBS/Boards.asp
30. 2005 1 12
http://news.sina.com.cn/o/2005-01-12/18134808097s.shtml
31. 2006 7 17
http://big5.xinhuanet.com/gate/big5/news.xinhuanet.com/newmedia/2006-07/17/content_4844
605.htm
32. 2006 8 2 20
http://tech.sina.com.cn/m/2006-06-07/1338978970.shtml
33. 2006
http://www.cddc.net/shownews.asp?newsid=10066
34. 2006--
http://www.70era.com/Business/Article_51849.html
35. 20032003
93
-
http://www.csm.com.cn/download/articles/20040406.html
36. 2005 8
37. 2005 9
38. 2006 06 20
94