[Full Text] Hunan Taiwan and Taiwan Director Lu Huanbin Performs at China Network Audiovisual Conference...

On November 30th, the opening ceremony of the 5th China Network Audiovisual Conference and Summit Forum was held in Chengdu. The conference focused on the new mission of the industry, focused on the new momentum of the industry development, presented a new network of audiovisual and new appearance, attracted major TV stations, well-known Internet companies, communications operators, film and television companies, production companies, well-known PGC agencies, announced More than 1,000 organizations and more than 5,000 industry colleagues from marketing agencies, technology and big data service organizations, universities and research institutions, financial and investment institutions and other networks. At the meeting, Lv Huanbin, Party Committee Secretary and Director of Hunan Radio and Television Station, and Party Secretary and Chairman of Hunan Radio and Television Group Co., Ltd., made a presentation entitled “Taking a Hold on the Great Opportunity Brought by the New Age Media Convergence—Human Radio and TV Station Building Mango TV. The keynote speech of "Thinking."

Pictured: Party Committee Secretary and Director of Hunan Radio and TV Station, Party Secretary and Chairman of Hunan Radio Film and Television Group Co., Ltd. Lv Huanbin

The following is the full text of Lu Tie's speech:

Since the party’s 18th National Congress, socialism with Chinese characteristics has entered a new era. This is a new historical orientation for China’s development. The new era has spawned new ideas and new ideas lead the new era. On August 18, 2014, General Secretary Xi Jinping proposed to promote the integration of traditional media and emerging media, strengthen Internet thinking, and adhere to the complementary advantages of traditional media and emerging media, and promote traditional media. And the deep integration of emerging media in terms of content, channels, platforms, operations, and management." At the 19th National Party Congress just concluded, General Secretary Xi Jinping asked us to "deepen the reform of the cultural system, improve the cultural management system, and accelerate the establishment of institutional mechanisms that put social benefits first, social benefits, and economic benefits unified." It has indicated the direction of advancement for the integration of radio and television media, and it has injected a powerful impetus, with significant practical guidance.

In 2014, after more than ten years of rapid development, Hunan Satellite TV was in a critical period when it was not advancing and retreating. The general secretary proposed new requirements for media integration in the new era and made strategic guidance for major opportunities. In accordance with the requirements of the General Secretary, we have unwaveringly taken the path of media convergence. From the single-play strategy launched by Mango TV in 2014 to now, our mobile end users have grown from zero to 500 million, IPTV operators have covered more than 55 million subscribers, and Internet TV terminals have reached 65 million subscribers, operating income from 2014. The increase of 600 million yuan to 3.5 billion in 2017 has greatly increased the power of dissemination and influence. The general secretary's strategic guidelines have opened up a broader development path for Hunan Broadcasting Media integration over the past three years.

Next, we share our thoughts and practices from the "Five Fusions" proposed by the General Secretary.

First, content fusion

First of all, it was demonstrated that Hunan Satellite TV and Mango TV were fully connected, and all of them implemented dual-platform broadcasting. From news editing, program planning, literary creation, purchase and customization of film and television dramas, and production methods and processes, the two platforms have truly opened up. Very pleased to see that Mango TV's content production capacity has also begun to gain market recognition. The original capacity of Hunan Satellite TV went to Mango TV, and Mango TV also lent back to Hunan Satellite TV. In the past, they were all "first Taiwan post-nets," and now they have also begun "preliminary network back offices." In 2018, Mango TV's self-made “National Detective”, “Fire King” and “Sweet Crit” will be master-controlled by Mango TV and delivered to Hunan Satellite TV. From past one-way content delivery, to two-way content interaction.

Second, channel integration

It is mainly at the technical level that new channels are built through modern communication networks and new terminals. Mango TV integrates channels, analyzes the needs of users through big data, provides all aspects of information and other services required by users, and truly realizes the interoperability of Hunan Satellite TV and Mango TV media assets, technology, and data. "One cloud and multiple screens", from the live TV screens of traditional TVs, to IPTV, OTT, and tablet PCs, mobile terminals, all channels are all integrated. Audiences to audiences, audiences to users, content change products, products to products.

Third, the platform fusion

In the past, the engine of the mango station was single, only Hunan Satellite TV, and various business forms were attached to it. As Mango TV continues to iteratively upgrade, it is also accelerating its transition from an "attached" position to an "independent" platform, with increasing "engine" value. The ultimate expression of Mango TV is not to be a “professional store” on the Internet, but to be a traditional media business on the Internet, but to accelerate to become another “engine” and to form a new pattern of “dual-core drive” and full media development with Hunan Satellite TV.

Fourth, business integration

Operational integration is a new construction of the media's new organizational structure, product promotion, employment mechanism, and especially business model in the new era of media integration. In practice, we opened up the communication between traditional media and new media, opened up the software, broadened the gap between hardware and software, opened up customer resources, opened up business strategies, and integrated business incubators and businesses, realizing a truly integrated business strategy.

Fifth, management integration

We have achieved open communication in guiding management, top-level design, management experience, and personnel training. We boldly promote the gear-type configuration of television, Internet channel technology, content, and management personnel. Our new media team, born out of traditional media, focuses on Internet play, focuses on interaction and data analysis, and combines traditional craftsmanship with the utmost pursuit of craftsmanship. Comrades with rich experience in traditional television production and management are responsible for the management of new media and promote the integration of content talents between traditional media and emerging media.

In accordance with the new strategy for the integration of the general secretary's media, Hunan Radio and Television actively explores and bravely practices, and follows the unified standards of social and economic benefits, and escalates into the fast lane of media convergence and development. As an absolute state-owned mango TV, it is firmly ranked fourth in the online video industry. This year, we launched a major asset reorganization of the company’s happy purchase by the listed company, which is to push new media platforms, media e-commerce and content production, game interaction, and artist brokerage into the capital market, and to insert capital for the rapid development of media integration. wing.

This year, Mango TV was the first to make a profit in the video new media industry. In the first half of the year, Mango TV made a profit of 150 million yuan, and it is expected to make a profit of 400-500 million yuan in the whole year. And the diversified income structure is very healthy. Compared with the new online video media, which is currently at the forefront of the market, Mango TV is not the most income, but it has more sources of income such as advertising, copyright distribution, membership income, IPTV, OTT and so on. At present, the copyright distribution revenue (Hunan Satellite TV's copyright and Mango TV's own copyright) has dropped to less than a quarter, and the three incomes of membership income, IPTV, and OTT have all increased by more than 100%. Even though advertising revenue is generally at a bottleneck, Mango TV's advertising has also increased by 70% this year. What's more important is that we rely on self-control, self-control, and control over the main investment. The advantages in terms of content cost are even more prominent.

At the beginning of Mango TV's start-up broadcasting alone, through the establishment of funds, strategic investment, etc., it actively deployed in the areas of film and television, music, social networking, hardware, games, etc., and initially formed a relatively complete mango ecosystem, for the sustainable development of industrial ecology. Provides support. Now, our restructuring plan has been approved by the relevant departments in charge of the Central Propaganda Department, SARFT and other relevant departments. In the future, the listed company's four-year performance promised after the reorganization will reach a net profit of 41 billion yuan. We are confident that we will exceed this goal.

“The age is the mother of thought, and practice is the source of theory.” This general philosophical wonderful quote by General Secretary Xi Jinping provides a valuable key for further understanding and implementing the general secretary's strategic thinking on media integration. The new era has spawned new strategies, new strategies have won new opportunities, and new opportunities have brought new leaps. Hunan Media's media development will embark on a unique, effective, and sustainable deep-integration development path for state-owned cultural media.