Noisy, "slotting allowance" high, there is no qualification of news and information broadcast, advertising spread, the contents of a single, property TV even more difficult. Hailed as "the sixth media" building television, born no doubt was a new thing, stole the show, but with the freshness of the strip, building the shortcomings of television more exposed.
TV Industry Events Building, 2006
January 8, 2006, Focus Media to 94 million U.S. dollars in cash, 231 million U.S. dollars 325 million shares of its major domestic competitors, the price reached a merger agreement Target Media, Focus Media this new buildings in China occupy 98% of TV share. (Focus Media has finally cleared the competition, a dominant)
February 2006, in Chaoyang District in Beijing saw Target Media office buildings television news turned out to be more than two months before the "news" is very confusing. (In the absence of news media intelligence, building the new TV only wine in old bottles)
February 2006, North Canton City TV conquering a city the media, plans to install the display end of the year the number reached 10,000, and building television quitting. (City TV building television experience siege)
March 2006, Focus Media's commercial buildings in the original network segment platform resources, including commercial network launch, the Chinese leaders Network, China Business Travel Network, the Chinese fashion network of 7 major product lines. (Cohabitation of the building advertising needs further subdivision)
April 2006, Xi Cheng media set in the supermarket ads TV switched to the "club", and Focus Media signed. In the Tesco 13 successive prosecution "traitors" after supermarket, Xi Cheng media to "unfair competition" customers away grounds, to Focus Media to court and claim 1357 million yuan. (Building TV providers compete for resources is heating)
June 2006, was the beginning of Focus Media to 30 million U.S. dollars of expensive acquisitions WAP PUSH Dotad operators in the renamed Beijing Focus Media Wireless Co., Ltd., the official start operations, started selling mobile advertising. (Following the television building after flying into the homes of ordinary people, Focus Media looks for new profit point)
July 2006, due to rent, building locations and number of objective factors, Focus Media has adjusted its business premises advertising prices, price increase of 10% -12%. (Property Recognizing the limited building space, one after another price increase)
Review: Building TV is bound in a small space
This year, many communities in Beijing, the lift of LCD TVs are frequently taken down, apartment buildings television has once again suffered question. To a 10-story apartment as an example calculation, a ladder 2, an average of three people per household, the total number of around 60 people so little traffic, advertising effectiveness naturally out of the question. The express shuttle to the streets has become a member of the main building television audiences.
Despite aggressive television building, the audience, "dogged" in the tiny elevator, but in a small space in the television building, going up can only be met "ceiling." Removed either actively or passively taken down, many buildings for the TV providers, are a smart choice.
Shanghai Hai strategic management information consulting firm in Shanghai and Beijing to conduct research, commercial office space on the white collar workers who visit random intercept. Survey, white-collar occasionally or never see buildings 55.6% for video ads, video ads often see buildings and can impress only 10.1% of the buildings regularly to see video ads, and affecting the shopping desires of only 6.3%.
For outsiders, the building's fatal wound is the only video broadcast commercial advertisements, the same ad repeatedly broadcast a longer update cycle. Strictly speaking, building TV is just a kind of "advertising", and television, newspapers or the Internet, the audience first look at the content, be content to attract, and then to accept advertising. Content of advertisers, the main bridge between the audience, but the buildings do not have this basic feature television.
In addition, the building remains the main channel television offices, but with the large number of buildings with the signing ready for renewal, many buildings began to demand higher prices, some of Wangfujing and Trade building in even doubled. Focus Media was originally developed in this niche market, no one recognized the value of which, however, when the fame of its success when the TV rental buildings also will correspondingly.
Again, building the elevator's stay short and relatively anxiety, it is difficult to seriously look at advertising, communication effect is difficult to assess. The advertising segment is very important, not only to achieve geographical breakdown, while the content segment to do, but building it is difficult to do television, to take man to play his way, once a week to replace the contents of the same time, quite a mixed bag of various advertising, dissemination of results will inevitably be affected.
It is in this context that gave birth to more segments of the building TV New Army. Morningstar Investment Group, Hong Kong, the health of the media, Legend Capital's extensive media source train, with the background of the Beijing city government TV, occupied the main airport of the flight of domestic U.S. media, and a considerable advantage in the malls of Shanghai Xi Cheng media, etc., are sub- Fresh TV with buildings limited space for development.
Entrepreneurs Forum:
Focus Media CEO Jason Jiang: 2006, Focus Media has a new growth point
Year 2006 public focus on the development of two directions: first, large-scale outdoor LED media, that is, large screen video ads. Secondly, mobile advertising, which is considered strategic positioning for the company. Whether the framework of the media, or last year's acquisition or merger earlier this year gathered Ye Hao, Focus of the strategic positioning has been established, is to build China's largest media groups living area.
Xi Cheng Tian Guanyong Media CEO: Focus more like a portal Sina.com, which is a breakdown of our professional website
And divided, the degree of gathering known than the culture of Yuxi City, the brand still relatively weak, but in the big box area of Yuxi City, the name rang in Focus Media.
Despite aggressive television building, the audience, "dogged" in the tiny elevator, but in a small space in the television building, going up can only be met "ceiling." Removed either actively or passively taken down, many buildings for the TV providers, are a smart choice.
Shanghai Hai strategic management information consulting firm in Shanghai and Beijing to conduct research, commercial office space on the white collar workers who visit random intercept. Survey, white-collar occasionally or never see buildings 55.6% for video ads, video ads often see buildings and can impress only 10.1% of the buildings regularly to see video ads, and affecting the shopping desires of only 6.3%.
For outsiders, the building's fatal wound is the only video broadcast commercial advertisements, the same ad repeatedly broadcast a longer update cycle. Strictly speaking, building TV is just a kind of "advertising", and television, newspapers or the Internet, the audience first look at the content, be content to attract, and then to accept advertising. Content of advertisers, the main bridge between the audience, but the buildings do not have this basic feature television.
In addition, the building remains the main channel television offices, but with the large number of buildings with the signing ready for renewal, many buildings began to demand higher prices, some of Wangfujing and Trade building in even doubled. Focus Media was originally developed in this niche market, no one recognized the value of which, however, when the fame of its success when the TV rental buildings also will correspondingly.
Again, building the elevator's stay short and relatively anxiety, it is difficult to seriously look at advertising, communication effect is difficult to assess. The advertising segment is very important, not only to achieve geographical breakdown, while the content segment to do, but building it is difficult to do television, which broadcast to artificial means once a week to replace the contents of the same time, quite a mixed bag of various advertising, dissemination of results will inevitably be affected.
It is in this context that gave birth to more segments of the building TV New Army. Morningstar Investment Group, Hong Kong, the health of the media, Legend Capital's extensive media source train, with the background of the Beijing city government TV, occupied the main airport of the flight of domestic U.S. media, and a considerable advantage in the malls of Shanghai Xi Cheng media, etc., are sub- Fresh TV with buildings limited space for development.
Entrepreneurs Forum:
Focus Media CEO Jason Jiang: 2006, Focus Media has a new growth point
Year 2006 public focus on the development of two directions: first, large-scale outdoor LED media, that is, large screen video ads. Secondly, mobile advertising, which is considered strategic positioning for the company. Whether the framework of the media, or last year's acquisition or merger earlier this year gathered Ye Hao, Focus of the strategic positioning has been established, is to build China's largest media groups living area.
Xi Cheng Tian Guanyong Media CEO: Focus more like a portal Sina.com, which is a breakdown of our professional website
And divided, the degree of gathering known than the culture of Yuxi City, the brand still relatively weak, but in the big box area of Yuxi City, the name rang in Focus Media.
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