Research On The Marketization Of The Content Assets Of The JTV Group

Great changes have taken place in the media industry with the widespread application of information technologies such as big data analysis,cloud storage,and cloud computation.With the advantages of the Internet,the new media has gradually replaced the core status of traditional media in popular households.The new media platform already has the ability to independently produce program content,and is eroding the "cake" of the core content of radio and television industry.As a TV business operating agency of a state-owned enterprise,how to deal with the challenges of new media,use its own advantages,adjust its operating model,and accelerate the marketization of media content assets are the real issues faced by the traditional TV industry.At present,the content asset management of most of the traditional TV institutions in China is still in the stage of digital storage and internal sharing.To explore a business model for media content assets(MCA)suitable for the Chinese market environment is the focus of TV industry.Based on the current situation of J-TV Group's asset management,this paper studies the MCA marketization in the traditional TV industry under the new situation.Its significance is to provide a way of thinking for MCA value realization,and to provide practical reference for the development of the domestic television industry.Based on the methods of literature research,investigation,case study and linking theory with practice,this paper first discusses the current development of radio and television industry from four aspects: industry positioning,organizational structure,program making mechanism and communication channels.The main challenges facing the radio and television industry are analyzed by comparing the advantages of the new media.The way to deal with challenges is put forward from four aspects: enhancing the production level of dominant type programs,building professional nature channels,seeking the integration development with new media,and attaching importance to the management and development of content assets.Then,it introduced the current situation of the J-TV Group in the management and utilization of MCA,and analyzed the problems and shortcomings.Finally,in light of the actual situation of the J-TV Group,a scheme of content asset marketization was designed to improve both the organizational structure and the management system.The main research content of this paper is the way to realize the marketing management of the intangible assets of television media,with the emphasis on the issue of copyright management and value realization.The scheme of market-oriented design includes three major systems: MCA management,copyright management and media cloud platform,and their functions correspond to asset integration,pricing and trading,respectively.In copyright management system,the importance of copyright confirmation in content assets transaction is emphasized,and the index system and the mathematical model of value evaluation are designed.On the basis of copyright confirmation and the value analysis,it puts forward the path of marketization using the new media communication platform.The feature of this article is to extend the ideas of previous researches on the media assets marketization,combine theory with practice,and further explore the links between MCA in integration,management,pricing,and transactions.It focuses on organizational restructuring,content assets affirmation and value quantification,and explores the way of content asset realization from the perspective of technology and marketing.The study of this paper relies first on the theory of market supply in management,Analyze and contrast the differences in demand patterns between the domestic radio and television industry and the new media industry in audience culture,information and entertainment;Then use market competitiveness analysis and "SWOT"(Strengths Weaknesses Opportunities Threats)analysis,study the J-TV Group's own resource conditions,competitive advantages and disadvantages,challenges and opportunities in the current market environment;Finally,use the "4P"(Product/Price/Place/Promotion)marketing theory,presented the feasibility of the J-TV Group's marketization of content assets.The main conclusion of this study is that J-TV Group as a representative organization in the domestic radio and television industry,have to optimize the design bi-directionally through the organizational structure and management system,market-oriented media content assets,responding to new media challenges and the trend of media convergence.The conclusions of this study have inspiration on the content asset management and marketization direction of the current provincial and municipal radio and television organizations,and provide lessons for the program.The core of MCA management is the management of copyright.The digitalization and low-cost reproduction characteristics of MCA determine the importance of intellectual property protection.The intangibility and complexity of MCA are the difficulties that affect the realization of copyright value.The protection of copyright and the operation of copyright are two important links in the marketization of media content assets.The marketization of the content assets of radio and television media is a systematic engineering.To achieve the goal,we need to use the theories of communication,management,economics and mathematical statistics to comprehensively analyze resources,management and market factors,and use organization management and asset management expertise to achieve overall optimization and coordination.That is a very important and arduous task.