Research On The Application Of Income Method In The Valuation Of The Naming Rights Of TV Variety Shows

In recent years,with the development of China's TV variety industry,the naming market of TV variety shows has grown rapidly.Naming rights,as a resource owned by naming enterprises,can bring certain incremental benefits to naming enterprises,which is favored by enterprises.Therefore,the trading price of naming rights for TV variety shows also rises rapidly.Therefore,determining the value of naming rights of TV variety shows has become an emerging field in intangible assets valuation.At present,most of the domestic and foreign research on naming rights focuses on sports venues,events and other aspects,while few studies on naming rights of TV variety shows.Meanwhile,the valuation system of naming rights is not perfect.This paper hopes to enrich the research system in this field by studying the naming rights of TV variety shows.Starting from the income method,this paper analyzes the factors influencing the value of naming rights of TV variety shows from the external and internal perspectives.In terms of parameter determination,the incremental revenue of naming rights is firstly split from the overall incremental revenue,and the grey prediction method based on historical and annual data is adopted to predict the future data with the help of Matlab software.Secondly,the period of TV variety shows is studied to confirm their earnings.Thirdly,combined with the factors influencing the value of naming rights of TV variety shows and their own uniqueness,the analytic hierarchy process is used to establish an assessment system of individual risk return rate,to improve the discount rate.Finally,the value of naming rights is valuated by taking the TV variety show “Singer 2019” of Hunan satellite TV as an example.