Experts Discuss Strategies for Traditional TV\'s Survival

Professionals from China\'s broadcasting, TV and Internet video industries gathered at a seminar yesterday to share their knowledges, experiences and views on "how to survive the industrialization of program production."

The seminar, part of the ongoing 17th Shanghai TV Festival\'s Magnolia Forum, sought to explore new profit models, wider platforms and more creative concepts for traditional TV programs.

"There is both crisis and opportunity for traditional media," said Bao Xiaoqun, general manager of Channel Young. "Nowadays we need to develop more profit-making strategies and sources to break the bottleneck."

In recent years, Channel Young has provided more diversified information and content for its audience who are also users and customers. The channel\'s by-products, such as books, magazines and flagship fashion stores, have received wide acclaim from young people, particularly white-collared workers."

"As a content supplier, we should offer original and ingenious programs tailored to today\'s audience." Bao also added.

Zhu Xiangyang, vice president of China\'s leading Internet TV company Youku.com, believes that collaborating with TV channels is a multi-winning model.

"Video-sharing websites are no longer satisfied with only purchasing online screening rights for TV programs," he said.

"They want more opportunities for cooperation to present their own Internet shows and dramas. Compared with the TV format, these shows are more flexible and likely to be spun off into different versions."

"We plan to launch a new talent show called \'Let Dreams Fly\' for the Netizens," Zhu said. "It will offer an interactive platform for people who want to turn their stardom dreams into reality."

Zhou Jie, deputy general manager of SMG\'s WingsMedia, suggested that TV producers focus more on the audience\'s viewing experience and inherent demands rather than ratings.

In recent years, popular domestic entertainment and talk shows also have attracted international buyers. Yang Hui, general manager of Vivid Media, believes another profit model beckons for Chinese shows - selling formats to overseas broadcasting channels.

"We have managed to sell the TV format of business talk show \'Boss Town\' to overseas buyers," Yang said, "Content is king, originality the crown."