Hollywood Hunter

Daenerys Entertainment's long-prepared fashion television station TV will begin broadcasting on February 8.

When the media was bothered by the market value of both Cisco and AOL, which simultaneously exceeded $20 billion, Simon rushed to New York on February 6 to personally participate in the final preparations before the TV broadcast.

The person in charge of TV is Anna Coleman.

This is a dark-haired woman who looks around 35 years old.That's right, Coleman, still Jewish.

Simon chose each other, but not because of ethnicity.

Of course, Simon also knew that Anna Coleman finally stood out, and certainly must have the promotion of high-ranking Jewish people such as Amy Pascal and Robert Iger.

The last few candidates are basically Jews.

Simon has not been too sensitive to ethnic issues, nor does he feel disgusted. All he needs is a qualified professional manager.

Anna Coleman once held key positions at Condé Nast Group, which owns well-known fashion magazines such as "Vogue", "CQ", "Vanity Fair", and MTV TV station under Viacom. During her tenure as vice president of MTV program production department, she launched Lived through the very successful "house of style" (fashion house) program.

In Simon’s memory, “house of style” persisted until two decades later, and the show’s first host from 1990 to 1992 happened to be Cindy Crawford, who last year’s The Wei Mi show plans to resign as the host before.

The positioning of TV is largely equivalent to a "dynamic fashion magazine" carried on the TV platform.

Therefore, the resume of Anna Coleman working in both Condé Nast Group and MTV TV station is more suitable for this job.

On the other hand, after several months of operation, TV is expected to achieve the access scale of 23 million users through the major operators in North America such as Comcast and Warner Cable, covering 60 million people.

At the same time, the share between Daenerys Entertainment and the operator was determined to be 15 cents.

In other words, each operator will pay Daenerys Entertainment a content purchase fee of 15 cents per month for each access user.

According to the size of about 23 million access users, depending on the operator’s share, the basic income of US$ 40 million per year can be determined by the TV broadcast.

As a basic cable station, TV can also insert advertisements in the program. Generally, the advertising revenue of a basic cable station can be equal to the operator's share revenue.Considering that TV has just started broadcasting, Daenerys Entertainment is not in a hurry to put advertisements on TV stations. Therefore, it is expected that the advertising revenue will reach about 50% of the operator's share in the two years before the broadcasting, which is about 20 million US dollars.

The guaranteed revenue of about 60 million US dollars for the whole year seems to have been very rich, however, compared to the operating cost of a national cable TV station, this money is still not worth mentioning.

It's just that the 200-person North American operation team of the TV station that has been prepared has annual expenditures on basic salary, office space, etc., which are expected to be no less than US$30 million.

As a 24-hour fashion channel, even if the budget cost of fashion TV programs is not too high, many projects are added up, and then counted as an indispensable marketing promotion cost for TV stations, it is expected to be a sum of not less than 50 million. Dollar expenses.

Therefore, Daenerys Entertainment has made the psychological expectation of a loss of at least US$20 million per year for the first two years of the broadcast.

Moreover, this is only North America.

Simon's expectation of TV is a global fashion TV network.

In the original plan, Simon very much hoped that TV could be broadcast simultaneously in Europe and North America, but he still somewhat underestimated the instinctive protectionism of European countries against the invasion of North American media companies. In fact, this is also very normal.

In the European countries, the most open market in the UK has no ban on overseas companies investing in TV stations. Therefore, TV preparation in the UK is the smoothest. It is expected to be launched in the UK through the Sky Broadcasting Company under News Corporation in April.

Obviously, this has missed the four major fashion weeks this spring.

Although Sky Broadcasting’s TV network covers most of Europe, the relevant TV stations still need to pass the review of the governments of various countries if they want to go online in various countries.

Judging from the current approval situation, France, which is the most developed fashion industry, is the most difficult. The local fashion giants are quite resistant to TV. Companies such as LVMH and other companies are already preparing their own fashion TV networks. Other Italy, Spain, and Germany have reviewed the progress. Also different.

However, at the latest by the end of this year, TV will be able to log into most European countries.

As for the reason, in Simon's memory, the European Union will be formally established in November 1993. By then, the markets of several major countries on the European continent will be mutually open. TV will be broadcast in the United Kingdom, and basically it can also be transmitted to the entire EU.

Since TV cannot be rolled out in Europe in the short term, Daenerys Entertainment's main focus is also on North America.

In terms of content, TV has successfully obtained the right to play the show content of the major mainstream luxury brands in the world in the past five years, even if it is the Europeans such as LVMH and other Europeans who are worried about the relationship between Daenerys Entertainment and Melisandre. Luxury brands have not refused to provide content to TV.

These companies obviously also understand that abandoning this important TV platform to increase brand awareness will only allow other brands to gain more exposure.The tradeoffs are long and short, and the results can be imagined.

Not only that, LVMH also became the first batch of TV advertising clients, and signed a two-year US$6 million advertising contract with TV at one time.

Utilizing the two major identities of content provider and advertiser, LVMH Group has successfully added clauses related to corporate reputation protection in a series of cooperation agreements with TV, making it clear that TV shall not publish damage to the brand reputation of LVMH Group Content.

Simon learned about this and had to admire the astuteness and courage of Bernard Arnault, the head of the LVMH Group.

The total advertising revenue expected for TV in North America in the next two years is only US$40 million. Only the LVMH Group has placed US$6 million in advertising.Next, after the TV in Europe is rolled out, the two sides will definitely start a similar cooperation.

Most importantly, through interest bundling and contract restrictions, Bernard Arnault also circumvented Daenerys Entertainment's use of the TV platform to discredit and suppress the LVMH Group in advance.

At the time, there was no agreement to make TV a subsidiary of Melissa Sandra. Simon's mind was to create a global fashion TV network.

If a media network wants to grow and develop, it is necessary to maintain its own neutrality as much as possible. Therefore, Simon has never thought of using TV to discredit other luxury brands from the beginning, which will only make this TV station die.

However, not to suppress other luxury brands does not mean that TV cannot in turn strengthen the promotion of Westeros fashion brands.

In the 24-hour program period of each year, if the brand of Melissa Sandra accounts for eight hours, the brand of LVMH has only two hours of exposure time, which will also be a very strong trade-off.

Of course, this is just an example.

TV wants to develop and expand for a long time, and there will be no less bias towards Melisandre, but the tendency cannot be too obvious.

Manhattan, New York.

The official launch time of TV in North America is six o'clock on the east coast on February 8.

At four o'clock in the afternoon, celebrities from all walks of life began to gather outside the Gramercy Hotel in Midtown Manhattan. The TV broadcasting ceremony was being held here. After the ceremony, there was a celebration party.

At five o'clock, in a conference hall in the Gramercy hotel, the media and guests gathered and the opening ceremony began.

In order to promote this TV station as soon as possible, although it was not possible to get a time slot on several major public TV networks, Daenerys Entertainment still contacted the USA and some other important local TV stations on the east and west coasts to broadcast the live broadcast of this hour-long press conference. , Igrid Portal will also conduct real-time webcasting.

Several core senior executives such as Simon, Amy Pascal and Robert Egger attended the opening ceremony. In addition, there were a large number of celebrity supermodels in the entertainment and fashion circles. More than a hundred people looked star-studded, and small star models with slightly lower coffee positions simply did not qualify for this press conference.

The ceremony was presided over by TV President Anna Coleman.

In the first half hour, the senior woman who had just joined the Daenerys Entertainment Group clearly introduced the basic information of the TV's operation concept, content settings, development goals, etc., from 5:30 to 5:50, and continued to accept A 20-minute live question and answer session from various media.

Simon sat under the stage, watching the senior woman's fluent explanation and question and answer for 50 minutes on the stage, feeling more and more satisfied.

5:50, 10 minutes before the TV station goes online.

Representatives of several major operators such as Comcast and Warner Cable, and supermodels such as Jerry Hall and Cindy Crawford, who are about to cooperate on TV, came to the stage together. After the last party gave a speech, everyone began to count down and join together. A symbolic button on the stage was pressed.

Immediately, the TV screen appeared on the projection screen in front of the conference hall.

The first is a two-hour special program, hosted by Cindy Crawford, which mainly introduces the TV program settings to the audience more intuitively.

In order to make this program not boring, the one-hour-long program was all shot in real scene, and even used some simple special effects. Cindy Crawford traveled in different studios, fashion shows, design studios, etc. The iconic scene in the fashion world, easy and funny introductions to TV's "Fashionable Characters", "Top Models", "Direct Show" and so on. During the promotion process, there were also a large number of big-faced guests in the fashion industry The opening of TV expressed blessings.

The TV signals from TV began to be introduced into thousands of TV sets in the United States, and the Gramercy Hotel's press conference officially ended.

The celebration party started at seven o'clock, and many guests left temporarily.

One is to rest and the other is to change clothes.

In particular, the supermodel actresses, the cocktail party and the press conference need two different sets.

Simon also returned to his apartment on Fifth Avenue. After a short break, near seven o'clock, he brought Janet, who had also been busy at Cersei Capital, to the Gramercy Hotel again.

The reception was for publicity.

After arriving, taking some pictures, Simon and his wife walked into the reception hall together.

After spending more than ten minutes on socializing with the guests tonight, Simon came to the small circle where several executives of Daenerys entertained.

Anna Coleman has obtained the preliminary TV broadcast data.

According to the sampling statistics on the East Coast, the TV introduction column hosted by Cindy Crawford is expected to have about 6.5 million viewers, which is a very good starter, exceeding 10% of the TV’s 60 million people.As a professional and niche fashion TV station, it is very difficult to start broadcasting to attract 6.5 million viewers.

You know, compared to the operation mode that traditional TV stations need to rely on explosive programs to get attention, it is simply impossible for TV to get a hit.

Like old fashion magazines such as "Vogue" and "CQ", TV wants to develop its own reputation and influence, and to achieve a stable audience, must pass a long-term and professional operation.

Moreover, the 6.5 million broadcast, more inclined to a symbolic meaning.UU reading www.uukanshu.com

After the TV station stabilizes, it can reach two or three million viewers during prime time every day, even if it meets the expectations.

In the memory of the basic cable station for many years, the prime time TV programs often only have hundreds of thousands of viewers, but that is actually a few decades later, the Internet and streaming media have caused a serious impact on traditional cable TV, many people even a week Not necessarily watch TV once.

Now, the Internet has just emerged, and because of the current speed limit, it cannot temporarily threaten the cable TV industry.

The key to TV's commercial success is to cultivate a core audience and at the same time form a scale effect on a global scale.After all, much of the content of TV is universal in the world, as long as people who care about fashion are interested in TV programs.Therefore, the wider the spread of TV and the higher the popularity, the lower the average program production cost.

This is the case with the TV in memory.

As the world's largest fashion TV station, TV's popularity is even no less than that of top cable stations such as CNN and ESPN. Even in terms of revenue and profits, it is far from comparable to CNN and other TV stations, relying on a global fashion media network, TV The'little day' has always been very moist.

Of course, Simon also knows that just with the same name, a brand-new TV may not necessarily develop and grow as it remembers.

Daenerys Entertainment is already an industry giant, and large companies are opening up new areas, often less aggressively than small companies.

However, even in a less satisfactory situation, as long as the TV can achieve independent revenue and expenditure balance, it can continue to operate and provide a significant effect of advertising marketing channels for Westeros fashion brands.