Chapter 1112： The cruelty of capital is different

"Hello, HBO's department manager, Jayden Bryan."

A white man in his 40s with a slightly collapsed nose eagerly stretched out his hand and introduced himself.

This is HBO's second round of inquiries. Maybe they found that Firefly didn't seem to be moved by the previous conditions.

"We've worked together many times, and it's been a pleasure. You also know that we have a large enough platform to carry this show. Yes, the adaptation of "A Song of Ice and Fire" is the biggest TV show your company has made in recent years. The investment in the company has put a lot of expectations, so I hope to promote the simultaneous broadcast of online videos and TV stations, expand the audience as much as possible, and avoid the failure of a single channel to return the money. But have you ever thought that you may be portrayed by Netflix Things have been deceived. Do they have a lot of HBO users? Do they have the good impression that HBO has built over the years with excellent drama series in more than a dozen regions at home and abroad? None of them.

Besides money, apart from on-demand profit sharing, I really can't imagine what they can give? And the funding standard, they are not necessarily higher than ours, right, the offer of streaming media should be unattractive. "

In the reception room, Joseph, Lehman, and Ryan were all there, and the other party talked a lot, all kinds of advantages in broadcasting and bidding. Ryan, who already knew what Lehman thought, asked directly, "According to you, the user base of HBO and Netflix do not overlap very much, so why can't they accept the simulcast of the two platforms? You are in the TV field, relying on set-top boxes to disperse radiation, the biggest competitors should be CBS, ABC's cable channels ... they're an online space, and they rely on PCs and mobiles to get hold of their users."

Ryan's tone was suspicious, and he was also an old acting school, "In fact, this method is not only beneficial to producers like us, but also beneficial to broadcasters like you. If the two are simulcast, the cost of the episode is Compressed on two platforms, the financial pressure on each company will be much smaller accordingly. Like now, "Game of Thrones" is the most expensive drama in the fantasy field once filming starts, and its audience age group is not the same according to our market research. The World War II drama is so wide and well-known, there is pressure to invest, and we do not hide it. So, why can’t we agree with this model.”

"There is no precedent for this." Jayden Bryan looked at Lyman, who had never spoken, he knew that as long as he could persuade him, things could happen.

"Everyone is in the same circle, and they should advance and retreat together. Yes, Netflix's main business: online rental and distribution of DVDs, to supporting the long-term video media business, I am very impressed that they can rely on the price reduction of content payment, and the original Those biased film and television resources that have no economic effect in the offline market have achieved economic growth and expansion through data calculation. While capturing the hearts of users, they essentially expand the profit space for you producers. The existence of the film library does not matter. Then, the top 10% or 20% of the good films achieve 80% to 90% of the annual copyright operation revenue;

Yes, they are very powerful. Relying on these two strategies, they have achieved a stable number of over 100 million download users and more than 20 million paying users who are close to one-fifth. "

In the market, there are many professionals who have analyzed the Netflix model. Jayden opened his mouth and said, "But..." In the end, he returned to the topic, "They are not their own, they have reduced prices, users are happy, we What about these TV companies with high operating costs? They can watch content for 8 or 9 dollars. If we dare to do this, we will lose money. Also, are they really from the user's point of view? Now they are still immature. , when the day is more influential, guess what they will do?"

"A price increase?"

Joseph has a great ability to cheer.

"uh-huh."

But in fact, HBO's content payment is reduced to 8 or 9 dollars a month, and it will not lose money, but it will not make any money.

Lehman thought for a while, and asked a curious question, "You have such a thorough analysis, why don't you also do online video media business, technology is developing, and the convenience of the mobile terminal is also in your eyes. , people can watch dramas on their mobile phones when they are bored, but they cannot walk around with a TV. Moreover, you have a great advantage in this regard. At least, in terms of high-quality content storage and user accumulation, Netflix is ​​not you. opponent."

"Uh..." Jayden suddenly didn't know what to say.

Although he wanted to pretend that HBO is an online long video media, he dared not say that it is the first and the top three in terms of industry share. However, the problem of HBO is very complicated. One is the issue of pricing. To be honest, Without the cost of set-top boxes, fools know that the current price is not suitable, but it is very realistic, why they should give up the price that has been accepted by many user groups, and take the initiative to give up this part; Second, how does the PC/mobile terminal match the TV terminal? Matching, because it is impossible for HBO to give up so many things and turn to online completely. Many of their asset conditions and contributions are originally designed to adapt to the construction of cable channels. What should we do with this part? Not to mention that the power faction has been finalized. Once the direction of the main business operation changes, this part is enough for HBO to have a headache.

This is why Netflix's transformation is very bold. Not every company can directly downgrade the most profitable businesses and corresponding personnel to become vassals.

To give an inappropriate example, this is like Penguin, which started out as an instant messaging business. Suddenly, he said that if he wanted to engage in e-commerce, all the resources of other departments would be downgraded and automatically matched. It should be conceivable how much resistance there is.

Furthermore, if the core business is doing well, why should it be transformed? Netflix's video monetization is far less than HBO's channel pay.

With all kinds of concerns and disputes, he, an insider, doesn't know how to stand in line, can he do justice to outsiders?

Jayden Bryan decisively pretended not to hear, "I can understand the thoughts of you producers, many of your backlogged copyrights in the film library have gained new value on platforms like Netflix and Hulu, which is a good thing. In fact, we didn't say that we would completely prevent "Game of Thrones" from being launched on Netflix, but the premise is that after the solo broadcast, the second round of broadcast rights can of course be given, just like those movies, which were released in theaters and placed on Netflix. No one has said anything about creating value online, but no one in the industry has synchronized online video playback. Does your company want to start this?"

"What does it matter?" Ryan wondered. The content we produce ourselves, of course, is to try to expand the revenue as much as possible, who can pick out a mistake.

"But you haven't thought about it, why Disney also set up Hulu with Universal and News Corporation, but their content is not updated simultaneously? This is a rule, and the online video business is a newly developed profit point, there is no problem. Yes, but it can only be the same secondary channel as the offline home entertainment market, because there is a business classification in it. Let's just say, "Game of Thrones" is the first time to launch streaming media, it can only be all TV resources Even if we can’t get it, we HBO dare not violate the rules. Think about it, after Netflix broadcasts, the profit growth point can be as high as the combined benefits of one, two or three rounds of broadcast rights of TV stations at home and abroad? If you can’t enter the TV platform, it is expensive How much money should the company make less Jayden is very sincere. Subtext: Under the protection of the status of the head channel, content providers must stand up.

He took out a document from his briefcase, "I obtained new conditions from the headquarters, as long as the feedback from the pilot broadcast meets expectations, 80% of the funds for the episode and 20% of the paid viewership, and the second round of broadcast rights are sold. You will take 70% of the total revenue from the trip. As long as you give us the exclusive broadcast rights, this is our offer, and you can sign it now.”

"Give us some time to think about it." Joseph said, "You know, things are not so simple for us."

"Row."

Joseph went to send it off, and only Ryan and Lyman were left in the reception room.

"What do you think?" Ryan said first, "I think what he said is very reasonable. It seems that the entire TV channel has reached an agreement to restrict the broadcast environment of Netflix. What should we do, or continue to plan, Or wait and see for a while?"

"Don't underestimate Netflix, maybe a platform like Hulu will be limited by the company's main business itself and won't change, but Netflix has nothing to do with traditional media, it has no scruples, but it doesn't find its own content The method of expansion, and, only the TV side will hold a group, the Internet trend is a major trend, and sooner or later will join in.” Lehman is very firm, “Continue to implement the plan, since there is only one way to go, then don’t go in. The TV is ready."

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