What is the TV station’s profit model? Would love to know. .

With the popularization of the Internet, many domestic TV stations have realized that building websites is also an important means of communicating with TV audiences, so they spend a large amount of money on the construction and maintenance of websites. However, due to the long period of At that time, the function of the website was simply positioned at the level of "TV program promotion", resulting in the website actually being more like the electronic version of the "Radio and Television News". Since it could not provide a niche for the target audience of the website that was sufficient to support its operation, the website was just Spending money becomes a bottomless "black hole" of investment. It can be said that as decision-makers, managers, and operators of TV station websites, they are always thinking about how to make profits for the website. Below, the author puts forward some ideas for bringing economic benefits to the website, which are just for reference.

Idea 1: Cooperate with traditional media to provide advertising package services. It is currently unrealistic for TV stations and websites to develop without the traditional media they rely on. The author believes that in addition to obtaining advertisements through its own good image, it is an ideal profit model for websites to obtain advertising resources by bundling advertisements with traditional media. For example, if a company advertises for 100,000 yuan on a TV station, it also hopes to advertise on a website for 5,000 yuan (just an example). In this way, the advertising revenue of traditional media will not be affected, and the company will not increase too much additional investment. Moreover, the social impact of online media is increasingly recognized by entrepreneurs. Such "advertising packages" are a novelty for entrepreneurs, but they are a welcome change for websites.

Idea 2: Cooperate with traditional media programs to launch online (text message) quizzes, quizzes and voting activities. Relying on the influence of TV programs, on the one hand, it uses network technology to purchase coupons to obtain qualifications for answering questions, guessing and voting; on the other hand, it cooperates with "Monternet" to become an SP (SMS Service Provider), and can answer questions, guessing and guessing through customized mobile phones. and voting activities. Especially for mobile phone SMS wireless value-added services, according to a sample survey by CCID (Saidi Internet Research Center), domestic SMS still has huge market potential, and the market size will grow from 950 million yuan in 2001 to 4.25 billion yuan in 2004. . For such a huge market, the key is how the TV station website integrates media resources, packages and promotes SMS, and provides services that are truly suitable for the website's target audience.

Idea 3: Cooperate with traditional media to develop e-commerce. There have been surveys for a long time. In addition to intangible information products, DVDs, books and small gifts are the most suitable for online shopping. At present, the advantages of online stores are massive information storage, convenient product information retrieval, and a large number of interactive product introduction materials with pictures and texts, while traditional media has the advantage of advertising. If TV and the Internet are combined and their advantages complement each other, a small amount of TV advertising time can be used to promote online stores. If necessary, viewers can go online to learn more product information. Moreover, most prime TV programs are related to film and television, so if the product content of the website interacts with TV programs, it will achieve greater publicity effect. For example, when a TV station plays some good movies and TV shows, it can advertise that the movie can be purchased on the TV station website, and interested viewers will quickly log in to the website.

Idea 4: The TV station’s film and television database is available on the website for a fee. Every TV station has a rich film and television database, but it can only play a few movies at a time, while the rest have to sit idle. If these films and TV shows can be sorted and classified, put online, and provided for online paid viewing, this will also be a profitable direction. For example, if netizens want to obtain the service of the film and television database, they must register. Registered users are divided into two parts: free and paid. Free users only have the right to watch video clips and introductions. If you want to watch all the videos or obtain more services, you must pay a certain fee to become a paid member. This idea can also be combined with the third idea. After watching a certain video, if netizens want to purchase the collection, they can provide online purchasing methods.

Idea five: Netizens’ original high-quality products are produced into programs, packaged and distributed.

One of the most basic functions of a TV station website is to provide information support for each channel column, including TV program previews, content introductions, etc. However, according to a TV station website survey, the vast majority of netizens who log in to the TV station website value interactive content, including interactive content between netizens. interactions, as well as interactions between netizens, hosts, and film and television stars. The result will be a lot of high-quality original content (articles, messages, etc.). If the website produces and packages these high-quality products and makes them into TV programs, on the one hand, it will provide program resources for traditional media and complete the task of supporting information for each channel. On the other hand, through the promotion of traditional media, the brand image of the website will be enhanced, more popularity will be gathered, and more high-quality products will be produced. Furthermore, this program can be assembled and released when the time is right.

The above five ideas are just a few of the most executable operating models. The key for a TV station website to finally choose which operating model suits it is to combine it with the development direction, positioning and brand building of the website itself. Don't look at others' profits and then copy other people's models. Maybe the decision-makers and managers of the TV station website When operators think about how to make a website profitable, they should return to the origin of the problem and consider what the website's short-term, mid-term and long-term development goals are.