战传媒

China Media Fighting for the Future

中国移动挟中国最大移动通信运营商之渠道优势杀入媒体,开拓手机报、12580生活服务、飞信等业务,蚕食传统媒体广告领域;上海盛大掀起了3000万年薪挖角湖南卫视全国选秀节目操盘手的风波,幕后涉足娱乐全产业链之心昭然若揭;阿里巴巴则被浙江日报报业集团看中,携手推出《淘宝天下》,试水传媒。虽然这三桩大案均开场未久,但它们掀起一小角显露出来的商业版图是可怕的。中国移动仅飞信这一小块业务,即成就一家创业板上市公司,其全媒体业务市场空间正是未有穷期;盛大与湖南卫视共同投资6亿元成立盛视影业,接下来收购视频网站酷6,加上原有的盛大文学、音乐及盛大游戏,终于搭建成了娱乐传媒全产业链,已然隐有问鼎天下之意;《淘宝天下》虽仅为一份周报,合作双方领导人却有信心在三五年之内将它做到发行量过百万、营收达8亿的公司,并将以此为蓝本向其他区域、其他行业扩张……2009年底,中国传统媒体突然遭遇到一场"未来战士"般的"病毒式进攻",进攻者是挟技术利器的新媒体,以及挟资本优势的跨行业投资者。这是前一波传统媒体主动向互联网等新技术靠拢或延伸失败之后,新技术和新资本向传统媒体发出的融合挑战,也是媒体业将出现变局的拐点时刻。

Applying its advantage in business channels,China Mobile,the largest mobile communication operator in China has paved the way in the areas of traditional media and advertising by developing cell phone SMS news,12580 WAP service,the instant message client Fetion and etc.Recently,Shanda Interactive Entertainment Limited in Shanghai,a company mainly focusing on online games,recruited a famous talent show producer from Hunan TV by giving her a 30 million annual salary.This move demonstrates Shanda's ambition to build up a full entertainment industrial chain.Additionally,Alibaba has collaborated with the Zhejiang Daily Press Group to launch a new magazine'Taobao World',which shows Alibaba's interest in the media industry. As we approach the end of 2009,new media companies who have a technological advantage,traditional media companies who have a resource advantage,and those cross-boundary investors with a capital advantage have started a war for the future of the media industry,a war which is predicted to reshape the ecosystem of the Chinese media industry.