SCTVF Forum Review - Taking the Debate to the Mainland
BEIJING & CHENGDU --- CMM Intelligence (HK) Limited, publishers of China Media Monitor, jointly organized the 1999 Sichuan TV Festival International Forum as part of the 1999 Sichuan TV Festival in Chengdu on 27th October. Supported by the State Administration of Radio, Film and TV (SARFT), the SCTVF Forum was the first professional conference to be jointly organized by SCTVF and a non-mainland company as an official activity at China's annual international TV festival.
In charge of inviting international speakers and setting an agenda for the forum, CMM-I succeeded in gathering the highest level panels ever assembled at either Sichuan TV Festival or Shanghai TV Festival. The morning session followed the theme of "Management of TV resources in the 21st Century" and focused on the experiences of international media companies in rationalizing their resources to fit market realities and exploit technical innovations.
Leading international and Chinese industry executives gave insight into the changes taking place on a global, but also local level. CCTV Vice President Zhang Changming, Star TV Chairman Gareth Chang, Turner Broadcasting Asia CEO Steve Marcopoto and MTV Asia VP Richard Cunningham spoke during the first part of the conference.
Globalization, technological innovation and content were frequently mentioned as global media companies worldwide face the issue of convergence of information and communication technologies, described by Marcopoto as "Typhoon Digital - a powerful storm of digital development."
In his presentation, Chang predicted that, "In 10 years or even less, the more advanced TV platforms will have hundred of channels catering to every imaginable taste. In 10 years, interactive will have progressed to the point whereby viewers use it to conduct simple business tasks. In 20 years there will be no distinction between TV and internet. The access means of the two will be converged."
No doubt the message of both presentations was to drive home the idea of convergence and the opportunities it brings. Rightly, Marcopoto pointed out that "China's government has placed priority on upgrading existing wireless and cable networks." And that "cable is an ideal delivery mechanism for broadband interactive services." As Marcopoto summed it up, " The world of digital convergence presents challenges - and choices." The Chinese leadership will have to deal with these sooner or later.
MTV's Cunningham on the other hand while also delving into the topic of technology described MTV's global strategy as "Global Vision, Local Structures." "MTV has achieved an unrivalled connection to young adults throughout the world though localizing key parts of our business," he said. Talking about the Internet, Cunningham believes that," companies with strong brands will be the ones who will capture the Internet users."
The Chinese could not have turned a blind eye - or deaf ear - to the mention of QUALITY CONTENT. While Chang stated: "I would like to encourage TV practitioners in China to focus not only on infrastructure, but also on content. Content is going to be the key driver in the 21st Century". As Marcopoto put it, "New Media? Old Media? The reason to use any media is to capture content'". Cunningham had a similar message, "Our success is not dependent on a particular technology, so in future, just as it is now, good quality content will be the most important thing to the consumer."
Yuan Xiaobo, Managing Director of the China TV Program Agency, Senior VP & Consultant Kuang Kaiyun form ATV HK and Hu Heze, Assistant VP at Singapore's TCS followed suit with an analysis of global, Asian and Chinese TV Program markets. Kuang summarised the situation by saying, "the trend in Asia as elsewhere in the world is for multiple channels that, because of greater competition, will serve to create quality programming." Hu added that, "the audience in the 21st century will be very demanding. It is not good enough that a TV station broadcasts hit TV programs once in a while, but there needs to constant good quality programming to make the audience loyal."
The afternoon session provided an opportunity for local and international producers, distributors and channel providers to introduce their outstanding channels and programs and explain how research, production quality, co-production and advanced sales and marketing strategies help them ensure success.
German Beta Sales Executive Peter Hille, Zhou Lin, Secretary General of the China National Cable TV Association, ECM Managing Director John Chen and Pan Hongye MD of Beijing TV's new sales and acquistions arm Yingshida led the way into the discussion with Danny Leong MD from Malaysia's HVD, TVBI MD Zhang Liang, Zoe Tan of AC Nielsen and Wang Zhong Xia, Secretary General for the City TV Station Association.
Zhou and Wang both described the Chinese program market and its future. While the exchange of programs used to be based on good will and no money changed hands, it is now based on money. The program market is becoming more market based. Also TV stations get together to buy TV programs that they could otherwise not afford, said both Zhou and Wang.
Zhou and AC Nielsen's Tan sparked off a heated discussion with the audience. The audience felt particularly strong about the idea of a National Cable Network which in future might make niche channels possible. Zoe Tan argued strongly for the need for independent and reliable rating services provided though peoplemeters as the base for creating advertising revenue - an idea not appreciated by some in the audience who showed their disdain for the TV Drama "Princess Huan Zhu II". Tan replied that most of the country were not of the same opinion, as the ratings data proved the series popularity.
To provide a better introduction to world TV markets, CMM-I prepared and distributed the first ever World TV Dossier at the conference with proprietary overviews of over 40 major TV markets in association with leading industry publications including TV Asia and 365broadcast.com.
Indeed, the high level participation, reaction from the audience and overall interest debating issues facing the Chinese TV industry in the next century has confirmed that there is the need to take the debate not one but many steps further in the future. To that end, we hope to see you all at the MIP'ASIA China Conference & Screening, co-organized by RMO & CMM-I and supported by SARFT Information Network Center.