Academies and scholars are talking about online broadcasting: increase the exploration and practice of online broadcasting business model
2023-03-13
Recently, under the guidance of the Industrial Development Department of the Ministry of Culture and Tourism, hosted by the China Performance Industry Association, and undertaken by Tiktok, the "Online Performance Business Model Seminar for Literary and Art Troupes" was held in Beijing. The experts at the meeting believed that the exploration and practice of online broadcasting business model should be strengthened, the enthusiasm of artists and artists should be stimulated, and the key window period of the industry should be grasped. At the meeting, Tiktok Live released the Research Report on Online Studio Business Model of the Live Broadcast Platform of Literary and Art Troupes (the "Report" for short). The report points out that in recent years, the online broadcasting market has developed rapidly, and many art troupes have explored digital transformation through live broadcasting, opening up a "new stage" of online broadcasting. At the same time, it is difficult to determine the income of live gift, and the talent team and technical ability are not mature enough. The report suggests that all parties in the industry need to further study the laws of online broadcasting in practice, and conduct a review from the aspects of broadcasting mode, income distribution, pricing strategy, talent training, etc., in order to promote the "dual performance integration" of online broadcasting and offline performance, and promote the high-quality development of the performance industry. In recent years, live broadcasting is becoming a new increment of the performing arts economy. The Central National Orchestra, the Chinese Symphony Orchestra, the Central Ballet and other professional art troupes have also begun to try online broadcasting. At the same time, the business model of the theatrical troupe line still needs to be explored. "The profit model of online broadcasting and the realization method of traffic need to be enriched and iterated." Tang Feng, deputy head of the Central National Orchestra, shared the experience of the orchestra embracing online broadcasting at the seminar. In the past year, the Central National Orchestra has launched 34 online concerts, with a total of more than 182 million people watching. Tang Feng said: "Performers should work with the platform to create truly customized broadcast content for the Internet, and expand the profit model and cash flow method by increasing interactive forms, customizing broadcast rights and other methods, rather than directly moving an offline performance to the Internet." Last September, the Flower Drum Opera Protection and Inheritance Center in Changsha, Hunan Province settled in Tiktok, attracting more than 3.5 million people to watch the first live broadcast, It is equivalent to 70 times of offline audience in the past year. The popularity of live broadcast has also brought considerable benefits, but because the distribution mechanism of live broadcast revenue of the art troupes is not clear, the troupes cannot distribute the live broadcast profit to the employees. "If the income cannot be directly converted into the benefits in the hands of the staff, in the long run, it will inevitably affect the morale of the staff and hinder the development of online broadcasting." At the event site, Wang Yong, director of Changsha Huagu Opera Protection and Inheritance Center, proposed the income distribution problem faced by the troupe. In this regard, Sun Jiashan, an associate researcher of the Chinese Academy of Arts, believes that the live gift is equivalent to the "electronic ticket" of online cultural performances, and that the distribution model conforming to the laws of contemporary market economy should be established based on the principle of distribution according to work. "We should fully respect the economic law of reward as a post-payment mode, and further explore the distribution mode of platforms, anchors, literary troupes and guilds to smooth the 'last mile' of corresponding production relations," Sun Jiashan said. Zheng Ning, director and associate professor of the Law Department of the School of Culture and Industry Management, Communication University of China, gave suggestions from the legal level. Zheng Ning said that there are no legal and policy obstacles to the establishment of the income distribution mechanism by the art troupes, and there is experience to follow. "At present, the main question is
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Source:https://npaper.ccmapp.cn/zh-CN/?date=2023-03-13&page=3&Hid=640e4be3f5aa1273580c837c
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