Hollywood Hunter

Daenerys Entertainment’s long-prepared fashion TV station FashionTV will start broadcasting on February 8.

When the media were bothered by the market value of Cisco and AOL exceeding US$20 billion at the same time, Simon rushed to New York on February 6 to personally participate in the final preparations before the start of FashionTV.

The person in charge of FashionTV is named Anna Coleman.

This is a black-haired woman who looks around 35 years old. That's right, Coleman is still Jewish.

Simon chose each other, but not because of ethnicity.

Of course, Simon also knows that Anna Coleman will eventually stand out, and it must be driven by high-level Jewish leaders such as Amy Pascal and Robert Iger.

Most of those who entered the final list of candidates were Jewish.

Simon has never been too sensitive to ethnic issues, and he is also not disgusted. All he needs is a qualified professional manager.

Anna Coleman once held important positions in Condé Nast Group, which owns well-known fashion magazines such as "Vogue", "CQ", and "VanityFair", and MTV TV station under Viacom. During her tenure as Vice President of MTV Program Production, she launched Very successful "houseofstyle" (Fashion House) show.

In Simon’s memory, "houseofstyle" survived until twenty years later, and the first host of the show from 1990 to 1992 happened to be Cindy Crawford. Cindy played in Victoria’s Secret last year. Before the big show plan resigned the position of host.

The positioning of FashionTV is largely equivalent to a ‘dynamic fashion magazine’ hosted on a TV platform.

Therefore, Anna Coleman's experience of working at Condé Nast and MTV TV station at the same time seems to be more suitable for this job.

On the other hand, after a few months of operation, FashionTV is expected to achieve access to 23 million users and reach 60 million people through the launch of major North American operators such as Comcast and Warner Cable.

At the same time, the share between Daenerys Entertainment and the operator is determined to be 15 cents.

In other words, each operator will pay Daenerys Entertainment a content purchase fee of 15 cents for each access user every month.

According to the access user scale of about 23 million, relying on the operator's share, FashionTV will be able to determine the basic income of 40 million US dollars per year.

As a basic cable station, FashionTV can also insert advertisements in programs. Normally, the advertising revenue of a basic cable station can be equal to the operator's share of revenue. Considering that FashionTV has just launched, Daenerys Entertainment is not eager to advertise to TV stations. Therefore, it is expected that advertising revenue will reach about 50% of the operator’s share in the first two years of the broadcast, which is about 20 million US dollars.

The guaranteed bottom line revenue of about US$60 million for the year seems to be very generous. However, the money is still not worth mentioning compared to the operating cost of a national cable TV station.

It is just that the North American operating team of the TV station with about 200 people has been prepared, and the annual expenditure on basic salary and office space is expected to be no less than 30 million US dollars.

As a 24-hour fashion channel, even if the budget for fashion TV programs is not too high, the accumulation of many projects, plus the necessary marketing and promotion expenses of the TV station, is expected to be no less than 50 million. U.S. dollar expenditure.

Therefore, Daenerys Entertainment has made a psychological expectation of a loss of at least 20 million U.S. dollars a year in the two years before the broadcast.

Moreover, this is only North America.

Simon's expectations for FashionTV is a global fashion TV network.

In the original plan, Simon very much hoped that FashionTV could be broadcast simultaneously in Europe and North America, but he still somewhat underestimated the instinctive protectionist resistance of European countries to the invasion of North American media companies. In fact, this is also very normal. The United States also does not allow foreign companies or Individuals own American television stations, and this ban will probably not be reached until the next year or two.

In European countries, the UK, which has the most open market, has no ban on overseas companies investing in TV stations. Therefore, the preparations for FashionTV in the UK are the smoothest. It is expected to be launched in the UK in April through Sky Broadcasting, a subsidiary of News Corporation.

Obviously, this has missed the four major fashion weeks of this spring.

Although Sky Broadcasting's TV network covers most of Europe, the relevant TV stations in various countries still need to pass the review of the governments.

Judging from the current approval situation, the most developed fashion industry in France is the most difficult. The local fashion giants are quite resistant to FashionTV. LVMH and other companies are already preparing their own fashion TV networks. Other Italy, Spain, and Germany are reviewing progress. They are also different.

However, by the end of this year, FashionTV will be able to log in to most countries in Europe.

As for the reason, in Simon's memory, in November 1993, the European Union will be formally established. At that time, the markets of the major European countries will be open to each other. FashionTV will be broadcast in the United Kingdom and can basically be transmitted to the entire European Union.

Since FashionTV cannot be rolled out in Europe in the short term, Daenerys Entertainment's main energy is also in North America.

In terms of content, FashionTV has successfully obtained the right to broadcast the show content of major luxury brands in the world in the past five years, even if it is LVMH and other European companies who are concerned about the relationship between Daenerys Entertainment and Melisandre. Luxury brands have not refused to provide content to FashionTV.

These companies obviously also understand that abandoning this important TV platform to expand brand awareness will only allow other brands to gain more exposure. One can go from one to the other, and the result can be imagined.

Not only that, LVMH also became the first batch of advertising customers of FashionTV, and signed a two-year $6 million advertising contract with FashionTV at one time.

Utilizing the two major identities of content providers and advertisers, LVMH Group has successfully added clauses related to corporate reputation protection to a series of cooperation agreements with FashionTV, clarifying that FashionTV shall not publish it that would damage the reputation of LVMH's brands Content.

When Simon learned of this, he had to admire the shrewdness and courage of Bernard Arnault, the head of LVMH Group.

North America's FashionTV in the next two years is expected to have a total advertising revenue of only 40 million US dollars. Only the LVMH Group has placed 6 million US dollars in advertising. Next, after the launch of FashionTV in Europe, the two sides will definitely start similar cooperation.

Most importantly, Bernard Arnault also circumvented Daenerys Entertainment's use of the FashionTV platform to discredit and suppress the LVMH Group through interest bundling and contract restrictions.

He did not agree to make FashionTV a subsidiary of Melisandre, and Simon's mind was to build a global fashion TV network.

If a media network wants to grow and develop, it is necessary to maintain its own neutrality as much as possible. Therefore, from the beginning, Simon never thought of using FashionTV to discredit other luxury brands, which would only make the TV station its own demise.

However, not suppressing other luxury brands does not mean that FashionTV cannot in turn strengthen the promotion of Westeros system fashion brands.

In the 24 hours of each year, if the brands under Meili Shanzhuo accounted for eight hours, the brands under LVMH only had two hours of exposure time. This would also be a very strong trade-off.

Of course, this is just an example.

If FashionTV wants to develop and expand in the long-term, there will be no less bias towards Melisandre, but the bias cannot be too obvious.

Manhattan, New York.

The official launch time of FashionTV in North America is at 6 o'clock in the afternoon on the east coast of February 8.

Beginning at four o'clock in the afternoon, celebrities from all walks of life began to gather outside the Gramercy Hotel in Midtown Manhattan. The opening ceremony of FashionTV was being held here. After the ceremony, there was a celebration reception.

At five o'clock, the media and guests gathered in a conference hall in the Gramercy Hotel, and the opening ceremony began.

In order to promote this TV station as soon as possible, although it failed to get time on several major public TV networks, Daenerys Entertainment contacted USA and some other important local TV stations on the east and west coasts to broadcast the one-hour press conference. , Eaglet portal website will also carry out real-time web broadcast.

Several core executives of Daenerys Entertainment, including Simon, Amy Pascal and Robert Iger, attended the opening ceremony. In addition, there were a large number of supermodels from the two major circles of entertainment and fashion. There was probably a seat in the conference hall. More than a hundred people looked star-studded, and the little star and little model with a slightly lower coffee position were not eligible to squeeze into this conference.

The ceremony was personally hosted by FashionTV President Anna Coleman.

In the first half an hour, the senior woman who had just joined Daenerys Entertainment Group clearly introduced the basic information of FashionTV's operating philosophy, content settings, development goals, etc., from 5:30 to 5:50, and accepted A 20-minute live Q&A with various media.

Simon sat down and watched the 50-minute fluent explanation and question-and-answer session from the senior woman on the stage, feeling more satisfied.

At 5:50, there are still 10 minutes before the TV station goes live.

Representatives of several major operators, such as Comcast and Warner Cable, and supermodels such as Jerry Hall and Cindy Crawford, who are about to cooperate on FashionTV, took the stage together. After the last party gave a speech, everyone began to count down, and together A symbolic button on the stage was pressed.

Immediately, a picture of FashionTV appeared on the projection screen in front of the conference hall.

The first is a two-hour special program hosted by Cindy Crawford personally, mainly to introduce the content and program settings of FashionTV to the audience more intuitively.

In order to make this show less boring, the one-hour show was all shot in real scene, and even some simple special effects were used. Cindy Crawford shuttled between different studios, fashion shows, design studios, etc. Iconic scenes in the fashion industry, easily and humorously introduce FashionTV’s "Fashion People", "TopModels", "Show Direct" and other programs. During the promotion process, a large number of fashion industry celebrities appeared and made guest appearances on FashionTV. The launch of the show is a blessing.

The TV signal of FashionTV began to spread into the TV sets of thousands of households in the United States, and the press conference of the Gramercy Hotel officially ended.

The celebration reception started at seven o'clock, and many guests left temporarily.

Resting on one side, changing clothes on the other.

Especially for supermodel actresses, two different outfits are needed for the reception and the press conference.

Simon also returned to his apartment on Fifth Avenue. After a short break, near seven o'clock, he took Janet, who had also been busy with Cersei Capital for a day, and rushed to the Gramercy Hotel again.

After all, the reception is for publicity.

After arriving, after taking some photos, Simon and his wife walked into the reception hall together.

After spending more than ten minutes with the guests tonight, Simon came to the small circle where several executives of Daenerys Entertainment gathered.

Anna Coleman has gotten the initial launch data of FashionTV.

According to the statistics of East Coast ratings, the FashionTV introduction column hosted by Cindy Crawford is expected to have about 6.5 million viewers. This is a very good start, exceeding 10% of FashionTV's 60 million people. As a professional and niche fashion TV station, it seems very difficult that it can attract 6.5 million viewers.

You know, compared to the traditional TV station's operating model that needs to rely on popular programs to get attention, it is impossible for FashionTV to be a hit.

Just like "Vogue", "CQ" and other old fashion magazines, FashionTV wants to build its reputation and influence, and achieve a stable audience, it must be through long-term and professional operations.

Moreover, the 6.5 million broadcasts tend to have a symbolic meaning.

After the TV station stabilizes, there are two to three million viewers in prime time every day, even if it meets the ratings expectations.

In the memory of basic cable stations many years later, prime-time TV programs often only have hundreds of thousands of viewers, but that is actually decades later. The Internet and streaming media have already caused a serious impact on traditional cable TV. Many people even a week. Don’t even watch TV once.

Now, the Internet is just emerging, and because of the current network speed restrictions, it is temporarily unable to threaten the cable TV industry.

The key to FashionTV's commercial success is to cultivate a core audience and at the same time form a scale effect on a global scale. After all, many contents of FashionTV are universal in the world, and anyone who cares about fashion will be interested in FashionTV's programs. Therefore, the wider the dissemination of FashionTV, the more famous it is, the lower the average program production cost will be.

FashionTV in memory is like this.

As the world's largest fashion TV station, FashionTV is even as well-known as CNN and ESPN. Even in terms of revenue and profit, it is far from CNN and other TV stations. It relies on the global fashion media network, FashionTV The'little days' have also been very moisturizing.

Simon of course also knows that just with the same name, the brand-new FashionTV may not be able to develop and grow as much as remembered.

Daenerys Entertainment is already a giant in the industry. Large companies are often not as active as small companies in exploring new areas.

However, even if it is less satisfactory, as long as FashionTV can achieve independent balance of payments, it can continue to operate and provide a significant advertising and marketing channel for the fashion brands of the Westeros system.