The hottest SP is accused of being a weak place in

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SP is accused of being a weak position in the interest chain of TV operators. Recently, the daily economy published an article titled "cheating the audience's phone bill by wearing a" live "vest TV quiz show", which reported the inside story of how the TV quiz show, with the help of TV stations, radio stations and other channels, wantonly "entrapped money" under the guise of guessing puzzles, which attracted extensive attention of readers. Today, this newspaper continues to reveal the "answer behind the simple riddle" - how much high profit is there behind the prize riddle? How many "accomplices" are linked to this interest chain

profiteering lures

interest alliances to spawn a precision industrial chain

with the implementation of the "broadcasting restriction order" of shopping advertising, a quiz show that is free from advertising has become its substitute, and quickly covered many domestic TV stations and radio stations in a short time

"Why are prize contests so rampant? This is because its value chain is generating high profits." An unnamed TV station staff said in an interview

the above-mentioned people pointed out that as early as 2006, SP saw a huge interactive program market in the activity of "giving Taiwan's giant pandas milk names". "There are more than 200million SMS messages sent in one night, and the charge for each SMS is 1 yuan, and the income for one night is more than 200million."

however, as a new SP value-added business model, the development effect of the award-winning quiz program was not very good before. In particular, the resin cured into a solid, durable and transparent material under UV light. The SMS interactive quiz was once attacked by the regulatory authorities. Nevertheless, SPs have found the "second spring" through the voice dialing mode

according to insiders, taking a provincial satellite TV with a population of 17million as an example, the 60 minute video game program is broadcast 30 times a month, and the total income can reach 1.836 million yuan

Mr. Guo, an SP service provider, disclosed to me that the profits of this so-called TV quiz are quite considerable. According to the introduction, it takes about 5 minutes for a participant to call and be told that the "line grab" failed. According to the charging standard, the local call fee is 0.25 yuan/minute, and the information fee is about 2 yuan/minute, so the income per call is about 11.25 yuan. If 1000 people call, they will make a profit of more than 10000 yuan and consume a lot of natural resources

"if some participants play for a long time and more times, the income of SP will be higher, ranging from tens of yuan to hundreds of yuan." Mr. Guo disclosed that such quiz shows are often developed and produced by SP operators, and the program hours of TV stations and radio stations are similar to advertising hours, which have been packaged and sold to sp operators. Communication operators provide radio and television stations with a technical platform for dialing, and collect audio fees. The sound communication fees for the preparation of expensive and polyurethane building insulation materials standards are distributed to radio, television, SP and communication operators

driven by money and lured by windfall profits, these so-called quiz shows have formed a complete business chain, and TV stations, radio stations and communication operators have also formed an interest alliance in the operation of sp

profit distribution

TV stations and radio stations become the biggest winners

how are the benefits distributed among the above three? What kind of agreement do they have? Who gets more benefit

Mr. Guo pointed out that in order for a prize winning quiz program to truly form an interaction, it needs to be "open at both ends": on the one hand, TV stations need to provide a broadcasting platform, on the other hand, communication operators need to provide ports, "and these two parts are also the biggest costs invested by SP service providers."

it is understood that if SP wants to broadcast award-winning quiz programs, it needs to apply to the telecommunications department for port channels, and businesses such as China Mobile and China Unicom, as communication operators, also have certain qualification requirements for SP Access. Take China Mobile as an example. At present, the SP that wants to apply for voice magazine business must be approved by the local communication administration; If inter provincial business is to be provided, it shall be reviewed by the Ministry of information industry

a relevant person engaged in communication business in Guangdong disclosed to that under normal circumstances, SP needs to pay a certain fee to the communication operator in advance to obtain the voice magazine business

Mr. Gao, an internal staff member of a branch of China Mobile, said that the voice magazine business of China Mobile in cooperation with SP generally allocates information fees according to the proportion of China Mobile accounting for 30% and SP accounting for 70%, and China Mobile is responsible for providing support fees to the third-party operation support party providing technical platform services. However, the source pointed out that due to various reasons, China mobile system will also generate certain bad debts. Therefore, China Mobile generally only gets 24% of the information fee, while operators get 76% of the information fee allocation

in addition, if China Mobile carries out cooperative business with China Mobile through the voice magazine portal, China Mobile will account for 50% of the benefit distribution. "Because China Mobile needs to develop voice systems, manual systems and other services, the proportion of distribution will increase." These people said

it is understood that at present, the proportion of voice magazine business developed by telecom, Unicom and SP is 30% and 27% respectively

"after deducting the income of the communication operator, the rest will be transferred to sp, and the TV station and SP will be distributed according to the original agreement." Mr. Guo said that TV stations and radio stations generally do not directly participate in income distribution, but make profits on the basis of "selling advertising" to provide a broadcasting platform

Mr. Guo disclosed that due to the different influence of each station, the advertising revenue prices of each major satellite TV are also different. In addition, SP can also cooperate by buying points from TV stations and radio stations, that is, the quiz program provided by SP will be inserted into the advertising period of a program, and the specific cost will also be determined by the audience rating of the period

"the incomes of the above two parties account for the main profits of prize contests. Generally speaking, TV advertising accounts for 50%~60% of the profit distribution, and communication operators account for about 30%, while SP has less than 20% of the profits." Mr. Guo believes that this is also the reason why prize guessing is just a "gimmick" for SP - since SP does not have an advantage in the industrial chain, it naturally gets less benefits, and the so-called "high" prize becomes a "big cake" that can be seen and eaten

regulatory black hole

relevant departments urgently need to issue management rules

"although TV stations and radio stations are under the banner of game guessing, this is actually a gambling behavior." Mr. Guo believes that the most essential difference between games and gambling is that games remove contingency as much as possible with extremely complex rules, while gambling increases contingency with as simple rules as possible

Zhang from the advertising department of a TV station in the North disclosed to that the reason why such prize winning guessing activities are under the banner of "game Guessing" is to avoid the supervision of the State Administration of radio, film and television. Zhang said that generally speaking, the advertisements broadcast by TV stations are supervised by the SARFT and the Administration for Industry and commerce. Last year, SARFT issued the "advertising broadcasting restriction order". The advertising time period of major satellite TV stations has also been widely used in various metal, non-metal, composite materials, medicine, food, wood, copper, aluminum, plastic profiles, wires and cables, paper, film, rubber, textile, aerospace and other industries to stop the testing of tensile performance indicators, The emergence of game quiz shows just filled the compressed advertising time period and found a new profit channel for TV stations

on the other hand, as a communication operator cooperating with SP, it also has relevant obligations. In the SP access conditions, there is such a clause: "the content must be legal and healthy, and shall not provide services containing pornographic, reactionary and other illegal content, and shall not violate relevant national policies and regulations." Nowadays, the prize guessing has become a means for SP to deceive consumers and obtain high telephone charges. In this regard, some insiders pointed out that it is easier to eat money than to spit it out. The award-winning quiz shows rely on high bonuses as a temptation, wear the cloak of media credibility, and walk between business and morality, becoming a "slot machine" to deceive consumers step by step, and also a way for TV stations to increase advertising revenue and communication operators to overcharge high communication costs

at present, there is a gap in the supervision and management of "prize winning quiz" programs. There are no clear provisions on who will manage them and how to manage them. Similarly, the entry threshold of SP service providers, the mode of operation cooperation, and how to approve programs are also issues that need to be solved urgently by the departments of industry and commerce, the State Administration of radio, film and television and other relevant departments. Daily economy

Copyright © 2011 JIN SHI