Chapter 526: 528

Fashion TV, a long-standing Fashion TV station, will be on air on February 8.

When the media was troubled by the market value of Cisco and AOL exceeding $20 billion at the same time, Simon arrived in New York on February 6 to personally participate in the final preparations before the launch of Fashion TV.

The person in charge of Fashion TV is Anna Coleman.

This is a dark haired woman who looks about 35 years old. Yes, Coleman. Still Jewish.

Simon chose each other, not because of ethnicity.

Of course, Simon also knows that Anna Coleman will finally stand out with the promotion of Amy Pascal and Robert egger.

The last few candidates are basically Jews.

Simon has not been too sensitive to ethnic issues, but also has no aversion. All he needs is a qualified professional manager.

Anna Coleman once held important positions in the comtenas group, which owns vogue, CQ, vanity fair and other well-known fashion magazines, and the MTV television station of Viacom. When she was the vice president of MTV program production department, she launched the very successful "house of style" program.

In Simon's memory, "house of style" still exists until 20 years later. Moreover, the first host of the show from 1990 to 1992 happened to be Cindy Crawford. Cindy resigned as host before last year's Weimi show.

To a large extent, the positioning of Fashion TV is equivalent to a "dynamic fashion magazine" carried on the TV platform.

Therefore, Anna Coleman's resume of working in both the company and MTV TV station is very suitable for this job.

On the other hand, after several months of operation, Fashion TV is expected to reach 23 million users and cover 60 million people through the main North American operators such as Comcast and Warner Cable.

At the same time, the share between danielis entertainment and the operator was set at 15 cents.

In other words, operators will pay Denise entertainment 15 cents a month for each access user to buy content.

According to the size of about 23 million access users, depending on the share of operators, Fashion TV will be able to determine the annual basic income of 40 million US dollars.

As a basic cable station, Fashion TV can also insert advertisements in its programs. Generally, the advertising revenue of a basic cable station can be equal to the revenue shared by the operators. Considering that fashion TV has just started broadcasting, Denise entertainment is not in a hurry to launch ads to the TV station. Therefore, it is estimated that the advertising revenue will reach about 50% of the operator's share in the two years before the broadcasting, which is about 20 million US dollars.

The minimum revenue of 60 million US dollars in the whole year seems to be very rich. However, compared with the operating cost of a national cable TV station, the money is still not worth mentioning.

It's just that the annual expenses of the 200 member North American operation team in terms of basic salary and office space are expected to be no less than US $30 million.

As a 24-hour fashion channel, even if the budget cost of Fashion TV programs is not too high, the sum of many projects, together with the essential marketing and promotion costs of TV stations, is expected to be no less than $50 million.

As a result, Denise entertainment has made a psychological expectation that it will lose at least $20 million a year in the first two years of broadcasting.

And it's just North America.

Simon's expectation of Fashion TV is a global fashion TV network.

In the original plan, Simon wanted fashion very much TV can be broadcast simultaneously in Europe and North America, but he still underestimates 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 now also does not allow foreign companies or individuals to hold American TV stations, and this ban will probably come into contact in the next year or two.

In Europe, the UK, which has the most open market, has no ban on restricting overseas companies from investing in TV stations. Therefore, the preparation of Fashion TV in the UK is the most smooth. It is expected that it will be launched in the UK through News Corp's Sky Broadcasting Company in April.

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

Although sky's TV network covers most of Europe, the relevant TV stations still need to pass the audit of governments if they want to go online in various countries.

Judging from the current approval situation, France, the most developed country in the fashion industry, is the most difficult. The local fashion giants are quite resistant to Fashion TV. LVMH and other companies are already preparing their own fashion TV network, and the audit progress of other Italy, Spain and Germany is also different.However, Fashion TV will be available in most European countries by the end of this year at the latest.

As for the reasons, Simon remembers that in November 1993, the European Union will be officially established. By that time, the markets of several major countries in the European continent will be open to each other. When Fashion TV is launched in the UK, it can basically be transmitted to the whole European Union.

Since Fashion TV can't be launched in Europe in the short term, Denise Entertainment's main focus is on North America.

In terms of content, Fashion TV has successfully won the right to broadcast the show content of the world's major luxury brands in the past five years. Even European luxury brands such as LVMH, which are worried about the relationship between Denise entertainment and melisandro, have not refused to provide content to Fashion TV.

These companies also clearly understand that giving up this important TV platform to expand brand awareness will only give other brands more exposure. The result can be imagined.

Moreover, LVMH also became the first advertising customers of Fashion TV, signing a two-year $6 million advertising contract with Fashion TV at one time.

Taking advantage of the two identities of content provider and advertiser, LVMH group has successfully added terms related to corporate reputation protection in a series of cooperation agreements with Fashion TV, making it clear that fashion TV shall not publish content damaging the reputation of LVMH group's brands.

Simon learned of this, but also have to admire the road to the head of the group of drunk Xuan Bernard Arnold smart and bold.

Fashion TV in North America is expected to have a total advertising revenue of only $40 million in the next two years, while LVMH alone has put in $6 million of advertising. Next, after the launch of Fashion TV in Europe, the two sides will certainly launch similar cooperation.

Most importantly, Bernard Arnault also evaded Denise entertainment in advance through interest binding and contract restrictions, and used Fashion TV platform to discredit and suppress LVMH group.

At the beginning, he did not agree to let fashion TV become a subsidiary of melisandro. Simon's idea was to build a global fashion TV network.

If a media network wants to grow, it is necessary to maintain its neutrality as much as possible. Therefore, Simon never thought of using Fashion TV to discredit and suppress other luxury brands from the beginning, which will only make the TV station self destruct.

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However, not to suppress other luxury brands does not mean that fashion TV can not, in turn, strengthen the promotion of westero fashion brands.

If melisandro's brand accounts for eight hours of 24-hour program time every year, while LVMH's brand only has two hours of exposure time, it will also be a strong trade-off.

Of course, this is just an example.

If Fashion TV wants to develop and expand for a long time, it will not be less biased towards melisandro, but it can not be too obvious.

New York, Manhattan.

The official launch time of Fashion TV in North America is 6:00 p.m. on February 8 on the east coast.

From 4 p.m., celebrities from all walks of life began to gather outside the Gramsci hotel in midtown Manhattan. The launch ceremony of Fashion TV is being held here. After the ceremony, there is a celebration reception.

At five o'clock, the media and guests gathered in a conference hall of the Gramsci 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, danielis entertainment contacted USA and other important local TV stations on the East and west coasts to broadcast the one hour long press conference live on TV, and the igritte portal station will also broadcast it online in real time.

Simon, Amy Pascal, Robert egger and other core executives of danilisi entertainment attended the opening ceremony. In addition, there were a large number of star supermodels in the entertainment and fashion circles. There were about 100 people sitting in the conference hall, which looked like stars. The little stars and little models with slightly lower seats were not included in the conference The grid.

Anna Coleman, President of Fashion TV, personally presided over the ceremony.

In the first half an hour, the female executive who just joined danielis entertainment group introduced the basic information of Fashion TV, such as its operation concept, content setting and development goals in an orderly and clear way. From 5:30 to 5:50, she received 20 minutes of on-site Q & A from various media.

Simon sat under the stage, looking at the female executive on the stage for 50 minutes of fluent explanation and Q & A, more and more satisfied.

It's 5:50, 10 minutes before the TV station goes online.

Representatives of several major operators such as Comcast and Warner Cable, and supermodels such as Jerry hall and Cindy Crawford, who are going to cooperate with Fashion TV, came to the stage together. After the last party's speech, everyone began to count down and pressed a symbolic button on the stage together.Then, on the projection screen in front of the conference hall, a picture of Fashion TV appeared.

The first is a two-hour special program hosted by Cindy Crawford, which mainly introduces the content of Fashion TV to the audience more intuitively.

In order to make the program not boring, the one hour long program was all shot with live scenes, and even some simple special effects were used. Cindy Crawford shuttled through different studios, fashion shows, design studios and other iconic scenes in the fashion world, and had a relaxed and funny interview with Fashion TV's "fashion people", "top" and "top" In the process of promotion, a large number of celebrities from the fashion industry showed up and expressed their best wishes to the launch of Fashion TV.

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

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

One side is to rest, the other is to change clothes.

In particular, you supermodel stars need two different outfits for the reception and press conference.

Simon also returned to his apartment on Fifth Avenue. After a short rest, he took Janet, who also had a busy day at cersei capital, to Gramsci hotel near seven o'clock.

The reception is still for publicity.

After arriving, Simon and his wife took photos and walked into the reception hall together.

After spending more than ten minutes socializing with tonight's guests, Simon came to a small circle where several senior executives of danielis entertainment gathered.

Anna Coleman has the initial launch data of Fashion TV.

According to the east coast ratings statistics, Cindy Crawford's Fashion TV introduction program has an estimated audience of about 6.5 million, which is a very good start, more than 10% of the 60 million people covered by Fashion TV. As a professional and niche Fashion TV station, it is very difficult to attract 6.5 million viewers.

You know, compared with the traditional operation mode that TV stations need to rely on popular programs to get attention, it's impossible for Fashion TV to become popular.

Just like vogue, CQ and other old fashion magazines, Fashion TV needs long-term and professional operation to make its reputation and influence and achieve a stable audience.

Moreover, the 6.5 million broadcast is more symbolic.

After the stability of the TV station, there will be two or three million viewers in prime time every day, even if the audience has reached the expectation.

In my memory, there are only a few hundred thousand viewers of prime time TV programs in basic cable stations many years later. But in fact, decades later, the Internet and streaming media have caused a serious impact on traditional cable TV. Many people may not even watch TV once a week.

Now, the Internet is just emerging, and because of the current speed limit, it can not threaten the cable TV industry.

The key to the success of Fashion TV in business is to cultivate a group of core audience and form scale effect on a global scale. After all, many of the contents of Fashion TV are universal all over the world. People who care about fashion will be interested in the programs of Fashion TV. Therefore, the wider the spread range of Fashion TV and the higher its popularity, the lower the average program production cost.

That's what fashion TV is like in memory.

As the world's largest fashion TV station, Fashion TV's popularity is no less than that of top cable stations such as CNN and ESPN. Even in terms of revenue and profit, it can't compare with CNN. Relying on the global fashion media network, Fashion TV's "xiaori" has always been very rich.

Simon, of course, knows that with the same name, the brand-new Fashion TV may not be able to grow as it is in memory.

Denise entertainment is already a big business. Big companies are not as active as small ones in exploring new areas.

However, even if it is less than satisfactory, as long as Fashion TV can achieve independent balance of revenue and expenditure, it can continue to operate, and provide a significant advertising marketing channel for the fashion brands of westero system.

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