Chapter 1981： Full support

Yang Cheng put aside distractions and continued to ask, "Nowadays, when talking about HBO, there are two things that people often mention: multilateral distribution and traditional ecology, can you talk specifically about it? You know I also hope that CW TV station can have the same concept. ."

On the second floor of Plepler, "The so-called changeable growth means that digital business and traditional partners go hand in hand.

When I decided on the two-step strategy that year, I looked at the market and realized that HBO's penetration rate in these two areas was extremely insufficient.

Including me and the company's senior management, it is generally accepted that more and more viewers no longer watch cable TV.

At the beginning of 2013, we decided to create an independent streaming media service. At that time, there were probably only 5 million households with only broadband and no cable TV.

Only two years later, in 2015, we took the stage in Cupertino, California, and announced that HBO had an exclusive partnership with Apple. The number of such households may range from 8.5 million to 10 million, but now it is close to 20 million.

On the other hand, we also know that our penetration rate in the traditional ecosystem is far from enough.

So our task is to conceive an agreement that can incentivize traditional partners, because there is a lot of room for growth in that market, and at the same time ensure that customers are provided with options so that they can watch HBO even if they only have broadband access. Two aspects At the same time, we will ensure that HBO transitions smoothly to the transition period.

Although the CW TV station started late in this regard, it is not difficult because of the intervention of the new era media and the development of resources that are much better than HBO. "

Yang Cheng frowned and asked, "Isn't there a situation of cannibalization?"

Plepler shook his head, "No, some people prefer traditional program packages, which may contain less content and do not have 180 channels.

But for HBO, a program package with less content is a good thing, because if the average price of paying for watching through cable, satellite TV or telecommunications channels drops from $100 to, say, $65 or $70, it means HBO Will be easier to be accepted by people, because HBO will definitely be in the menu options.

If the program package content is less, cable TV, satellite TV and telecom operators will be more efficient to package HBO content.

To be honest, we are lucky. It can be said that it was the right time to develop in parallel and transform to digital.

These two aspects are not constraining each other. I always say that operators selling HBO content are not helping us, whether they are digital operators or traditional operators.

They sell HBO content because it is a very good product that makes their program packages more attractive, and because they know customers want it.

You only need to explain to the voters who have not made up their minds what is in the HBO package. This group of people is a persuasive group because they didn't know it before.

You have to explain to them that there are thousands of hours of programs and let them know that in addition to our excellent original programs, we also have four Hollywood film studios.

You have to remind people that no matter what kind of device you like, you can find HBO on it and watch HBO content.

As our partners began to promote this more forcefully and efficiently, we also found an amazing increase in paying users.

I can reveal a set of data to you. According to our forecast, in the third fiscal quarter of this year, HBO's revenue from paying users will increase by 12%.

You should understand what this concept is. This is expected to achieve the highest increase in paid revenue in HBO's history. Therefore, I think this proves that the two paths I decided were right. "

Yang Cheng smiled, "This also proves that I was right to dig you over~"

Plepler raised his glasses, "I hope you can say the same when my contract ends on the day~"

"I have this confidence~"

"Ha~Thank you~"

Yang Cheng took a sip of wine, and slightly tilted her head to see Long Ma always smiling, but she didn't speak, she was a little distressed inexplicably. This woman is really blue and white porcelain in a vase. No wonder the majestic King Ma is doing it for her. Impressed.

In order to take care of Long Ma, Yang Cheng took the initiative to talk about Quan You, "It is too difficult to be original now. Even classics such as "Game of Thrones" are based on adaptations."

Regarding this point, Plepler is deeply impressed, "Many media pay attention to original programs, such as "Game of Thrones" with original content, and those programs that have won many awards are actually based on a certain fan base, otherwise it is difficult. Have such a huge influence.

And what I want to say is that the decline of original shows is the general trend. Nowadays, even if they watch classic movies on TV, they are not willing to try an original TV series.

Especially the film penetration rate is still very high, of course, this is also a big driving force.

In terms of ratings, 79% of customers watch movies on cable TV channels; about 72% of customers don’t have a specific platform, but all platforms do not refuse to come. "

Yang Cheng also discovered this. CW TV station has set up a special movie channel for replaying classic movies. Even if it has been released for less than a month, it still contributes a good audience rating.

Even more than the original variety shows that they spent a lot of money to create. At first he thought it was caused by the lack of novel and bright content of the program, but now it seems that this is the habit of modern people.

Sigh, "The popularity of movies is really incredible. Even if people have already watched a movie in the cinema, they will still watch it for the second or third time on TV stations such as HBO or CW."

Plepler said, "In any case, this is a good supplement to our program library. Since we realize the importance of movies, we must start to promote the advantages of movies more actively from now on, just to remind customers, In addition to the program library, how many good movies our TV station has.

For example, on HBO, you can watch "FireWire", "The Sopranos", and "Sex and the City".

If you missed "Little Lies", you can start from the beginning. If you haven't watched "Detective Infernal Affairs", you can also watch it back, catch up with the latest content, get familiar with our products and programs, and remember to watch the next season or the next one. program.

This is the biggest advantage of video-on-demand. HBO took the lead in adopting this format. Our streaming service can be said to be the icing on the cake. For customers, this is a huge convenience and provides a variety of options. "

Yang Orange smiled, "I still remember that in 2007 you were appointed as the co-president responsible for the content of the show. At that time, "The Sopranos" was about to end and "Sex and the City" had already been broadcast. Not only Hollywood people, but even laymen like me. I feel that HBO is coming to an end."

Plepler also admitted, "This is actually a bit of truth. I think HBO was a bit arrogant at the time. The success of "The Sopranos" and "Sex and the City" made it difficult for TV stations to ride a tiger and feel that they have a secret weapon.

But I think HBO has lost some opposing voices because of this. Competition is the best formula to promote development. There is no one.

When I was in a HBO meeting at the time, I emphasized to the employees: There will never be another "The Sopranos", there will be the next superb series, let us return to the essence, and believe in the words of great artists and directors, they I have my own ideas for the next drama.

So we ushered in Allen Bower's "True Love as Blood", Lena Duham's "Bad Sisters", Armando Iannucci's "Vice President", and Mike Judge and Alec Burr Grid’s "Silicon Valley."

Of course there are two people who have never made television before-David Benioff and DB Weiss. They came up with the idea of ​​adapting George Martin's work, which is great~"

When he said this, he also signaled to Long Ma with a wine glass.

Yang Cheng pondered for a while and said, "I heard that at Time Warner, you and their CEO Jeff Bix are good friends?"

"Oh, not only that, he is also my teacher. Jeff held this position from 1995 until 2002. I was fortunate to work under him and his side. He has some very good qualities and I have benefited a lot from it. Yes, he is very good at applauding the achievements of others. I have seen him pick up the phone again and again and call different colleagues and say, "Well done, if you don't have your contribution, I can't achieve such a result."

Sometimes when I look at him, I don't know what he knows what a certain person has done, but he takes this as his own task to understand what the situation is like.

Once you create such a team spirit in the company, it will have an infectious effect, which is inestimable, and he has done a very good job in this regard. "

Yang Cheng said modestly, "I will learn from Jeff and strive to become good friends with you~"

"Ha~ I hope so too, but there is another trait in Jeff that is worth learning together."

"what?"

"He will make a big bet. In 1996, we chose to produce "From the Earth to the Moon." This $80 million TV series tells the story of the Apollo space program and does not guarantee success. Even if anyone is confident, they dare not say.

But Tom Hanks joined the series, and it gave birth to a certain idea, even if we can carry out grand projects.

Then, "Brothers" came into being Tom Hanks and Stephen Spielberg joined in, we made this short play based on Stephen Ambrose's book, these are very big The bet, the production cost of "Brothers" was as high as 120 million US dollars, which was unheard of at the time.

It was Jeff's full support that finally made this drama greatly boost the HBO brand. "

Yang Cheng said in deep thought, "I said, I also have the courage to place heavy bets."

"We will wait and see~"

Yang Cheng was stunned, "It seems you are prepared?"

Richard Plepler laughed, "Of course, since joining the new owner, how can you not bring a meeting gift?"

Hearing this, Long Ma felt that Yang Cheng's opportunity had come.

"Is it a new TV series? A movie? Or a variety show?" Yang Cheng asked impatiently.

"Of course it's a TV series~"

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