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Daenerys Entertainment's long-awaited fashion television station, fashion tv, will begin airing on February 8.

When the media was disturbed because the market value of Cisco and AOL both exceeded 20 billion US dollars 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 head of fashion tv is named Anna Coleman.

This is a brunette woman who appears to be around 35 years old. Yes, Coleman, still Jewish.

Simon chose each other, but not because of ethnicity.

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

The last few candidates were basically Jewish.

Simon has always been not too sensitive to ethnic issues, nor is he disgusted. All he needs is a qualified professional manager.

Anna Coleman has held important positions in the Condé Nast Group, which owns well-known fashion magazines such as "vogue", "cq", "vanity fair", and Viacom's mtv television station. Had a very successful "house of style" (fashion house) show.

In Simon's memory, "house of style" has survived until twenty years later, and the show's first host from 1990 to 1992 happened to be Cindy Crawford, who was in last year's show. The Victoria's Secret show had previously resigned as host.

The positioning of fashion tv is largely equivalent to a "dynamic fashion magazine" carried on the TV platform.

Therefore, Anna Coleman's resume of working for both Condé Nast and mtv was a perfect fit for the 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 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 15 cents a month for each access user to buy content.

According to the scale of access users of about 23 million, depending on the operator's share, fashion tv can determine the basic income of 40 million US dollars per year when it is launched.

As a basic cable station, fashion tv can also insert advertisements in the program. Under normal circumstances, the advertising revenue of a basic cable station can be equal to that of the operator. Taking into account that fashion tv has just started broadcasting, Daenerys Entertainment is not in a hurry to put advertisements on TV stations. Therefore, it is expected that the advertising revenue will reach about 50% of the operator's share in the first two years of the broadcast, which is about another 20 million US dollars.

The annual guaranteed revenue of about $60 million seems to be very rich, but compared to the operating costs of a national cable TV station, this money is still not worth mentioning.

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

As a 24-hour fashion channel, even if the budget of fashion TV programs is not too high, many items are added up, and the necessary marketing and promotion expenses of the TV station are counted, and it is expected to be no less than 50 million. dollar expenses.

Therefore, Daenerys Entertainment has made a psychological expectation of at least $20 million in losses per year for the first two years of the broadcast.

And, this is only North America.

Simon's expectations for fashion tv, a global fashion TV network.

In the original plan, Simon very much hoped that fashion tv could be broadcast simultaneously in Europe and North America, but he still somewhat underestimated the instinctual protectionism resistance of European countries to the invasion of North American media companies. In fact, this is also very normal. The United States does not allow foreign companies now. Or personal possession of US TV, the ban will probably only finally be touched in the next year or two.

The UK, which has the most open market in European countries, does not have a ban on foreign companies investing in TV stations. Therefore, fashion tv has the most smooth preparations in the UK. It is expected that it will be launched in the UK in April through Sky Broadcasting, a subsidiary of News Corp.

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

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

Judging from the current approval situation, France, which has the most developed fashion industry, is the most difficult. Local fashion giants are quite resistant to fashion tv. Companies such as LVMH are already preparing their own fashion TV networks. Other Italian, Spanish and German audits Progress also varies.

However, by the end of this year at the latest, fashion tv 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 several major countries in the European continent will be opened to each other, and fashion tv will be broadcast in the United Kingdom, which can basically be transmitted to the entire European Union.

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During the period, fashion tv could not be rolled out in Europe, and Daenerys Entertainment's main focus was also on North America.

In terms of content, fashion tv has successfully won the show content broadcast rights of the world's major luxury brands in the past five years, even LVMH, who is concerned about the relationship between Daenerys Entertainment and Melisandre, etc. European luxury brands have not refused to provide content to fashion tv.

These companies also clearly understand that abandoning this important TV platform for expanding brand awareness will only give other brands more exposure. The result is predictable.

Not only that, LVMH has also become fashion tv's first advertising customer, and signed a two-year, $6 million advertising contract with fashion tv.

Taking advantage of the two identities of content provider and advertiser, LVMH Group successfully added clauses related to the protection of corporate reputation in a series of cooperation agreements with fashion tv, making it clear that fashion tv shall not publish any content that is harmful to LVMH's various brands. Brand reputation content.

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

Fashion TV in North America is expected to generate only $40 million in total advertising revenue in the next two years, and LVMH alone has put in $6 million in advertising. Next, after the European fashion tv is rolled out, the two sides will definitely carry out similar cooperation.

Most importantly, through interest bundling and contract restrictions, Bernard Arnault also evaded Daenerys Entertainment's use of the fashion tv platform to smear and suppress the LVMH Group.

Having not agreed to make fashion tv a Melisandre subsidiary, Simon's idea was to build a global fashion television network.

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

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

In the 24-hour program period every year, if Melisandre's brands account for eight hours, LVMH's brands only have two hours of exposure time, which will also be a very strong trade-off.

Of course, this is just an example.

If fashion tv wants to develop and expand in the long term, there will be no less preference for Melisandre, but the tendency cannot be too obvious.

Manhattan, New York.

The official launch time of fashion tv in North America is on the east coast at 6:00 pm on 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 fashion tv was being held here. After the ceremony, there was a celebratory reception.

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

In order to promote the TV station as soon as possible, although it failed to get the time slot on several public television networks, Daenerys Entertainment contacted usa and some other important local TV stations on the east and west coasts to broadcast the hour-long conference live on TV. , the Igreit Portal will also conduct live webcasts.

Several core executives of Daenerys Entertainment, including Simon, Amy Pascal, and Robert Iger, attended the opening ceremony, as well as a large number of celebrities and supermodels from the two major circles of entertainment and fashion. There was about a seat in the conference hall. There are more than 100 people, and they look star-studded, and the little stars and small models with a slightly lower coffee position are not qualified to squeeze into this conference at all.

The ceremony was presided over by fashion tv president Anna Coleman.

In the first half hour, the female executive who had just joined Daenerys Entertainment Group coherently and clearly introduced fashion tv's operating philosophy, content settings, development goals and other basic information. From 5:30 to 5:50, it continued. Accepted a 20-minute live Q\u0026A from various media.

Simon sat under the stage, looking at the 50-minute fluent explanation and Q\u0026A of the female executive on the stage, and became more and 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, as well as supermodels such as Jerry Hall and Cindy Crawford who are about to cooperate on fashion tv, took the stage together. After the last party gave a speech, everyone began to count down, and Together they pressed a symbolic button on the stage.

Immediately, the screen of fashion tv appeared on the projection screen in front of the conference hall.

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

In order to keep this show from being boring, the hour-long show was all shot on location, and even used some simple special effects, Cindy Crawford shuttled through different studios, fashion shows, design studios, etc. Iconic scenes in the fashion industry, easy and funny introductions to fashion tv's "Fashion People", "top models", "Show Shots" and other programs, and a large number of celebrities in the fashion industry made cameos during the promotion process, and Blessings for the launch of fashion tv.

fashion tv tv

The signal began to be transmitted to the televisions 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.

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

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

Simon also returned to the apartment on Fifth Avenue. After a short rest, it was nearly seven o'clock, and Janet, who had also been busy for a day in Cersei Capital, rushed to the Gramercy Hotel again.

After all, the party is still for publicity.

After arriving, taking pictures, Simon and his wife walked into the reception hall together.

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

Anna Coleman has got the initial launch data for fashion tv.

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

You know, compared to the operating model of traditional TV stations that rely on popular programs to gain attention, it is impossible for fashion tv to become a hit.

Like "vogue", "cq" and other old fashion magazines, fashion tv must go through long-term and professional operations if it wants to build its reputation and influence and achieve a stable audience.

Moreover, the 6.5 million that started broadcasting is more inclined to a symbolic meaning.

After the TV station is stabilized, two or three million viewers in prime time every day can even meet the viewing expectations.

In the basic cable stations many years later in my memory, prime-time TV programs often only have hundreds of thousands of viewers, but that is actually decades later. The Internet and streaming media have had a serious impact on traditional cable TV, and many people even have a week. You don't have to watch TV once.

Now, the Internet is just emerging, and because of the current speed limit, it cannot threaten the cable TV industry for the time being.

The key to fashion tv's commercial success is to cultivate a group of core audiences and at the same time form a scale effect on a global scale. After all, a lot of fashion tv's content is universal on a global scale. Anyone who cares about fashion will be interested in fashion tv's programs. Therefore, the wider the spread of fashion tv, the more famous it is, the lower the average program production cost will be.

This is how fashion tv is 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 is far from being comparable to those of cnn and these TV stations, relying on the global fashion media network, Fashion TV's 'little days' has always been very moisturizing.

Of course, Simon also knows that, just with the same name, the brand-new fashion tv may not necessarily be able to develop and grow as in memory.

Daenerys Entertainment is already an industry juggernaut, with big companies breaking new ground and often less aggressively than smaller companies.

However, even in unsatisfactory situations, as long as fashion tv can achieve independent balance of payments, it can continue to operate and provide a significant advertising and marketing channel for fashion brands in the Westeros system.

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