New Vision Media Co., Business Plan

After 20 years of the open up & reform policy, great achievements have been made by the culture and communication industry. But the whole industry may face fierce competition for its fragile base — thrive only on the basis of monopolized operation and government protection. Once china' s entrance of WTO, foreign funded media conglomerate will be allowed operate in mainland china which will utterly change the whole scenario. On the other hand, new practice of non-profit government unit transformed to free competition enterprise reform need to go steady to a higher level. The government urges broadcasting industry take the root of segregation of production and communication to attract private capital entering into media industry. The new vision is born on this background and it is a combination of operational asset of XX TV station and private capital. The plan gives detail discussion of how the new vision will be set up, its internal & external competitive analysis and possible business direction.Considering macro economic environments , the company ' s core competitive edge and both internal & external opportunities , we decided the company should focused on 3 major areas within first stage: TV advertisement sales\ information TV channel \ wireless digital TV program distribution in rural areas. In terms of business mix , TVadvertisement will play a pillar role to provide cash flow at the beginning and the other two units means future growth opportunity. Basically, three different parts of business make best use of current resources with least possible overlap of the operational revenue. Meanwhile, the plan tapes into fundamental consideration of future growth opportunity analysis which leads to three different possible directions.In terms of marketing strategy of those business unit, tailor made strategy are carefully evaluated. To boost advertisement' s growth, we will pay morn concentration to the product strategy of the TV program thus increase audience viewing rate. On the other hand, to better launch information TV channel, we wrap out a product strategy on how to create more attractive TV column and IOD (information on demand) platform. Meanwhile marketing communication mix strategy is key to success of information TV channel, which includes channel positioning, communication position and media mix. For wireless digital TV program distribution in rural areas, the focal point of marketing strategy lies in pricing strategy, channel strategy and service scope considering the deficient of buying power and limitation of communication vehicles in rural areas.The plan also gives a precise and detailed financial forecast of the project. By calculating the profit & profit allocation sheet , cash flow table, balance sheet, together with NPV & investing return date, FIRR analysis ,all of the major financial parameters is in health and controllable status which demonstrate the feasibility of the New Vision project.