The Documentary "The Tales Of Lingnan Buildings" Project Business Plan

The Tales of Lingnan Buildings is a cultural documentary under shooting. It consists ofeight episodes with45minutes for each. Featuring HD technology with Mandarine,Cantonese and English versions, it is Guangdong TV’s key documentary in2013.The Tales of Lingnan Buildings is a documentary on the language and culture embodiedin Lingnan buildings, as well as their stories and history.The way that The Tales of Lingnan Buildings is made is different from the traditionalway of narration. Its narration features contrast of similar culture and stories across regions,nationalities, time and space to illustrate the cultural heritage in Lingnan buildings. Thedocumentary provides a general and systematic view of the beauty of Lingnan buildings andthe richness of Lingnan culture.This paper studies the background and meaning of the business plan, then analyzes theinternal and external environment of the program, The Tales of Lingnan Buildings, withstrategic management theories, and indicates a potential audience market and socialinfluences. After analysis on the competitiveness of the Cultural Pearl River Team and themethods of shooting and narration, it conducts market segmentation with marketing theoriesto determine its target market and audience. A marketing plan is then formulated in the paperto analyze the marketing portfolio of The Tales of Lingnan Buildings, followed by aninvestment analysis with financial theories to evaluate indexes for financial decision-makingof the program. Finally, it conducts an analysis of potential risks with risk managementtheories and proposes solutions and methods of risk aversion accordingly.The study in this paper indicates that Guangdong TV’s The Tales of Lingnan Buildingsprogram possesses a great audience market prospect and an obvious competitive edge with itsvalue for appreciation and touching stories. It will be a fine-planed, excellent-madedocumentary with great social influences. With an investment of five million RMB, it isestimated that it will save Guangdong TV program purchasing cost of2.5972million RMB inthe following three years and increase advertisement revenue by12.2232million RMB, if it isbroadcast twice a year within three years on Guangdong TV after its shooting is completed. Itis fair to say that The Tales of Lingnan Buildings is an excellent program made by GuangdongTV. This business plan serves as a reference for planning, promotion, marketing, capitalmanagement, and risk management for the shooting team. It also provides an evaluationreference for investors and advertisement customers.