I finally defeated the client project agreement form. I have discussed with my client several times. And I will go to London meet their manager of Retail banking department. They offer to produce a series of adverts to promote theri products, such as credit card, debit card etc.
This is a commercial advert of the Great Wall credit card of Bank of China three year ago. It's good example of commercial drama advert. There are many famous Chinese actors and actresses in this advert. :)
30.11.09
Digital Culture
Digital Culture is a good book for understanding the New Media. It is a new recommanded book on Amzone. I have read several chapters and got some helpful notes.
"Two threads stitch together the global media scene in the twenty-first century. They are the dispersal of digital media-from computers to cell phones to digital television to the Internet-and the convergence of formerly separate media brought about by the digital revolution. "
"Digitization-in production, distribution and reception-transformed traditional media, starting in the mid-1990s: in satellite communications, in recording technology, in a new generation of television sets, in cable television, in radio and television broadcasting, and many more. From high-definition television(HDTV) to multiplexed phones to iPods to satellite radio-all these draw on various forms of industry convergence as well as digital technology. They threaten to break down the borders of older media, and challenge old structures of ownership, control, content and audience uses as well. "
"Digital media share one characteristic that differentiates them profoundly from older analogue forms: each copy of a digital text is not only perfectly reproduced but also perfectly reproducible, unlike the imperfections and degradation involved in copying older forms like audio and videotape."
"Television screens have both expanded and shrunk dramatically, from the increasingly theatre-like flat screens, now part of home entertainment centres, to the tiny windows on cell phones and iPods. The computer screen becomes a television, while television screens hook up with computers. Many former couch potatoes now use their television screens only for playing video games. New programme forms debut from 'mobisodes' and 'webisodes'-television material only available on cell phones or websites-to inceasingly interactive formats that allow views to affect the narrative, as in voting for the next Pop Idol or calling in question to be discussed on air. If we do not like such changes, YouTube and digital production technologies allow us to make our own television. Clearly, the digital revolution is still in progress, and television remains one of its main battlefields."
Michele Hilmes, 2009. A source of information. in Glen C. and Royston M., ed. Digital Cultures: understanding New Media., p46-54 1975. Maidenhead: Open University Press. Ch. 3.
Castaneda, Mari, 2007. The complicated transition to digital television in the United States, Television and New Media, 8(2): 92-106
"Two threads stitch together the global media scene in the twenty-first century. They are the dispersal of digital media-from computers to cell phones to digital television to the Internet-and the convergence of formerly separate media brought about by the digital revolution. "
"Digitization-in production, distribution and reception-transformed traditional media, starting in the mid-1990s: in satellite communications, in recording technology, in a new generation of television sets, in cable television, in radio and television broadcasting, and many more. From high-definition television(HDTV) to multiplexed phones to iPods to satellite radio-all these draw on various forms of industry convergence as well as digital technology. They threaten to break down the borders of older media, and challenge old structures of ownership, control, content and audience uses as well. "
"Digital media share one characteristic that differentiates them profoundly from older analogue forms: each copy of a digital text is not only perfectly reproduced but also perfectly reproducible, unlike the imperfections and degradation involved in copying older forms like audio and videotape."
"Television screens have both expanded and shrunk dramatically, from the increasingly theatre-like flat screens, now part of home entertainment centres, to the tiny windows on cell phones and iPods. The computer screen becomes a television, while television screens hook up with computers. Many former couch potatoes now use their television screens only for playing video games. New programme forms debut from 'mobisodes' and 'webisodes'-television material only available on cell phones or websites-to inceasingly interactive formats that allow views to affect the narrative, as in voting for the next Pop Idol or calling in question to be discussed on air. If we do not like such changes, YouTube and digital production technologies allow us to make our own television. Clearly, the digital revolution is still in progress, and television remains one of its main battlefields."
Michele Hilmes, 2009. A source of information. in Glen C. and Royston M., ed. Digital Cultures: understanding New Media., p46-54 1975. Maidenhead: Open University Press. Ch. 3.
Castaneda, Mari, 2007. The complicated transition to digital television in the United States, Television and New Media, 8(2): 92-106
13.10.09
How interactive kills a film? - Linear vs Non Linear Editing
After today's tutrial with Deborah, I have got new insprition about my research. Because I'm good at editor, my research would focus on how to be a smart editor to recreate a film and tell a story clearly and dramatically.
The interactive of new media gives us a new way to edit a film - the Non-linear editing. So I'm wondering if I could focus my research topic on the advantages and disadvantages between Liner and Non-linear editing.
In the early days of electronic video production, linear (tape-to-tape) editing was the only way to edit video tapes. Then, in the 1990s, non-linear editing computers became available and opened a whole new world of editing power and flexibility.
Non-linear editing was not welcomed by everyone and many editors resisted the new wave. In addition, early digital video was plagued with performance issues and uncertainty. However, the advantages of non-linear video eventually became so overwhelming that they could not be ignored.
In the 21st Century non-linear editing is king and linear editing is widely considered to be obsolete, or at least primitive. This is an understandable attitude considering the advantages of non-linear editing, but we urge you not to be too judgemental. Linear editing still has some advantages:
1.It is simple and inexpensive. There are very few complications with formats, hardware conflicts, etc.
2.For some jobs linear editing is better. For example, if all you want to do is add two sections of video together, it is a lot quicker and easier to edit tape-to-tape than to capture and edit on a hard drive.
3.Learning linear editing skills increases your knowledge base and versatility. According to many professional editors, those who learn linear editing first tend to become better all-round editors.
Although the "linear vs non-linear" argument is often subjective and some editors will disagree with the statements above, there can be little doubt that increasing your skill base is a good thing. There is nothing to be gained by completely rejecting linear editing, and much to be gained by adding it to your repertoire.
The interactive of new media gives us a new way to edit a film - the Non-linear editing. So I'm wondering if I could focus my research topic on the advantages and disadvantages between Liner and Non-linear editing.
In the early days of electronic video production, linear (tape-to-tape) editing was the only way to edit video tapes. Then, in the 1990s, non-linear editing computers became available and opened a whole new world of editing power and flexibility.
Non-linear editing was not welcomed by everyone and many editors resisted the new wave. In addition, early digital video was plagued with performance issues and uncertainty. However, the advantages of non-linear video eventually became so overwhelming that they could not be ignored.
In the 21st Century non-linear editing is king and linear editing is widely considered to be obsolete, or at least primitive. This is an understandable attitude considering the advantages of non-linear editing, but we urge you not to be too judgemental. Linear editing still has some advantages:
1.It is simple and inexpensive. There are very few complications with formats, hardware conflicts, etc.
2.For some jobs linear editing is better. For example, if all you want to do is add two sections of video together, it is a lot quicker and easier to edit tape-to-tape than to capture and edit on a hard drive.
3.Learning linear editing skills increases your knowledge base and versatility. According to many professional editors, those who learn linear editing first tend to become better all-round editors.
Although the "linear vs non-linear" argument is often subjective and some editors will disagree with the statements above, there can be little doubt that increasing your skill base is a good thing. There is nothing to be gained by completely rejecting linear editing, and much to be gained by adding it to your repertoire.
12.5.09
26.3.09
Scipt of MISSING
INT. TINA - UNDERGROUND IN LONDON - DAYTina, a 23-year-old girl, long black hair, black eyes. She is standing on the platform which curved. There are many bright colors especially the barriers which yellow.There is a train coming and stopping in front of her. She is getting on the train. The CAMERA shot with a low angle. She is holding the handle and looking around seems like trying to find someone.
INT. TINA - BEDROOM - MORNINGThis is Tina抯 bedroom which warm and comfortable. We could see beautiful scene through window. There is a painting on the wall and also a cabinet. Tina is awake and sitting in the bed. Then she gets up and wears cloth. The cloth is normal and comfortable. Tina wears her shoes and walks towards to door.
INT. TINA - DINING-ROOM - MORNINGThe CAMERA shoots the reflection of Tina through mirror. She is rubbing her eyes in front of mirror. The emotion on her face is little sadness but then changing to normal in seconds. She is drinking a bottle of water. Suddenly, two golden bread pop up from the toast machine. The next shot is she washing plats slowly. These shots are all of CLOSE-UP
(FLASH BACK)
INT. FOX AND TINA - KITCHEN - MORNINGFox, a cute boy, the same age with Tina, short black hair, pure black eyes, is wearing casual cloth which a hoodie and sport trousers. The sunshine is fantastic and plants outside kitchen are green and fresh. Tina is putting a lovely apron on to Fox. And then put her hands covering his eyes. They are cooking together, laughing and playing. We could breath sweet emotion from the perfect moment.
EXT. TINA - BALCONY - MORNINGIt is a MEDIUM SHOT. Tina is smoking lean on the barrier on the balcony. We could see the beautiful scenery which the blue sky and red brick houses behind her. She is overlooking the beautiful landscape and drinking a cup of warm coffee ever and agah. There is a CLOSE-UP shot of her from the right side. She is looking forward and smoking frequently. We could see sadness from her eyes.There is an EMPTY SHOT. There are many ducks swimming slowly and freely. With ducks swims far away, the screen fade out.
(FLASH BACK)
EXT. TINA AND FOX - THE BACK YARD - MORNING Tina and Fox are sitting on the bed talking happily. The bed is beside a door which excess to the back yard. There are many plants in the back yard and some fresh bud are growing on the red brick wall. We could not hear what they are talking about but the background music. It is a soft and peaceful one which could be piano or violin. They are having fun together and kissing some times. We could see how happy they are from their emotions.These FLASH BACK sequences would be slow motion making them looks like memory parts.
INT. TINA - DINING-ROOM - MORNINGThere is a CLOSE-UP SHOT of Tina writing an address on an blank envelope. There are some colorful cards on the table. She is writing slowly with kind of hesitation. Then she put down the pen and begin cleaning floor. Then she changes her dress and prepare to go out. She is staring the envelope for a seconds and put it in her bag. Tina is going out. The door is closing.
EXT. TINA - THE CANAL SIDE - NOON Tina is couchant and feeding ducks. Some ducks fly toward her some times and we could hear the birdcall. The CAMERA is on the left side and we could not see her emotion but the beautiful long black hair.There is a platform beside at the canal side. Some green plants and few trees around the platform. She is walking around on the platform, sometimes standing, sometimes couchant, sometimes hold the barrier. Some people are walking or riding pass the path looking at her and give her a smile. She walks towards a red mailbox and stands for a seconds, then put that envelope into the mailbox.
(FLASH BACK)
EXT. FOX AND TINA - BACK YARD - AFTERNOONFox and Tina are pruning trees in the back yard. They are playing the water when they irrigating plants. There is a rainbow appear in the sunshine. There are two little red balloons flying from neighbor. The scene is these balloons dancing with wind; sometimes they are close and sometimes they are getting far away from each other. It is represent Fox and Tina抯 relationship.EXT. - A CROWDED STREET - AFTERNOONThe CAMERA shot by a low angle. She is drinking coffee and looking around without focus. There is a church behind her.There is a shot of crowd of people come and go. The shot is CLOSE-UP on their feet.
(FLASH BACK)
EXT. FOX AND TINA - A CROWDED STEET IN LONDON - AFTERNOONFox and Tina are walking together. Tina is in Fox抯 arm and giving him a lovely smile. Fox also give a sunny smile and kiss her forehead lightly.They are walking around and talking frequently, There is a CLOSE-UP shot on their hands shooting from the back. They are walking far from the CAMERA until they disappear in the crowd.
EXT. TINA - WALKING ON THE STREET - NIGHTTina is walking on the street along. There is few people on the square. It is cold outside. She is sitting on the ground and watching the night scenery. She is drinking coffee with a cigarette. There is a tram stopping in front of her and then passing.
(FLASH BACK)
EXT. FOX AND TINA - ROOF - NIGHTThis is a sweet night. There are many starts in the sky. The CAMERA is on the ground, shooting with a low angle.Fox and Tina are sitting on the roof of their house. Tina put her head on his legs and rise her head talking to Fox. The light comes from lights of back yard and the window behind them. We could not hear what they are saying but the background music, soft.
INT. TINA - BATHROOM - NIGHTThe bathroom is full of steam. The CAMERA pan from right to left. Tina is standing in front of the mirror. She is wearing a towel and sweeping the steam on the mirror. We could see her emotion more and more clear slowly. There is no focus of her eyes, only sadness.Her head is falling down. We could see she trembling and hands holding the wash-basin tightly.
INT. TEDDY BEAR - BEDROOM - NIGHTThere is a teddy bear lying on the bed. The light from a lamp is dim but warm. The screen fade black.
(FLASH BACK)
EXT. TINA - WALKING ON THE CROWDED STREET -DAYThis a very crowded street with full of people. She is walking from the crowd towards to the camera. When edit, we should change the speed as -100%. So we see her is walking far from the CAMERA
EXT. FOX - WALKING ON THE CROWDED STREET -DAYFox is walking on the same street. He is walking from the CAMERA to the crowd. But we should change the speed as -100%. So we see him is walking back up from the crowd to the CAMERA.
THE END.
INT. TINA - BEDROOM - MORNINGThis is Tina抯 bedroom which warm and comfortable. We could see beautiful scene through window. There is a painting on the wall and also a cabinet. Tina is awake and sitting in the bed. Then she gets up and wears cloth. The cloth is normal and comfortable. Tina wears her shoes and walks towards to door.
INT. TINA - DINING-ROOM - MORNINGThe CAMERA shoots the reflection of Tina through mirror. She is rubbing her eyes in front of mirror. The emotion on her face is little sadness but then changing to normal in seconds. She is drinking a bottle of water. Suddenly, two golden bread pop up from the toast machine. The next shot is she washing plats slowly. These shots are all of CLOSE-UP
(FLASH BACK)
INT. FOX AND TINA - KITCHEN - MORNINGFox, a cute boy, the same age with Tina, short black hair, pure black eyes, is wearing casual cloth which a hoodie and sport trousers. The sunshine is fantastic and plants outside kitchen are green and fresh. Tina is putting a lovely apron on to Fox. And then put her hands covering his eyes. They are cooking together, laughing and playing. We could breath sweet emotion from the perfect moment.
EXT. TINA - BALCONY - MORNINGIt is a MEDIUM SHOT. Tina is smoking lean on the barrier on the balcony. We could see the beautiful scenery which the blue sky and red brick houses behind her. She is overlooking the beautiful landscape and drinking a cup of warm coffee ever and agah. There is a CLOSE-UP shot of her from the right side. She is looking forward and smoking frequently. We could see sadness from her eyes.There is an EMPTY SHOT. There are many ducks swimming slowly and freely. With ducks swims far away, the screen fade out.
(FLASH BACK)
EXT. TINA AND FOX - THE BACK YARD - MORNING Tina and Fox are sitting on the bed talking happily. The bed is beside a door which excess to the back yard. There are many plants in the back yard and some fresh bud are growing on the red brick wall. We could not hear what they are talking about but the background music. It is a soft and peaceful one which could be piano or violin. They are having fun together and kissing some times. We could see how happy they are from their emotions.These FLASH BACK sequences would be slow motion making them looks like memory parts.
INT. TINA - DINING-ROOM - MORNINGThere is a CLOSE-UP SHOT of Tina writing an address on an blank envelope. There are some colorful cards on the table. She is writing slowly with kind of hesitation. Then she put down the pen and begin cleaning floor. Then she changes her dress and prepare to go out. She is staring the envelope for a seconds and put it in her bag. Tina is going out. The door is closing.
EXT. TINA - THE CANAL SIDE - NOON Tina is couchant and feeding ducks. Some ducks fly toward her some times and we could hear the birdcall. The CAMERA is on the left side and we could not see her emotion but the beautiful long black hair.There is a platform beside at the canal side. Some green plants and few trees around the platform. She is walking around on the platform, sometimes standing, sometimes couchant, sometimes hold the barrier. Some people are walking or riding pass the path looking at her and give her a smile. She walks towards a red mailbox and stands for a seconds, then put that envelope into the mailbox.
(FLASH BACK)
EXT. FOX AND TINA - BACK YARD - AFTERNOONFox and Tina are pruning trees in the back yard. They are playing the water when they irrigating plants. There is a rainbow appear in the sunshine. There are two little red balloons flying from neighbor. The scene is these balloons dancing with wind; sometimes they are close and sometimes they are getting far away from each other. It is represent Fox and Tina抯 relationship.EXT. - A CROWDED STREET - AFTERNOONThe CAMERA shot by a low angle. She is drinking coffee and looking around without focus. There is a church behind her.There is a shot of crowd of people come and go. The shot is CLOSE-UP on their feet.
(FLASH BACK)
EXT. FOX AND TINA - A CROWDED STEET IN LONDON - AFTERNOONFox and Tina are walking together. Tina is in Fox抯 arm and giving him a lovely smile. Fox also give a sunny smile and kiss her forehead lightly.They are walking around and talking frequently, There is a CLOSE-UP shot on their hands shooting from the back. They are walking far from the CAMERA until they disappear in the crowd.
EXT. TINA - WALKING ON THE STREET - NIGHTTina is walking on the street along. There is few people on the square. It is cold outside. She is sitting on the ground and watching the night scenery. She is drinking coffee with a cigarette. There is a tram stopping in front of her and then passing.
(FLASH BACK)
EXT. FOX AND TINA - ROOF - NIGHTThis is a sweet night. There are many starts in the sky. The CAMERA is on the ground, shooting with a low angle.Fox and Tina are sitting on the roof of their house. Tina put her head on his legs and rise her head talking to Fox. The light comes from lights of back yard and the window behind them. We could not hear what they are saying but the background music, soft.
INT. TINA - BATHROOM - NIGHTThe bathroom is full of steam. The CAMERA pan from right to left. Tina is standing in front of the mirror. She is wearing a towel and sweeping the steam on the mirror. We could see her emotion more and more clear slowly. There is no focus of her eyes, only sadness.Her head is falling down. We could see she trembling and hands holding the wash-basin tightly.
INT. TEDDY BEAR - BEDROOM - NIGHTThere is a teddy bear lying on the bed. The light from a lamp is dim but warm. The screen fade black.
(FLASH BACK)
EXT. TINA - WALKING ON THE CROWDED STREET -DAYThis a very crowded street with full of people. She is walking from the crowd towards to the camera. When edit, we should change the speed as -100%. So we see her is walking far from the CAMERA
EXT. FOX - WALKING ON THE CROWDED STREET -DAYFox is walking on the same street. He is walking from the CAMERA to the crowd. But we should change the speed as -100%. So we see him is walking back up from the crowd to the CAMERA.
THE END.
25.3.09
The Proposal
Proposal of Missing By XINYI LIU
It is a young love story. The two youngsters spent the whole college years together. But one day, the boy offers to break up with the girl. She doesn't fight for a reason, but starts to live her life by herself.
- Locations:
1. A flat in Nottingham (it is the flat the girl live in after breaking up with her boyfriend)
2. A canal near Nottingham train station (comparing with exciting London, Nottingham has its own charm to let people peaceful.)
3. City square of Nottingham (her first step getting to know and really living in a strange city.)
4. London underground ( it is sort of a personal custom. I like to stay in buses, tubes or trains and looks blank or dates back things in my mind,not only negative things, but also positive things.)
5. A house with a back-yard in London ( sweet memory of the past.)
6. Shanghai Blues Restaurant in London ( the stylish Chinese restaurant and blues bar.)
7. Oxford Circus in London ( a real crowded street in London. it is for the mood of hiding my feelings in the crowd and missing him deeply in my heart with some many memory in London.)
- Cast:
TIna Choi and her lovely boyfriend
In my opinion, it is easier to shoot sweet scenes with a real couple. And that's why I choose a couple from my friends. Also, to choose this girl as my actress really took me some time to do. But when I think of her icy face and a little bit cold temper, it makes her the best choice of actress for me. More important, she's been through a break-up with her ex-boyfriend, and the experience would easier for her to understand my little drama.
- Schedule:
1. Nottingham shooting
March 16th -17th Flat & Canal shooting
A whole day shooting in the flat (March 16th)
March 18th City Square
2. London shooting
March 19th House, Oxford Circus and underground shooting
March 20th Shanghai Blues shooting
- Props and Equipment:
1. Sony PD170
2. Red balloons
3. Envelopes
4. My Imac
5. A teddy bear
- Research:
Book list
1. Film Arts: An Introduction, David Bordwell & Kristin Thompson, McGraw-Hill Higher Education; 8 Edition, 2007
2. Lighting for Film and Television, Gerald Millerson, Focus Press, 3rd Editon, 1999
3. Proferes Nicholas, Film Directing Fundamentals: See Your Film Before Shooting (8, Aug, 2008), the 3rd Revised Edition, Focal Press
4. Mamet David, On Direction Film (10, Feb, 1992), Faber and Faber
5. Weston Judith, Directing Actors: Creating Memorable Performances for Film and Television (18, Jun, 1999), Michael Wiese Productions
6. Ecclesine Steve, So You Wanna Be a Producer? (30, May, 2008), Menabrea Books
7. Levy Edmond, Making a Winning Short: How to Write, Direct, Edit and Produce a Short Film (Nov, 1994), Holt (Henry) & Co, U.S
It is a young love story. The two youngsters spent the whole college years together. But one day, the boy offers to break up with the girl. She doesn't fight for a reason, but starts to live her life by herself.
- Locations:
1. A flat in Nottingham (it is the flat the girl live in after breaking up with her boyfriend)
2. A canal near Nottingham train station (comparing with exciting London, Nottingham has its own charm to let people peaceful.)
3. City square of Nottingham (her first step getting to know and really living in a strange city.)
4. London underground ( it is sort of a personal custom. I like to stay in buses, tubes or trains and looks blank or dates back things in my mind,not only negative things, but also positive things.)
5. A house with a back-yard in London ( sweet memory of the past.)
6. Shanghai Blues Restaurant in London ( the stylish Chinese restaurant and blues bar.)
7. Oxford Circus in London ( a real crowded street in London. it is for the mood of hiding my feelings in the crowd and missing him deeply in my heart with some many memory in London.)
- Cast:
TIna Choi and her lovely boyfriend
In my opinion, it is easier to shoot sweet scenes with a real couple. And that's why I choose a couple from my friends. Also, to choose this girl as my actress really took me some time to do. But when I think of her icy face and a little bit cold temper, it makes her the best choice of actress for me. More important, she's been through a break-up with her ex-boyfriend, and the experience would easier for her to understand my little drama.
- Schedule:
1. Nottingham shooting
March 16th -17th Flat & Canal shooting
A whole day shooting in the flat (March 16th)
March 18th City Square
2. London shooting
March 19th House, Oxford Circus and underground shooting
March 20th Shanghai Blues shooting
- Props and Equipment:
1. Sony PD170
2. Red balloons
3. Envelopes
4. My Imac
5. A teddy bear
- Research:
Book list
1. Film Arts: An Introduction, David Bordwell & Kristin Thompson, McGraw-Hill Higher Education; 8 Edition, 2007
2. Lighting for Film and Television, Gerald Millerson, Focus Press, 3rd Editon, 1999
3. Proferes Nicholas, Film Directing Fundamentals: See Your Film Before Shooting (8, Aug, 2008), the 3rd Revised Edition, Focal Press
4. Mamet David, On Direction Film (10, Feb, 1992), Faber and Faber
5. Weston Judith, Directing Actors: Creating Memorable Performances for Film and Television (18, Jun, 1999), Michael Wiese Productions
6. Ecclesine Steve, So You Wanna Be a Producer? (30, May, 2008), Menabrea Books
7. Levy Edmond, Making a Winning Short: How to Write, Direct, Edit and Produce a Short Film (Nov, 1994), Holt (Henry) & Co, U.S
12.3.09
SPP2: Personal Research Project
How could new media be uesd to resurrect a tradional media?
The new media as a burgeoning and rising industry in China, making the market full of vitality. The new media and traditional media are in the era of competition and cooperation. The new media impact traditional media in some field. More and more people use Blackberry and Iphone through 3G(3rd Generation) instead of reading newspaper on the way to work in the morning. Most people take a pessimistic of the old media would be replaced by the new technology.
In my opinion, the new media could be survived by new media. For the research project, I have interviewed some people on the phone these days. Mr. Defu Zhu who the General Editor of the newspaper Beijing Times told me his opinion. New media is just a form compare with the traditional one and the difference is just content. There is no conflict between paper-based media and new media. For Beijing Times, Mr.Zhu said he didn’t feel any impact from new media. As a local newspaper, he thanks to the Internet giving a good advertisment effect to reader.
As a on-line shopping addict, I was thinking about the way I buying things. I buy Japanese and Chinese magazine termly in London and then buy the similar style dress on-line. So I have also called Mr. Yu Zhang who the vice-president of TaoBao on-line shopping website which similar with Ebay in China. He told me that Taobao benefit from many magazines especially fashion one. More and more girls are crazy about shopping on Taobao follow the fashion magazine. He has a friend who work for a fashion magazin so they always share information. Both of them have promoted the development indeed.
I have paid more attention on it. Mr. Xiaoning Cao is a well-known theatrical producer, director and the visiting professor of University of California Berkeley. He is the director of new China opera ‘The White Snake’. I was honored to have the opportunity talking and working with him during the last summer vacation. He told me when he lived aboard, he found the China opera has became interspersion of people killing time rather than a high quality performance arts. It is shame and pathetic for Chinese. Mr.Cao said ‘The opera could not decay in the museum.’ ‘The White Snake’ combined modern musical structure and rhythm, mulitmedia images, Chinese classical dance, acrobatics and many other artstic elements. The purdah of traditional Chinese opera was replaced by a 16-meter-long,9-meter-high panoramic LED screen. Multimedia video background make Peking Opera has the visual effects as fantastic movie.
American media scholar Dennis said, ‘we are witnessing a unified media Kingdom appear.’ The reason is that the traditional distinction of printing technology and broadcasting technology are disappearing because of new media. Traditional media and new media required developing in the competition and collaboration.
The new media as a burgeoning and rising industry in China, making the market full of vitality. The new media and traditional media are in the era of competition and cooperation. The new media impact traditional media in some field. More and more people use Blackberry and Iphone through 3G(3rd Generation) instead of reading newspaper on the way to work in the morning. Most people take a pessimistic of the old media would be replaced by the new technology.
In my opinion, the new media could be survived by new media. For the research project, I have interviewed some people on the phone these days. Mr. Defu Zhu who the General Editor of the newspaper Beijing Times told me his opinion. New media is just a form compare with the traditional one and the difference is just content. There is no conflict between paper-based media and new media. For Beijing Times, Mr.Zhu said he didn’t feel any impact from new media. As a local newspaper, he thanks to the Internet giving a good advertisment effect to reader.
As a on-line shopping addict, I was thinking about the way I buying things. I buy Japanese and Chinese magazine termly in London and then buy the similar style dress on-line. So I have also called Mr. Yu Zhang who the vice-president of TaoBao on-line shopping website which similar with Ebay in China. He told me that Taobao benefit from many magazines especially fashion one. More and more girls are crazy about shopping on Taobao follow the fashion magazine. He has a friend who work for a fashion magazin so they always share information. Both of them have promoted the development indeed.
I have paid more attention on it. Mr. Xiaoning Cao is a well-known theatrical producer, director and the visiting professor of University of California Berkeley. He is the director of new China opera ‘The White Snake’. I was honored to have the opportunity talking and working with him during the last summer vacation. He told me when he lived aboard, he found the China opera has became interspersion of people killing time rather than a high quality performance arts. It is shame and pathetic for Chinese. Mr.Cao said ‘The opera could not decay in the museum.’ ‘The White Snake’ combined modern musical structure and rhythm, mulitmedia images, Chinese classical dance, acrobatics and many other artstic elements. The purdah of traditional Chinese opera was replaced by a 16-meter-long,9-meter-high panoramic LED screen. Multimedia video background make Peking Opera has the visual effects as fantastic movie.
American media scholar Dennis said, ‘we are witnessing a unified media Kingdom appear.’ The reason is that the traditional distinction of printing technology and broadcasting technology are disappearing because of new media. Traditional media and new media required developing in the competition and collaboration.
Title the film--- The Number 23
We were watching the Number 23 and discussing how to title a film. Before watching the cast, we were thinking about what the 23 represent. David Beckham? Of coures not! lol
We could see the 23 everywhere everyday but it is represent bad luck and historical things. There is an old and yellowed paper show on the screen and then blood splash on the paper. We could see the number of 23 showing on the paper but we could also recognize the cast from the complicated numbers. It is making audience curious about the meaning of the '23'. The font and colour of 'the number of 23' are old and historical.
My favourite director is Wong Kar-wai and I love the motion of 2046 the most. The montage of 2046 is really nice especially using yellowed colour as the tone of the film. It could remind audience's memory and lead us into the film.
Thinking about my film, it is a romantic film showing by montage. There is few dialogue but I try to express idea by meaningful sequences. The story is about a girl missing her ex-boyfriend after breaking up with him. I have shot some rutine life of the girl like she doing the same thing day and night. We could see and learn how the girl grow up from the broken relationship from the film. After talking with Deborah, I know the begining and the ending of my film. To make it meaningful and sympolized to letting people know more about the film. I want to use the growing and fresh plant to show my title sequence. There are sapless and healthy leaves growing on the wall and put the cast on each leaves. The the most fresh coin my main actress representing her optimistic and hopeful for life.
http://www.youtube.com/watch?v=Hn7cn9TNUXY&feature=related
http://www.youtube.com/watch?v=IKFLfpdsg8s&feature=related
We could see the 23 everywhere everyday but it is represent bad luck and historical things. There is an old and yellowed paper show on the screen and then blood splash on the paper. We could see the number of 23 showing on the paper but we could also recognize the cast from the complicated numbers. It is making audience curious about the meaning of the '23'. The font and colour of 'the number of 23' are old and historical.
My favourite director is Wong Kar-wai and I love the motion of 2046 the most. The montage of 2046 is really nice especially using yellowed colour as the tone of the film. It could remind audience's memory and lead us into the film.
Thinking about my film, it is a romantic film showing by montage. There is few dialogue but I try to express idea by meaningful sequences. The story is about a girl missing her ex-boyfriend after breaking up with him. I have shot some rutine life of the girl like she doing the same thing day and night. We could see and learn how the girl grow up from the broken relationship from the film. After talking with Deborah, I know the begining and the ending of my film. To make it meaningful and sympolized to letting people know more about the film. I want to use the growing and fresh plant to show my title sequence. There are sapless and healthy leaves growing on the wall and put the cast on each leaves. The the most fresh coin my main actress representing her optimistic and hopeful for life.
http://www.youtube.com/watch?v=Hn7cn9TNUXY&feature=related
http://www.youtube.com/watch?v=IKFLfpdsg8s&feature=related
11.3.09
Surgery with Jools
I had a nice conversation with Jools as well! It was about the assignment 2, the research project. My first idea was 'how multimedia influence magazine'. The idea was from the conversation with manager of the Wallpaper magazine. Jools gave some useful advice, as I could talk about the connection between magazine and web. Because I found the placement in the Wallpaper in London so there are some convient resource I could use. I could get some useful and important information from the process of their work in the Wallpaper.
I was thinking about the Chinese specialist while I was talking with my mum on the phone. The China opera is being lost so some people want to make some changes on the old organization. I found a placement in an animation company in Beijing. They response for making the costume and 3D background of the new opera repertoire called 'The White Snake' which is a famous and traditional opera. I response for doing some resarch and drawing some script. Few people like watching traditional opera except some senior people. It is pathetic. The Ministry of Culture suggest making a new opera with new techniques.
The multimedia is a new and rising industry so there is a activated and healthy market. The government has settle many big multimedia base which people could study and practise at there with less money. There are also some markets built up in Beijing. People who love arts live in some old factories and loft. Maybe they are not artist but some of them have amazing ability and professional skills on arts. Throught these, I want to do the research of 'how multimedia affect China'. It should be the special one. I hope people could know more about China through the project!
I was thinking about the Chinese specialist while I was talking with my mum on the phone. The China opera is being lost so some people want to make some changes on the old organization. I found a placement in an animation company in Beijing. They response for making the costume and 3D background of the new opera repertoire called 'The White Snake' which is a famous and traditional opera. I response for doing some resarch and drawing some script. Few people like watching traditional opera except some senior people. It is pathetic. The Ministry of Culture suggest making a new opera with new techniques.
The multimedia is a new and rising industry so there is a activated and healthy market. The government has settle many big multimedia base which people could study and practise at there with less money. There are also some markets built up in Beijing. People who love arts live in some old factories and loft. Maybe they are not artist but some of them have amazing ability and professional skills on arts. Throught these, I want to do the research of 'how multimedia affect China'. It should be the special one. I hope people could know more about China through the project!
10.3.09
Surgery with Deborah
I have a nice surgery with Deborah! I've got a lot from the conversation!
We watched some parts of my footage and there were many details I didn't notice during shooting progress. I always focus on how to enrich the story but ignore some details. There were some shots I almost reach the 'fantastic' but lose on the detail.
The film is a love story. I tried to make it in drama way. There is few dialogue and showing idea and motion in visual and music. I was also tring making music by myself this time. Piano and soft music is my first choice. I would try my best! lol
There are some shots I want to film again. There are some problems as over-exposure, wrong white balance. I will try fix them in editing but if it doesn't work, I would shoot some sequences again. Plans can not keep up with changes. So I will try my best to consider everything.
Deborah and I also talking about the difference between the teaching method in UK and in China. There was almost no 'health and safty' stuff in China so we could go anywhere we want to. Maybe as Deborah said, China is my home so my parents could take the responsibility. Anyway, the health and safty things are necessary.
We watched some parts of my footage and there were many details I didn't notice during shooting progress. I always focus on how to enrich the story but ignore some details. There were some shots I almost reach the 'fantastic' but lose on the detail.
The film is a love story. I tried to make it in drama way. There is few dialogue and showing idea and motion in visual and music. I was also tring making music by myself this time. Piano and soft music is my first choice. I would try my best! lol
There are some shots I want to film again. There are some problems as over-exposure, wrong white balance. I will try fix them in editing but if it doesn't work, I would shoot some sequences again. Plans can not keep up with changes. So I will try my best to consider everything.
Deborah and I also talking about the difference between the teaching method in UK and in China. There was almost no 'health and safty' stuff in China so we could go anywhere we want to. Maybe as Deborah said, China is my home so my parents could take the responsibility. Anyway, the health and safty things are necessary.
9.3.09
Reach of China media interest
12月22日消息，研究机构Strategy Analytics发布最新的研究报告“全球数字媒体和娱乐市场预测 2004-2012”。该报告结果显示，全球数字媒体收入在2008年将第一次超过电影娱乐收入（注：电影娱乐收入包括电影院和家庭影碟收入）。 全球媒体和娱乐市场总收入（包括电视，电影娱乐，录制的音乐，游戏软件和广告）在2008年将超过8450亿美元，其中约900亿美元的收入来自于在线和移动数字媒体渠道；相比之下，2 008年全球电影娱乐市场规模为831亿美元。 该研究预测，在2009到2012年期间，来自在线渠道的总收入将保持年均18%的增长速度；而同一时期，传统渠道收入的年均增长率将仅为3%.全球数字媒体和娱乐整体行业规模在2008年比上年增长5.8%，但是受全球经济环境的影响，增长率在2009年将放缓至4.5%. Strategy Analytics 数字媒体研究总监 Martin Olausson 认为：“数字媒体收入超过电影院和家庭影碟娱乐收入是缘于大多数主流媒体公司大量投资于在线领域。” Strategy Analytics 副总裁 David Mercer 补充道：“跟其他行业一样，2009年对媒体业来说将是充满挑战的一年。来自传统分销渠道的收入增长将放缓，而数字媒体业务模式将为整个行业提供至关重要的增长机会。” 该报告研究了25个传统分销和在线分销细分市场，包括电视广告，公共电视广播，付费电视，电影娱乐，录像带销售，录像带租借和定购，在线广告，搜索和分类广告，视频游戏软件，多玩家在线游戏，音乐 CD，和在线音乐。研究包括的区域市场有北美，欧洲，亚太，拉美和其他区域。
1. 传媒业对于数据调查普遍信任，但对WPP对中国数据调研市场的垄断知晓程度尚低。 2008年之前，中国的收视率调查公司一直以央视-索福瑞和AC尼尔森为主。1997年12月4日，由原央视调查咨询中心和法国索福瑞（Sofres）集团合作正式成立了央视-索福瑞媒介研究（CSM）。CSM目前拥有世界上最大的电视观众收视调查网络。除CSM外，在中国收视率调查业中另一家较重要的公司是AC尼尔森公司（2005年后变更为AGB尼尔森），该公司采用测量仪方法在全国10多个城市进行收视率调查。在电视收视率市场上，央视-索福瑞占据了全国85%左右的市场份额，AC尼尔森公司占据10%左右。通过调查，我们得知WPP收购CSM几个月来，知道这一情况的为71.43%，而不知道此事的为28.57%。作为传媒业非常重大事件，大家对于此事的知晓程度非常低。这种情况有两个个方面的原因。 （1）多数广告主、广告公司和电视台从央视-索福瑞或AC尼尔森公司购买数据。42.86%的广告主选择AC尼尔森，28.57%的人选择CSM央视-索福瑞。40%的广告公司选择CTR央视市场研究股份有限公司，30%的广告公司选择央视-索福瑞，10%的广告选择AC尼尔森，20%的广告公司选择其他公司。而对于电视台的调查中，电视台选择的数据调查公司更为集中：选择央视-索福瑞的媒体达到62.5%，选择CTR市场研究达到25%，选择AC尼尔森的电视台达到12.5%。可见AC尼尔森和央视-索福瑞是传媒业常选择的数据公司。 （2）多数广告主、广告公司和电视台对于两家公司提供的数据比较信任的。基于信任的前提下，就不会去考究调查公司的企业性质，特别品牌的强大影响力会让消费者忽略其原产国家。附表5中，被调查对象普遍认可所选择的调查公司“知名度高而且规模大”，占44.44%，22.22%认为其数据公平公正，技术实力好，另有22.22%认为其服务满意度高。 然而，外资垄断中国调研数据的事实却不能让人忽视，而其产生的影响也将会在未来的时间慢慢凸显出来。 2. 收视率结果对于广告主、广告公司、媒体都非常重要，是一些重要决策的依据。 1998年后，中国政府不再对电视行业提供资金支持，电视行业走入“自负盈亏”的新局面，这种情况下，广告收入成为媒体行业的主要现金收入来源，造成了媒体对于广告的过分依赖。由于收视率调查手法的局限，收视率调查无法细化到“广告收视率”，因此各大媒体主要依据节目收视率作为与广告代理公司谈判的依据，在重大经济利益驱使之下，收视率开始引发媒体行业的激烈竞争。 随着中国传媒市场的迅速发展，收视率成为观众喜好节目的标准，成为媒体内部运作管理的重要指标，更成为媒体与广告主交易的“货币”。日益激烈的节目竞争、广告竞争使得收视率备受推崇，成为多方决策的标杆。根据中华广告网、《中国经营报》等主办，央视市场研究(CTR)等协办的最新调查表明，2007中国十大广告公司百分之百全部是外资或合资公司。这些公司掌握着中国绝大部分优质客户（国际品牌或国内知名品牌），而这些广告公司几乎无一例外地以收视率为依据进行媒体规划和媒体购买。 对于广告主来说，认为“收视率非常重要，公司重大广告决策都以此为基础”占42.86%，而0%的广告主认为其不重要。而对于电视台的调查中，收视率对于他们的重要性就非常具体，认为收视率可以评估节目的质量占18.18%，可以确定不同时段广告价格占27.27%，可以了解观众对电视节目的收看习惯占36.36%，认为可以建立资料库做日后的其他研究占18.18%。而对于广告公司来说，收视率主要是为广告主制定科学决策的主要依据，认为非常重要的占66.67%。 3. 广告主、广告公司、媒体大多会购买两家公司的调查数据，用以权衡。 调查中，大部分广告公司与广告主等都会选择两家或两家以上的媒体调查数据作为参考。虽然业界对于调查公司数据基本信任，但中国的电视收视率之争却由来已久。 理想状态下，媒介调研公司应该保持公正和独立，以严谨专业的态度来调查、检测和发布调查数据。中国传媒市场两家寡头数据调研公司并驾齐驱，两股势力的存在却也引发过不少争议。 首先是关于两家收视率存在差距的争议一直不绝于耳。即使是同一地区同一时段同一部电视剧，AC尼尔森和央视-索福瑞提供的收视率数据也不尽相同。由于两家公司分别采用不同的调查手段。央视-索福瑞主要采用日记法调查观众收视行为，而AC尼尔森为了对抗央视-索福瑞，主要采用测量仪法。两种方法有各自的优缺点，造成最终调查结果的差异。 其次，由于差异的长期存在，特别是差异较大的时候，有业内人士怀疑调查当中的某些环节是否正确：例如抽样调查户的比例过小和调查人群的经济水平和知识水平过低等。 另外，一些调查公司在媒体授意下进行的数据调查，或参与到某些媒体的广告推介会等“友好”行为也让人质疑数据调查公司的客观公正性。 由于尼尔森和央视-索福瑞在收视率的统计结果上存在很大的差异，不少媒体或公司都会选择同时购买两家的数据，在将两者的数据权衡以后，得出公开的收视率。 4. 收视率的垄断使中国媒介“雪上加霜”。 虽然对于尼尔森来说，退出收视率调查市场并不意味着全部退出中国市场，但很明显，尼尔森将“中国电视收视率调查”这块非常有诱惑力的蛋糕，全部“谦让”给了央视-索福瑞。尼尔森在电视收视率市场的退出，意味着仅余的一家央视-索福瑞将在收视率调查上独霸市场。 对于外资大量资本的注入，早在2006年，传媒业就惊呼“狼来了”，我们曾经做过一期专题“媒介购买垄断，中国广告业如何过坎？”2006年阳狮集团（PGM）整合实力传播和星传媒体在中国的媒体购买业务，成立了目前中国最大的媒介购买代理机构—博睿传播。与此同时，WPP在华的扩张规模也在加快。WPP集团通过在全球的并购扩散，打造出媒介购买公司“航母”——群邑（GroupM）。群邑是WPP集团内部所有媒介代理公司的母公司，整合了旗下五个以M开头的媒介购买公司（Mindshare(传立媒体)，Mediacom（竞立媒体），Mediaedge:cia（尚扬媒介），Maxus（迈势媒体）和Motivator（灵立媒体）），2006年其全球营业额高达605.2亿美元，其中，传立媒体、尚扬媒介、领先跻身全球前十位，其营业额总和占前十位媒介购买集团的32.4%。博睿（CMX）、群邑（GroupM）成为中国传媒市场的“强势媒介议价者”。 如今，传媒格局又发生新的变化，WPP控股央视-索福瑞，带走AC尼尔森大量客户，被迫AC尼尔森退出中国收视率调研市场。外资媒介购买公司一方面掌控媒介的收视率调查数据，另一方面通过调查数据与媒介谈判，压低媒介购买价格，当媒介报价的依据被对手所控制时，中国媒介在这个冬天迎来更加寒冷的现实。对于电视台的调查“您认为WPP垄断调研市场之后，自身商业利益是否会受到影响？”，肯定回答“是”占60%，而认为“不会受影响”占0%。显示出了他们对于这一事件的担忧。 不仅如此，2007年6月20日成都传媒集团与WPP达成合作意向，采取前者提供部分媒介资源，后者提供资金、客户、咨询以及服务网络的方式，共同投资6000万至1亿元，成立新公司，展开深入合作。跨国广告公司对我国电视媒体内容的影响又迈出了实质性的一步。“狼真的来了！” 5. 收视率垄断使得广告主、广告公司态度从坚定转变为模糊。 而对于广告主和广告公司来说，这种情况也并不乐观。媒介购买公司掌控收视率数据后，多数广告主对于收视率是否还能继续信任表示担忧。另一方面，垄断媒介资源的媒介购买公司可以乘机向广告主提价，而收视率作为广告投放的“风向标”，是否可以继续正确指导中国广告产业的发展方向，值得我们好好思考。 广告主选择电视媒体时考虑的主要因素中，57.14%选择收视率，说明收视率对于广告投放起着至关重要的作用，另有28.57%考虑媒体的可信度为主要考虑因素。 我们对广告主态度进行了调查，“您是否认为某领域的调研市场被垄断，会影响调研数据的可信度？”认为会影响的广告主占71.43%，认为很难说的占28.57%，认为不影响的占0%。 在调查中，我们设置了两道问题进行前后态度对比。前面题为：电视收视率垄断之前，作出重大决策时您会以收视率数据为主要判断标准吗？另一题为：电视收视率垄断之后，作出重大决策时您会以收视率数据为主要判断标准吗？从调查中我们发现，坚定回答“是”的比例从57.14%下降到了42.86%，由此可以判断广告主对于收视率信任度降低，71.43%的广告主对于收视率垄断现状有所顾忌，对将来的发展有所忧虑。 对于广告公司来说，生存空间可谓愈加艰难。媒介购买部门是广告公司主要利润所在，外资公司的媒介购买垄断很大程度上已经影响到许多本土公司，而收视率垄断更加大了广告公司的决策成本。 “您认为某一领域的调研市场为某一集团所垄断，是否会影响所服务客户的利益？”广告公司认为有一定程度的影响占66.67%，影响很大的占33.33%，没有丝毫影响的占0%。调查表明，广告公司在担心影响客户利益的同时，对自身的工作也有所担忧。问题“您是否认为某一领域的调研市场为某一集团所垄断，会影响自己公司媒体决策的科学性？”中，50%的广告公司认为有一些影响，而回答“影响非常大”的占16.67%。 综上所述，WPP对于中国收视率市场的垄断才刚刚开始，但对于这一事件的影响力大家都非常重视，从媒体、广告公司、广告主三个方面的调查看来，虽然也有人对此抱乐观情绪，但绝大部分调查对象还是觉得此事冲击很大，对自身和整个传媒业的发展表示担忧。 6. 收视率垄断可能会影响到中国的产业发展。 收视率垄断对中国产业的发展可以细分为这几个方面：进一步影响中国媒介格局；造成中国本土广告公司的重新整合；影响中国人消费观念；影响到中国本土品牌的发展。 （1）影响中国媒介格局。 跨国媒介购买公司通过大资本注入，买断媒体时段，这种情况会造成媒体之间的恶意压价竞争，媒介购买公司分割了本应属于媒介的利润空间，使得媒介的发展举步维艰。而跨国媒介购买公司媒介时段最主要是服务于旗下的跨国广告公司客户，这些优质客户（全球性知名品牌和国内大品牌）主要倾向于投放在主流媒体上，这种情况又会造成中小媒介的生存空间进一步压缩，得不到发展的机会。电视媒体格局随着跨国媒介购买公司的介入，形成马太效应——主流媒体发展良好，而中小媒体凭临边缘化。进一步激化造成中国媒介市场的垄断，形成“强公司，弱媒体”的格局。 （2）影响中国消费观念和文化。 跨国公司为了追逐资本的最大化，必定以资本主义消费文化为先导。而以电视为代表的大众传媒就成了文化扩散的有力工具。消费文化强调享乐主义、追求及时享乐、注重培养外露的生活方式和发展自恋的个性特征，而为了迎合这一消费文化，刺激大众“欲望”，电视不可避免出现低俗化、庸俗化的倾向。这应该是电视庸俗化的根源。 而为了刺激中国消费者的消费欲望，跨国公司可谓手段多样。跨国公司通过其在华代言人——“跨国广告公司”，影响中国广告意识形态的发展。而2007年WPP与成都传媒集团的合作使得跨国广告公司对中国传媒内容进一步涉入，利用电视等大众传媒深入影响中国消费者。“润物细无声”，所有的一切我们防不胜防。 （3）冲击中国本土品牌发展。 品牌的成长除了自身经营等重要因素之外，离不开广告的宣传。跨国公司因为其优秀的广告创意和科学的媒体投放策略受到许多知名品牌的信任和欢迎，许多知名品牌纷纷投向4A公司，一定程度上造成品牌代理的竞争，中国本土公司能不能在竞争中立足？收视率的信任危机是否会带来广告主的媒体投放困扰，进一步影响其品牌的长远发展？所有的这些我们都拭目以待，更期望媒体、广告公司和广告主的积极应对。
1. 传媒业对于数据调查普遍信任，但对WPP对中国数据调研市场的垄断知晓程度尚低。 2008年之前，中国的收视率调查公司一直以央视-索福瑞和AC尼尔森为主。1997年12月4日，由原央视调查咨询中心和法国索福瑞（Sofres）集团合作正式成立了央视-索福瑞媒介研究（CSM）。CSM目前拥有世界上最大的电视观众收视调查网络。除CSM外，在中国收视率调查业中另一家较重要的公司是AC尼尔森公司（2005年后变更为AGB尼尔森），该公司采用测量仪方法在全国10多个城市进行收视率调查。在电视收视率市场上，央视-索福瑞占据了全国85%左右的市场份额，AC尼尔森公司占据10%左右。通过调查，我们得知WPP收购CSM几个月来，知道这一情况的为71.43%，而不知道此事的为28.57%。作为传媒业非常重大事件，大家对于此事的知晓程度非常低。这种情况有两个个方面的原因。 （1）多数广告主、广告公司和电视台从央视-索福瑞或AC尼尔森公司购买数据。42.86%的广告主选择AC尼尔森，28.57%的人选择CSM央视-索福瑞。40%的广告公司选择CTR央视市场研究股份有限公司，30%的广告公司选择央视-索福瑞，10%的广告选择AC尼尔森，20%的广告公司选择其他公司。而对于电视台的调查中，电视台选择的数据调查公司更为集中：选择央视-索福瑞的媒体达到62.5%，选择CTR市场研究达到25%，选择AC尼尔森的电视台达到12.5%。可见AC尼尔森和央视-索福瑞是传媒业常选择的数据公司。 （2）多数广告主、广告公司和电视台对于两家公司提供的数据比较信任的。基于信任的前提下，就不会去考究调查公司的企业性质，特别品牌的强大影响力会让消费者忽略其原产国家。附表5中，被调查对象普遍认可所选择的调查公司“知名度高而且规模大”，占44.44%，22.22%认为其数据公平公正，技术实力好，另有22.22%认为其服务满意度高。 然而，外资垄断中国调研数据的事实却不能让人忽视，而其产生的影响也将会在未来的时间慢慢凸显出来。 2. 收视率结果对于广告主、广告公司、媒体都非常重要，是一些重要决策的依据。 1998年后，中国政府不再对电视行业提供资金支持，电视行业走入“自负盈亏”的新局面，这种情况下，广告收入成为媒体行业的主要现金收入来源，造成了媒体对于广告的过分依赖。由于收视率调查手法的局限，收视率调查无法细化到“广告收视率”，因此各大媒体主要依据节目收视率作为与广告代理公司谈判的依据，在重大经济利益驱使之下，收视率开始引发媒体行业的激烈竞争。 随着中国传媒市场的迅速发展，收视率成为观众喜好节目的标准，成为媒体内部运作管理的重要指标，更成为媒体与广告主交易的“货币”。日益激烈的节目竞争、广告竞争使得收视率备受推崇，成为多方决策的标杆。根据中华广告网、《中国经营报》等主办，央视市场研究(CTR)等协办的最新调查表明，2007中国十大广告公司百分之百全部是外资或合资公司。这些公司掌握着中国绝大部分优质客户（国际品牌或国内知名品牌），而这些广告公司几乎无一例外地以收视率为依据进行媒体规划和媒体购买。 对于广告主来说，认为“收视率非常重要，公司重大广告决策都以此为基础”占42.86%，而0%的广告主认为其不重要。而对于电视台的调查中，收视率对于他们的重要性就非常具体，认为收视率可以评估节目的质量占18.18%，可以确定不同时段广告价格占27.27%，可以了解观众对电视节目的收看习惯占36.36%，认为可以建立资料库做日后的其他研究占18.18%。而对于广告公司来说，收视率主要是为广告主制定科学决策的主要依据，认为非常重要的占66.67%。 3. 广告主、广告公司、媒体大多会购买两家公司的调查数据，用以权衡。 调查中，大部分广告公司与广告主等都会选择两家或两家以上的媒体调查数据作为参考。虽然业界对于调查公司数据基本信任，但中国的电视收视率之争却由来已久。 理想状态下，媒介调研公司应该保持公正和独立，以严谨专业的态度来调查、检测和发布调查数据。中国传媒市场两家寡头数据调研公司并驾齐驱，两股势力的存在却也引发过不少争议。 首先是关于两家收视率存在差距的争议一直不绝于耳。即使是同一地区同一时段同一部电视剧，AC尼尔森和央视-索福瑞提供的收视率数据也不尽相同。由于两家公司分别采用不同的调查手段。央视-索福瑞主要采用日记法调查观众收视行为，而AC尼尔森为了对抗央视-索福瑞，主要采用测量仪法。两种方法有各自的优缺点，造成最终调查结果的差异。 其次，由于差异的长期存在，特别是差异较大的时候，有业内人士怀疑调查当中的某些环节是否正确：例如抽样调查户的比例过小和调查人群的经济水平和知识水平过低等。 另外，一些调查公司在媒体授意下进行的数据调查，或参与到某些媒体的广告推介会等“友好”行为也让人质疑数据调查公司的客观公正性。 由于尼尔森和央视-索福瑞在收视率的统计结果上存在很大的差异，不少媒体或公司都会选择同时购买两家的数据，在将两者的数据权衡以后，得出公开的收视率。 4. 收视率的垄断使中国媒介“雪上加霜”。 虽然对于尼尔森来说，退出收视率调查市场并不意味着全部退出中国市场，但很明显，尼尔森将“中国电视收视率调查”这块非常有诱惑力的蛋糕，全部“谦让”给了央视-索福瑞。尼尔森在电视收视率市场的退出，意味着仅余的一家央视-索福瑞将在收视率调查上独霸市场。 对于外资大量资本的注入，早在2006年，传媒业就惊呼“狼来了”，我们曾经做过一期专题“媒介购买垄断，中国广告业如何过坎？”2006年阳狮集团（PGM）整合实力传播和星传媒体在中国的媒体购买业务，成立了目前中国最大的媒介购买代理机构—博睿传播。与此同时，WPP在华的扩张规模也在加快。WPP集团通过在全球的并购扩散，打造出媒介购买公司“航母”——群邑（GroupM）。群邑是WPP集团内部所有媒介代理公司的母公司，整合了旗下五个以M开头的媒介购买公司（Mindshare(传立媒体)，Mediacom（竞立媒体），Mediaedge:cia（尚扬媒介），Maxus（迈势媒体）和Motivator（灵立媒体）），2006年其全球营业额高达605.2亿美元，其中，传立媒体、尚扬媒介、领先跻身全球前十位，其营业额总和占前十位媒介购买集团的32.4%。博睿（CMX）、群邑（GroupM）成为中国传媒市场的“强势媒介议价者”。 如今，传媒格局又发生新的变化，WPP控股央视-索福瑞，带走AC尼尔森大量客户，被迫AC尼尔森退出中国收视率调研市场。外资媒介购买公司一方面掌控媒介的收视率调查数据，另一方面通过调查数据与媒介谈判，压低媒介购买价格，当媒介报价的依据被对手所控制时，中国媒介在这个冬天迎来更加寒冷的现实。对于电视台的调查“您认为WPP垄断调研市场之后，自身商业利益是否会受到影响？”，肯定回答“是”占60%，而认为“不会受影响”占0%。显示出了他们对于这一事件的担忧。 不仅如此，2007年6月20日成都传媒集团与WPP达成合作意向，采取前者提供部分媒介资源，后者提供资金、客户、咨询以及服务网络的方式，共同投资6000万至1亿元，成立新公司，展开深入合作。跨国广告公司对我国电视媒体内容的影响又迈出了实质性的一步。“狼真的来了！” 5. 收视率垄断使得广告主、广告公司态度从坚定转变为模糊。 而对于广告主和广告公司来说，这种情况也并不乐观。媒介购买公司掌控收视率数据后，多数广告主对于收视率是否还能继续信任表示担忧。另一方面，垄断媒介资源的媒介购买公司可以乘机向广告主提价，而收视率作为广告投放的“风向标”，是否可以继续正确指导中国广告产业的发展方向，值得我们好好思考。 广告主选择电视媒体时考虑的主要因素中，57.14%选择收视率，说明收视率对于广告投放起着至关重要的作用，另有28.57%考虑媒体的可信度为主要考虑因素。 我们对广告主态度进行了调查，“您是否认为某领域的调研市场被垄断，会影响调研数据的可信度？”认为会影响的广告主占71.43%，认为很难说的占28.57%，认为不影响的占0%。 在调查中，我们设置了两道问题进行前后态度对比。前面题为：电视收视率垄断之前，作出重大决策时您会以收视率数据为主要判断标准吗？另一题为：电视收视率垄断之后，作出重大决策时您会以收视率数据为主要判断标准吗？从调查中我们发现，坚定回答“是”的比例从57.14%下降到了42.86%，由此可以判断广告主对于收视率信任度降低，71.43%的广告主对于收视率垄断现状有所顾忌，对将来的发展有所忧虑。 对于广告公司来说，生存空间可谓愈加艰难。媒介购买部门是广告公司主要利润所在，外资公司的媒介购买垄断很大程度上已经影响到许多本土公司，而收视率垄断更加大了广告公司的决策成本。 “您认为某一领域的调研市场为某一集团所垄断，是否会影响所服务客户的利益？”广告公司认为有一定程度的影响占66.67%，影响很大的占33.33%，没有丝毫影响的占0%。调查表明，广告公司在担心影响客户利益的同时，对自身的工作也有所担忧。问题“您是否认为某一领域的调研市场为某一集团所垄断，会影响自己公司媒体决策的科学性？”中，50%的广告公司认为有一些影响，而回答“影响非常大”的占16.67%。 综上所述，WPP对于中国收视率市场的垄断才刚刚开始，但对于这一事件的影响力大家都非常重视，从媒体、广告公司、广告主三个方面的调查看来，虽然也有人对此抱乐观情绪，但绝大部分调查对象还是觉得此事冲击很大，对自身和整个传媒业的发展表示担忧。 6. 收视率垄断可能会影响到中国的产业发展。 收视率垄断对中国产业的发展可以细分为这几个方面：进一步影响中国媒介格局；造成中国本土广告公司的重新整合；影响中国人消费观念；影响到中国本土品牌的发展。 （1）影响中国媒介格局。 跨国媒介购买公司通过大资本注入，买断媒体时段，这种情况会造成媒体之间的恶意压价竞争，媒介购买公司分割了本应属于媒介的利润空间，使得媒介的发展举步维艰。而跨国媒介购买公司媒介时段最主要是服务于旗下的跨国广告公司客户，这些优质客户（全球性知名品牌和国内大品牌）主要倾向于投放在主流媒体上，这种情况又会造成中小媒介的生存空间进一步压缩，得不到发展的机会。电视媒体格局随着跨国媒介购买公司的介入，形成马太效应——主流媒体发展良好，而中小媒体凭临边缘化。进一步激化造成中国媒介市场的垄断，形成“强公司，弱媒体”的格局。 （2）影响中国消费观念和文化。 跨国公司为了追逐资本的最大化，必定以资本主义消费文化为先导。而以电视为代表的大众传媒就成了文化扩散的有力工具。消费文化强调享乐主义、追求及时享乐、注重培养外露的生活方式和发展自恋的个性特征，而为了迎合这一消费文化，刺激大众“欲望”，电视不可避免出现低俗化、庸俗化的倾向。这应该是电视庸俗化的根源。 而为了刺激中国消费者的消费欲望，跨国公司可谓手段多样。跨国公司通过其在华代言人——“跨国广告公司”，影响中国广告意识形态的发展。而2007年WPP与成都传媒集团的合作使得跨国广告公司对中国传媒内容进一步涉入，利用电视等大众传媒深入影响中国消费者。“润物细无声”，所有的一切我们防不胜防。 （3）冲击中国本土品牌发展。 品牌的成长除了自身经营等重要因素之外，离不开广告的宣传。跨国公司因为其优秀的广告创意和科学的媒体投放策略受到许多知名品牌的信任和欢迎，许多知名品牌纷纷投向4A公司，一定程度上造成品牌代理的竞争，中国本土公司能不能在竞争中立足？收视率的信任危机是否会带来广告主的媒体投放困扰，进一步影响其品牌的长远发展？所有的这些我们都拭目以待，更期望媒体、广告公司和广告主的积极应对。
23.2.09
12.2.09
First Draft - Outsider
EXT. A - ON THE STREET - DAY
A is opening the gate of apartment and walking to the street. A is a Chinese boy with short black hair, tall and cute. The STEADY CAM follow A walking on the street. Suddenly, A is looking back. The STEADY CAM hide behind the corner.
FADE IN:
INT. LADY - DINING ROOM - DAYA
LADY with long black hair, is sitting in a sofa and some bodyguards are standing behind her. We only could see her back. She is smoking. There is a post-it on the coffee table. The CAMERA close up to her hand. She is drawing a head of a hang-man and filling a letter into a blank.
FADE IN:
EXT. A - WALKING ON THE STREET - DAY
A is walking on the street. The STEADY CAM follow him and hide at the back of a car. After A walk through a tiny park, The STEADY CAM is moving faster and faster. We could hear someone抯 step and breath. Suddenly, a man come into the camera. He is B who is short black hair, medium height, wearing a shining red jacket. He is walking towards to A quickly. At the same time, he put a black bag on A抯 head. A struggle and B knock him down.
FADE OUT.
INT. LADY - DINING ROOM - DAY
Almost the same with the second sequence. The CAMERA close up to the lady抯 hand. She is drawing a head of a hang-man and filling another letters into some blanks. EXT. A AND B - A VERY DARK ROOM - NIGHTB is holding the torch and a beam of light from a torch break the dark. A is lying on the bed and tied by a pair of handcuffs. He sits up and trying to struggle.
B
Don抰 move!
A
(crying to B with deep breath)
Who are you? Where am I?!
A is opening the gate of apartment and walking to the street. A is a Chinese boy with short black hair, tall and cute. The STEADY CAM follow A walking on the street. Suddenly, A is looking back. The STEADY CAM hide behind the corner.
FADE IN:
INT. LADY - DINING ROOM - DAYA
LADY with long black hair, is sitting in a sofa and some bodyguards are standing behind her. We only could see her back. She is smoking. There is a post-it on the coffee table. The CAMERA close up to her hand. She is drawing a head of a hang-man and filling a letter into a blank.
FADE IN:
EXT. A - WALKING ON THE STREET - DAY
A is walking on the street. The STEADY CAM follow him and hide at the back of a car. After A walk through a tiny park, The STEADY CAM is moving faster and faster. We could hear someone抯 step and breath. Suddenly, a man come into the camera. He is B who is short black hair, medium height, wearing a shining red jacket. He is walking towards to A quickly. At the same time, he put a black bag on A抯 head. A struggle and B knock him down.
FADE OUT.
INT. LADY - DINING ROOM - DAY
Almost the same with the second sequence. The CAMERA close up to the lady抯 hand. She is drawing a head of a hang-man and filling another letters into some blanks. EXT. A AND B - A VERY DARK ROOM - NIGHTB is holding the torch and a beam of light from a torch break the dark. A is lying on the bed and tied by a pair of handcuffs. He sits up and trying to struggle.
B
Don抰 move!
A
(crying to B with deep breath)
Who are you? Where am I?!
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