Bei Ye’s "Survival in the Wild" made 188bet sports betting app download more famous in China。

As a veteran American media and entertainment company，188bet sports betting app download (188bet sports betting app download Communications) initially focused on science with its “188bet sports betting app download” channel、Technology、History、Archaeological and natural documentaries are famous at home and abroad，And with a rich film library、Exquisite picture、The top shooting and production technology is recognized as the world's best documentary entertainment program platform。But now，188bet sports betting app download business has covered cable TV、Broadcast、Internet TV，Owns 29 types of online entertainment brands globally，Over 150 channels，Covering more than 209 countries around the world、Covering 39 languages ​​and over 1.8 billion viewers。

Overall，Under the fierce competition in the media industry，188bet sports betting app download with quite focused content，Still relatively positive in the past few years，But the content war between Netflix and Amazon at the content level，Many media giants have been affected。Intensified industry consolidation，It is also a vertical 188bet sports betting app download platform that makes some original business forms more independent，Forced to carry out horizontal or vertical mergers and acquisitions，To expand your living space。

After competitor PK and negotiation，188bet sports betting app download Communications finally seized the opportunity to acquire Scripps Networks Interactive, a media group that also has made great achievements in vertical fields，Approved by the European Commission，Acquired 188bet sports betting app download as a whole for US.6 billion。

As a popular bidding target between 188bet sports betting app download and Viacom，Scripps Network Interactive (SNI) for quality food、Travel TV channels are well known to the public，It owns well-known documentary programs at home and abroad such as HGTV (Homeland Channel) and Food Network (Food Network)，Is 188bet sports betting app download’s strong competitor in the field of cable TV documentary content。

In an interview with THR at the beginning of the year, 188bet sports betting app download CEO David Zaslav stated his position on his acquisition of Scripps and the trend of industry consolidation: "We are not a player in the game of 'film and television drama content competition'，Other companies are moving in this direction，But we are not；Investors are saying ‘this market looks very attractive’，But this game is difficult to play well，The track is crowded，The entry threshold for TV series production is a minimum cost budget of US million per hour。In this regard，The basis of the value of Amazon and Netflix is ​​actually quite far from ours。

Generally speaking, David Zaslav does not deny it，Their gameplay is disruptive to the industry，But David Zaslav thinksAmazon and Netflix stand on the right side of the crossbar； Platforms like 188bet sports betting app download stand on the left side of the crossbar。“Our attitude is ‘good luck to them’，We specialize in non-fiction 188bet sports betting app download，188bet sports betting app download cost is only 0,000-450,000 per hour，Always global，We are in the business of ‘fanatic and deep fans’。” David Zaslav said。

Disclosed plans to integrate Scripps show，188bet sports betting app download will continue on the road of "fanatic and deep fans"，And expand into more life-oriented areas。

188bet sports betting app download’s Fundamentals: Global Revenue Improvement，But the loss of subscribers

According to 188bet sports betting app download’s 2017 Q4 financial report，The company’s annual revenue in 2017 was 68.US.3 billion，6% increase compared to last year，Mainly driven by international cable network revenue growth of 8%、Impact of 5% growth in U.S. cable network revenue。25% free cash flow growth in 2017，Far beyond expectations，This is mainly due to the increase in global advertising revenue share。

188bet sports betting app download financial report display，Overseas markets grew significantly in 2017。Among them，Overseas membership increased by 9% throughout the year，This also directly makes，188bet sports betting app download Communications’ full-year overseas advertising revenue increased by 3% year-on-year，Among them, the growth of advertising revenue in European and Latin American markets is outstanding。And in Asia，Although affected by the 2018 PyeongChang Winter Olympics，Sports content brings advertising to 188bet sports betting app download、Significant increase in content distribution revenue ，But Asia is currently the smallest advertising market and still needs to be developed。

Although the company's current cash flow fundamentals are good，But the problems faced by 188bet sports betting app download，Like many media giants，That is, the loss of subscribers。

188bet sports betting app download CFO said in the conference call: It is expected that the overall business performance in 2018 will depend on the growth rate of the number of subscribers and digital licensing revenue。But according to the financial report，The loss of subscribers continued in 2017，Nothing more，The increase in the company’s affiliate rate and content licensing revenue partially offset the loss caused by the loss of subscriber users。

After merger，New 188bet sports betting app download will rise to the eighth largest cable television network in the United States，The annual original content output is expected to reach 8,000 hours，8 times Netflix’s 2017 content production (1000 hours)。Other than that，188bet sports betting app download will also reserve approximately 30,000 hours of content inventory，Acquire 20% of the US adult audience aged 25-54。

Actually except original content，Great value after the merger of 188bet sports betting app download and Scripps，It is the expansion of the marketing system and the adsorption power of advertising。

In a March interview with THR, JB Perrette, CEO of 188bet sports betting app download’s international business, listed three top priorities in the early days after the merger: aligning the two businesses、Develop content and digital product development，To deliver ‘high quality’、Superior、Purposeful’ (quality, premium, purposeful) brand message as the ultimate goal，And stated that it will further guide marketers to promote the three major goals to achieve scale。

"First，We need to align the two businesses as soon as possible。There will inevitably be some friction and sensitivities in the merger process...but we hope to integrate the 188bet sports betting app download and Scripps teams into one as soon as possible，Enable portfolio progress in later stages。

Accordingly，188bet sports betting app download announced adjustments to its internal structure strategy，Including merging the two 188bet sports betting app download and marketing systems and teams into one，And established the post-merger 188bet sports betting app download investment strategy——The new company after the merger 188bet sports betting app download mainly refer to Scripps’ original advertising investment strategy in the future，Jon Steinlauf, the former sales director of Scripps, 188bet sports betting app download be responsible for the advertising sales business of the new company's local market，And undertake the next marketing activities in 7 large and medium-sized cities in the United States。

At the same time，Scripps’ original 188bet sports betting app download creator will be responsible for serving as the lifestyle and leisure brand director of the new company，Participate in the advertising investment fair with the theme of “Advertising Works Here”，This emphasizes the ability of cable TV networks to reach quality audiences through live broadcasts (reach quality audiences live)。

188bet sports betting app download’s SVP Laura Galietta said: “Due to the widespread time shifting of scripted content (scripted content=non-reality shows/non-documentary programs)，Live content has become an important part of reaching high-quality audiences。”

188bet sports betting app download CEO David Zaslav said，Produced by merger3.The synergy value of US0 million mainly comes from savings in licensing costs，The new company will have greater leverage in negotiations with pay-TV distributors such as cable and satellite companies。As the number of US pay-TV subscribers declines，and Amazon，Competition for users from digital channels such as Netflix and YouTube，Bargaining power/cost advantage will become increasingly important to 188bet sports betting app download providers。

188bet sports betting app download integrated logic and vertical content development trends

Comprehensive analysis from multiple overseas media，We summarize the company’s advantages after resource integration into the following five aspects，And these five aspects，Also related to the development trend of vertical 188bet sports betting app download。

1. Create a giant in documentary 188bet sports betting app download in vertical fields

188bet sports betting app download Group includes Travel Lifestyle Channel (TLC)、188bet sports betting app download Channel、Animal Planet Channel and other documentary ace combinations while Scripps is famous for its food and travel programs，Own Home Channel (HGTV)、High-quality content array such as Food Network and Travel Channel，The combination of the two will be the ace combination of reality shows/documentary programs，Helps 188bet sports betting app download become a leading producer of documentary content，Specializes in family fun。

Perrette, CEO of 188bet sports betting app download Cable Network International Business, said: “At a time when the traditional media landscape is turbulent，Deep fans are the key to distinguish us from other media。Although countless entertainment companies are focusing on non-documentary/non-reality show entertainment programs，But documentary/reality shows are the meaning of 188bet sports betting app download，These vertical categories help brands acquire deep fans and fan communities。At this stage when the deal has been reached，Continuing to strengthen this content focus will also help attract advertiser investment，To achieve precise advertising。

2. Visible breakthrough growth in 188bet sports betting app download revenue

188bet sports betting app download is strong due to its vertical segmentation。Nielsen data display，Among the top 20 cable TV networks in the United States，There are 5 TV networks with female-dominated audiences，Four of the channels are owned by 188bet sports betting app download Communications and Scripps。

These networks are 188bet sports betting app download’s 188bet sports betting app download Special Investigation Team and Travel Lifestyle Channel TLC，And Scripps’ HGTV and Food Channel。After merging the two，188bet sports betting app download will become the best bridge for advertisers to reach female consumers，It also means that 188bet sports betting app download will capture 20% of the US ad-sponsored pay TV ratings。

(Proportion of female viewers among the top 20 US cable TV viewers)

There is an analysis saying，Scripps’ lifestyle programs have generally had higher ratings than general entertainment programs in the past few years，And continue to stimulate viewers to watch real-time broadcast 188bet sports betting app download，This will also bring benefits from the marketing level。

The economies of scale after the merger directly attracted the attention of more advertisers，Meanwhile，Advertisers can also purchase in bulk，Get a more satisfactory price from negotiation，Instead of getting discounts from two relatively small 188bet sports betting app download providers。

Ben Winkler, chief investment officer of advertising purchasing company OMD, commented on the acquisition，Advertisers are also seeking media companies to attract the attention of more young users in the traditional cable business，Provide convincing data、Tools for analyzing target audiences、 VR ad format、Cross-screen marketing packages and activities。Although in the eyes of advertisers，Scripps was not originally a very high-quality target in the niche field，Its global influence is far less than 188bet sports betting app download，But the financial resources the latter brings to Scripps will help Scripps develop high-quality advanced advertising products。

3. Accelerate digital transformation

188bet sports betting app download and Scripps already had a preliminary foundation for digital distribution before the merger。

2016，188bet sports betting app download invests US0 million in new media group Group Nine Media， Scripps also partnered with Snapchat in early 2017，Develop Food Channel and Home Channel (HGTV)。 The completion of the merger will directly increase the production and distribution of 188bet sports betting app download Streaming Video，Enables the platform to publish 7 billion short-form streaming videos every month，Combining Scripps’ experience in short video production and Group Nine Media’s technical capabilities，After the merger, 188bet sports betting app download Communications will be on social platforms、Mobile、Becoming a new powerful player in the field of non-linear content，Greatly capture the attention of young millennial audiences and advertisers。

Zaslav said，With the popularity of mobile devices，The number of screens has reached 7 billion，Original content is increasingly important，For this，Scripps’ former lifestyle studio (Lifestyle Studio) will become the core driving force of the new company’s content production，Making 188bet sports betting app download Data-led Sales、Endemic advertising、A leading force in core strategic areas such as branded entertainment solutions。

Perrette said "based on the close relationship (collaboration in 188bet sports betting app download) formed by the two groups，The new company is more suitable for comprehensive layout of digital business，Not just for overseas markets。Thinking of food、Travel、Family 188bet sports betting app download，Similar to the automotive trend building blocks currently launched by the company for the United States，We are mostly thinking about how to make good use of these vertical contents，Launch new digital products accordingly。”

188bet sports betting app download’s overall scale has expanded、Enhanced content productivity and diverse brand offerings make them attractive to new digital distribution partners，Because this means that 188bet sports betting app download will be on mobile in the future、There is still a lot of room for commercial expansion on OTT and direct-to-consumer platforms and products。

4.Breakthrough vMVPD limit，Enhance basic subscription package strategy (Skinny Bundle)

188bet sports betting app download’s CFO Gunnar Wiedenfels said，Before the merger，The relatively large vMVPD on the market has restricted 188bet sports betting app download’s basic package business。

Past，188bet sports betting app download only launches slimming package business for some European countries，Also partners with Amazon Channels，Provide VOD services for subscribers in the UK and Germany；In the United States，188bet sports betting app download content is available on platforms such as Sony PlayStation Vue and DirecTV Now，But it failed to occupy a place on mainstream platforms such as hulu live。CFO pointed out，Survey shows that 188bet sports betting app download content is also popular among cord cutters and cord nevers，Consumers are willing to pay for the 188bet sports betting app download brand，User tastes and needs determine the supply of basic package services。

The merger will help 188bet sports betting app download form a more competitive lifestyle and leisure&Documentary content lineup，And finally launched a new basic subscription package (Skinny Bundle) at an attractive price of 10-15 US dollars per month，Despite the lack of popular sports content，CEO Zaslav believes that 188bet sports betting app download can still win the favor of fans with high-quality segmented content，It is also said that the slimming version of the package is gradually becoming more popular in the United States，Except Scripps， 188bet sports betting app download will also cooperate with other content providers，Several slimmed-down subscription services expected to be launched in the coming months。

5. Accelerate 188bet sports betting app download globalization

On the one hand，Both have already made plans in international business，55% of 188bet sports betting app download Communications’ revenue comes from international sales，Scripps owns shares in British media company UKTV，And acquired Polish broadcaster TVN in 2015。On the other hand，188bet sports betting app download’s international distribution covers 200 countries and regions，1.5 billion global users Scripps original programs will reach a wider audience overseas。

188bet sports betting app download Cable Networks International Business CEO JB Perrette said，The content that the Scripps team has continued to produce for overseas audiences over the years，But 80% of its content has not been officially released overseas，Scripps’ two flagship programs, HGTV and Food Network, entered the international market late，Issuance scale is limited，What we have to do after the merger is to make full use of 188bet sports betting app download’s powerful international distribution network、Two traditional free-to-air services, And increase investment in digital business, Think clearly about how to use the existing cable TV network business，Dispose of high-quality content and maximize its value，And consider launching a new cable network，But Perrette emphasized，“There is no universal distribution model now，Ten years ago we might have said that we would use a traditional pay TV platform，Uniformly issued for each market，Nowadays, there is more need to formulate strategies based on regional market characteristics。”

Perrette said"Some countries already have their own free-to-air television networks，such as UK and Italy，The key is to think about how not to appear redundant，Cooperate with existing TV networks in the country？Or combine it with other free TV networks。 For some programs，Probably arranged in the form of programming blocks，The use is relatively well-known、Distribute a wider range of channels to promote the exposure and recognition of other brands；For some programs，188bet sports betting app download selectively launch market-specific digital products (Digital-only)。

DiscoveryCEO Zaslav said "We are building a global 188bet sports betting app download production engine...the goal is to "unleash global strategic synergies"，Promoting meaningful values”。Scripps is a stable and profitable television network，Not a start-up online service company，Its star program HGTV and Food Network itself have gained a certain degree of popularity，Direct benefits that the merger will bring to shareholders。 We will potentially acquire more IP than any other media company，It is indeed developing in that direction。

Scripps CEO Lowe added: “There is a lot of 188bet sports betting app download that has been successful on existing platforms，Will have strong digital basic support，Integration with social platform channels，And the popularity of short videos，It will bring huge new opportunities for future development”。

*Source of this article: WeChat public platform "East and West Entertainment" (ID: EW-Entertainment)，Original title: "The foundation and logic of “snowballing” high-quality vertical segmented content: a detailed explanation of the story behind 188bet sports betting app download’s US.6 billion acquisition of food documentary platform Scripps》.