數字媒體的商業模式和營銷計劃 “偉大的能源辯論” 紀錄片電影製作與夥伴關係 石湯製作有限公司

Abstract

This thesis paper examines the business of media production in the broadcast and digital film industry. There will be always a renewing demand for education, and in recent years the creation of many new forms of media for educational purposes have exploded into the marketplace. Today’s Internet technology delivers content to massive audiences with faster speed and efficiency than ever before experienced in known history. As new generations of people are affected by the impacts of climate change, everyone living on Earth will need to adapt. A common desire for clean and sustainable sources of energy is growing, while people also yearn to be informed. How will humanity generate energy sustainably? Capitalizing on this theme, through a documentary film production, is the essence of this thesis. The business of producing and delivering educational video media has the power to positively influence and inform people of all walks of life. In particular, there is a special demand for informing and inspiring people about the solutions available to humanity’s urgent and growing energy demands. Energy technologies are evolving quickly, and these technological advancements must be shared and debated for educational and inspirational value. This paper seeks to exploit the demand and value for this knowledge through digital media distribution. Distribution of film through both traditional broadcast and modern digital methods has a proven market value. The key argument of this thesis is that marketing through digital media distribution empowers small-companies to compete successfully against large corporate players, allowing them to produce and distribute meaningful and thought provoking productions at a profit. This paper will deliver an in-depth marketing plan for a start-up film production company to create an inspirational product. The start-up company “Stone Soup Productions” is based in Taipei, Taiwan, and will collaborate with “Ethical Film Productions,” based in Vancouver, Canada, to produce a 13-part documentary film product titled “The Great Energy Debate”. The business model and marketing plan for the company will demonstrate how future digital film products will be brought to market for distribution and revenue generation. The business plan, the focus of this paper, is aimed at generating medium to generous profits through direct online distribution of digital film productions. Some reasons for why this is feasible are due to the fact that people are now more willing to pay for online content while the cost of production continues to decrease dramatically because the digital film industry and related technologies continue to evolve. The method of distribution outlined in this thesis is completely changed from the model of the past. This new business model takes advantage of what is now possible with the current state of technology. Digital film distribution through multiple sales platforms maximizes exposure, leading to increased sales, wider audiences and more efficient distribution costs.