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Long Danni: Cinderella Incarnate "Super Female Businessman"

2010/4/19 16:19:00 33

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As the first person of popular entertainment, Long Danni was pushed to the top of capital operation in 2009.

The cooperation between Shanda and Hunan satellite TV has provided a perfect platform for the skinny woman. The commercial concept of the idols industry that she insists on will probably be regarded as a new direction for China's entertainment industry.

Long Danni is not a star but a founder of China's grassroots star movement.

Thanks to the super girl draft of Hunan satellite TV in 2005, the woman, who is weak in appearance but easy in character, is known as "the mother of TV draft". However, due to institutional reasons, Long Danni did not get the reward she deserved so much that she was once forgotten by the outside world.

Four years later, a seemingly well planned job hopping storm, Long Danni appeared in the clouds. This time, she was lucky enough to embark on a new round of entertainment and capital building.

In November 12, 2009, Shanghai grand network and Hunan radio and television announced in Shanghai that the two sides reached a strategic cooperation and jointly invested 600 million yuan to set up Shengshi Film Co., Ltd. to cooperate in the field of film production, distribution and related derivatives.

The new company is controlled by Shanda network. Long Danni's new identity is the president of the new company, but at the same time, he temporarily retains the identity of the deputy editor in chief of Hunan satellite TV.

In the same year, Huayi Brothers, a private giant in the domestic entertainment industry, just got on the gem financing and set off a wave of capitalization of the entertainment industry.

Therefore, behind Long Danni's new CEO, people are more concerned about the opening of the third round of Hunan radio and television.

"Our restructuring plan has been approved, and the grand joint venture is the first step, followed by Qinghai satellite TV, Taobao and other aspects of cooperation.

With the promotion of capital, the integration of traditional media and new media is obviously the trend of the times. The key is how to integrate the various content plates.

Long Danni, who crosses the two platforms of Shanda and Hunan satellite TV, is considered to be the best candidate to link capital and entertainment perfectly.

Cinderella Story

As Long Danni described in an interview, "we have to say that we are going to be a Cinderella story, or the story of the prince of the frog. This story, at any time, is seen, so we have been doing a common dream to achieve a civilian."

From a commercial point of view, in her body, what people read is a legend of Cinderella as a princess.

Long Danni graduated from radio and TV University in Zhejiang, and went to Guangdong Yangjiang TV station after graduation.

In 1995, Hunan economic television station was set up. After Long Danni resigned, he applied for the TV program department and became the first batch of employees.

In 1996, the first issue of lucky 3721 was hosted by Long Danni in Hunan. She was just 22 years old.

But from the second program, Long Danni disappeared from the curtain and became a producer.

It is said that Ouyang Changlin, the then director of TV station, saw Long Danni's talent and Long Danni became the youngest producer.

In the 90s of last century, Long Danni took the video tapes of foreign reality shows through various channels, led the team to watch the research, and made columns such as "true love to meet each other", "story bar", "perfect holiday", "Qiu Xiao's intimate friends", "Yue Yue Yue Yue", "absolute man" and "Star Academy". It not only won the TV station's high ratings but also made Long Danni the most valuable producer in Taiwan.

At that time, Hunan radio and television had been popular inside a sentence, "the TV station wants to have ideas, satellite TV pick holes".

Because Hunan satellite TV and Hunan TV are relatively independent, although satellite TV has the best platform, its innovation ability has been very poor.

For example, Hunan TV's happy camp is born out of Long Danni's plan of "lucky 3721". After the success of "absolute man" and "Star Academy", Hunan satellite TV also borrowed "creativity" to host the talent show Super Girls, and achieved the "super girl's mother" Wang Ping.

Because he was not willing to do the wedding dress for others, Long Danni, who has been deputy editor in chief of Hunan economic and Television Department in 2006, led the team to switch to Dongfang satellite TV to produce a popular talent show.

Good man.

But Long Danni's time in Dongfang TV wasn't too long. He was invited to the recruitment of his old superior, Hunan TV station director Ouyang Changlin, and Long Danni returned to Changsha again.

Long Danni's pformation from a television producer to a businessman again benefited from the original "Bo Le" - Ouyang Changlin.

In April 2008, Ouyang Changlin officially replaced Wei Wenbin, who took over 15 years as director of the Hunan broadcasting and Television Bureau. A series of personnel changes appeared in Hunan radio and television.

Ding Hui, deputy general manager of Hunan radio, film and television group, left for Hainan. Wang Ping, the "super girl", was followed by the director of Tourism Satellite TV.

Four months later, as one of Ouyang Changlin's closest confidant, Long Danni took over as the general manager of Tianyu entertainment company.

Before Long Danni entered the sky, Hunan radio and television had planned to adjust the sky entertainment.

Tianyu was originally owned by Hunan entertainment channel. During the period from 2005 to 2007, Hunan radio and television intends to attract foreign investment to promote the development of entertainment. However, the group's development strategy has been adjusted, and the day entertainment has been wholly controlled by Hunan satellite TV, and it has been retained in the system. This has obvious restrictions on Long Danni's initial development, and promoted the intervention of Shanda later.

New capital market

Long Danni has been in charge of Tianyu company for less than a year. Chen Gao Qiao and Shanda's high-profile alliance have invested a catalyst in Long Danni's career.

In September 2009, Hunan satellite TV and Shanda began to make initial contact. According to the insider, "the formation, negotiation and approval of the scheme took only 10 days to announce, and the content needed to be negotiated has been fully clarified, and the cooperation team has been established, and the board of directors has already started operation."

Compared with tens of millions of assets in the tens of millions of dollars, the new company invested in 600 million yuan is more powerful in industrial integration, and has also provided Long Danni with a larger commercial operation platform.

In fact, Shanda has been implementing the Disney mode and its core plan is to split the three major businesses, Shanda, Shanda and Shanda.

Among them, Shanda is a pillar business, accounting for 95% of the total revenue, but with the addition of more competitors, Shanda's game business is nearly saturated.

In July 2009, the grand acquisition of Hua you music has formed three interactive entertainment industries including online games, literature, music and so on. What is needed is a set of business models that can connect this long string together to form a vertical industrial chain like Disney, and find the person to implement it.

In October 2009, Long Danni was rumoured to be the CEO of the Chinese music company under the grand banner, which also showed Chen's importance to Long Danni.

At that time, Chen found Long Danni and tried to persuade her to change jobs.

Because Long Danni, who crosses the two circles of film and television music and media companies, is a hot candidate.

But as more and more attention has been paid to the outside world, Hunan radio and TV executives have begun to worry and mobilize all forces to retain Long Danni. In the end, Hunan radio and television executives to Jiangsu secret conference Chen Tianqiao, after negotiations, came up with the final plan of cooperation, and the three sides were delighted.

After its establishment, Shengshi film industry, the first two projects are the new version of the TV drama "Huan Zhu Ge Ge" and the movie "stars change".

The former is the classic hot drama of Hunan Taiwan, and the latter is the popular novel on the Chinese website of Shanda, which has been adapted for online games.

But the key question is whether Long Danni can find his balance between Shanda and Hunan satellite TV as a new person in the capital market.

Can Shengshi film industry become a local entertainment giant?

"For Long Danni, this is definitely a challenge. The key is whether she can open up the strategic resources of both shareholders and integrate the contents of the grand literature and the broadcasting platform resources of Hunan satellite TV."

Wang Ran, a financial consultant of the new company's cooperation, commented: "Long Danni is the most aggressive entertainer in China. She learned a lot during Chen's development with Ouyang Changlin. Her learning ability and communication ability are relatively strong. Therefore, taking the post of chief executive officer is an opportunity for Long Danni."

In fact, after more than ten years of experience, Long Danni has a profound understanding of China's entertainment industry.

During her interview with Tianyu company, she said in an interview, "music is very important to our company, but it is not our core and leader.

The core is to develop the products derived from his personal brand charm around the idol 360 degrees, including music, TV plays, movies, or comics.

Tianyu has an overall understanding of the development of idol value and takes the idols industry as a three-dimensional industrial chain.

Is Long Danni's insisting idol industry really a new direction for China's entertainment industry?

This time, Long Danni, who planned and created countless grassroots superstars, was really pushed onto the new stage of business.