"TV+" era, how do TVs do

In the era of Internet+, most of the commercial economy was a traffic economy, and there was no complete technological revolution. Traffic economy is not terrible. Traditional enterprises have more traffic advantages. For example, a fast-moving consumer product, which has sales of billions of dollars a year and hundreds of millions of users, will be a huge traffic owner if it can be cured. TV is also such a traffic owner. Therefore, it is said that TV will rise in the Internet era instead of being weak.

2. TV media: Change in thinking, becoming a traffic model winner

Traditional television relies on advertising to realize the realization of traffic. Therefore, the evaluation of a program or a broadcast platform depends mainly on ratings (viewing population), and the author was told more than a decade ago that the media was a “trafficking” business. In the Internet era, this way of realizing traffic becomes very weak. Because each time the traffic is re-sold, the television station needs to gather traffic once, which is a very inefficient and very unsafe thing. Therefore, even if it is as powerful as Hunan Satellite TV, he cannot determine how much traffic he can have in his next program. The television media needs new traffic aggregation methods and traffic cashing methods. Once the audience's thinking is transformed into user thinking, television will become a huge winner in the traffic economy mode of the Internet era.

Therefore, we oppose the decline of TV singing and propose that the concept of Internet+ is followed by TV+.

In the TV+ era, the new features of the program are digital, social, and mobile.

In the past year, TV programs that received much popularity and enthusiastic media have basically a commonality: not only attractive program content, but also new breakthroughs in marketing communication methods compared to the past, digital media, adaptability to the characteristics of mobile devices, and the use of social networks. Accumulated sound volume, radiation spread. The TV+ era is a digital era of revolutionary change and full coverage of social networks. It is difficult for any industry to evade this trend, and so does television. TVs of this era show the following characteristics:

1, digitization

The revenue from digital advertising has been on a linear upward trend. It is expected that by 2018, digital advertising revenue (US) will reach US$40 billion, accounting for about half of the total advertising revenue. Nearly half of the younger generation prefer to seek relaxation in digital media. Traditional mass media widely publish content in condescending postures, while digital media embraces various forms of information, and recipients can actively obtain what they want. The influence of digital media is also reflected in the fact that people are more willing to believe the recommendations of those around them, and the acceptance of recommended brands is 1.8 times that of unrecommended ones.

2. Socialization

The use of social networks leads to the automatic dissemination of audiences, which is the core of viral marketing. The following figure shows the major development events of major social and video websites in recent years. It can be seen that the social media has become increasingly important. The road to social media fire is also the path of social APP blowouts. Instant messaging APP: What'sup, has been climbing all the way since 2011, surpassing SMS, and is said to exceed users such as Facebook, Messager, WeiChat, and Line. Instant messaging application.

3, mobile

Can not use a mobile phone to open the computer, can not watch lying on the phone watching TV, this is the characteristics of the audience now and in the future, the pursuit of comfort anytime, anywhere, the mobile into the major programs competing to seize the entrance. There is no doubt that mobile phones have become the largest screen. Mobile phones make TV live at your fingertips. One feature of mobilization is content fragmentation. To meet the needs of watching anytime, anywhere, the audience prefers a short-time video, and the survey surface. In the video watched by the audience, online short video accounts for 62%, while the general length video is 38%.

TV+ Era: A Case of Mutual Benefits and Multi-screen Winning User Thinking

1. Case: TV + movie "A ticket is hard to come by"

"One ticket is hard to get" invited the film crew to promote their own movies, set movie reviews, crew votes, viewing expectations, expectations index as one, through the comments and interaction of the host and film critics, so that the site for 100 viewers The film scored to create the follow-up topics of the film's fermentation and dissemination. The show was premiered on Jiangsu TV at 10:00 on the night of April 3, 2015. The recommended movie "Let's Get Married" accumulated 174 million box office records in five days. The "I Am a Singer" and David watched the reality show on Friday. Next, we achieved a rating of 0.5, which can be said to have won both television and movies.

The “one ticket is hard to find” selling point of view has formed a hot topic and a focus of attention on the Internet. TV viewers have increased their interest in the movie by watching programs, web broadcast platforms, and real-time interactions, which translate into movie box office; on the other hand, they are hot. The full-scale marketing of the movie itself can in turn help promote the promotion of the “One Ticket Difficulty” program. Through the first movie scoring system, the film continues to ferment after the release of the topic, forming a situation of mutual benefit between film and television. "The marketing effect.

The viewers of the “One Vote Difficult” TV program can purchase directly through the ticket purchase app Guevara, which to a certain extent completes the coincidence of “audience and consumer”: watching the direct ticket purchase, directing the movie and program The sponsors are movie viewers. To a certain extent, the spectator's thinking of television is transformed into user thinking, and the flow of user thinking is realized.

2. Case: TV + vertical community "Tue 2"

The second quarter of China on the tip of the tongue (hereinafter referred to as “The Tip of the Tongue 2”) is highly sought after. Not only is it hard for us to imagine, I am afraid that the program group is not expected to happen. Most people stand on the e-commerce platform and video website. From the perspective of traffic, business opportunities, etc., businesses pay attention to the wealth brought about by “China on the tip of the tongue”, ignoring the most concerned and most useful perspectives: the multi-screen experiential interaction of TV + vertical communities may become one direction.

Comparing the first quarter of "Tiny Tip 2" and "China on Tongue", we found that the biggest breakthrough in the second quarter was to deepen cooperation with e-commerce websites and vertical communities. This time, CCTV and the e-commerce platform Tmall and the gourmet community bean and fruit network have authorized cooperation. The bean and fruit network has opened up an integrated communication experience community and updated more than 300 kinds of ingredients and official recipes in the program. While watching the program, viewers can interact with computers and mobile phones to learn about the nutrients of the ingredients in the program and how to cook their food. They can share and explore the taste of the tongue in their eyes with their friends. They can also upload their own “Reissue” tip menu. Works participate in official competitions. The three together created a closed loop from watching TV on food, purchasing ingredients, learning recipes, and cooking at home.

The second season of "China on the tip of the tongue" is not the first TV show to collaborate with the vertical community, but it is the most noteworthy one. On the one hand, TV programs need to go online, and on the other hand, the community needs high-quality TV programs to provide in-depth experiences. TV + era and TV + vertical communities are effective ways for TV media to realize user traffic.

In the future, TV + vertical community play may become more and more common, and even become the standard for television media.

TV+ mode, how TVs allow viewers to become media content distributors

1, "TV +" mode: innovative TV operation ideas

In the "TV+" mode, television media should undergo two changes:

Change 1, change in traffic aggregation

Traffic that cannot be contacted cannot be easily and continuously resold. The television station must find a way to gather the audience somewhere. This is no longer the concept behind the Internet, but more powerful, more fashionable, and more people do not understand the "industrial Internet" concept.

Change 2, the method of traffic transfer changes

In the past, it was the audience, not the consumers, that the television station directed advertisers. What does that mean? It wasn’t the children's milk consumers that led to Erie, but the audience of “Where is Daddy?”. Although Yili will determine the match between viewers and consumers of this program in advance, this is not the correct practice of the Internet or the traffic economy.

2. "TV+" Mode: Transforming Content Editing Thinking

There is no doubt that content is the driving force behind the platform at any time. The user's behavior is the most valuable thing for TV media in the “TV+” era. When television media has enough user resources, when they have enough influence in the market, they can be more convincing and their users have more commercial value. Maintaining users is based on high-quality content and details.

Therefore, for the television media, in the process of interacting with the user, the users' habits are understood and the user's experience is optimized, and fresh content that is suitable for the user and can turn the user into a fixed flow is continuously injected. In short, under the "TV +" model of the mobile Internet era, television media must organize content production in accordance with new user application scenarios. Programming methods, content, release time, content length, etc. all need to be rethought. First impressions and interactions of content can easily affect reading and communication. Content can be created from the perspectives of identity, emotion, and information. The design of content should be as easy as possible for social communication, but also focus on usefulness. Become a media content distributor.