日期：2015-05-15 类型：Industry information
"Internet" and "Internet" are fashionable words nowadays. In the era of "all media", TV media has to rely on Internet thinking, follow the trend and change from time to time, transform the traditional concept of "making for broadcasting" into a new concept of "making for the market", and learn new models and business methods. Only by focusing on users, meeting their needs, respecting the user experience, and re creating the TV product process can we achieve model transformation, gorgeous transformation, and successfully expand the communication blue ocean.
No matter what form of "Internet TV" is, its essence is that "those who get users get the world". The following five stages cannot be ignored:
1. Phase I: develop new TV products based on big data analysis to transform the audience into users
Traditional TV habitually refers to the audience as the audience, while Internet thinking refers to the audience as the user. Although it is just a word difference, the ideas are quite different. The audience represents the pure receiver of one-way communication. The communicator takes the initiative, with low media participation and poor media usability; The concept of "user" is to take the user as the core, and take the user experience as the starting point and testing point for the production of emerging TV products, with high media participation and strong media usability.
At present, what the traditional TV media should do is to convert the audience into users, so that the obscure crowd can become a clear resource. The era of big data provides the greatest possibility and convenience for this transformation. McKinsey, a world-renowned consulting company, was the first to propose the concept of "big data era". McKinsey pointed out in the research report that "analyzing big data will become the basis of competition and support new productivity growth." Accurately grasp the market rules can not be separated from the support of professional data. In the age of big data, it is terrible to build cars behind closed doors.
At present, many domestic television stations have introduced Nielsen for the collection and analysis of ratings data based on the use of Soffrey ratings data. Compared with the survey sample of only a few hundred households in Soffrey, Nielsen's sample suddenly reached 10000 households. What are the problems behind the detailed analysis of data? What are the audience's viewing habits? Do you need to adjust the layout accordingly? Etc. Data will bring great benefits.
Now, some media have begun to actively use big data analysis to push the content required by users. Push different content at different times and places according to the information needs of users in specific situations. This kind of TV products that can provide effective services to the audience is a direction of development in the future. In this regard, the practice of some foreign television stations can provide a broader perspective. For example, I Am a Shopaholic by the BBC is a transformation plan for a Shopaholic; NBC's "Super Loser" has enabled people in need to lose weight successfully.
These programs accurately grasp the needs of the crowd and have clear goals. Ma Li, deputy editor in chief of the People's Daily, predicted that "large-scale individual information customization will become possible. The media will become more intelligent, more able to meet people's personalized and situational needs, and become the 'Aladdin's magic lamp' for people to obtain specific information".
2. The second stage: rapid information collection, processing and all media communication
If we can accurately meet the needs of users, we must meet them as quickly as possible, which is the most direct embodiment of the concept of "users first".
Speed is also the timeliness of news terms, which has always been a decisive ruler to measure the value of news. In the era of all media, people are more demanding about timeliness and freshness of news products.
The traditional production mode of TV products requires a series of procedures, and the freshness is greatly reduced. On the other hand, live broadcast can achieve zero distance dialogue in time and space, and is considered to be the most fresh broadcast form.
There are numerous examples in this regard. For example, in 2013, the torrential rain brought by typhoon "Fiat" hit Ningbo. The city has become a water city, and the urban road traffic has been interrupted, and hundreds of thousands of residents have been injured. Ningbo TV News Comprehensive Channel immediately launched the live broadcast emergency plan to open up different periods of time for large-scale, long-term, panoramic live coverage throughout the day. More than 10 technical means, including satellite live broadcast vehicle, omnidirectional microblog live broadcast vehicle, urban traffic monitoring probe, optical cable, telephone, network and mobile phone, were used to carry out multi-level and subjective display of flood fighting and disaster relief by comprehensively using reporter satellite connection, optical cable connection, microwave connection, telephone connection, live reporting, microblog and WeChat, audience interaction and other reporting forms, realizing zero distance in time and space between live, broadcast and watching. The ratings of the day reached 9.1, creating a peak in recent years.
In addition to particularly important events, live broadcasting should also become the norm in daily programs. The development of high-tech has made the live broadcast equipment more miniaturized and diversified, creating conditions for the high frequency and normalization of live broadcast. It is worth mentioning that at present, mobile 4G live broadcasting has been normalized.
3. The third stage: in-depth processing of TV products from multiple different perspectives - exclusive views, fresh perspectives
In the age of big data, it is difficult for TV media to report a news event first and exclusively. In a sense, the media has changed from a traditional information collector to a data editor. What should we do when we no longer have exclusive news resources?
The answer is a fresh perspective, a cluster of news and an exclusive view of news. Cao Jingxing, a famous commentator, believed that "as a medium, the greatest competition is the struggle for the power of interpretation."
In the era of information surplus, what is lacking is thought. Today's TV viewers are no longer satisfied with the simple "what happened here", but want to know "what this means to me" and "how should I do it". The comments of experts, scholars and hosts can expand the connotation and extension of news and meet the audience's viewing needs. This happens to be the strength of traditional TV media.
In addition to exclusive views, fresh perspectives also include unique shooting angles.
After all, television is the art of pictures. The angle that ordinary people can't reach will always have special magic to attract the audience's eyes to the screen. In recent years, the technology of small aerial photography has become increasingly mature. It is particularly applicable to use helicopters to take aerial photos to provide heights and angles that are difficult for ordinary people to see. At present, it has been applied in some domestic television stations, and even the initial trial of UAVs.
4. Stage 4: Market promotion based on the brand effect of the whole platform
The limitation of traditional media lies in its limited volume. For example, the space of each newspaper issue is limited, and the broadcasting time of each radio and television program is limited, which leads to the limited amount of information. So, how to maximize the communication effect? Therefore, we should ask mobile phone users for audience, the network for audience, and the media for audience integration. Multi screen publishing and dissemination can be carried out around a news event. Mobile phones, computers, televisions, cinemas, even subway televisions, high-speed railway televisions, waiting rooms, and building televisions can watch programs at the same time.
In this regard, for example, as early as 2006, the British BBC put forward the new media strategic plan of "Creative Future". Through the production process reengineering, the traditional radio and television production and broadcasting mode has been innovated, and the media resources of different platforms have been linked. Under the unified BBC brand, ten all media products, including news, sports, weather, online broadcasting, online TV and search, will be formed to realize the release of four terminals, namely TV, radio, network and mobile phone.
For another example, Phoenix Satellite TV has basically realized the organic integration of TV and new media through the digital transformation of TV program production system. In 2010, Phoenix New Media took the lead in introducing iPhone and iPad customer terminals. Jiangsu Satellite TV has made its flagship variety show "If You Are the One" into an online version and put it on the Internet first.
For more city stations seeking to survive in the crevice between CCTV, provincial satellite TV and new media, with the help of multi platform broadcast channels, they can break through various limitations such as geographical, satellite, landing and screen, and find unique development space for themselves.
It can be predicted that the future TV will be the presentation of multi screen integration, multi-channel simultaneous interpreting and multimedia intervention. The viewing habits of audiences on different platforms can only be met by making program content of different lengths, shapes and styles according to the user's formed multi screen viewing habits and the audio-visual characteristics of different receiving terminals, or by re editing and processing the formed programs.
5. Stage 5: Build sub brands with "sea" fans
Liu Changle, president of Phoenix Satellite TV, once said, "In the era of massive information, whoever has mastered the scarce resource of users will have the initiative." With the help of microblog, WeChat, APP client and other platforms, TV media can broaden the communication channels, but to make more users become loyal fans of the program, it is also necessary to enhance the user's sense of experience, emphasize the viewability, serviceability and interactivity, and build a good reputation.
While attention has become a scarce resource, some TV programs have been reborn in embracing new media, successfully attracting many young viewers to their fans and becoming loyal users. "The Voice of China", "I am a singer", "Where is my father going" and other programs are proof. Even the traditional CCTV Spring Festival Gala can't sit still. At the Spring Festival Gala of the Year of the Goat, sending red envelopes on WeChat became a big weapon to attract, attract and increase fans.
Where the TV man is, the position is there.