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The counterattack of network self-made programs

  It’s hard to imagine that an authentic Internet self-made program can get tens of millions of commercial cooperation. The “HI Song” created by Tencent Video has not been officially aired and it has made a lot of money, together with the general title company SAIC. Many brands in China have thrown over 60 million yuan in real money to this program. Although it is still “nature” compared to programs of 100 million yuan such as “The Voice of China” and “Where is Dad?”, the Internet is already Bring a lot of imagination to the program production.
  Unlike traditional music programs such as “The Voice of China”, “HI Song” does not rely on traditional radio and television signals for dissemination, and then uses the Internet as a derivative platform for secondary consumption, but completely uses the Internet platform. Dissemination, abandoning traditional radio and television signals, can be said to be a purely self-made program on the Internet.
  In fact, the entire entertainment industry and the music industry have never stopped exploring self-made programs on the Internet. Previously, Tencent Video’s “Dark Man”, Youku’s “Unexpectedly”, and Sohu Video’s “Diaosi Men” are all present. Achieved good results in a small range, but never reached the height of “HI Song” in terms of commercial returns.
  This success directly proves the value and influence of Internet self-made programs, and the core competitiveness of Internet self-made programs lies in its freer form, more free broadcast methods, and the interactive value derived from the use of big data analysis to be used in the mobile Internet era. Zoomed in.
  The younger generation of viewers will use the Internet to order the content they want to watch and express their opinions instead of passively accepting the content of the program. It is the general trend to switch from the traditional B2C model to the C2B model or both. This makes the Internet self-made programs interactive Value is “highlighted.” Among them, the “Are You Normal” program produced on Tencent Video combines the form of a survey game program with Tencent’s Internet attributes. There are no judges and no authority. All topics and results come from the interaction of netizens. As the nation’s first “survey-type reality show” that really asks all people’s questions, “Are You Normal”’s excellent performance on data such as broadcasting, interaction, social networking, and search, to a large extent stems from the Internet that the program was born with Gene.
  Most of the Internet data needed by traditional TV stations in the production of programs is provided by video websites, which are typical “second-hand data”. There are many blind spots in data, and it is difficult to truly reflect the needs and behavior characteristics of viewers (users). Based on the “strong power” of data accumulation and network channel dissemination, video websites began to set off a wave of online self-made programs and began to gain reputation. In other words, if the Internet directly participates in program production, it will better understand the demands of the audience and reduce the distortion of data feedback.
  More importantly, Internet self-made programs can be “precisely hit” according to the needs of market segments. This satisfies brand owners’ demands for changes in marketing strategies in the era of mobile Internet, because the infinite Internet has broken the gathering of traditional business models. Sex, it embodies more decentralized aggregation. The traditional large-aggregation crowd has been broken, and then dispersed into subdivided groups based on various needs, aesthetics, interests, etc., so that marketing must also break the traditional model. It is necessary to respond to the decentralized aggregation of the target population of the Internet in a more variable and flexible way.
  The in-depth exploration of interaction in self-made programs hits the “pain points” of brand owners, because “precise strikes” are different from traditional TV stations seeking the “greatest common divisor” principle. The “greatest common divisor” principle aims to seek a society where the public is extremely concerned. The problem can arouse widespread attention from all walks of life to ensure the basic ratings of the program. After gaining widespread attention, it can be monetized through commercial means (mainly advertising), and the “precision strike” is designed to be customized for market segments. Programs are produced based on the aesthetics and interests of specific groups. In a situation where large groups of people are broken and the marketing strategies of brand owners need to be more flexible and flexible, the purpose of program production must also be adjusted accordingly to obtain commercial returns. Traditional TV stations pursue the “big and comprehensive”. The principle of “greatest common divisor” seems to be difficult to win the demand of market segments, and the transformation of “precision strike” due to the lack of Internet genes will encounter obstacles in the field of user interaction.

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