The Expansion of Radio and TV Media in the Network Video Times

Faced with changes in the market environment, what should TV stations do? Re-reading the newspapers, or to open up new trails? The TV station is a traditional television broadcasting organization. The video websites (APP, OTT) are interactive communication platforms established by start-up companies. Its management mechanism, decision-making mechanism, incentive mechanism, and trial-and-error mechanism are relatively flexible. They are sensitive and quick to market changes and users' feedback responses. They also have relatively large voices in the market. The television station adapts passively to changes or participates actively. Competition has become a headache for broadcasters.

Recently, he participated in a media development forum in Suzhou. Leaders of the General Administration of China, leaders of radio and television stations, and heads of new media of local TV stations attended the exhibition to discuss the integration and development of radio and television media. In fact, I don't really like the word fusion. In the final interactive session, I said that I hope to participate in the next exploration of the expansion and development of radio and television media. What TV stations need is not transformation. It is to maintain the expansion of new business under the current business structure. Talk about integration, less vision and domineering, but also disrespectful and unconfident to most of the existing users.

A master hacker compared with me that if the radio and television media is a traditional empire, the Internet is the New World. People in the traditional empire are migrating to the New World. Some of the past will not come back, and some will still be there. The new generation born in the New World may not necessarily know the existence of the old empire. For the old empire, it is not a problem to go to the New World enclosure. What is the problem and what is the circle?

The New World is different from the old empire. The thinking and rules here are new. The users here are also proliferating. The number of household broadband users has surpassed 200 million, 1.2 billion mobile phone terminals, and 500 million broadband mobile phone users. Every resident of the old empire has a passport to the New World. The rich can not be kinky and impoverished, although not all have gone to the New World. However, the old empire urgently needs to expand to occupy the New World. If you don’t go, the New World will not have your share.

However, the good news is that the stomach is memorable. Even if you immigrate to the New World, you still like the ingredients of the old empire, or sea, or air. The same holds true for emerging interactive platforms, whether video sites, OTTs, APPs, or PCs, PADs, PHONEs, SetBOXs, or SmartTVs. Most of them are online movies, TV dramas, and variety shows. Only the film and television dramas or variety shows that have been screened at the cinema and broadcast on the television can be fired up before they can be ordered and chased. Of course, video sites (APP, OTT) will also have some home-made programs or UGC, and their number and on-demand volume are still far less than PGC. After the separation between production and broadcasting, a large number of folk film and TV drama production companies filmed movies and television dramas, which were overdue and over-produced, less than 5% of their production. Ninety-five percent of film and television dramas were sent directly to the warehouse and there was no possibility of meeting with the audience. Although some video sites (APP, OTT) also purchased copyrights online, there is very little on demand.

To this extent, the television station has become the first broadcasting platform. If the television station can do a good job in the copyright management and operation of the content of the broadcasted program, in addition to its own premiere, the copyright can be distributed to video sites (APP, OTT), sold or sold, or sold. Divided into, so that television stations became wholesalers of content channels, purchased from program production companies, retailed and wholesaled to agents, and as telecommunications and Unicom operated broadband, copyright became a breakthrough for media expansion, just as the old empire exported ingredients to the New World. .

Of course, there is a psychological gap. Before the TV station was the only form of entertainment. After that, it was just one of many entertainment methods. The leaders of radio and television and the head of the TV station wanted to accept this reality. Of course, the share of TV may still be the largest, but the most popular may be emerging. The interactive communication platform (video site APP, OTT), TV station, and emerging interactive communication platform are all on the same starting line for the user-oriented level. Everyone robs users and competes for a share. It complements each other. It is not your life and death. It is the user. Free choices at different times and different scenes. After wearing the clothes themselves, the leftovers can still be used to dress other people. Therefore, the television station needs to manage copyrights and operations. This is the easiest and most direct route for the expansion of the old empire to the New World.

The second is that the old empire can not only be a spectator, but also join and participate in the colonization of the New World. How radio and television cover the mobile terminal is a very good proposition and challenge. Today's mobile terminals are occupied by APPs of video websites. They also launched OTT, counterattacking the big screen of the living room, and robbing users with cable TV. Although the programs they watched are still the same, their channels are different, and the interest distribution strategy has also changed.

In addition to outputting content and copyright, television stations must also increase their own service methods. Remember that it is an increase, not a transformation, because there are still the vast majority of users using the original broadcast television, old users, old methods, new users, and new methods. The evolution broadcast for the television station, but evolution is not completed in one generation, is how many generations of continuous innovation is completed, the ratio of old and new users determines the proportion and focus of the two service modes.

In the original TV broadcasting service, the dissemination is one-way, that is, the program's “seeing and broadcasting” is irreversible. Users can only passively see and passively receive, and they are emerging interactions in video websites, OTTs, and APPs. In the dissemination platform, users are watching and sharing. Perhaps they are concerned not with the program itself, but with the program and with other audiences. Sometimes, the interaction is more important. The program is just a topic. It is like the Internet. Say no one cares what you say? But how many people are concerned about it.

If the television station interacts with the audience through WeChat, Weibo, and the client during the collection, editing, and production of the program, it even triggers interactions between the viewers. This interaction also becomes part of the program and it will trigger the audience. The sense of participation increases the ratings during the broadcast. For example, if you participate in a television program or receive a television interview, you will surely notify your relatives, friends, and colleagues to watch it. After the program is broadcast, the interaction is half done. Audiences, hosts and spectators, spectators and spectators can continue to discuss each other and even hold offline social events. The content is then added to the next show.

During the transmission and viewing process, the broadcasting media can also increase the satellite, cable and terrestrial wireless channels, develop their own websites and clients, do or not do hardware, put their own content and services like NETFLIX, built-in to everything Networked terminals, of course, need CA and billing, which is a complete program package, not a broken program. Like a ship, it was driven by a row of paddles. It invented the steam engine, set a blade wheel on both sides of the ship, and later invented the propeller, moved to the stern, and later invented the nuclear power. No matter how the technology evolved, the ship or the ship Is a means of transportation.

People only need to make a hole in the wall, do not care too much about the time and posture of the hole, the tools used, and the performance, brand and parameters of the drill, which may overlook the essence of the hole. For more exciting news, please continue to pay attention to the television advertising channels of our advertising trading network.