The future of the new trend of Internet Enterprises ' sinking Alliance TV station can achieve a win

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Sing it with Hunan TV launched the Universal Music interactive variety show "I want to sing with You", YY Live and Chongqing TV jointly launched the "First network backstage" live variety show "big play Singing Will", coupled with the previous "never thought of the soldier's New Year" in Hunan TV hit, "Shushan War Ji" "First network backstage" strategy, It has become a trend for Internet enterprises to sink into marriage with TV stations.

In the depth of Internet +, the traditional TV station constantly net. And internet companies are also urgently seeking new channels to cover more user groups in order to accelerate the pace of profitability. Both sides hit it off and quickly. So the question is, although the two are "in love with each other", is it really possible to achieve a win?

The two modes of cooperation show the leading role

At present, actively with the television network of Internet enterprises are mainly video sites and yy live, sing bar and other live, entertainment sites and applications. Because these websites and the application itself has the natural dissemination effect, and the television station itself's property is more consistent, both are more likely to collide the spark. And as a test of the nature of contact and cooperation, but also to reduce unnecessary risks.

In the process of Internet Enterprise's merging with TV station, it is divided into two main forms. One is the Internet enterprises as the "protagonist", a force to undertake the network of self-made drama, the production of network variety show, after the TV station after the audit, the TV station as a communication platform outside the Internet. In this model, Internet companies play the role of producers, and television stations play more like cinemas. For example, "Never thought of the New Year" is by Youku and called the Beast team responsible for the production, and then broadcast in Hunan Satellite TV. And yy live to create a comprehensive interactive program "big-time play singing" is also completed by the former, after editing, broadcast in Chongqing TV.

Another model is the Internet enterprises and television stations, responsible for the different parts of the program, together to complete the production of the program, and finally broadcast on the television. For example, "I want to sing with you," the core mechanism, is the star is singing in the app to record part of the song, the user by recording another part, to achieve with the star "chorus." The most popular users will be Hunan satellite TV "I want to sing with you" program invitation to the show live with the chorus star song. In other words, Internet enterprises are responsible for the online levy, television stations responsible for the production of programs.

For now, regardless of the model, variety shows play an indispensable role. Compared with the online home-made drama, variety shows have less investment, lower cost of trial and error, and more topic-related, and are welcomed by internet companies and TV stations.

Internet enterprises to users, TV stations to achieve a win

Since it is an innovative cooperation, it is bound to bear the demands of both sides. For Internet enterprises, the most basic demand for marriage with the television station is to expand the coverage of the user groups, and ultimately to obtain more quality users, to play a good future development of the user base base. The internet alone has almost reached the ceiling of user increments. While the television coverage of the crowd and the Internet, although the intersection, but still different, the Internet enterprise is the idea of the crowd outside the intersection. and through the cooperation with the TV station, Internet enterprises can also improve their brand awareness.

In addition, with the prosperity of the online self-made drama, the whole market competition is more and more fierce, the cost is climbing. A low-cost online home-made drama, such as the Crown Princess promotion, will be difficult to survive. In order to reduce the pressure of cost, Internet enterprises need a wide platform such as TV station to improve revenue.

From the point of view of TV station, the cooperation with Internet enterprises is an inevitable trend. With the public addicted to the Internet more and more time, the frequency of TV start is getting lower, resulting in television advertising revenue is also in a downward trend. In order not to be abandoned by the younger generation, the television station must change the running idea early, net quickly. Cooperation with internet companies is due to this consideration. In addition, the major TV stations to launch their own apps, hand-tour strategies, the future of the TV station energy can not be underestimated.

From the perspective of the cooperation between the two sides, it is undoubtedly possible to achieve a win. But in fact, there are still big problems in the cooperation between Internet enterprises and TV stations. The most basic is the internet and the "scale" of the TV station is not the same, because the television is the public media platform, the content level of the requirements more stringent. The Internet enterprise's network of self-made drama, variety show must first be examined, such as "never thought of the creep of the New Year" network version and TV version has a clear difference. How to not lose the network home-made drama and variety show characteristics, but also to meet the needs of the TV platform broadcast, is a time to polish things.

The new trend of grid linkage this year or the first

If the previous years is a network of self-made drama, variety show outbreak of time, then this year's new trend is "network linkage." With more and more Internet enterprises and TV stations to cooperate, this year is expected to become a first-ever outbreak of network linkage. According to this trend, it is not impossible for future TV stations and the Internet to become a family.

In this process, the two sides will inevitably have a running-in time period. Through the past, you can see the dawn. It is bad for both sides to boil over. But we do not seem to worry, after all, who will be with users and money? (New discoveries of science and Technology, Constantine/Wen)

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The future of the new trend of Internet Enterprises ' sinking Alliance TV station can achieve a win