Reality show marriage App, how many tricks can play?

Players looked nervously in front of the giant screen, her destiny at this stroke. The faces of the giant appeared one after another unfamiliar faces, but in her view, these faces are so kind, because it is they through the program's App vote to support her clearance. As more and more faces on the screen, her hanging heart gradually put down, and eventually the giant screen slowly rising, she finally took a breath: cut. At this point, App Supporters first saw how the players look.

New attempt to make reality show with internet thinking

"RisingStar" is a reality show that first exploded in Israel and then became popular in many countries such as Europe and the United States. The dedicated App platform greatly enhanced the interactive participation. The show is live from the beginning of the sea election, in each round, the audience through the official mobile App vote to decide whether the player qualify. Players perform in front of a giant LED display, while the rear display shows the audience using App voting at home. If the audience votes to reach the threshold of 70%, LED display will lift. The audience in the program has 93% of the voting rights, while the total number of field judges is only 7%. After launching this program, in addition to setting a record audience rating of 49.4%, its App downloads up to 500,000, making up 1/14 of Israel's total population.

This show is seen as a new attempt to make reality shows using Internet thinking. And a few days ago, the cost of millions of royalties over the light of the media will be introduced, but also shows the ambitions of domestic television producers on the mobile Internet side. However, as early as 2007, the SARFT banned the talent show. "No off-ball voting method such as mobile phone voting, telephone voting, online voting should be adopted." From this, the Chinese version of "RisingStar" should be unlikely to completely duplicate its foreign voting and interaction model. For the localization of its App model, Zhang Hang, president of the Media & Entertainment Division, said that the company is still in a meeting for discussion and the final version has not been finalized yet. "Details are not disclosed."

App platform itself, openness, interactivity and implantability by the domestic television producers are treasure, and in the "vote" is the most simple and convenient way to go through after the Shanghai Star Culture, Hunan Satellite TV, etc. Big TV producers have also taken the other route to achieve "multi-screen interaction" through mobile games, quizzes, lottery draws and other forms to enhance the audience's visibilities on television programs through mobile terminals. At present, a few popular live reality shows have been created on the mobile side of the relatively mature industrial chain. However, perhaps due to policy barriers, these interactions through App averted the direct impact on program direction, mostly in the form of "games."

Mode one: real-time quiz

Can not vote had "over the addiction"

Recently, the "China Good Voice" was broadcast in the third quarter in a high-profile manner. To the reporter's surprise, the WeChat friends circle did not see much discussion about the program itself on the live broadcast. Instead, many people participated in a quiz game called "Good Sound and Television Live." The game is based on the WeChat platform Tencent video development, and its participation is very simple, we watched TV broadcast every time a new player appears, the audience can guess which player the final choice of a mentor or be eliminated. Selected audiences also have the chance to win an iPhone5s. As the game is simple, does not affect the TV viewing, but in the live broadcast quiz and enhance the sense of participation of users online, the audience's enthusiasm is high, by noon the next day, there have been millions of people to participate.

From the perspective of participation, this "Guess" game is very similar to the past OTC vote. It is also the same player who chose to support himself when the result is undecided. As the result of the live broadcast, netizens can know whether they are right or wrong. The quiz after the end of the same broadcast on television will also be the result of off-site selection can be described as a show in the mobile Internet era derived from the new interactive and marketing model. But the difference is that it can not affect the program's direction, the interaction stays in the entertainment stage. For the audience, just "over addiction" nothing more.

Mode 2: Convergent App

Promote TV programs O2O mode

Compared with the live quiz, Mango Taiwan's interactive model more in line with its consistent style: seemingly "style" is not high, but the immediate effect. In the broadcast of "Flowers and Teenagers", Hunan Satellite TV's accompanying App Appreciation App jointly conducted a sweeping code "Treasure Hunt" campaign, and attracted audiences to participate in the interaction through cash red envelopes. During the program broadcast, the two-dimensional code in the lower right corner of the screen will turn into red randomly. Once the "red two-dimensional code" appears, the audience can obtain the Hunan Satellite TV Hula download address by clicking the mobile phone to scan, Bao installation, ranging from 0.1-200 yuan in cash red packets winning one hundred percent.

At present, most of the interactive entrances of Hunan Satellite TV on the mobile side are handed over by Hula. Unlike nowadays app of various files, Hula is an aggregated App. Hula official told reporters that Hula has Hunan TV various programs live chat room, lottery, quiz area and the game area, its positioning is an "entertainment platform." With the broadcast of specific programs, Hula will continue to launch the corresponding interactive forms and rewards. From a series of Hula's features, it is not only a real-time interactive portal, but also plays an important role in the O2O mode of television programs. Hunan Satellite TV major premiere ceremony tickets, live viewing opportunities, etc., should be online to set "Hula yuan" and other forms to complete.

Compared with other apps that are relatively independent from other programs, Hula's Poly App mode is more systematic and has certain advantages in forming an industry chain and is more conducive to enhancing the sponsor's marketing effectiveness. During the program broadcast, Hula can give gaming brands more chances of exposure by playing games, giving them more chances of exposure, and also pulling the audience through a series of interactions with sponsors.

Mode three: mobile games

End of the program still maintain the audience sticky

Without a live-action reality show that voted off-site, it not only disturbs the producers in the interactive mode, but also makes them one of the less attractive "suction weapons." But for now, they have found a new "gold point" - mobile games. According to Xu Fan, director of research and development at Star Media, mobile games are probably the easiest and easiest way to make money. For now, most popular reality shows have their own mobile games with the same paragraph. These tours are free, but players need to pay for all kinds of props and clothing. The moment is probably the hottest Hunan Satellite TV "Dad where to 2" the same name game, this parkour class hand travel by Hunan Satellite TV authorized a game company called KunPo Game development, on-line less than two weeks, the download has been close 10 million.

Most of the television programs of the same name are hand-made to a professional game team. Xu Fan told reporters that Can Star produced all the file hand tour programs are taken with the game company to develop, the proceeds into the form. Can star itself is the brand of the show, does not invest the actual funds, and the game is produced to the giant network, Tencent these professional team to do. Taking "Chinese Good Dance" as an example, its hand-tour of the same name is mainly developed by Giant's Network and is a dance casual mobile game with community functions. It now appears that this cooperation mode has worked well, relying on the ratings of the show's popularity, the game on-line downloads have reached nearly a million days. Today's show is over, but the game "always makes money."

Xu Fan believes that the advantage of a mobile game is that even if the program is over, the brand effect can still keep the player sticky. On the other hand, the game keeps the audience's memory of the program and maintains the broadcast for the following seasons Popularity. The popular "China Good Voice" and the "China Good Man" to be launched in the second half of the year will also launch mobile games of the same name through this mode of cooperation.

Reporter observation

App root easy flowering difficult

Although the major programs App seems to be very successful, but in general no one really bring "multi-screen interactive" disruptive situation. The reason, the industry believes that the majority of variety shows derived wonderful and interactive games are basically only the program's "derivatives", many interactive games and television broadcast content is basically split, can not make the audience Get an interactive experience in "live participation." RisingStar is highly regarded for its 93% viewers' decision making, deepening each viewer's heart at the show and breaking the traditional passive viewing model as the root cause of being branded "subversive" . And live chat around the live chat, more games are still more interactive. In this regard, the "China Good Voice" live bet may go further, but the quiz is different from voting. In view of this, in order to reproduce the 2005 Super Girl vote "million empty" event, I am afraid these App is still a long way to go.

App for the universal in China, but also the industry put forward their own concerns. Although China is now entering the mobile Internet era, the ratings of TV shows may not exactly coincide with those of mainstream App users. After Israel's brisk "RisingStar" landed in the United States, its influence and audience participation shrank dramatically. Some believe this is due to the fact that Israel has a relatively small population and a high degree of technologicalization. Therefore, the advanced way of voting through the App has a wider audience, while the United States is not. In this way, the TV App App probably faces the same problem in China as many: the most favorite TV in the country is a fast-retired mom who can learn how to scan a red envelope and grab a red envelope?