TV barrage + Mango TV: The Internet transformation of Hunan Xiang Army

On the evening of 12th, Golden Eagle finally ended the three-day ceremony, one of the "Golden Eagle Festival of the Internet Festival Awards Gala" is particularly surprising: it is not just the first traditional media to the new media awards large-scale activities, but also "TV bomb Screen", "Live Scan Code" and other Internet thinking in a TV party played a wonderful effect, Pull the young viewers back into the living room.

From this point of view, has been praised as the industry of television Hunan TV, this group changed to connect the Xiang Army, in addition to cause the industry concern, perhaps, Mango TV is also Hunan radio and television twist bar four years of the third round of reform can bypass the "separation of production and broadcasting" "Change to Enterprise restructuring" and so on, successfully break through the system, mechanism of the biggest way.

and to return to the party, this is also one more than "the TV content simply translated to the Internet," the large-scale live broadcast.

I have seen a lot of so-called interactive programs or interactive parties, and its manifestations are still "doctrine": the collection of materials collected online, the app statistics to get the video resources to the video site to broadcast.

In fact, these interactions are between the audience and the audience, the audience and the technology and media. Rather than the interaction between the audience and the host and the creative staff. And this broadcast, the host interspersed always to the audience's systematic guidance, the choreographer to the audience mood and the thinking Strategic plan, is equal to the traditional sense "The spectator" has become the direct participant of the activity, has realized the traditional "Taiwan" to use the Internet technology realizes with "the net" the linkage.

1, the most obvious highlight is "TV bomb screen": Information interactive closed loop

As one of the most "internet" TV parties, it is not only the issue of what the mobile Internet field "annual ten applications, annual company, the annual new sharp and Cross-border Integration Innovation Award", more important is to let fans interact. As a result, the party will move the interconnected elements "barrage" to the live scene, users in Mango TV (PC, Phone, pad end) to watch the party live, as long as through the port to participate in interactive messages, the message on the form of "bomb screen" in Hunan TV and Mango TV Live screen, "TV bomb screen" The introduction of television and Internet technology for the first time to achieve the integration of innovation.

Because the audience of Hunan Satellite TV, the audience of the Golden Eagle Festival has a lot of fan-type audience, therefore, when they put their ideas, views in real time on the television screen "spit" out, these constitute a closed loop of information interaction, so that fans can not only line up the groove, its online presence, control, and other human needs have been released and satisfied.

2, another supplement, is "No advertising docking": Disturbing the mood of the internet audience

All TV programs, the biggest problem is the existence of advertising, because it will tear the mood of the audience, which is why very few Internet products directly hard to plug ads, and choose the industry chain sales and other ways to profit.

So in the party ad time period, Mango TV in pc, Phone, pad and internet TV set special links to fans and stars of the 0 distance interaction as embodiment, to achieve the full no advertising network live. It is reported, "Waves stroll golden Eagle, point is You" is the mango TV and Golden Eagle Festival Director Group jointly planning, for the Golden Eagle Internet Festival specially designed backstage interactive link, in this link the host Du Haitao with the subjective seat real-time live television broadcast scene. In this link, Cao, hackberry, Brilliance Yu, Chen Xudong, Sheilin, Jian, Li Fiel, Bai Ke and other big-name stars to accept the majority of users of the task.

It can be said that in the fan-type media, director of the operation is the mood of the audience, and the party's director in the television language to stir TV fans, but also through the offline way to disturb the mood of the internet audience, this is the meaning of this attempt, but also the transformation of the television Xiang Army Xiang Army evolution Way.

3, the host's language and the director's thinking: Verify the interactive space

At the beginning of the party, the White guest presented a vision of the future: he became the world's only finger, and the rest of humanity has become the fingers of the "fingertips Clan", for this Bai Ke by the global human wanted. And at the end of the party, the host Han also did some about television and the internet is not who eat who, but the integration of each other, the discussion.

From these two details, it can be seen that the director in the overall party on the Internet and television relations between the thinking, they do say the traditional media and the essence of the fusion of new media. This interactive experiment did give full play to the advantages of large screen and small screen, through the large screen access to information, through the small screen interactive information. This is just like the industrial revolution instead of smashing all the cars and ships that humans already have, they put the engines on top.

At the same time, the interaction more use of two-dimensional code technology, although the technical content is not very high, but its popularity is high, easy to use, is to open the audience and program, between the big screen and small screen the most effective tool. In particular, the technology carried out the app download, grab the prize, get useful information, voting attitude and other interactive experiments, from the last million of interactive volume, the basic verification of interaction in the program shape and future business model of huge, imaginative space.

New transition to Mango TV?

Familiar with the Hunan radio and television are aware that once it's the first round of reform, inspired the emergence of Hunan as one of the ground dragons, the second round of reform, Hunan Satellite TV successfully pushed the status of a brother; but the third round of reform has been delayed, and this Golden Eagle Festival, the most important political task of Hunan Radio and television, The ubiquitous Mango TV figure, perhaps also indicates that Mango TV will likely become the "second Hunan TV"?

In fact, according to the author interview Happy Sunshine President Zhang Juopo learned that Mango TV has been watching, explore live interactive, has been with the Hunan through the exploration of the video broadcast on the user vote, on the IPTV has also done to "where the father" of the user voting activities, for the brilliance of the Mars concert did a sales product interaction.

It is reported that the Mango TV multi-live on the Night of the Mars tour, the mango TV full platform of more than 400,000 users (including VIP guests to enjoy the user) to achieve online sharing brilliance Mars concert, star concert Online Watch the number of new record. In terms of products, a few days ago, Mango TV, TCL launched a new "Tcl Mango tv+" dual-brand internet TV network interactive play, for the vast number of mango powder tailored to vote, interactive answer, K songs and other interactive functions. The user can interact with the Ace variety show of Hunan TV through the function of the prefecture. If the vote to support the likes of the Stars to participate in the program, interactive answer to win the program guests signature photos, accumulated mango beans Exchange exquisite gifts, so that TV viewers and the role of Internet users melting in a furnace, the young audience back to the drawing room.

Now no one can determine the success or failure of Hunan radio and television, but Mango TV, the "Fresh Mango", has been thinking and acting like an internet company.