TV man's anxiety: When Ott grabbed the TV's thunder, the channel construction of television industry should go where

TV man's anxiety: When Ott grabbed the TV's thunder, the channel construction of television industry should go where

"The greatest value of future media will be the battle of channels and content. "At the investor Exchange meeting of the Oriental Pearl, the SMG at the helm of the Shanghai Mr Li said this sentence, rather than as a statement sentence, as a question." Behind this sentence, in fact, ask a rotten vulgar and has already had the question of the undoubted answer--the channel is valuable, or the content is valuable? At present, the more pressing problem of TV industry is no longer a mere content problem. In recent years, the television industry to the content of investment and planning, although spared no effort, and even most of the energy and resources to gather together, but into the 2014 years later, an increasingly clear market situation is that the television industry more urgent problems are not purely content issues. The reason is that the construction of TV content, after two stages of development, basically clear the future of the content of what to do. The first stage occurred mainly in 2013, forced by the competition in the industry and emerging media pressure, in order to expand revenue, to Zhejiang and Hunan as the representative of the advantages of Taiwan, found a full exploration of the traditional advertising effectiveness of the content methodology, that is, based on traditional viewing content of the blockbuster. While this revenue benefit is based on the extensive approach of attention-packed sales, social marketing and word-of-mouth communication have created a significant pool of attention flows for individual content, contributing to the explosive growth of the TV industry. This phenomenon is mainly manifested in the high-speed growth of the first-line platform in 2013 and 2014, even in the case of video competition, still gradually established a new TV-centric content market. using Shanghai SMG to steer Mr Li's words, high-quality content began to be molded into the role of traffic portals . The second stage occurred in 2014, due to the successful effect of Hunan satellite TV and Zhejiang TV, the traditional method of advertising benefit can be popularized in the television industry. Two results were brought: 1, in the back of the TV station to be closer to the advantage of the distance between the platform more and more difficult Like a war, strategy and tactics in a similar situation, want to win a battle, often become behind the basic strength and the foundation of the thickness of the competition, and the advantage of the platform has unparalleled advantages of the first. 2, based on the methodology, high-quality content of traditional advertising benefits of the value scale is basically very clear Since the high growth of this wave of television is based on the old soil (traditional viewing), high-quality blockbusters have obtained considerable flow, but the traditional way of packaging the sale, the benefits of where the ceiling is already very clear. As a result, the high growth potential of traditional advertising benefits has bottomed out in 2014, with the use of the methodology throughout the television industry, combined with 2014 years of intensive and full reclamation. At the same time, independent content producers are rising, coupled with the gradual formation of open content market, compared to the second-line and commercial video, but also slowly pulled down the advantages of the advantage of Taiwan's content production, content production began to market and mature situation, the future of TV station will continue to regard it as the only core advantage full of risk. In this case, in order to maintain high growth, as soon as possible to get rid of the new media environment and the potential crisis brought about by the new medium, television must give full play to the current advantages in terms of content, use this time difference, start building content value extension chain, that is, the current popular IP industry, to become the industry consensus, in order to establish a Television industry extensively involved in hand-travel, e-commerce, to build hardware, film production, therefore, the deep farming surrounding industry is the content planning to go on the important way. So, through the development of these two stages, at least in the television field, their future construction of content is not as confused as other media, but it seems very clear. Therefore, the television industry's investment in content and strategic planning, although spared no effort, and even the vast majority of energy and resources to the content, but the current stage of the television industry more pressing problem is no longer a simple content problem. Outside the content, the construction of the channel is a problem If the current problems in the media industry are broadly categorized as content and channel contention (Mr Li), then for the television industry, it is really time to start planning channels. There are several stages in the TV industry's understanding of channels. √ The first stage , four or five years ago, Oriental TV with a defensive mentality shareholding popular network. In the words of Oriental TV, originally did not see particularly clear, but the television advertising to the network is the trend of loss, in order to retain the value of the loss back, only a stock of popular network behavior. Therefore, in strict sense, Oriental TV This move is defensive tactics, and strategic planning is not much of a relationship. √ The second stage, nearly two years, the TV industry and business video close cooperation in the background, Oriental TV increased the popularity of the network, even to the final full acquisition. Television industry has gradually recognized the importance of channels in the transformation of television industry, especially how to cultivate their own network broadcasting channels. This time, the TV industry slowly showed some kind of initiative, although still very few television stations, but at least a hint. √ The third stage is 2014, the integration process of the hundred vision and the Oriental Pearl, Mr Li put forward the key to explore the strategic direction of OTT and SMARTTV, including Hunan Satellite TV launched a strategic design of the Mango TV video platform. However, regardless of Hunan TV, the Mango TV will be another Hunan satellite TV, or ruigang just mouth channel and content, although there are some differences in the understanding of the channel, but at this stage, at least in the television industry, the first-line advantage of Taiwan, It is clear how the network broadcasting channel should play a role in the transformation of television. This is fundamentally different from previous content-only theory. But even so, the perception and understanding of channels in the television industry, including how to plan and use the channels, has so far not been a consensus strategy for the industry as a whole. Although Hunan TV through the focus on the video to form their own channel values, but the understanding and use of the channel in Hunan, the whole industry still have some doubts, and this program does not have universality. And in the hundred-Mr Li absorption merger of the Oriental Pearl of the Investor Exchange, the channel construction also referred to strategic heights, and that the channels and content at both ends can be neglected, to go hand in hand. Therefore, when the market hit the chicken blood like the Great Leap forward posture, in the content of the flood investment and over-planning, undoubtedly to the whole industry to wake up, and this understanding is undoubtedly very sober. However, according to the information disclosed, the specific use and planning of the channel, even if the Mr Li did not propose a better solution, only in general with "focus on OTT and SmartTV" a stroke. Clearly the channel should follow what guidelines to plan, or there is no clear path. However, there is no doubt that the path of the content after the establishment of channel planning and application, is becoming the problem of the television industry, so for the future construction of the channel, the basic use of "exploration" to describe. Media integration, not simply the construction of various media channels An easy to ignore fact: the media industry in the traditional media period has a very typical characteristic, namely, the so-called "medium" in the commercial market is basically the same as "the media". The media also tend to monopolize information channels by building "media". In general, traditional media such as television, newspapers and radio are based on this logic, the external ports are difficult to intervene, and the users are almost included in the few channels. As a result, the number of "media" channels in that period is basically equal to the number of "media", and the media has used this complete monopoly of "media" to form a channel advertising model that was extremely stable. However, this situation has been difficult to set up by the new media environment of the present. Simple "Focus" "send" "Recommend" "Search" and other functions, breaking how much of the traditional media once required a large amount of capital and human investment, and through the strict organization of division of Labor and institutional operation, can constitute the medium channel. The result of this phenomenon is that the "media" has drastically reduced the user's attention, thus making the traditional media media market methodology, which basically loses its foothold in the commercial market. In order to compensate for this loss, the media industry reversed the idea of "media integration", through the construction of more quantitative and attribute media channels, to more extensive access to users, trying to re-assemble the user flow pool in front of the media to return to the attention economy. This is also the core of the media industry's all-media strategy. But at this stage the media industry so-called full-media strategy has not received results, so-called "integration", more is to set up micro-blog account, account, APP, website, video channels, think that has a variety of media channels, is the completion of the full media. There is no doubt that this is just more extensive coverage of various properties of the channel, more forms than the essence, the organization of media hard to build up a large number of channels, but also, scattered, disorderly, fragmented. Imagine, which newspaper and TV station there are no dozens of or even hundreds of apps, Weibo, and other accounts, but bring revenue, can survive independently? We take Beijing TV as an example, the various programs belong to the new media account, a variety of separate app applications, of which only Weibo accounts up to 112, account 150, including the independent construction of IPTV, program official website, TV station, bTV big media, etc., the number is very impressive. But how these fragmented channels are used may not only be a problem for Beijing TV, but also for the media industry as a whole. Therefore, Beijing TV new Media Development Center Director Shing, the traditional media on how to achieve the new media, first of all, the rational integration of channels is not unreasonable. Although Shing not explicitly put forward the so-called "media integration", but to the current media industry "media integration" very good annotation, that is, "integration" is not as far as possible to build enough channels to cover a variety of different channels of users, but the use of various properties of the media, How to integrate and rationally construct the channel matrix is one of the important issues for the media industry to regain its threshold. of course, what is more important is how to integrate and utilize it? Integration of channels based on the idea of a "central kitchen" In April 2014, the mango TV video platform launched by Hunan TV was undoubtedly of milestone significance, breaking the former commercial video into the television industry, the first time the television industry in turn intervened in the hinterland of commercial video. Therefore, if we see the introduction of Hunan TV Mango TV as the 2014 television transformation logo, then there is a nearly comparable to the event, or even a somewhat more pioneering significance is the end of 2014 Beijing television, the "big media" of the new media operating platform, and the operating strategy and channel construction guidelines implemented by the platform may have some referential significance. According to different columns or operating purposes, Beijing TV station has established many new media channels. But the common single channel of the aggregation of users, the first number of very limited. If they do not have a special business plan design, commercial way is very single (often simple advertising display, or access network Advertising Alliance), unable to effectively cash flow, the value of the user mining is undoubtedly a shallow level. To take a step back, even if it is a separate commercial design, high-cost commercial design is not worth the candle. Limited to the size of the user, revenue can not offset the cost of investment, it is dispersed in the various ports of the user unified aggregation into a large pool of traffic. And then a unified commercialization. Theoretically, it is possible, but the problem is that, because of the creation of new channels such as various app Weibo accounts, the user attributes are not the same for all channels, that is, the users who are attracted by a food column and the users of an outdoor column can use the same commercial design for commercialization. Even so, the conversion efficiency is questionable. So there is no central link, both can play the effect of the total flow pool, you can also adjust user attributes, so as to match the unified business design. This will have to mention February 2014 in the EMC, cloud software and other partners with the support of the system to serve the "Beijing TV new Media cloud Platform," the establishment of a cloud computing model as the core of the system, production, broadcast full media platform. In the words of Shing, the realization of the new media is essentially a process from "division" to "Hopewell", but the realization of "Hopewell" requires a core technology platform, and the "cloud Platform" of Beijing TV station lays the foundation for this "Hopewell". "As long as there is this foundation, play what product, play what platform will be easy." TV end, website, IPTV, Beijing website broadcast TV station website, bTV edition media client, Weibo, matrix, launch these premise is "cloud Platform" This foundation, no this foundation also matrix not, each column channel can't dry. ” The significance of the cloud platform is to open up all new media channels, to effectively integrate internal resources, not only can be distributed in these new media channels of users to precipitate, diversion, unified traffic to the platform, but also can use these channels to maximize the advantages of traditional media, especially how to transfer the correct content of the correct terminal, Content processing and processing, are implemented on the core platform, according to the need to transport to the needs of each port. The essence is that this aggregation process, but also the flow of the properties of the re-adjustment process, in order to match the Beijing TV station back end of the commercial monetization scheme, so as to achieve the greatest degree of transformation. Therefore, for Beijing TV station, all the new media channels are equal, all around and docking in the center of the core technology platform, thus constituting the new media matrix of Beijing TV station. This point, different from Hunan TV's key thrust, will be the Mango TV hit the core of a point, and all the resources will be concentrated on the Mango TV, in the end, or channel construction This old road, and commercial video play is not much different. Beijing TV station on the contrary, all resources are concentrated on the core platform, according to the external access to the properties of the interface, through the core platform for resource matching and adjustment. Therefore, in essence, Beijing TV station in the future of the transition process, no external channel is unique, and even the traditional channels and new media channels are not different, his new and old channels of integration, in fact, are for the overall platform services, but also around the center of the cloud platform to unfold. This "central kitchen" mentality, not only in the television industry unique, even in the entire media industry is also brand-new. In a sense, this understanding of the channel and values, is in line with the integration of media industry development ideas, at least more than a few apps to build a few app Weibo account is much more reliable. Conclusion The content is fundamental to the television industry, which is right, even if it's all in the media industry. But in the face of flooding channels, even if the content has an entrance advantage, it will bring a situation, that is, users can see the content, does not mean that the content can also be seen by users. In other words, for all users chasing that content, the content does not necessarily capture these users. Those who chase the content will not all jump into the pocket that you provide. The idea of the central kitchen is that in the user complex distribution of this ocean, to provide more than n small pockets, equivalent to a wide net, so more likely to be scattered and messy distribution of users, are loaded into the pocket, and then the small pockets of the user to the central large pocket, to form the user's scale effect. This is not only a technical work, but also represents the television industry to the user's cultivation, began to really have a pragmatic change in the value concept. It means, not that you are too small to eat, although very little, but with the small pockets of the gathering, but also a little bit, a special design of the commercial filter network, to achieve full realization of the user.