Archie: "Network Linkage" in the age of large data

Introduction: Recipes, mother and child knowledge, health, fitness, decoration, tourism, these can never become the flagship of the television program, but the video site of the gold mine.

Wen/Wenli

September 2012 September, Oriental TV's gourmet reality show "Top Chef" to the first quarter of the seventh game, the contestants face the test of eight to seven, this period of stress testing is a three-color small cage bag. In the same time as the game on TV, there are thousands of posts on Weibo, such as "There is no resistance to dumplings!" "and" tomorrow the decisive dumplings eat with wood? "," Shanghai has no delicious dumplings, please recommend.

"Top Chef" team found that each contestant the most headache of the classic dishes test is the hearts of the audience, Phoenix also Nest, nine to large intestine, Jinsha fresh shrimp Sausage powder ... Without exception, it became the second day of hot search vocabulary. Accordingly, in the public comment on the internet "see" Top Chef "looking for delicious ..." has become a fixed title to some of the list, the number of people participating in the discussion is nearly million.

Archie vice President Shang said: "In the first season we thought of working with" top chefs, "but there was no time to contact. "This year, they are hit with Oriental TV, and in the past two months they have launched five projects with Oriental TV, one of which is top Chef." In addition to being synchronized two times a week, the two sides also extended three sub programs, "Master Class", "Gourmet Cuisine" and "city lists" under the "Top Chef" brand.

As long as the content is good, the audience does not care about who the platform is, or whether it is on the couch or on the train.

Traced to it, this way comes from the experience accumulated by Archie in cooperation with stars. Prior to that, several major television channel Ace variety show also on the video site, but are neither clip nor processing, and television broadcast version exactly the same. Can star but ingenuity, "in the recording, each contestant almost to record 20 minutes, television broadcast is only a small part of each person up to 7 minutes, less than three or four minutes, many links have been cut, very regrettable." "Can star propaganda director Wei said, with the video website cooperation, no longer by the broadcast time limit, they will be able to put those TV station useless material all put up, no matter on the show or the display of the contestants are more comprehensive, more stereoscopic." So, once broadcast is very strong response.

At the same time, Archie art according to the data provided by Baidu, sorted out in the internet was most searched and was the most controversial contestant, gave the star a proposal to use the way of talk show, let the focus of the characters themselves to answer the topic of concern, that is, later Kun presided over the "cool sound. Originally, this is a video site customized programs, but because the ratings are good, and on the television.

Two years ago, "network linkage" concept under the "linkage" of the content in fact, only the TV series. At that time, Youku and potatoes were not a family, the competition between video sites to see who can buy the exclusive rights of hit TV series. In the eyes of major television stations, video sites are listed companies, not bad money, is a perfect distributor of copyright, of course, is also a rising competition to carve out advertisers, so even if the degree of cooperation is limited. Until the price of copyright rises more outrageous than house prices, video site is not silly, while allied, while homemade TV dramas and programs, once also to the TV reverse output, for example, Sohu Video production of "money more to get married" and "Summer Sweetheart" has become 2012 years of Hunan TV's opening year drama, bundled network. But that's all.

Because of the limited entertainment order, limited order, TV station and video site of the contradictory relationship between the night a subtle change in the reversal of the advantages and disadvantages of the two sides is due to external factors, but the following two data from the audience consciously choice.

According to statistics, "China's good voice," the end of the first quarter, 11 signed video site Total hits more than 2.6 billion, the program's audience 80% from the network; the year of the Spring Festival CCTV gala in CCTV set of ratings for only 11.362%, up to the lowest, and PPS through 36 local Spring Festival gala, And as the only access to the CCTV Spring Festival Gala Mobile Terminal Video site, the total amount of play exceeded 410 million times, mobile terminals on demand nearly 30 million.

The above data forcefully illustrates that this is a content of the era of the king. As long as it is good content, since the audience can be used to watching TV dramas on the video site, why not try to watch variety shows outside the television? In fact, the audience does not care about the broadcast platform is who, do not mind whether it is on the sofa to watch or stand on the train to see.

So far, "Top Chef" of the "master Class" has been aired on the 5 issue. In this class, because "Top Chef" popular in the network of Judges Liu Fan personally demonstrated how to cook "Roast lamb row with cashew nuts milk sauce", Zigeng shows how to "hand fishing eggs", but also invited the program group outside the Park Hyatt Shanghai, West Point chef Bungeanus professor "Strawberry Mousse Cake" ...

"Compared with the sound of cool sound derived from the good voice of China", this is clearly a deeper collaboration, derivative products are more mature, it is no longer the main program is the follow-up, but the same brand of independent, new content, it serves the audience may be "Top Chef" fans, may also just want to learn to cook the group. "Shang said.

The number of daily searches for 100 home-cooked dishes amounted to 160,000 times, the equivalent of the number of popular TV dramas of the same period, and this part of the video was scarce.

Don't underestimate this group. Baidu search data show that 100 kinds of home cooking practices of the daily search volume of 160,000 times, the equivalent of the same period of popular TV series Search volume. Life, people need a large number of authoritative, practical service information, such as recipes, mother and child knowledge, health, decoration, tourism, but these programs can never become the flagship TV station, it is impossible to occupy the prime time of the TV station, because the TV station has to use limited time to meet the needs of the public, To meet the most advertisers. Video sites don't have to, and viewers can watch any current or past program at any time, so it's just enough to meet the needs of such a wide range of niche markets.

Archie Art Dandelion Project chief producer Kangalu said: "The television station does the program, often first has the idea, from the content to look for the audience, but we turn, from the audience to look for the content." Because we have Baidu behind, there are data. ”

Each month, Baidu will have a film-related data, at least two dimensions: one who is watching the American drama, who is watching Korean dramas and so on; another is the search habit, tracking who is searching for the ipad, who is searching for the mask. Such a two-dimensional intersection, the background can be roughly a user to do a classification. These classified data, which used to provide a reference for the copyright of TV dramas, now serve advertisers more. So, you don't wonder why the commercials you see in front of the video are always the kind of things you've been thinking about, why girls see ads always cosmetics, FMCG, and boys often see cars, 3C products.

And when there is enough search volume and there is no Word-of-mouth related video available, Archie Art on their own. Last September 1, "Gourmet Beauty class" officially online. This series has 100 episodes, each episode 2 minutes, explaining a home-cooked dish practice, is in Baidu Search ranked the top 100 of those dishes. The feedback data is interesting, "the ipad's traffic accounted for 20% of the total flow of the program, in fact, we only do the promotion on the PC." Kangalu said, you can imagine, the audience is looking at the flat, while learning to cook, which is more convenient than the past to the pure text, more image.

This kind of program is also very popular with advertisers, "Gourmet Beauty Class" is the title of Unilever's home of the PO; another 60 episodes of food Program "taste buds Workshop" Customers are Philips, so picked a batch of steamed, boiled dishes. With the public comments network cooperation "City list" will also be online, the program tends to find some easy to ignore the small classic food store, such as Beijing Drum Tower outside a Chongqing hotpot shop, is Faye Wong often go to the place, taste authentic, and do not have to wait.

"Both from the audience and from advertisers, this is an existing market." Moreover, these content is the video website has the ability to do well. Shang said, soon, mother and child programs, "Mummy all know" will also be unveiled, they even try health care, for example, the Doctor of Concord to record. When you have diarrhea, the video will tell you, diarrhea may have several triggers, probably what symptoms, you compare your symptoms may belong to what kind of reason, to what extent, to what extent should be admitted to the hospital, to what extent can first use some ordinary drugs.

Tips:

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