Big Data era for cultural industry more change

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Since the emergence of the "big Data", as if overnight into a large data era, cultural products, whether from production or to dissemination or to sales, each link began to become different. The marketing link is even more needless to say, micro-blog, micro-letter on the overwhelming propaganda.

The cultural market in the past can be said to create consumption, producers to provide what kind of movies, books, audiences see what. Now, the new media has given consumers a "voice". Instead of passively accepting them, they use their own activity data to influence what kind of products they produce.

Take the controversial two "little Times" movie last year as an example. Zhang, president of the joint production of Fang Lok film, said that he can not only say "small time" micro-bo search volume, he also knows what kind of people search "small times", for different groups specific how to do marketing.

Zhang's words are not to be raved. Some people analysis Sina Weibo user's "The Attention star list" to discover, "the small time" the audience of the most concern TOP50, Guo (third), Ko Jindong (seventh), Yang (eighth) These "small time" the sign personage appears in the top 10 places. It can be said that this is a very accurate film positioning. Coupled with a few of the creative efforts of micro-blog, micro-credit marketing, "small time" success is almost certain.

By the way, in the movie "Private order" audience attention star, Feng Xiaogang ranked 14th, actor Bai Baiho, Xiaolu is not on the list, which shows that the actor to the target audience does not have strong appeal. Therefore, the latter did not achieve the expected good reputation and high box-office, in fact, not so surprising. See, the cold data is thus the birth of hot film, but also to predict the "mysterious" box office.

Perhaps, the future production of film and television drama is "Private Customization"-first to determine the target audience, choose their favorite novels to do the script, please their attention stars, directors to shoot, and then to their micro-borrie often mentioned place, find their favorite singers for the soundtrack, on their favorite variety show to do publicity. Some people may say that the cultural products produced are no longer art but pure goods. It remains to be seen whether artists can find a balance between precise audiences ' needs and their artistic pursuits.

There is also the good news that audiences can not only "dictate" the production of cultural products, they will also create new business opportunities. They express their opinions and display preferences on Weibo, micro-letters, social networking sites, and these "big data" are rolled up and analyzed in the background, creating purchasing power. For example, at the beginning of this year, "popular 50 kinds of books," The Voting stage, "Sina" in the Voting activity page set up the shortlisted books Sales link, just 15 days to bring about 15,000 times the next single amount, become the book recommended activities in the "windfall."

Predictably, as large data technologies are being used more skillfully and databases are more enriched, there will be more unexpected new changes in the cultural industry. As for how to change, or wait to see it!