Content, product Entertainment marketing classic: Music video tv Hand "I am a Singer"

Lunar, "I'm a singer" continues to shock, set off a spring Festival music carnival, the arrival of the national entertainment era, with wisdom to control the future of entertainment marketing to the positioning of the crowd, brand and product of the perfect unity, which is in the constant change in the spread of the eternal subject. As I am a singer, I designate internet TV, video TV Super TV for the program to add a bright light, the participants in the program through the Super TV focus on the game process, this link to the natural, and the audience is mainly through the television this "equipment" to pay attention to the performance of the singer, music video tv precise positioning chess recruit, "Demanding the ultimate" brand demand and contestants demanding themselves, trying to show their most perfect side of the performance coincide. In the content and services to meet the user community at the same time, with the music network exclusive broadcast platform to form a group of communication offensive, really do with "I am a Singer" products and products of organic combination, showing the music TV content has been operating from the difference to the ultimate content experience. Spring festival season, the singer killed a Guangming Lu rush in the Spring Festival schedule, coincides with lunar this golden time, "I am a Singer" and the major local spring Festival evening, the first few episodes of hot accumulation of large audience group, the night of the "I am a Singer" again set off a Universal Music feast, look, "I am a Singer" From the Spring Festival Gala Army in a confident way to kill a bright road. "Singer" since the beginning of the continuous warming, data shows: the first 48 hours after the premiere, they won the national TV evening program ratings champion. Users of the program and the topic of the singer discussion on the day that entered the outbreak period, "I am a Singer" that day to 83.28 million of netizens to discuss the volume of Sina Weibo hot Topic list TOP1, more than the second "China Good song" Nearly 201%, Deng Zi, Lurchi and other singers of the microblog popularity outbreak, Rushed into the Sina Weibo rankings TOP3. In the evening, pregnant in the former rock queen Lurchi, to a song "I Am a little bird" shook the whole hall, Yong won the first, and the new Jin "goddess" Deng Zi, although with consecutive wipe shoulders, but still ranked second, Zhang Jiejing acting King Michael Jackson, singing its inspirational song "Black and White", High over the hall. With its natural all-round cooperation to meet the needs of users as "I am a Singer" designated Internet TV, video TV Super TV with high-quality content and services to meet the needs of the user community, accompanied by the continued popularity of the program, brand value in the audience to be promoted. While the program is ranked the top of the national satellite TV, its network broadcast data also shook the industry, as the exclusive network copyright, le Video Network "I am a singer-full screen strength" of the continuous brand publicity, and Hunan satellite TV linkage, led to a full screen of 250 million of new records, Super TV implanted "I am singer 2" let its natural, and music Network effectively formed a group of the spread of the offensive. Peng Gang, senior vice president of video TV, believes that the super TV hand "singer" is not a simple implant, but a full range of cooperation; in the product combination, except in the showThe brand, the singer also really need the TV "equipment" to pay attention to the performance of other singers, so the Super TV implantation is very natural, the audience will not feel blunt, and the audience also need to watch the show through the television, so we want to be the first choice for users to watch the program, And give full play to the value of the exclusive network of music video, guide users to watch the "singer" through Super TV; In addition, the music video TV also introduced K song hardware-Super Music small box, not only allows users to see "singer", but also allows users to "sing" in the Super TV "singer" in the classic repertoire, to meet the dual needs of users to see and sing. Demanding the ultimate singer performance interpretation of the brand demand put down the singer posture, but can not fade the singer aura, to music warm hearts, to sing to impress the audience, make every effort to make their own, each of the singers to explain the pursuit of the ultimate. There are high and low popularity, play has a good and bad, ranking there first, but the performance is doomed to demanding their own Yong chasing first. Peng Gang TV senior vice president of television, said: "Super TV Select" I am singer 2, the most important reason is the high level of the spirit of the two sides of the brand, Super TV demanding the ultimate character, and the singer in the program demanding themselves, to make every effort to show the perfect side of the performance coincide. The singer does not have an superfluous words in the stage, but strives to sing to the Acme, attentively handles each detail carefully, interprets everything with the music. "Super TV has a" luxury technology, demanding the ultimate "brand demand, on the official micro-blog also devised a" demanding series "to the" demanding themselves, I would like to pay tribute to the singers. " Excellent in the best group of people to achieve the perfect unity of the fact that the music TV super TV Hand "I am singer 2" strategic vision full of wisdom, accurate positioning. The aim is to create a family entertainment center with a super TV core, around "platform + content + Terminal + Application" to build a complete music-vision ecology, and unique "CP2C" business model, adhering to the "tens of thousands of people dissatisfied, tens of thousands of people to participate in research and development, tens of millions of people to use, the spread of millions of people" value concept. As the internet age approaches, consumer ideas are changing, and smart consumers are paying for the products, content and services they need. Peng Gang stressed: "Under the new concept of consumption, users are not only concerned about the product itself, but the products bring services." The video TV Super TV itself has a clear positioning, find the point of the consumer can talk about other things, must have accurate crowd positioning, brand positioning and product positioning, and achieve the perfect unity of the three. "I am a singer 2" has a huge audience, through comprehensive cooperation, super TV brand can maximize the dissemination and promotion, and in order to meet the needs of the vast number of users, Super TV in the content and services must also be demanding the ultimate, excellent in the preferred, will not randomly selected columns. Relying on large data differentiation to the ultimate content experience compared to traditional TV, the video TV Super TV also relies on large data to fully research, according to the content to judge the user's preferences, and then to achieve accurate content matching. For example, 17 to 18. This period is a child's time, whenTurn on the TV can recommend some children's programs, 9 to 21 is housewife time, can recommend some TV dramas; 22 to early morning is male time, can recommend some sporting events, and 6 o'clock in the morning to 8 is to get up time, this time period recommend some news content more suitable. Based on user needs, from the user's point of view to think about the problem, bring the user The ultimate experience, Peng Gang pointed out: "The content of the operation of Super TV, differentiated content services, to the ultimate content experience." Differentiated content services, just more and richer, and the ultimate content experience, on the basis of rich content to do accurate matching and extreme experience. "Topsy Entertainment marketing?" music video TV select singer See wonderful recruit music TV Super TV Choose "I Am a Singer", open the Internet big screen entertainment family a new era of life, targeted selection of programs, is based on accurate market positioning, the only way to achieve the crowd, brand and product of the perfect unity, from the content and hardware, Constantly meet the needs of users to participate in the National Entertainment Big party. Le-View TV Choose "I Am a Singer", "luxury technology, demanding the ultimate" brand appeals to show, to achieve the brand and products with its natural, all-round, diversified cooperation. The essence of entertainment marketing is a kind of perceptual marketing, and perceptual marketing is not to persuade customers to buy by reason, but to induce customers ' buying behavior through perceptual resonance. When the audience through television to watch "I am a Singer", will naturally see the video TV Super TV products, compared to the results of the advertising implantation is better, through the program for several months of broadcast, the product will gradually take root.