"Dad" burst Red "singer" succession comprehensive art into network video suck gold Big

"I am a Singer" in 2014, the exclusive Internet copyright in the second quarter was bought by Le Video network, while Tan Jingying, vice president of video marketing, also made it clear that the program will be the sole broadcast form of landing, there is no copyright distribution. "In the music network five marketing headman station Chengdu, the first time Sina released this blockbuster news." Coincidentally, the recent online hot biography of an article "a picture to understand the 2014 Chinese satellite TV advertisement tender" also gave a clear signal: 2014, television and video site of the new gold point, non-variety show mo. Put aside "where the dad Go" ad tender will be held alone, first to share a message to the advertisers and the media love and hate interwoven pictures sent out. 2014 Satellite TV Comprehensive arts column naming fee TOP10, "The Good voice of China" to 250 million of the price ranked first, "Non-interference" followed, and just be happy to buy exclusive internet copyright "I am a Singer" in the second quarter, to 235 million and Libai degree of marriage, premium rate of up to 96%, no wonder the music network clung to the "Solo" principle never let go, who also see the show will bring how much real gold and silver. From the plum network of an analysis article points out that the major video site this year the most fire advertising resources have changed. The big play in the video website is still hot, but the variety show has already surpassed the TV series to become the advertisement main attention the program type, each website variety shows the traffic and the influence competition is more intense, the comprehensive art channel also becomes the video website user to cover the fastest growth one vertical section. According to a new set of data released by Ivideotracker, from October 28 to November 3, the number of coverage of the music video network's full range of art channels surged to 13.298 million, up 56.3% from the previous week, and one of the top three channels covered by the network. Illustration one: Iris ivideotracker music video channel weekly coverage of the change trend (2013.10.28-2013.11.03) advertisers value the audience, "where is Dad" music network ranked first advertisers why the variety show so favored? It is undeniable that a loyal and large audience is the primary factor. Why do people like to watch variety shows? Because it is possible to see the reactions, behaviors and emotions of the real characters in life that are involved in a game, often with the psychological projection of the viewer's ego. Second, for advertisers, variety shows popular, especially similar to the video web site on the multidimensional operation of the program, so that the brand entertainment marketing can cut into more angles, whether it is the title, sponsorship, mouth, implant or even customization, advertisers in the variety show derivative content on the choice is much richer, Even after the program is on the air can be successfully involved. Or as an example of the music network, around the "where is Daddy", the comprehensive arts channel has done a series of derivative program planning, such as "Parent-child file", "the second season guests big guess", "This is Who bear children", as well as "behind the scenes not broadcast fragments" and so on, and further play the "productionQuality Manager "Spirit, from the point of view of the father and the child separately sorted out the essence fragment, the subdivision audience accurate initiation interest, creates the intimate user to watch and participates in the experience. At the same time, the network also from the self-made comprehensive arts "star Moon Private Words" and social communication and other aspects of the "dad where" carried out two times spread. For example, invite Li guest "star month Private words", and "Beijing Youth weekly" chief reporter Wang Month Chang chat Wang Yuelen "Milk Dad conversion Process", and on their micro-blog and music as the network Officer Micro-interaction, get a good forward comment effect. And this issue "star Moon Private Words" program is also placed in the music network "where Daddy" topic page, through multiple viewing experience to enhance the user stickiness. The direct effect of these content operation measures is to better gather the crowd and increase the stickiness of the users, thus creating the conditions for the brand and consumers to communicate deeply and continuously. This is also evidenced by the latest data provided by Eric. According to the latest weekly data from Ivideotracker, October 28 to November 3, a week of variety show coverage TOP10 ranking, "where the father" ranked first. In the broadcast of the program video media, and a number of music video network performance is the most outstanding, to 7.815 million people's weekly coverage of the first position, visible "technology + entertainment" of the multi-screen operation has become a direct impact on the user's choice of key factors. Through the analysis of the sex age of the audience of "where the father goes", it can also be found that there are obvious differences in the audience on TV and online video. "Papa Powder" on TV is nearly 2/3 women, in the online video, where male users are higher than female users, women's "Papa Powder" also continues to exert a slightly higher female audience than men; and compared with the aging of television, "Where does Dad go" is to let the young people sit in front of the television, more than 35 years old, more than 1/2 , while the main force on the network is 19-30-year-old users accounted for more than 60%. Different screen terminals touch on the impact of the diversity of the audience, but also become the main direction of advertising to cross screen and multiple-screen transmission driving force. Picture three: "Where's daddy going?" two-screen crowd nature contrast (Shanghai play Star provides) music view ecology to create five-screen life, solo broadcast "I Am a Singer" in the second quarter of the excavation of Jinshan l ' oreal in 2012, the network video divided into separate media business unit. The traditional TV and network video two major media platform to combine to become an inevitable phenomenon under the general trend. Through the popular variety show to achieve multiple screen transmission, become more powerful brand to cover the ideal choice for consumers. Accordingly, the video media also increased the input to the operation of the multi-screen terminal content. As the only video industry has a five-screen-cinema line and the first to launch a super TV to occupy the TV big screen company, le Visual network of the Wu-ping content operation strategy is worth learning. For example, "I'm a Singer" in the second quarter, Le Vision network for its tailor-made a series of rich entertainment content products and technology products, a comprehensive reach of the consumer's five-screen terminals, to build a "see I am a singer", enjoy my five-screen life "This unique comprehensive arts column five-screen integrated operation mode: In the TV screen, the video network will launch "I am a Singer" customized version of the video TV Super TV karaoke Contest ", video super TV users can upload their own works through the karaoke system of Super TV, and participate in the interactive activities of the whole K-song. On the PC screen, the" I Am Singer "channel and the custom edition music View" Live Life "concert", Le Video network will set up a "I am a Singer" channel, with the way of programming to operate. In addition to the user can see in the channel "I Am a Singer", the front behind the scenes, but also every day to see the "I am a Singer" derived homemade programs. In addition, the music network trump card original brand "Live Life" will be launched "I am a Singer" special season, invited the program to be popular with the popular singers to create a personal concert under the line of a special boutique, synchronous multi-screen high-definition broadcast; at the mobile end, Le Vision network will launch "I am the singer" Customized version of the video mobile app ", synchronous launch of the" I am a singer, through the innovative "window browsing" technology to push the wonderful program, will allow users to find and watch the program at the first time, in the Cinema line large screen, music will be launched "I am a Singer" custom version of the audience theater audio-visual entertainment, music video network in the key city theaters held a special "I Am a Singer" program audio-visual meeting, To the cinema level of the picture texture + acoustics, so that the audience enjoy a large level of audio-visual experience. From the full promotion of the second quarter of "I am a singer", I can see that on the basis of the integrated layout of the eco-vertical industrial chain, le Vision Network has played a unique five-screen content integration marketing advantages to a maximum, which not only for the TV ace variety show online to promote a new model can be used for reference, At the same time will also bring significant traffic to the video network, further enhance customer loyalty, increase partner brand exposure opportunities. Perhaps in the near future we will be able to see, "I Am a Singer", "where the father to go" such a popular comprehensive arts on the video site earnings figures made by the contribution of the can not be ignored.