Growth show hit video site opportunities for traditional TV media

Recent two-year talent show hot, the type of endless, "Up!" Young "is the night hit a global Chinese teenager's talent show, the program has been the beginning of the broadcast has been a hot pursuit of attention and enthusiasm." A total of 537 to million users to participate in the whole, Sohu video of the 36-hour Non-stop broadcast form also makes the audience refreshing, this video from Sohu and Hunan TV joint production of the program can hit China's Internet access to the highest number of homemade columns, which is precisely explained to the traditional television media, Video sites bring not only threats, but also new challenges and opportunities.

"Up!" Young "Project is the first video site video website and television station mutual borrowing power to promote the same large-scale activities, but also" Taiwan network linkage "of the new mode of cooperation. It is understood that the previous network linkage is only a network of networks and television broadcast a program, and the Sohu video and Hunan TV network linkage is not only in the content level to achieve the seamless access to the Internet and television, and both help each other.

For example, Sohu propaganda can expand the ratings of Hunan TV, and the propaganda of Hunan TV increased Sohu video traffic, this mode of cooperation not only make full use of the internet characteristics of Sohu Video, in the player's popularity, interactive form of breakthrough online and offline spacing, and make full use of Hunan TV program production group strong production strength, The formation of a new combination of production and dissemination.

Through the "Up!" Young "Sohu video changes in the past to hold high the way, this change makes Sohu video gain more revenue. Like Youku hold out chopsticks brother, "up bar teenager" then make Sohu video poppin elder brother, Yunnan IP combination, black super cool Kid Sun Yunlong, guangzhou cock silk Chen Xinliang and so on many celebrities. The Internet Reds will also be able to make a debut on Hunan TV, which will undoubtedly increase the attractiveness of the contestants.

In fact, the TV media and network video two industries are in the white-hot competition industry. For the traditional TV media, the advantage lies in the high level of the program production ability and the high coverage of the crowd, but the short plate is the media shape determines the depth of the audience can not interact. Network Video This new media, the advantage is fast and high interactivity, "Up!" Teenager "in the 1 hours after the network premiere, the official disclosure of access volume and the number of key data, such as the speed of the traditional television media is never possible to achieve, in the interactive aspect, the Internet and the audience interaction is also not traditional media can be compared."

This high complementarity determines that the Internet and television media should be cooperation rather than competition. With the video site and television media in their respective areas of intensified competition, the cooperation between the two sides has become inevitable, "Up!" The success of the young has proved to the outside world the great advantage of this mode of cooperation.

Public data show, "Up!" the 36-hour countdown to the first hundred competition, hit 5 million total hits record, in which the 120 minutes of the first promotion of the match was recorded in the first broadcast of more than 2 million vv. In addition, 25th night ushered in the first race to attract the same time online number, then broke the 2011-year contest finals record, also refreshed the Sohu video large live record. The program is far more than tens of millions, the most expensive homemade variety show in the history of the Internet. Before, "Up!" Young "has been in the 7 major ground division for a few months of the audition, plus the Internet enrollment channels, a total of more than 160,000 of the youngsters enrolled in the contest, the number of people also created the most Internet programs."

In the past, the popular idea that TV programs mainly serve the users of the high age level, while the network video mainly diverted the low age users, and even the view that the network video has a great impact on the television media, and the survival of the television media poses a threat. Through Sohu Video and Hunan satellite TV "Up!" The success of the premiere of the young, now fully can be seen as unfounded, and to the television media, how to combine with the new media to better play their inherent advantages, will be a major challenge in the future, this challenge comes from how to adjust themselves, not from the video site.