How to turn the audience into users, allowing users to become stars

Faced with the impact of new media on the Internet, CCTV, as an important member of the traditional television camp, has also accelerated its attempts and pace of transformation.

During the World Cup in Brazil, CCTV Sports launched the "5 Must Win" football game which is located in a multi-screen real-time interactive manner. Through the APP, real-time interaction between audience and TV programs was realized. Revolutionary TV shows play a dazzling result: the highest ratings approaching 0.5; broadcast a week ago won more than billions of ads, perfect beyond the "good sound of China", "where do you want to go" and other hit programs First quarter performance. It is reported that CCTV5 CCTV5 intends to multi-screen interactive program format normalization, combined with more other live events.

Obviously, for CCTV, "5 to win" is its transformation under the crisis caused by new media, is the approach and integration of new media.

Real-time interaction was dominant

In fact, multi-screen interaction is not a new vocabulary, Youku potatoes, Tencent video, Iki, and other major video sites have repeatedly mentioned in the past two years. However, it seems in CCTV, they put forward the "multi-screen interaction" and the video site has a different meaning.

"In the past, multi-screen interaction was more about putting a finished piece of content onto a video website for recording and broadcasting, and then the audience could like, comment, and send flowers. This kind of interaction actually has a lag effect. "5 To win the creative and production team, Zhongle multi-screen media company CEO Chen Xiaowei accept Tencent technology interview, said the" multi-screen video site concept is more for viewing channels, the interaction is often lagging, and television is the edge Producing and interacting at the same time, it creates programs that can interact in real time during the live broadcast. The ultimate goal is to turn the traditional audience into television users themselves. "

And this real-time multi-screen interaction for the audience, the real open up and "show" exchange.

Judging from the design of "5 Winning" programs, first of all, the TV contestants are selected through the APP audition. The lowest score on each program television is eliminated and the highest score among the audiences will be upgraded to become a television player , The accuracy of the audience's answer, but also determines the TV player's answer to the specific score. In addition, the audience can also draw by real-time quiz. In the interactive quiz session, "5 Wins" realizes studio live players, online and offline audiences, and real-time interactions both inside and outside the studio.

According to the latest statistics, there are already 7.74 million people participating in the "5 Winning" program nationwide, with an average of more than 500,000 people interacting with each other on a daily basis via APP and TV.

Audiences change the data for the television industry

The long-awaited puzzle in the development of traditional television stations over the past few decades is that after the production of the content, it does not know who the audience is. The emergence of Internet and video websites makes the shortcomings of the traditional television stations even more prominent. With channels migrating to terminals such as mobile phones and PCs, although most of the content viewed by the audience still comes from television stations, between the television stations and the audiences The bond is constantly being split.

"The audience is a group concept, no matter what percentage of the ratings are reached, the TV stations do not know who they are." Chen Xiaowei told Tencent Technologies. The "5 Winning" program format turned the unidentified audience on the other side of the television screen into a "user" that can be contacted, interactive, and precipitated.

In the past, turning an audience into a user was something Internet companies were always doing and an advantage for all Internet companies. CCTV5 first taste of multi-screen interactive, designed to open up user data, trying to integrate the advantages of the channel through the content of television.

Chen Xiaowei said, "5 to win" this multi-screen interactive program from the development of APP to program development to the program, before and after experiencing more than 5 months of preparation, in order to do this file, CCTV Sports Channel, CTV and music together The staff reach hundreds of people. "5 To win the accumulated audience is very loyal, if the World Cup is lost, is a very pity, so we are now designing follow-up products." Chen Xiaowei told Tencent Technology.

Pushing Hands was originally a "cross-border" strong woman

Traditional industries "network" can not be separated from a professional team. This reporter learned that 5 to win behind the scenes actress Chen Xiaowei is a "cross-border" master of the Internet and media industry.

Chen Xiaowei was a well-known CCTV host. After leaving CCTV, he served as the chief executive officer of the 9th city, Orange Sky Golden Harvest and CT Telecom China CEO. He worked hard for many years in numerous cross-border areas such as television stations, the Internet, games and movies. Embark on the entrepreneurial path by the end.

"I've been a TV and a gamer, and I've been particularly interested in both forms of entertainment, so I wanted to find a form of entertainment that blends TV with games, letting viewers interact with each other in real time Participate in TV shows, use the phone as a game to play the game, so that the audience really become users of television. "

"At the same time, the star effect of television is also unmatched by other media," said Chen Xiaowei. "From movies to televisions to computers and mobile phones, the screens are getting smaller and smaller, with watches and glasses in the future, smaller screens, but the appearance of small screens does not represent the demise of big screens, and the big screens have irreplaceable alternatives The advantages."

For Chen Xiaowei and her company founded by the public music, the next long-term exploration is still focused on the seamless integration of small and large screens, the introduction of new forms of entertainment. Previously, Hunan Satellite TV and other television stations had made their own attempts through "Hula" and other products. According to Chen Xiaowei, television stations, after all, have long-term accumulation, production capacity and content resource base, and the awareness of copyright protection will be stronger and stronger. Now, Video site a certain conflict of interest is normal.

"Content is the king, or the channel is king, this is the eternal topic.I think television stations from upstream to downstream penetration, video sites from upstream to downstream infiltration are irreversible trend, the last two will coexist." For the future development of the relationship between video sites and television stations, Xiaowei Wei Tencent technology so said.