How to use Internet thinking in TV station

In the 2013 to say the most fiery words, it is clearly not "internet thinking" mo. Since the word was once broadcast on the news, "internet thinking" so that is to save the traditional industry from the abyss of misery, "God Soldier Weapon", how to use the Internet thinking to transform a variety of traditional industries of the article is also a variety of experts and writers, such as "using the internet thinking of the transformation of the manufacturing industry", as well as " Using the Internet thinking to transform the catering industry ", Sharp knife Tsing Yi Brother even wrote a" use the Internet thinking to transform a brothel ", the internet thinking of the fire seems to have unified rivers and lakes trend.

And in the Internet thinking intensified in the present, small knitting also not tolerant of loneliness, can not help but also to send an article. Today, small knitting suddenly flash, make this word stir Fire TV industry, there is no room for the internet thinking to transform?

"Evening News" the closure of the news can be said to the newspaper industry sigh unceasingly, and also let the traditional TV station surprised a cold sweat. At present, the TV station temporarily also "food and clothing worry-free", but the audience ratings in fact has slipped, the aging population, the lower the power-on rate is an indisputable fact, in the video site layer under the attack facing more and more marginalization of the situation. Television industry is not lack of insight, put forward a variety of rescue TV industry in the "Fire and Fire" of "good ideas", "separation of production and broadcasting", "Network integration", "dual-screen interaction", "OTT TV" and other new concepts emerge. January 8 will be on line Beijing Network radio and television station BRTN also put forward the "big media" strategy, determined to do the whole media linkage of the core platform. Can these new concepts really make it possible for TV stations to kill their way out of the mobile internet age?

Black Horse think, internet thinking is not a TV network, not a TV station to do a app even into the "mobile internet" era. The need to change from "content production-centric" to "user-centric," from the broadcast pipeline to the interactive platform, from the simple "content production organization" to the "Content distribution platform", need to be separated from the screen with the audience anytime and anywhere to establish contact. All right, black horse. From the point of view of their own understanding of how to use the Internet thinking to transform a traditional TV station bar!

Producer "Product Manager"

For a traditional television producer, as long as the system has the right to speak, have the ability to win time, to get the production funds, the final program to deal with, basically even a competent producer. For traditional TV programs, the assessment standard has only a single rating, the production team and the audience is completely fragmented. Producers don't have to be responsible to the audience, they just have to be responsible for the leadership. Therefore, in this context produced by the program, is often the leader satisfaction of the program, but more and more distant from the audience.

In fact, the television station has long been aware of this problem, but also know that the rigid system will limit the ability to produce content, so there will be stars and the "good voice of China" "separation of the production" mode. However, the "separation of the production" of this type of blood transfusion pattern can not fundamentally solve the problem, can only be regarded as thirst, short-term behavior. In the long run, the TV station should cultivate their own small team, at this point, have to say a successful experience in Hunan satellite TV. It is introduced that Hunan TV has a lot of internal competition within the "small team", these teams are characterized by the young filmmakers, the momentum, the idea and give maximum autonomy, "I am a Singer", "where the Father" and other new programs are said to come from these small teams. Hunan TV's organizational structure, a bit similar to the Internet companies, Tencent is strong, because there are a lot of product development within the small team, each product must compete with the external competition, the internal will have the pressure of competition, this flat management structure can make the efficiency greatly improved.

For a traditional producer, you just need to know how to make a program. And for a producer of internet thinking, not only to understand the program production, but also to understand the audience psychology, but also understand the network marketing and marketing operations, and even understand a little it technology. Take the current most red "where is Daddy" program, the program after the fire, not only can get advertising revenue, but also sell copyrights on the Internet, film to sell movie tickets, and even to launch mobile games. To a certain extent, the future television program is not a simple video on television and the network, but a program based on the whole industry chain business model fans, all kinds of marginal products and all aspects can make money. Of course, all this is based on the program on the network to get enough attention on the premise.

Second, the audience "fan-group"

What is the core resource for a TV station? Not a big-shot host, not a gold producer, not a mastermind, but an audience. The importance of a television station to the audience, often determines the final popularity of the program, Mango Taiwan's entertainment program is enduring because of its high degree of attention to the audience and their adherence to many years of fan group strategy.

In the traditional sense, the relationship between the TV and television viewers is entirely the content provider and the audience, which is separated by the TV screen, and has little contact and interaction. It's a sad thing that a lot of TV entertainment viewers even need an audience company to recruit. Viewers, who are temporarily gathered by the audience, are certainly not in the same state of the scene as the big fans of the show. In turn, the audience's status will also affect the guest's status, and ultimately affect the quality of the program production. Variety show "I am a singer", the reason why there is such a strong sense of generation, with the input of fans have a very direct relationship. Moreover, every real fan to the scene, will be their own experience in the scene through micro-Bo and micro-letter friends to pass out, equivalent to a program to do a word of mouth spread, this is temporary recruitment to the "Big Uncle Aunt" can not be completely.

The original television program and the audience lack of communication, because of the constraints, such as high ratings, know that a lot of people are watching, and do not know who to look at. And with the popularity of social networks and the development of mobile internet technology, it is entirely possible to know who is watching, and how the audience and TV programs can be contacted anytime. It is based on this consideration, the major satellite TV has launched a dual-screen interactive app, such as Brtn the launch of the bTV big media app, Hunan TV launched the Hula and other products. are trying to use technical means to establish contact with the original audience, and organize them, from the original passive audience into the active "fan group."

Of course, networking with viewers is not just the way the app is, it's a good platform for social networking platforms such as micro-blogging and micro-blogging to deliver information about the program through micro-letters that can be communicated to the audience. In fact, what tools are not the most important, the most important thing is to give the audience a sense of respect and participation.

Third, from the broadcasting organization to "Content distribution platform"

Zhang Yixi, founder of today's headline, once said in a forum that in the age of mobile internet, content-producing teams tend to be smaller, and even a person can become media, which is what we often call "from the media." Because with the development of technology, production content more and more easy, such as the original to do a video program needs a lot of equipment and team, now Youku do "Xiao said", a person carrying a camera on the GAO record on it.

The failure of the evening news is also because the way of producing news is too backward, an era of information explosion, the high input, High-yield, large team business model has been outdated. Does that mean there will be no giants in the future? Of course not, the future giants are not producers of content, but content aggregation platform and distribution platform. Therefore, in the mobile internet era, NetEase and Sohu News to do the content of the news client aggregation and distribution, PPS TV program live streaming to get online, but also to obtain a large number of users, and finally sold 370 million dollars. Cntv, a large source of content, has struggled to find the right business model, but recently launched a mobile internet application Cbox, and seems to want to go to the Nuggets with content distribution.

In the mobile Internet Platform War, there is no opportunity for local satellite TV with content sources and government resources. For example, Brtn and Beijing Unicom, Love television media launched IPTV,IPTV can see High-definition television, variety shows, movies can also play games, medical registration, single live on the stream than the Millet box similar OTT products have an advantage, if you can take the user-centric products to do, or have a lot of imagination space.

Iv. Change of content production organization to "content open platform"

Now the major satellite TV to the goal of the competition are all put on the reality show, such as seasonal broadcast programs, singing talent show Fire, on the swarm to do "talent" program, "where the father went" fire, the major satellite TV began to rush "parent-child class" program. In the mobile internet era, when everyone is linked to each other, becoming a hot topic can certainly maximize business value, but not all programs become hot spots, most of the programs will hit badly.

If you know the "Long Tail theory", the big TV competition is basically the long tail market head market, is a fierce competition in the Red Sea market. In addition to the head of the market, there is actually a broader long tail market. Advertising on Baidu are some small and medium-sized enterprises, each company has a small amount of money to put in, but the tens of thousands of companies put together is a big market in general, especially with the popularity of smartphones and tablets, where everyone's mobile devices are "remote" for video streaming, This long tail market will be wider than the head market.

Black Horse is want to let the television station to do video site? Of course not, now the competition between video sites has become white-hot, no internet gene of the TV station, the killing will certainly also lose the badly beaten. But the television station, uses own production ability, the capital superiority, the talented person superiority, completely has the ability to do UGC platform. Again, such as the last year, like some "cock silk man", "Xiao said" and other light variety show comparison fire, television stations in addition to doing regular programs, can organize their own team or investment outside the team to make such a suitable broadcast on the Internet program. Wait until one day, a UGC platform to aggregate a large amount of such videos and programs, with the video site copyright cooperation and bargaining capacity. Although many video sites put a lot of energy on the UGC, but the video site in the production of the program after all not professional, TV stations in the program equipment and production have advantages. In the future, with the diverse needs of users, the demand for video programs is massive, high-quality original content is always scarce. And the upcoming BRTN, also began to try with Tencent Micro-view team, launched some similar short video collection of the quick variety show, but also want to through such a way, to attract more content team participation, and eventually become a video content innovation workshop and open platform.

Of course, to really use the Internet thinking to transform a television station, but also from the personnel system, assessment standards, financial systems, advertising operation mode, such as the top design to do the fundamental meaning of subversion. The difficulty is conceivable for a television station with a large staff, a sprawling organization and strict control. However, in the wave of mobile internet impact, television as a more than the "Evening News" is also a larger body, certainly facing the disintegration, differentiation, the pain of transformation, who in the time window before the closure of the change and subversion, who will seize the opportunity to win the future.