"I Am a Singer": Deng Zi Chess most fire thy billows interpretation big data "cheat"

In Hunan TV's studio scene, just finished watching Hong Kong singer Deng Zi chess rehearsal, "I Am Singer" the producer of Thy billows rushed to the office, and "21st Century Business Review" (hereinafter "21CBR") reporter chatted about his more than 10 years of television experience.

The height of 1.8 meters, thin, flat-cut, wearing a pair of black frame glasses middle-aged man, in the appearance of clothing and did not show what "art", but with the machine room debugging machines in the temperament of the men are relatively close.

Talking about his 10-odd experiences in the TV circle, the Hunan TV's gold medal TV producer Frankly, in the wind-rich domestic variety show competition environment, "I am a Singer" in the first quarter of the success of the competition will become the object of imitation, the second quarter of the competition pressure is far more than the first quarter.

"Chinese audiences are the most discerning, as producers must always focus on their needs and constantly urge themselves to absorb new knowledge." "Thy billows think that adhering to the platform operation mode of his, in the mobile internet age should always pay attention to the demands of the audience, attract more suitable for the audience to join the singer to enhance competitiveness."

"It's not as simple as that," he said. Thy billows sigh.

Round the dreams of others

As the domestic first-class entertainment program producer, Thy billows is not trained, but pure science and technology male, after graduating from university seven or eight years, he has been in the factory to do the technical worker. With the dedication and love of music, he was in Hunan radio DJ recruitment in the fore.

It is this radio DJ's experience, become thy billows to open the television gate "the Stepping Stone". In 1998, compared to Hunan TV at that time the Scenery Unlimited program "Happy Camp" and "The Rose of the Covenant", the production of thy billows "Music Continuous Song Club", at first inconspicuous.

Compared to the current competition pattern of television, the 90 's is also considered "relaxed conditions", but as a new program, how in the "Happy Camp" and "The Rose of the Covenant," These stars show the light of their own value, is placed in front of thy billows a difficult problem.

This is the first life of thy billows career to fencing the television works. "This work, I must do well, has been pondering how to do the program ingenuity." "My billows recalls.

Your billows changed the other song friends will show the reward invitation of the first-line big-name star participation in the model, instead of relying on Hunan TV's big platform to spread the advantages, to a number of new generation of stars to build the mode of communication channels. In his view, the transformation of the model can guarantee the sustainable development of the program, because once the payment mode is opened, it is very easy for the cost to enter the "inflation" state. Secondly, the program can be grafted on Hunan TV pay attention to the dividend, so that the "training star" to play the most effective.

In this way, it requires his billows and his production team to polish their eyes, in many small famous stars to find the future of the Emperor Superstar. "I'm still relatively easy to see some of the stars ' future sparkle." "Your billows said that the previous radio DJ experience helped themselves a lot of busy, for the audience will like what kind of singers and music, the right handle."

The time is back to 2002, when already a little famous Jay Chou boarded the "Music Continuous Song Club" stage, the program let more mainland audiences familiar with this wearing a cap, singing the articulation of young Taiwanese. After the program broadcast, Jay Chou in the mainland's popularity has been significantly improved. "There was no Weibo at the time, and if there were, it was estimated that fans would rise after the broadcast." "said a veteran employee of Hunan TV.

"At that time, Jay has a good strength, in Taiwan has made some achievements, coupled with our platform at that time has some well-known, both belong to hit." Recalls with Jay Chou's This cooperation, thy billows relish to mention that year's flow golden years.

In the "music constantly emerged" after, thy billows began to fencing Hunan TV Ace program, "Super Girl", "Happy Boys", "Hunan Satellite TV Spring Festival Gala", "Hundred Change Big Coffee show" and other programs have his figure. "Television communication is a platform, we have to help those stars, singers on this platform to find their own value, to help them realize." "Thy billows always insists on the platform of the television program, channel of Operation idea."

The skill of "cheat"

At the end of 2012, the outsider seems to have "success" of thy billows made a bold decision--Give up the Golden brand "cross-year concert", launched a new music program "I Am a Singer", the program from the preparation to the final launch, after a year long.

For thy billows, the biggest difficulty of the program is how to invite the singers of the top strength, which means, thy billows will repeat in the time of "music constant Song Friends"--------------------------------

"I am a Singer" is Korea MBC Television in 2011 launched the "Top singer Contest reality show" program. Because China and Korea entertainment environment, performance market, artist ecology is very different, the introduction of the program from Korea in the landing in China, its target singers are almost the Chinese pop star with a higher profile, they do not lack the stage, do not worry about the market, although the program will bring exposure, the topic of concern, but also must face the rankings, The cause of the elimination of risk.

"At that time, heard to PK, a lot of people refused to join, afraid of affecting the future development." "Your billows Frankly, many stars for the stage PK, very sensitive."

However, thy billows team's "cheat" skill is well-deserved.

In the first season invite Chin to join, thy billows use various connections, finally in pop music host, "Super Girl Judges" Zhang diffuse referral, can bypass Chin brokerage company directly find Chin. Even see the chin himself, thy billows also after several rounds of tug, "well-meaning" to tell the value of the program, after a few twists and turns finally impress chin.

Make thy billows gratified is, invited stars in "I am a Singer" platform to find their own value, "platform" concept in the present still efficacious. Even without the final title, the star's exposure, the topic has been promoted, a variety of business activities ensued.

"The first season has been a good start for the second quarter, and the pressure for invitations has been much smaller since then." "said thy billows.

As a result of the previous show's reputation, stars have also seen the commercial return and social return, your billows have more space for material selection, and increase investment: each episode as many as 40 seats, a total of hundred people's production team, Hong Kong senior Music Man Liang-bo-led Asia's leading music team, These hardware metrics make other entertainment programs a shame.

In the second quarter of this year, the Deng Zi of the show and the Xi pull, in the process of joining the program has not been too much resistance. Last April, Deng Zi's brokerage team and their billows of contact, in the witness Deng Zi chess in the strength of music, both sides hit. In this way, Deng Zi completed a case of Hong Kong singer grafting to the mainland market, on top of the major entertainment media headlines, Weibo fans rose to more than 3.73 million, the appearance fee from 100,000 yuan to 400,000 yuan per game, including advertising endorsement of business activities, as well as in the mainland to hold a 21-stop tour singing, The conservative estimate absorbs more than 20 million yuan.

"I have been looking for opportunities to enter the mainland, your teacher's team, gave me this opportunity." "Deng Zi said to 21CBR," I am a Singer "brought about by the commercial value of any one of Hong Kong entertainment programs can not be matched.

"More than 10 years ago, I find Zhou Jielenlai cooperation, now, I found Deng Zi chess They, the main line of work has not changed." "Thy billows expresses this kind of help person to realize the platform idea, its core did not happen too many changes."

Multi-screen interactive reality show

In order to adapt to the Chinese market, your billows must introduce the copyright model "I am a Singer" for localized improvement, but unfortunately, "I am a singer" copyright party South Korea MBC TV station is the first to export copyright, the original "I am a Singer" team threw themselves at the front line, no energy to do the depth of the development model, copyright sales just "Ancillary proceeds", did not provide a complete program production manual for Thy billows team.

Take "The good voice of China" for example, the introduction of foreign programs of the model, in fact, the most core asset is the program production manual, including the purpose of the program, production processes, specific links, time arrangements, staffing up to the stage, lighting, audience choice, the copyright party will also send personal guidance, to answer the production team of various issues.

Helpless under, your billows had to take the team to Korea to learn, and South Korea to provide the copyright party only short-term "on-site research class" opportunity. Thy billows team two times to Korea, in-depth every post, staring at how South Koreans operate, back to study digestion.

However, "I am a singer" to catch up with the domestic mobile internet wave. In the network age, television programs to survive or even to achieve a breakthrough development, the audience must become users, enhance interaction, through the continuous, large-scale user interaction, to achieve large data operation is the only way.

"Mobile internet for television production, there is no law to follow, must explore their own." "said thy billows.

In the eyes of thy billows, the advances of technology such as mobile internet make large data operation feasible, the "I'm a Singer" model has come out of the first step of a multiple-screen interaction, using the mobile social application "hula" to set up a channel to connect home-shared TV screens and private cell phone screens to interact on TV content in real time.

In "I am a Singer" in the first quarter of the broadcast three months, Tencent and Sina Weibo on the program on the topic of nearly billion, the search list also occupies the first place for a long time. On the night of the final broadcast, Hunan TV not only took TV, internet and mobile end of the live broadcast, but also teamed up with Wanda Hospital line in the country 12 theaters in the final broadcast, forming a TV screen, cinema screen and mobile phone screen three-screen linkage.

At the same time, because of the QQ space and "I am a Singer" audience group similarity is very high, so Tencent in the operation of QQ space app, through the topic of guidance and other ways to "I am a Singer" campaign, the user turned into a program audience. Due to QQ space month active account has reached 603 million, a huge user base for the promotion of "I am a singer," the ratings played an incremental role. And "I am a Singer" through the host broadcast or TV screen display and other ways to form interactive QQ space.

"And before the Super girls, fast men can only use text messages to vote and other ways to interact, has been a great progress, we can deeply feel the aspirations of some viewers." "The attempt on the mobile Internet will continue in the second quarter of" I am a singer, "said Thy billows.