Internet and streaming media in the end changed the media what?

The 90s of the 20th century was the golden decade of Chinese media. Whether it is television, radio, outdoor and newspapers and magazines, various types of media twice a year price adjustment window, 50% price adjustment is not uncommon. It is precisely because the consumer market is also rapidly growing, the brand often face the media prices, often can afford.

This decade is also the international brands have entered China, establish a brand of period. This is a superstar era, relatively controllable media resources to create a big star. This is also the most glorious era of Hong Kong and Taiwan stars. Media competition is very rough, the television advertising competition is mainly CCTV, provincial and local stations game. There is no real competition between different forms of traditional media. New media such as outdoor advertising (like bus ads and car kiosks) are growing rapidly. The Internet entered civilian space after the Cold War. Advertisers' focus is the GRP (Gross Rating Point) reach and frequency of coverage (Frequency & Frequency).

In the 21st century, competition in the market is becoming more and more fierce. All kinds of consumer goods markets have gradually become saturated. As the brand competition becomes fiercer and fiercer, competition in the media has become increasingly fierce. At the same time, the government's policy of regulating the media is also getting more and more detailed.

With the rapid expansion of television channels, grassroots draft and PK created a civilian dream of stars, "super girl" and "good man" have appeared on the screen. Consumers can watch a large number of new and regional satellite TV channels from CCTV, provincial and local stations. Media ratings competition, in fact, is the quality of the program content dispute.

Television stations have redefined the channel's target audience to raise production costs. Some new traditional media have logged in the U.S. stock market, such as Focus Media and AirMedia. Advertisers' focus is on arrival rates and frequency of arrivals, as well as on precision marketing, and we even changed the GRP title to TARP (Target Audience Rating Point). As the speed of the Internet has increased from the dial-up access of telephone lines to dedicated line services, advertisers have sprung up to the need for interactive consumer engagement.

In the past few years, the media have been subverted by numbers. Always proud of the Tricon technology and high consumption of old scanning tubes out together. In the field of hardware, the plasma technology to plasma display, color and resolution are also rising. However, with the popularization of set-top boxes and infiltration of digital television, a new media form is "invading" every household, and it is streaming media.

Traditional television signal transmission is one-way, zoom-in and fidelity. In other words, we bid farewell to the age of "Snowflake" in which the antenna was shaken off by the antenna and entered the VOD era. Even we put the TV set directly into the LAN to connect to the LAN. When the content was scarce, leveraging the age of VCRs and video tapes was gone. We are already in an age of "unlimited" content and "unlimited" channels.

In addition to television, we also "watch" shows on mobile phones, tablets or PCs. Colorful video sites appear gorgeous, the original portal sites have set up video cross-border beachheads. Not only that, social media is also fully promoted from the media. As long as anyone is interested, can speak for themselves, publicity. This fragmented era is destined to star missing, grass-roots star turned out.

Internet and streaming media in the end changed the media what?

1) The audience's control of the media content. In the traditional media era, consumers do not have time and space options. If the television station does not have a replay, the audience does not have a video recorder, and consumers only watch over the TV or give up watching. Now consumers can easily choose to use the set-top box to delay the broadcast, or video site click to play. Similarly, consumers can play TV shows on video sites as long as the network environment supports them.

2) audience control of the media channels. Consumers can search for content based on their preferences, select the TV set-top box player, tablet PC player, PC player, or even mobile phone player.

3) Interaction between audiences. Not only can you watch streaming media at home, you can also learn about other people's comments and even interact with others. You can also share or Tucao to friends. Word of mouth will affect you or your friend's decision.

4) to redefine the media category, media content dependent on the media can be. For example, beverage cans, but also for example, the plate of paper pad.

Bold presupposition of the future of traditional media

1) The television advertising fee model is increasingly challenged. Implantation is the future of the mainstream, elegant implantation is a technical job. Brand owners will be more focused on early placement of ad placement, and even professional insurance agencies will be able to participate in balancing the risks of early placement and post-placement of ads. TV ads continue to exist, but the aging audience, advertising revenue in the future by a sharp rise in the challenge. The traditional time period advertisement is an old empire to be abandoned. Consumers no longer have the channel's viscosity, they only care about the show. After the program has come to an end, the audience dispersed, the program ratings more difficult to predict.

2) the radio counter-attack and the host of civilians. Unlike traditional radio stations, radio programs under the streaming media technology tend to be more and more host-person-style programs. Platform-based moderator (DJ) is the audience's choice, the concept of the channel will disappear, a new ecology. The relationship between the brand owner and the host plus the brand tonality and host characteristics determine the effectiveness of future brand communication. The pattern of this spread is very interesting, as if you came to a huge festival, there are different band performances everywhere. Just on the radio platform, DJs will be communicators. Where's the traditional radio station? Imagine, even if you are in the process of driving, the network link and bandwidth is not a problem, your favorite content can be cached in an instant, you will care about the radio?

3) electronic magazine. Produced beautiful picture has always been to attract consumers, not only that, the brand can take advantage of digital, carrying video in the magazine. On the one hand, magazines become smaller and smaller, on the other hand, the viscosity of its customer base will rise, and its authority will be raised. Looking farther, the future of 00, perhaps not particularly understand why the magazine grew up, but they will like to inherit the essence of the magazine's APP. Text, images, videos, interesting goods and details, and even orders.

4) disappearance of news media. Most newspapers will disappear, a small part of the classic retained, as part of Rolls-Royce cars will continue to retain gauze curtains. Based on the authenticity and timeliness of news delivery requirements, the media of news delivery will be social media. The surviving newspapers will shift more to feature stories and dig deeper and reveal the complete story around the hot spots. Professional newspapers such as finance or well-defined newspapers have a place, but the reader is a very Niche group.

5) Outdoor media can become overly arrogant because it is limited by government purging and supply is getting less and less. At the same time, it is one of the few mass media in the CBD or major commercial trade. However, media such as elevator advertisements will lose their value more and more, consumers who are worried about falling in love pay more attention to the smart terminal on hand.

6) Packaging is also a big medium, especially in the case of FMCG, there will be more and more brand cooperation cases in the future. Brand surprised to find that the original brand packaging is so valuable, you can do a lot of articles. Because the network technology can be closed-loop, to understand consumer enthusiasm for sales promotion and response speed.

It's time for marketers to trade in a different mindset, no media in the future, only platforms, entrances, paths and consumer touchpoints.