Internet TV strategy triggers content marketing

If the 2011 is the network video industry fully reserves and growth of one year, then 2012 is a comprehensive innovation year, the combination of Youku and potatoes brought a clearer pattern of the industry, with the integration of capital markets and advertisers to promote the recognition, industry competition has gradually become rational, Video industry as a whole ushered in the traditional media to reverse the market impetus, its own to the industrial chain in the middle and lower reaches of the resource integration more comprehensive, media attributes are increasingly enhanced.

As industry leader, in the end of 2011, Poly-Power Media (pptv.com, hereinafter referred to as "PPLive Web site" has completed the "nuclear fusion" strategy under the guidance of the media transformation, that is, a cloud for the "core", "poly" mainstream drama copyright, from "TV network" to "network TV" to "Change".

Since the beginning of 2012, pplive Web site to fully converge on the advantages of various lines of resources, with a large number of hit play copyright at home and abroad, firmly occupy the head flow, the entire platform monthly active users up to 300 million; live NFL, European Cup, Premier League, China Super, Olympic Games, CBA and other sporting events At the same time, to create Korean entertainment, Taiwan charm and other arts and entertainment new channels, production of self-made program "beautiful Heart Change", the film "Capture Love", TV series "The Happy Life of the people" and so on.

With the increasingly mature of the multi angle Core advantage operation, recently, PPLive website formally identified the "4x2" marketing strategy, that is, based on film and television drama, Asian Entertainment, Ace Sports, homemade production of four strong core content prototype, relying on multiple terminals and direct broadcast two major technical advantages, fission of the DNA-type marketing effect, Form three-dimensional multi-dimensional content integrated marketing model. Among them, Asian entertainment and Ace Sports have become the prominent advantage in the core content, forming the content "Twin Towers" model which has double traction for users and customers.

TV drama

2012, the PPLive website cooperates with more than 50 domestic television stations, launches 200 dozen to play alone, and cooperates with the South Korea three big satellite TV, has the next three years more than 90% South Korea hits the drama. 2012, PPLive website launched the "New White Hair Witch biography", "Ah Niang make Tao Chuan", "Love Apartment 3" and "Yuan Jian" and other film and television dramas, the ratings have hit new highs. Recently Bai Baiho, Jiane to create the current fashionable marriage topic "Before the divorce rules", is bringing the mainland hit the new round of television TV ratings peak. By the Korean dramas fans praise for the domestic biggest Korean drama fan Paradise Korean entertainment channel exclusive broadcast "To see You", it is not broadcast first fire, popular Idol park and Yun Grace's first partner to make fans look forward to, I believe that the end of the PPLive site Korean wind is not cold, will become a lot of Han powder warm personal companionship!

With the strong launch of the hit repertoire, the PPLive website will continue to be the core of the Asian entertainment strategy in the second half of the year with the full coverage of the big play.

Asian Entertainment

Asian Entertainment Platform Set Korean Entertainment (Korean film and Television), Taiwan's charm (Taiwanese comprehensive arts Entertainment), domestic and foreign fashion idol drama, fashion idol concerts, entertainment, fashion information, such as PPLive website Advantage Resources, the delineation of Asian entertainment and film Life category, select Fine-edited long video content, to create a brand marketing effect of audio-visual entertainment one-stop style New platform for Asian life and entertainment.

Asian Entertainment to "star Chi" as the core products, a wealth of content to create a 52-week self-made star reality show column, a week to a star, design fashion sense, live on-demand combination of carefully built.

"Star Zhi" will take full advantage of the star effect and the fan economy, the combination of star and brand, quickly open visibility, choose the right star to build the goodwill of the brand, a strong fan base to maintain the brand loyalty. Personalized Star selection reflects the difference with other brands.

The overall Asian entertainment platform will be star-oriented, fans as the core, penetrate the 15-35-year-old urban users of different ages, the Asian entertainment to all aspects of life, the establishment of a high viscosity user base, to create a sustainable Asian entertainment brand, and sports jointly set up PPLive website "content Twin Towers."

Ace Sports

Sports is one of the Twin towers of PPLive website content. As a domestic broadcast blockbuster event and sports event copyright most of the network media, PPLive website Sports channel has a long-term monopoly advantage. 2011, PPLive website and Shanghai Shenhua Football Club formally reached a deep strategic cooperation, exclusive "PPLive Shenhua channel", creating the world's leading CLUB-TV cooperation model. The first proposed "SEM Sports entertainment marketing (QSL entertainment Marketing)" mode, namely "the brand attitude of the user leader, has the sports gene brand Core, has the entertainment spirit dissemination Way".

In June 2012, the PPLive Web site covered all European Cup events, create a "fully self-made" content, "all-weather" participation, "all terminals" of the "three-full" exclusive platform for the fans to dedicate no day and night, 0 time difference Football gluttonous meal, the overall flow of over 1 billion, the total number of viewers over 800 million, The ratings reached 37% of CCTV.

On this occasion, the PPLive site's sports content resources show a more clear and centralized layout structure, European Cup, London Olympics, Premier League, China Super, CBA, NFL, F1, tennis, snooker and other popular, elite sporting events throughout the year, they are graded to form the PPLive site every quarter, every month of sports and entertainment climax, To provide customers with a wealth of marketing product selection.

Homemade

PPLive in the form of network platform linkage to create programs and network drama class content, such as Korean Entertainment channel Homemade Program "Beautiful Heart Change", the successful landing of Oriental satellite TV, completed a new form of network linkage; Sports Channel European Cup home-made tournament and special program "Digital Europe Cup", "Challenger", "Crazy Eastern Europe", etc. As a self-made feature plate, "Big live Room" and "pp drama star", weekly dialogue "new big-name" way, for more users to create opportunities for interaction with the stars.

2012, PPLive website pioneered "top" homemade production mode, namely "THEATER/TV (cinema or television) +online (network TV) =PPTV Production (pplive production)", The big play "The happy life of the people" landed in Jiangsu TV, Two days on the premiere of the Golden Theater TV show the first success. The homemade film, "The Capture of Love," in theaters, then pplive produced according to the film production network version of "Cheat Diary", the audience can return to the network platform to watch the story and the end, this is "top production" mode compose "not to be Continued" form of the biggest bright spot, give full play to the advantages of network media, For the platform and industry to create a new development ideas.

Multi-terminal and live broadcast two technologies cover four powerful core content comprehensively, make the platform advantage of PPLive website fission out the DNA type marketing effect.

Multi-terminal Overlay

Poly-Force Media 2011 Set up a number of terminal division, through the PC, mobile phones, tablets, smart TV four screens, so that the original single content, in the PPLive platform has been more comprehensive display, the same business and services can be communicated to the user through a variety of terminals. Currently ipad/iphone clients into the App Store Top20 rankings, app in the ipad Entertainment category ranked first in the market penetration rate reached 77%.

After the completion of the multi-terminal layout, "multi-screen integrated marketing MIM (multi-screen integrated Marketing)" also emerging, adhering to the concept of precision, from the data insight into user characteristics, help advertisers carry out precision marketing, user data mining, All-round according to consumer demand impact on consumers, enhance product cognitive relevance, through long-term solid exposure and multiple terminal push to increase the terminal purchase rate, reduce the purchase of terminal interception rate, anytime and anywhere impact on consumers, do put Tangwu, for advertisers to provide accurate marketing platform. Under this strategy, PPLive website has been recognized by the market, and with a number of heavy advertisers, contributed to a number of commendable multiple-screen integrated marketing case.

The live broadcast is everywhere.

Poly-Force media for live, from the initial sports events live to now in all aspects of the full bloom, homemade live project has been occupying the core of pplive site life. While the big play was broadcast, PPLive website appeared each big entertainment event scene, but also set up the live broadcast, its homemade live interview program "Big Star Live Room" already in the webpage, the PC end, the IPad, the IPhone, the Android and so on the whole terminal on-line, and obtains the large-brand celebrity recognition; on the platform of Asian entertainment, The PPLive website has a live-to-run concert-paid broadcast platform, "music" countless people, on the sports platform, whether it is "the Premier League fried crab porridge", or "digital European Cup", "Challenger", "Crazy Eastern Europe", and so on, no one does not show the PPLive site for direct broadcast technology.

As a network of television, PPLive site farewell to a single live way, the content industry and entertainment marketing links, and constantly expanding in the media pattern.

Network TV with three-dimensional "4x2" marketing strategy, for users and advertisers to build the advantage of resource integration of the full media platform, in precision marketing more than a chip, or will become the first choice for advertisers in the future.