Interview with Hunan TV Liu: Talk about traditional TV station and mobile internet

Nearly half of smartphone users (46%) and tablet users (43%) Use a second screen when watching TV. -Nielsen reports that the mobile Internet is in the open territory, the living room may be the next battlefield. Apps, TV boxes, smart TVs are the weapons of developers, hardware vendors and even traditional television stations. And APP as a relatively low threshold form, has poured into a lot of "players." Apps play differently. Now we have a TV search engine service that looks at the TV listings, a TV Check-in service like LBS, a TV or ad-recognition application similar to the Shazam principle. Foreign Intonow is one of the top student representatives, it provides program information and interactive social platform through speech recognition TV programs. Against the domestic, there is a strong background, play special players worth noting, that is Hunan TV's "Hula." Today, Hunan TV United Love and appsolution debut hula II Android version, take this opportunity, we also want to know: a traditional TV station to use an App to cut into the mobile internet field behind, how to think? We interviewed the head of the Hula project, Mr. Liu, deputy director of Hunan TV's editor-in-chief, who shared with us the interesting stories and future plans behind the hula, as well as the views of traditional TV stations embracing mobile internet. IFANR: How did the idea of hula first arise? Are there any interesting stories? Liu: The birth process of hula is quite interesting, in fact, it is a kind of intuitive response to the continued observation of the staggered development of new and old media: In early 2012, we realized that the Internet industry may be entering a new era-smartphone apps are a necessity for most of the people around me, and mobile interconnection is the custom of universal users. And the traditional TV media and even the television set before the manufacturer based on the Third-party platform and the television itself, a lot of exploration seems to have not yet become a pervasive model, if you can make the TV screen as a "catalyst" skip all the established patterns may be able to do something different from the current pattern but also very interesting things I have a deep impression of two fun plot: Everyone in Shanghai to talk about cooperation, chat happy, suddenly found that is the Hunan dialect-the original Acer team most of the core backbone are Hunan people, even if some are not Hunan people can understand Hunan dialect, are also like to eat betel nut; When the name of the product was brainstorming, it was suggested that " "The lake", wrote on the manuscript "Who?" now! "So we have the English name" Whonow ", just the product to express the meaning of" who is with you. " IFANR: What is the main significance of Hula II to users compared to the 1.0 version? What's the plan for Hula 3.0? Liu: The hula II and 1.x are not completely subversive in product mode and business model, more a kind of innovation and optimization based on the bottom: 1.x in fact, the product is very stable operation, but we are in the data mining processNow, many users of the product behavior reflects the product's ease of use, and the 1.x product structure some congenital defects, small technical improvements have been difficult to meet the original hula design goals, and decided to carry out the underlying transformation. From the user's point of view, the main significance should be the experience of ascension: "Activities" one-stop planning for the organization, two-dimensional code scanning and window merging of AR tasks, the "Guild" Panorama framework, the task system that can be completed at any time, the new design of "hula hoop" for integrating social behaviors in all products, global navigation key Settings and different from the concept of universal game "hatching" and so on, in fact, are in the depth of mining and understanding of user needs based on innovative development. I believe the user's behavior will give us affirmation. Hula 3.0 Now I really can't talk too much, no surprises. According to the plan should be launched on December 31, 2013 the Night of the year. IFANR: What opportunities and challenges do you think the traditional TV stations like Hunan TV have in the mobile internet age? Liu: Mobile Internet is an opportunity for everyone, both for users and developers. The production logic and thinking logic of traditional TV station are relative sensibility and relative experience, more like the mode of art creation field, the Internet tradition is more technical and logical. Mobile Internet makes the combination of technology and art lower, small team, light assets, rapid iteration, creative cost of low quality will bring more opportunities. Because of these characteristics, let the Internet's next blue ocean become clear, this blue ocean may be the traditional industry innovation and IT transformation, the depth of the field may be far greater than the creation of new user needs. In recent years, whether intentionally or unintentionally, all kinds of media industry has been singing down the television media, from the content to the channel sound all over, the television media own self-confidence somewhat some influence, but also constantly have all kinds of traditional media in the exploration of the Internet media trial and error. Internet technology itself is not closed, the content production of television media is not closed, just because the industry logic industry model differences become difficult to integrate. We do "hula" More is the hope to break through some "sound barrier", so that the internet industry "user" concept and traditional TV "audience" concept in the mobile end of the identity of the unified. IFANR: We just had a smart-TV summit on the weekend, what do you think of the concept of "smart TV"? Should traditional TV stations also do something to meet the tide? Liu: Perhaps "smart TV" needs to be categorized into the category of "Internet of things" to consider it will be more interesting. The idea of the Internet is that the audience's viewing behavior mode determines the content of the production mode, but at the same time, it is also necessary to consider the content of the mode of communication is to guide the audience's behavior model. So, if Smart TV is simply providing a new channel for disseminating content and providing rich content and interactivity on that basis, the cost is somewhat too high, both for the user and for the organization. During mobile interconnection, lightweight products such as apps are more open and low-cost, but also can provide greater inclusiveness and convenience, especially intelligent mobile devices with a very strong "entrance" characteristics of the premise, and "access" is often mutually exclusive. Another factor to consider is that the rural market is far from universal to everyone or households interconnected, and this market share is even greater. Therefore, personally think from the traditional media perspective, the current talk about "Smart TV" some early. Any industry, "new" and "old" collision and integration, is always worth exploring and pondering. The living room, the mobile interconnection of the new battlefield, just opened the curtain. We look forward to more participants, competitors, broken people, spoilers, to see more innovation and breakthroughs. Hula, perhaps not alone from the product point of view, we would like to cross the product itself, to see how traditional TV stations such as Hunan TV how to view the mobile Internet tide, and their thinking behind. In the smartphone industry has been gradually unable to bring surprises today, the living room This field will become a new focus, and it will certainly be more and more interesting. Let us continue to hope.