Network linkage: the inevitable way to achieve all-media marketing

With the advent of multi-screen era, the upsurge of network integration is driving the integration and interaction of video websites and television stations in content resources.

On July 5, the fantastic show titled "Savor" by the first original Internet video made by Phoenix Video and the special curatorial program "Talking to the Family" featuring children and parents talked to Phoenix TV at the same time to realize the premiere on television . According to Li Ming, director of original video production in Phoenix, "Savoring" is a culmination of a fantastic show created by Phoenix Video in the first half of this year. It has created a new high of over 20 million Internet original columns with a single set of traffic. Phoenix video is a trump card section, has been broadcast in three quarters, the fourth quarter is about to launch in the near future. It is understood that since 2012, the Phoenix video has with the Shenzhen Satellite TV, Tianjin Satellite TV, "Taiwan Network linkage", and this time with his brother - the cross-screen output of Phoenix Satellite TV, not only "network linkage" further extension , In a more real sense, realized the first in-depth integration of Phoenix in the cross-border interaction of all media.

In fact, not only the relationship between Phoenix TV and TV stations is getting closer, the mainstream video websites such as Youku, Ikki Arts, Sohu Video also cooperate with major television stations. The process of "network linkage" is also changing from content Broadcast, in-depth co-production, promotion and other links. Insiders pointed out that the "network linkage" is a video website and television stations complement each other, the best way to enhance brand value, the future or will be the common development of both to maximize the benefits of the mainstream model.

Network linkage gradually become a trend

Since the video site has gradually grown into a television station with the same mainstream media effect, the relationship between the two becomes ambiguous, if away from home. A few years ago, the video site swarmingly purchased content rights from the television station, fattening the television station at the same time, the relationship between the two is also easy money. However, as copyright prices soared, unprofitable video sites began to exert pressure on decentralized shopping and continued to divert television audiences. In the face of counter-attack on video sites, television stations also counterattacked the copyright strategy of "not selling, only broadcasting", and the relations between the two sides started to become increasingly tense.

Although the relationship between the two parties is good and bad at times, in the face of the multi-media environment such as mobile phones, computers and TVs, more and more subdivided audiences, video websites and television stations with similar media attributes and complementary features carry out " Taiwan network linkage "has become both the medium and the audience fragmented an inevitable way. In this context, the major video sites and television stations are also extending each other olive branch, beginning in the exchange of resources, publicity and promotion continue to explore and try.

As the video industry leader, Youku and television cooperation involving reality shows, film and television drama and other fields, the reality show "lovers" is to achieve the broadcast in CCTV; Sohu video and Hunan Satellite TV jointly planning, produced a draft Show up! Juvenile "; and Ikki also respectively Henan TV, CCTV and other cooperation, have introduced" Chinese characters "," big magician "and many other programs.

Insiders pointed out that after several years of exploration, the extension of "network linkage" has pushed television drama from a dual platform to a joint production and broadcast variety shows, and the depth of cooperation between the two is also being gradually promoted from the joint promotion of programs To planning, marketing, investment and other sectors forward.

All media marketing is yet to break out

Behind the "network combination" of video websites and TV stations, there is a more important factor besides the multi-screen people's demand for multi-screen video broadcast - that is, both parties seek to make a difference in audience, media, and communication Marketing complement each other, in order to maximize the benefits.

From the perspective of the audience, the audience of video websites is relatively young, while the age of television audiences is relatively large. After the integration of the two platforms, the audiences can rapidly expand their audience. On the complementarities of media, through cross-platform cooperation, television stations can make use of network interaction, Not limited by space and time and other advantages, to make up for its own one-way transmission, short transmission cycle defects, and video sites can also use the authority of the television station, credibility to strengthen their own communication effectiveness and influence; and in very important marketing In effect, both parties can not only effectively increase the ratings of the programs but also attract more advertisers and thus bring about substantial economic income through integrated marketing across platforms.

However, the ideal is always full, the reality is very skinny. In recent years, the "network linkage" process point of view, the cooperation between the two sides only stay in the common planning, production, promotion programs, as for the highest level of marketing-level linkage is far from realized. Some analysts pointed out that all media integrated marketing requires programs and media in terms of temperament, gene can be similar, a similar audience, so as to better achieve multi-platform marketing, as well as the effectiveness of advertising to maximize. Taking the "Chinese Heroes" jointly created by Aiqi Art and Henan Satellite TV as an example, the reason why such a program of ensemble and knowledge are integrated is that it is in line with the artistic pursuit of Aiqi Art and also Henan Satellite TV "culture of China, cultural satellite" positioning consistent.

From this point of view, Phoenix Media and Phoenix TV all-media integrated marketing seems to have unique advantages. As we all know, Phoenix video and Phoenix Satellite TV the same strain, although the media properties are different, but the two sides of the media gene, temperament and audience the same, and the two have long been the realization of talent, program resources interoperability. It is understood that Phoenix's multi-file brand-name programs have been implemented in the Phoenix video synchronization broadcast, and the Phoenix video also with Phoenix Lu Luqiu, Zhu You-ting and many other moderators, introduced a variety of home-made programs, the audience reacted strongly . This time, "Savor," "Say to the series," the first visit to Phoenix TV, but also reflects the two sides in the multi-screen cooperation, the media integrative marketing strong intention and intention to explore.

However, even though Phoenix Video and Phoenix Satellite TV have unparalleled innate advantages in all-media marketing, they still have not yet achieved the goal of building or co-operating marketing programs. Therefore, it is clear that video websites and television stations need to achieve large Harvest, still need some time running-in and hard work.