On the social marketing of TV programs from "I'm a Singer"

in social networks and video networks

Hunan TV variety show "I am a Singer" finals to the national network, the Central city Network rating data both received ultra-high ratings, ranked in the country at the same time the first outstanding achievements of the perfect finale. In addition to the traditional ratings, the program's data on social networks and video sites are equally alarming.

According to statistics, ranked market top three video site upload "I am a Singer" All 13 episodes total play volume nearly 700 million times; on the night of the finals, Weibo "I am a Singer" Hot topic breakthrough 100 million times, through Baidu index search "I am a Singer" show, the user attention degree, the media attention degree achieves the astonishing 1.2 million respectively, 4000, set a new record of the same type of program, launched by Hunan TV Interactive social application of "hula" for the first time to achieve a multi-screen interactive activities, innovative launch of the "I am the singer finals in the line grab ticket activities" in more than 600,000 netizens participation, instant "second kill".

I am the singer "Sina Weibo micro Index

According to the director of the channel's editorial office, Hunan Satellite TV is to introduce a set of data, network index, media, including the "Large Data evaluation system", in order to broadcast programs more scientific, reasonable and comprehensive assessment, to break the entire television industry for a long time alone "ratings on the hero" situation.

Programs with high ratings do not necessarily have influence, but influential programs must have high ratings. Since last year's "good China Voice" from Zhejiang TV, which triggered the spread of nuclear fusion through social networks and video sites, television programs have become increasingly focused on the spread of microblogs and social networks. A program rating is not high, users pay attention to the high level, you can see it on the microblog has no influence and heat. The number of topics discussed on Weibo has gradually become a barometer of program ratings and concerns. Is there a link between the ratings of a popular program and the "live discussion" on the topic of a program on Weibo?

So, I find "I am a Singer" April 12 final This day 19 o'clock-24 Point Micro-Blog Topic discussion graph, and then compared with the ratings of the curve. Comparison of the results, sure enough to confirm my inference, "I am a singer," the ratings and topic discussions are basically proportional to the relationship, are at around 23 points to reach the peak.

This shows that now everyone in the state of watching TV, with the original has undergone a great change. The original is a people in front of the TV Watch "news broadcast", now is a person watching TV, Edge Brush Weibo, and strangers to share their own watching TV enjoyment. The United States has done this, and it is said that half of Americans are holding pad or cell phones while watching TV. China does not have relevant statistics, but I believe there are not a few viewers.

This is precisely the media University Professor @ Shenhao the "micro-blog check-in" watch TV mode. A lot of viewers are watching TV, using micro-blogging to prove that I'm watching the show, and sharing my TV experience with my microblog friends, while the shared data is saved in the form of text. It is worth mentioning that, because micro-blogging is real-time, when people see so many people on Weibo to discuss the program, naturally will also be curious about the program, and ultimately may lead to turn on TV to watch the show. In this way, the discussion of Weibo may, in turn, affect the ratings and create a return to the audience.

Microblogging and television programs such interdependent "good base friends" relationship, with the film and watercress relationship is very similar, the more sharing the more appreciate. After watching the film, a lot of people will be the first time to go to the watercress to find out about the film review, to see where they do not understand, to see how we evaluate the film. And on the micro-boping Platform for TV program topic discussion, it is more real-time, become a kind of subconscious action. Generally, while watching TV, side micro Bo Spit Trough, like the original side watching TV side seeds scene.

So many of the foregoing, in fact, is to say that the state of the audience watching TV has changed. In the past, television has a monopoly of the channel advantage, every household in addition to television has no choice, it is a dog on TV will also become a "dog" era. And now, everyone's choice is more and more, watching the program can be seen on the network, can also be seen on the mobile device, can be seen on any "screen", this is what Kevin Kelly called "Multi-screen". The TV is getting further and farther away from us, but the TV shows are not far away from us and we have different ways to watch the show. Not only to watch the show, but also to watch and talk about the program, while watching and sharing the program. The process of watching TV becomes a dynamic and socialized process. In this case, using the previous single "ratings" is not a complete measure of the value and influence of a program. And for the dissemination and promotion of the program, and even the production link, should also be adopted and micro-Bo and other social networks to integrate the way.

We are back to Hunan TV's "I Am a Singer" program, its social dissemination, what are the aspects that we can learn from?

Fan Marketing

Hunan TV has the tradition of attaching importance to "fans", it is said that in Hunan TV has a special fan building, dedicated to record the program "fans" to live, in order to create a "fan culture" is well-intentioned. When the "Super Girl", Hunan TV has played a big fan card, Li Yuchun fans were called "Corn", Jane Zhang's fans called "Jelly", these titles have been the creation of Mango Taiwan.

Fans are one of the most important resources for a TV station or program, and if you have a strong fan base and thousands of "brain residue" backing, basically any program can fire. At this point, Mango Taiwan's "fan marketing" and millet mobile phone "rice noodle Marketing" has a "similar" wonderful.

And in this "I am a Singer" on the show, and played a "professional fan" card. In the program, many of the scenes to the "very play" fans. These fans have a strong sense of "surrogate", and they can infect everyone who watches TV before television, and also bring the audience in front of the TV to the mood and atmosphere of the program.

Mango Taiwan This very controversial arrangement, and constantly on the micro-blog sparked discussion, become a micro-blog discussion topic, also does not rule out their occasion, the possibility of speculation.

Second, "Star effect"

To tell the truth, this time "I am a Singer" did not invite to the pop music "first-line star." However, this does not affect the program with the help of guests to create the "star effect." This program in the clothing, music, dance, arrangement, are not hesitate to use the best of the domestic team, so that every contestant, have a "Zhongxingpengyue" feeling. Many of the singers who had already been angry, also because of the appearance of the show and the glow of the second spring.

In addition, the reality show must have a "cock-wire reverse" of the show. "I am a Singer" in the early stage, through the "waves" as a "Huang" agent, so that "Huang" staged "cock silk reverse attack" of the show, earning a lot of eyeballs and attention. A lot of people say "I am a Singer" achievement "Huang". In fact, this program also through Huang and the corresponding arrangement, let this program has the aspect and the drama.

The program also took pains to arrange brokers. In general, a well-known host with an unknown singer, so that two of people's fame and mutual instrumental. This was highlighted in the final. For the original popularity of the "plume" with a high popularity of the star "Chao", the strength of their winning intention to "do not say in the words."

On Weibo, the "star anchor Weibo matrix" of Mango station is also very scary. I rough statistics, only "Happy Camp" a few host fans add together there are 80 million, these major anchors, in addition to Xie Na, have done "I am a Singer" agent, each broker is a micro-Bo transmission "central node." Only these few "anchors" can set off a lot of waves on Weibo, not to mention the microblog of the guests, the microblog of the guest friend, the microblog of the guest fan group. On the night of the final, everyone except to see Chao singing and "Sao Qi" dance, certainly also saw him and sun on Weibo on the "wind showers."

Third, the topic hype

"I am a Singer" since the broadcast of the "topic constantly", whether it is "professional fans", "Lin-Hyun Gossip", "Qiqin", "Plume of the default" almost every topic in the micro-blog set off a great stir, I believe that most of the topic, is the marketing team deliberately designed. For entertainment, topics mean attention, and attention tends to bring ratings, both on TV and on video sites.

According to insiders, "I am a Singer" marketing team can participate in the planning of the program, you can even ask a host or guests you want to transfer which micro-blog. The early intervention of the promotion team, as well as the power of the Mango station Micro Bo Phalanx, are the key factors for the success of the topic hype.

Iv. Panorama Presentation

Find a few singers to sing live, if let CCTV to do, at best, can make "the same song" of the Song and dance party, the end is only to show the audience singer on stage "perfect" a few minutes, it is difficult to make color. Some television programs, for the so-called "perfect presentation", will also require the singer to lip-synch, the result of television into a "false art." In fact, to the audience, they do not want to see the "perfect show", more willing to see some really "even flawed" programs.

And these are not the big names of the singer, let Mango Taiwan to do, but become a "reality show" program, the guest performance "back and forth" of various "details" are displayed through the show. According to Jiong's microblog revealed that the final of the program live, the total use of "47 seats", the show group to "show good-looking" is painstaking!

Jiong Weibo reveals the final "47 seats"

It is worth mentioning that the program also gave some footage to the work and the people behind the scenes. In particular, the Director, in the final stage of the qualifier, by him to announce the position, at that moment become the "protagonist". To create "star choreographer and producer", This is their "star strategy", but also to further let the program Panorama show, really give a person a "reality show" feeling.

The entertainment program is to rely on stars, manufacturing stars and consumer stars, the previous talent show by SMS vote to gather popularity, is now through the "micro-bo screen and consumer star" way to get attention. Whether it is "I am a Singer" or "star diving cube", no one is not to adopt this kind of socialization marketing method. When the "Hot microblogging" entertainment list, all day by "What Jiong", "Xie Na" these star anchors occupy, when the hot topic continues to occupy a program, when your micro-blog on a continuous show on a program Weibo, the program has been in the social network and the hearts of netizens have unprecedented influence, this influence will undoubtedly translate into " Ratings ", but also have great commercial value.