Phoenix video conspiracy

There is no successful business, only the era of business.

Zhang Ruimin phrase in the end the era of mobile Internet era of mystery. Mobile Internet era is not changing, but subversion of human life.

The changing situation of the Chinese media, involving millions of media practitioners and hundreds of billions of dollars, determines what readers and viewers will see and think about every day. Future media no longer sub-paper media, television media, online media, new media, because all the media is called a media: all media.

The concept of all media has taken root on 9.6 million square feet of land and all media agencies are purposely seeking change based on their own DNA and core strengths. And a thousand media have a thousand all-media change, how to change? How to change?

Changes in the media, the author takes you into the Phoenix video, for your exclusive analysis of Phoenix video conspiracy of all media changes:

Conspiracy one: Internet TV is the all media contested

Data show that: China's Internet TV market in 2016 is expected to reach 1.38 billion US dollars. China's television audience hundreds of millions of people, the living room will undoubtedly become the main battleground for all manufacturers in the future, who grasp the living room who will control the flow of China's future Internet.

The turn on rate of traditional Chinese TV has dropped from 70% to less than 30%, the data so that television manufacturers did not passion, and the emergence of smart TV avant-garde, large-screen, high-definition living room television after another, was once bad-mouthing After re-harvest the favor of home users. Another data shows that about 80% of Internet traffic is video, which means that online video service providers will be fully into the living room market, online video second spring close at hand.

But everything just looks beautiful, high license plate barrier will block a large number of players outside. At present, the only Internet TV platforms approved by SARFT are CNTV, BesTV, Southern Media, China International Radio and Television CIBN, Hunan Broadcasting and Television and CNNC CNTV Broadcasting Network and other 7 agencies, other content operators It is only by working with these seven licensed agencies.

In such a complex and ever-changing competitive environment, only manufacturers that are adept at amphibious operations can have the last laugh.

And look at the current mainstream video sites smug many have started attacking the first shot in the living room, the Phoenix video to seize the initiative, one of the advantages can not be ignored!

"The tongue on China," "Where's the Dad?" After the heat hit bring food, in person program fever, and "fighting", "to the child" two files by the Phoenix video original production of the program after the video site hit 7 On the 5th of the Phoenix TV broadcast.

Video site to reverse the content of Phoenix Satellite TV output, it is rare in the industry. The reverse output of these two programs indicates that the all-media integration strategy between Phoenix Video and Phoenix Satellite Video will be greatly strided forward.

Yang Di, general manager of Fenghuang Wang Advertising Department Operations Center, said the integration of Fenghuang Wang and Phoenix Satellite TV and the joint planning of future programs is the breaking point of the traditional television planning thinking, will also be the only way for the future transformation of television programs full media for Mango TV without new media experience is a completely different television landmark.

The video site to reverse the output of the TV network content on the one hand the two-way flow, a complement to the diversity of content. On the other hand, Satellite TV's high demand for content quality is a powerful endorsement of video websites. Strong combination of network interaction on both sides of the brand is not superimposed but exponential increase!

Conspiracy II: Depth content Cross-platform multi-screen interaction is king

Cross-platform content output, to ensure that all users with 360-degree multi-dimensional contact is the core of all media. And only to ensure the diversity of content and high-quality output to protect the user experience.

This is actually the difficulty of all media integration.

From the phoenix video cross-platform content strategy point of view, "Svelte", "say to the child" two files of high-quality content in Phoenix TV broadcast without any cut, this approach to break the video site program reverse output TV precedent. According to insiders, Youku's "loyalists" and "Xiao said" although broadcast on CCTV and Dongfang Satellite TV, but the content broadcast from the TV has been castrated, many native content is drastically cut, the content output integrity defects obvious . Multiple media channels to see the content is not the same, viewing experience is vastly different. From the industrial development pattern, multi-screen interaction, network integration is the trend of the times! Only in the high-quality content output can be achieved on the PC side, mobile terminal, TV-side multi-screen broadcast, in the true sense of the Phoenix media cross-border interaction in the depth of integration of all media.

The "Struggle" and "Talking to Children" landed on Phoenix TV. The significance lies in the crucial step of the all-media deep integration, which is also of reference to other video websites. At present, the video website will be home-made programs sold back to the TV station is the trend of the times, but with Youku produced adventure video "lovers" broadcast on CCTV, love Fantastic Art "Heroes" landing Henan Satellite TV, but occasional and shallow cooperation , Satellite TV broadcast content is only streamlined after Phoenix video due to Phoenix born, both with the same root pulse, in the whole media integration, communication and marketing highly fit, the program can be authentic in a variety of platforms to cover and spread In this regard, Phoenix Video has grabbed the first opportunity.

Li Ming, director of the original Phoenix video, said the Phoenix video "Struggle" and "say to the series" output Phoenix TV, Phoenix is ​​only the first step in the depth of multimedia integration. Next, accompanied by the continuation of the brand influence of the "Savor" program, Phoenix Video will also jointly organize "Family Banquet" events with gourmet dignitaries in this season's program to present all kinds of home-made snacks and specialties to the vast majority of food products. In addition, take over the "fight", the Phoenix video will also be released with documentary temperament and reality show elements of the food location program "find the taste," the "fighting" in the food contest contest sublimation to find the meaning of food and life perception on. By then, the program will be broadcast simultaneously in Phoenix Satellite TV, to play the Phoenix video to find, discover, taste gourmet all-media integrated marketing trilogy.

All-media integration is the trend of the times, and the key lies in how to seek change in accordance with their own attributes, all to users multi-screen interactive experience-oriented, to reorganize resources. The only unbreakable mobile Internet features first decided to eat crabs will seize the initiative!

----- Divide line like rivalry

Author: Yi North Star, the Internet business commentator, columnist, first from the media Internet arena.

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