The big Data age, "Dig" the TV viewers out.

Just as the media are talking about how a parent-child program became the king of the 2013 ratings, a big data reading about where dad is going has aroused the attention of netizens by referring to "where Papa Goes" 45. 50,000 original microblogging, 36. 70,000 independent original author user, 1300余万条 user Micro Bo and nearly 100 million relationship data analysis, calculated the program male and female audience ratio of 2:8, the audience temperament generally more mature, "Altman eggs" and "every day to protect the egg" respectively become the most widely praised smile point and tears.

Before that, American video website Nerflix through the "Big data" of the user behavior of the American opera "the Card House" digs, makes "the card house" the success, is known as the TV industry through the Internet mining User behavior Data analysis result's first strategy application, has brought a new mentality for the global television practitioner.

Behind the ratings is actually "the discerning eye of the night."

"Before the big data set off the television industry's strong focus, the television has started working with third-party data companies, which are mainly the current industry-wide ratings survey data." The product of this statistic is still the only value judgment standard that the media content producer-the media unit and the Media content purchaser-agree. Dai Jongwei, vice director of Oriental TV.

However, through the ratings can be considered the success or failure of the program, but not from the ratings to get further accurate data. "How many viewers are we watching?" Where to look? What is everyone's social identity and aesthetic orientation? What are their TV consumption habits? Huang, dean of the Advertising College of the University of Communication, said that behind the ratings, the producers often knew nothing about the audience's interests, feelings, attitudes and behavior patterns.

The industry has described program makers as "the discerning eye of the night road." In the past two years, China's good TV programs appear irregular, no good producer can guarantee that its new program will "never miss", the result directly leads to the Chinese television industry to follow a serious pattern--a program fire, there are countless of the same type of program follow the horse, and then quickly the market rotten.

"In the final analysis, most of us do not know where the actual consumer is before we make the content, so that every time we try to choking the water and the currents." "Dai Jongwei said.

From extensive to accurate "big data" era comes

And the large data of the popular, or pointed out that the future of television must be from extensive marketing to precision marketing the direction of change. To do content products, the more fully mastered the data in advance, the future in the sale of confidence. "Who is your loyal user, which users will generate consumer behavior based on the program, only to master the data to determine what kind of program is suitable for what kind of products." "Dai Jongwei said.

Some water tests on large data are underway. 2012, the establishment of the Beijing Large sample Program Data Research Center, is through the hottest "big data" computing mode, when the TV program behind the scenes "strategist." It is reported that in Beijing, the center relies on song Hua cable 3.3 million high-definition interactive digital TV two-way users, from a random sampling of 30,000 households in Beijing as a sample of statistics, while the traditional ratings survey in Beijing's sample collection of only 500 households, is only a large number of data samples of one-sixth.

According to the center's technical staff, the data through the user's operation of the set-top box tracking, the audience each time the remote control button, will be recorded in large data. Viewers see how long the program will change channels, choose the stage will not be a creative advertising attraction, the same period of time when the TV show better, all this can be through the "Big Data" analysis. "These detailed data are available to programme producers to help them identify problems in their programs and improve the quality of their programs," he said. "said Han Yankei, director of marketing at Leroy Cable.

Big data "Digging" the audience out.

"The ratings are limited to television viewers, and the big data is a cross-platform technology that can be analyzed either from a traditional set-top box or a measuring instrument, or from a network video's Click and watch behavior." "The School of Journalism and Communication, Peking University, said that with the change of TV program to the video programme, the combination of TV program data and network broadcast data is a necessary requirement for the healthy development of TV program production industry.

2014, Archie not only "where the father to go", "Kangxi came", "Happy Camp", "every Day" and other popular variety show income bag, through large data subdivision of the audience, food, health, decoration, tourism and other minority programs have become their focus on the mining of gold. "We are the anti-television production process, looking for content from the audience because we have data behind us," said Kangalu, the Archie's art Dandelion project director. ”

Dai Jongwei that the new media content product, which is decided by the user to appreciate the content, is worth the in-depth study of the traditional TV media. "It is a long process to measure the value of a TV program with big data, but the process will accelerate." Although the television station relies on the audience rating is the current unification standard, but the future standard certainly will refine. "It can be foreseen that in the era of large data, TV programs" Network linkage "will be more and more close."