Weibo TV Index: social big data transformation TV

Social media and television are simply a couple of natural goodies.

iDoNews industry insiders said the first 367 July 8 (WeChat iLoveDonews)

From a product design perspective, social media generates content from the user's communication, while television generates the need for communication and communication from content output. In other words, television-generated content can be extended to social media discussions that bring a host of consumer content to social media and give room for exchange. However, this seemingly simple so-called closed-loop of content has not been formed for a long time and social media has never had a deep relationship with the television station.

If the emergence of Facebook as the birth of social media node, social media is undoubtedly the product of the PC era. The social media of the PC era is far from the output of fragmented content. Equipment is too heavy, the bandwidth and lack of wireless, are limiting the desire to crush people anytime, anywhere.

Several factors that have constrained social media and TV dances are being changed, driven by the tidal wave of mobile. Taking China as an example, according to publicly available information, as of January 2014, the number of mobile Internet users reached 500 million, accounting for more than 80% of the total number of netizens. Weibo's first earnings report after the listing shows that in the domestic 143.8 million microblogging monthly active users, more than 70% of people are accustomed to using the mobile terminal to access Weibo.

With the advent of social mobility, the attributes of social media are stimulated. For example, real-time, users can publish information anytime, anywhere; such as portable portable devices that can maximize the user's fragmentation of the possession of time. These two major changes have brought new opportunities to the television industry. Social Mobility enables social media to showcase TV content in real time.

It is against this backdrop that starting from the second half of 2013, social media at home and abroad have started to work extensively with television or television programs. Twitter has acquired BlueFin Labs, the dominant interactive social networking player on American television, and has teamed up with Nielsen to launch the U.S. television Twitter index. Weibo last week launched a beta version of Weibo TV Index with CCTV-SoFore, providing China's television organizations with the most representative social media feedback. Social media hopes to use its own user relationships to bring maximum consumer space to the content of television and hopes to find more extendible business models in such partnerships.

The traditional TV industry has long been in a production-centered production model, both the TV series and variety shows, reveal a thick "elite culture." After the video site Netflix used the big splash-screen TV drama data, traditional television stations realized the importance of data guidance. Unfortunately, however, television stations can not analyze the preferences of website users like netflix does. Although many TV stations in the country have their own websites, these websites do not have user operations or user data accumulation.

In this data-driven era, television desperately needs data to make its programs "Internet-enabled."

According to the White Paper jointly published by CSM and Weibo on "Study on Television Variety Show and Weibo in 2013", the number of TV programs referred to by Weibo in the seven-week cycle is basically consistent with the number of TV arrivals. This fully shows that social media has become an effective venue for real-time interactive television programs. Television stations can use social media to increase their exposure and use their feedback on social media to optimize program content. This solves the shortcomings of long-term one-way television broadcasting, and more importantly, it also allows television shows to catch the high-speed train in the "big data era." There is no universally accepted definition of Big Data, but the Big Data era has four important characteristics: Volume, Velocity, Variety, Value. Among them, the first three V are also the characteristics of social media data, and the fourth V needs to be generated by effective mining of the first three features. IBM began tailor-making social media data analytics solutions in its solutions to generate real Value for its customers' social media data (see the iDoNews column, "Weibo Comments: Big Data Launches Next Business Loop.")

How to reach the fourth V (Value) from the first three Vs for TV and Weibo? Take a look at the cooperation between Hunan Satellite TV "Flowers and Teenagers" and Weibo: just four weeks, reading more than 1.8 billion related topics, one billion times more than the previous cooperation and directly pushing the program's ratings from the previous 1.5% up 1.8% .This directly reflects the value of microblogging big data on television programs.

The reason why we can achieve the above value, in addition to the integration of the huge amount of data on Weibo, also need to assist the Weibo platform operation and maintenance, includes three parts: before the broadcast, the TV station can set some keywords to guide the user to discuss; broadcast Out, the television station can also tap and combine the spontaneous real-time discussion hot spots on social media, to expand the dissemination of results; broadcast, the television station through the first two stages of the spread of the effect analysis, to find a better point of transmission, to join the next Preheating program. The above three steps interlocked, everywhere with data as a guide, the real TV shows from "personal preferences" to "group preferences" change. At the same time, using the data from Weibo, the TV station can also know in advance the possible viewing effects of programs and make timely adjustments to avoid wasting resources.

In a nutshell, the marriage of social media and television is a huge industry dividend under the impetus of mobile power. On the one hand, social media constantly searches for content consumption hot spots from television programs and on the other hand provides data support for television innovation. Television stations, on the other hand, make use of the social media relations and data to promote their own innovation in editing and broadcasting, and gradually enter the age of social big data.

(Author Zhao Sipo, starting to iDoNews column, please indicate the source and source.)