Why are video sites talking about Big data?

Recent video of The Big guys Love "hooking up" on the "Big Data", some of the practice is not too fresh, but in the big data concept was hyped, to a more stylish, more systematic posture out and everyone to meet.

These months have participated in a number of video sites and interviews, found in addition to the "single broadcast" This "cliché" topic, "Big Data" began to become a video site propaganda favorite words, but also covers all kinds of programs: potatoes and Shenzhen satellite TV cooperation "Youth choice" The award party will deliberately emphasize the key role of large data in the production of the party; Youku in pushing "old boy" film version of the emphasis on this is a web-based, large data "reverse" production of the film, Archie PPS in High-profile publicity "love Apartment 4", the focus even from the whole network to become a joint art consulting published " A white paper on the Big Data Achievement network phenomenon.

From the content of the white paper, the so-called large data on the Archie, "Love Apartment 4" This release has about four values:

1, in some key event nodes judged by some more mature means to judge the heat of the TV series, such as "Love 3" finale, "Love 4" boot and "misinformation" on the premiere of the "Love Apartment 4," The Heat to guide the spread and the rhythm of the premiere. (Even if the dark point of speculation, may also have to judge the effect of speculation.) )

2, the network material. This is easier to understand, "Love Apartment" series is originally a large number of users of the production of the spread of popular jokes.

3, as a broadcast platform for the contribution of content production. Archie, for example, introduced a "filter" in 2013 that calculates the essence of each episode based on the user's ratings and data, such as concentrating the 40-minute episodes into 10 minutes and updating them in real time. On the one hand to a limited number of users a choice, on the other hand, it is said to guide the production of the next season, such as which jokes can be retained, which old terrier outdated.

4. Accurate marketing. This is a video site, including all the new media like to talk about a topic, this is not much to say.

In conclusion, the value of large data can cover all levels of communication, production and advertising. But frankly, the above four aspects and IBM Hot Big Data concept is actually not so perfect match, after all, some of the practice is not too fresh, but in the big data concept was hyped, to a more stylish, more systematic posture out and everyone met.

What's behind this is the result of a strategic shift in the development of video sites over the years--that may be a digression, for this white paper, which is clearly tailored for love apartments and Archie, I feel that in addition to the large data concepts and numbers, the change in the description of the competition strategy of the video industry is more valuable information- So the following ideas and content come from my interview in the industry, and I also refer to what this white paper is about.

A few years ago, there were probably a few major changes in the keywords in the video industry: initially is the contradiction between the increasing cost (server bandwidth) and the profit model, then becomes the genuine pirate, the blood Spell content (exclusive) purchase, for this several video websites also had the Price alliance, later discovered this is also not a method, because has brought the new question, Content homogeneity; So now the video sites have started a new strategy based on the emphasis on content sourcing-and I don't think there is a direct relationship between the big hot mobile internet and the new strategies of the video giants.

The new strategy has two key points:

1, the integration of horizontal mergers and acquisitions, the beginning of the industrial chain at both ends of the longitudinal extension.

Content end: Video sites are no longer content with micro-movies, the "Little things" such as homemade dramas--which began to extend to big parties and big screens--were particularly apparent in 2013 (the music video is supposed to be a different category, after all, it's not the same company as the familiar music scene). For example, the potato made the choice of youth party, Youku began to invest in the film, including just opened the release of the old boy movie version. Archie Art has MA studio.

Increase the strength of content production, and even on the big screen and television stations, on the one hand, is to reduce the cost of video site robbery and improve the weak position, on the other hand, I also look to find another kind of profit possibility. After all, video site in the past the profit model is basically advertising, but a lot of accumulation of traffic if only through advertising, it will be very inefficient and wasteful-so we all talk about large data, its essence is through the user's data survey feedback accumulation to form their own content in the production of the advantages, when content production has the right to speak and brand influence , the profit channel will certainly increase, such as the movie box office.

Channel End: Content extends to multiple screens, providing consumers with seamless experience needless to say, it's all Archie and must do. Here in addition to the content output, the production of the way to control the "screen" is also what we are doing, of course, the strategy is different, music is to do their own, Archie Art is TCL joint release of television, and Skyworth, Beijing-East joint release box.

2, the Network Taiwan Union.

Into the 2013, originally in 2012 held a group to resist the disorderly rise in the cost of content (although they are out of their own) video site broke up, should be dead enemy video site and television have "mixed" together. For example, the potato United Shenzhen satellite TV production party, and then for example, Archie and Henan satellite TV launched the "Hero of Chinese Characters" This document original culture program.

From the point of view of video site, make the television station the most obvious value has two: The first is the television station in some program production actually has very deep accumulation and the superiority, like the party program production. Second, television broadcasts have a brand advantage--at least for now, many advertisers have been more focused on the content of television stations and cinemas than on online homemade dramas. Archie Art on the "Love Apartment 4" network linkage benefits of the statement did not hide this-as the white paper said, "Love apartment 4" Despite positioning in the network audience, but still need to use the traditional platform to promote brand awareness and competitiveness.