TV should take advantage of media convergence to get out of the fans

Digging content with new media thinking

The core of cross-media is not how to display the same content on different carriers, but rather how to provide new and incremental value to the target audience through new carriers. Only by breaking through and changing at this point will television media have more vitality.

"Content is king" is still the origin of media value creation and is the magic weapon for the media to win. Wang Kai, CEO of Yikai Capital, once said that in the future, TV can be seen as a magnified smartphone. TV media should shift from media channels to content, collect information from multiple channels and from multiple perspectives, and then use their own value to disseminate programs in the form of audiences, truly meeting the audience's demand for knowledge.

With the cooperation of new media, the author's deepest experience is: “Let the audience care about your business, first of all to turn your business into his business.” The idea of ​​empathy is to learn from new media. It breaks the linear thinking mode of traditional media and opens up a new world with the interactive thinking of new media. In the era of fragmentation, the people who have gained the hearts of the people have the world. For example, CCTV's phenomenal documentary “China on the tip of the tongue” is a change from traditional media to a storytelling method. The director, Chen Xiaoqing, said that this filming was based on the European and American episodes of the popular documentary shooting mode, using fragmented narrative methods to introduce food. It is more in line with the appreciation habits of young people today.

The professionalism and refinement of traditional media are irreplaceable for new media. No one knows where there are stories and how to tell stories more than these specialized traditional media people. Although mobile WeChat users can also upload a local food video, it will not achieve the exquisite professionalism of traditional media production content. Therefore, the advantages of traditional media still have to strive to provide good content and first-rate products. In the future, whether it is traditional media or new media competition is not talent competition. In the competition where content is king, talent is the core competitiveness.

Build brands with new media channels

The brand is still the core competitiveness of traditional media, and it is also an advantage that new media emerging in a short time cannot surpass. The key to successful transformation of traditional media is to transform their audience groups into digital users and even attract more digital users to rebuild the traditional media business model.

For the use of traditional media and new media, the audience has the final choice. This choice includes what kind of content to like, whether to see or hear, or to obtain information that they believe is attractive in other ways. Traditional television stations have advantages in the content resources of movies, television dramas, and other brand-origin and column-based original programs. Traditional media should strive to maintain and expand audiences with new media channels and enhance brand influence.

The first quarter and second quarter of China at the tip of the tongue continued to gain popularity. Through the marketing of online media, it gained a great deal of impetus. Many celebrity fans communicate and relay word of mouth on WeChat and Weibo. In conjunction with a daily episode of the documentary, each discussion of a theme has formed a continuous concern of the Internet.

Netizens have also created their own “bow tip” to increase the popularity of their films. In Beijing’s case, netizens came to the time-honored brand and put the coke circle, bean curd, and donkey into the camera, sent it online, and sent it to WeChat. Circle of friends, manufacturing “Beijing on the tip of the tongue”; netizens in Shanghai, Sichuan, and other places are also lively “on the tip of the tongue” on the Internet; various editions of the “Alma mater on the tip of the tongue” have been released on the BBS in universities, giving us very Good revelation. This fully reflects the personality roles of WeChat and Weibo, not just news carriers and information dissemination tools. The reprocessing and recreating of netizens will continue to expand the audience of the same information, thereby triggering a “butterfly effect” and generating a huge amount of power and amazing influence.

Leverage new media marketing to enhance interaction

The new media has achieved unprecedented interactivity, and young people with faster interactive media are transforming their behavior from simply spending on the media. For example, when they watch online video, they look like TV is no different, but they have the opportunity to comment on these materials, share, label, score or rank, of course, can also be discussed with other audiences in the world.

Take microfilms as an example. Although microfilms are called films, their playing channels are essentially different from traditional films. Its broadcast platform is mainly based on new media, such as laptops, 3G mobile phones, tablet computers, etc. Viewing video is no longer limited by space and time, which makes it possible to play full-time video. In addition, the popularity of mobile communication technology allows everyone to have access to online media at any time. The audience has become easier to acquire, receive, and watch micro-movies, and the audience has also been greatly expanded. The biggest feature of microfilm is interactive and participatory. The audience can freely request and comment on their favorite works. During the viewing process, they can also pause, jump, play back, and even re-edit. This model subverts the closed space constructed by traditional theaters and changes the single point of the traditional movie. Propagation mode. The audience no longer only plays the role of a bystander. He can freely participate in the modification of the plot and the entire creative process, change the fate of the characters according to his own ideas, and even set the outcome. This interactive mode has greatly enhanced the attractiveness of microfilms and accelerated the widespread dissemination of microfilms.

Considering the user experience comprehensively, these characteristics of new media can be used for reference and innovation in the live broadcast of traditional media. For example, the “Feast of the Giants” of CCTV Sports Channel made many attempts, during the 2014 World Cup, the “Feast of the Giants”. The host Zhang Bin said that the best player of the day to be invited to the scene, so many people can not help but be shocked, but immediately appeared in the studio an angry player kicked the ball, turned out to be a virtual player using 3D and hosting Human interaction, the big screen behind the scenes also timely release the latest live images, this idea is extremely clever, it is in line with the user experience of using new media, adding novel elements, the audience can instantly participate in interaction through Tencent WeChat, Sina Weibo, etc. Constantly enriching the audience's on-site experience will be the only way for traditional media to evolve and innovate toward new media.

in conclusion

Nowadays, new media has become an economic driving force, and it is undergoing increasingly striking chemical changes with traditional media. The most significant change is that traditional media has expanded extensively with the help of new media, advanced media technologies and diverse forms of expression. The program content and product line have achieved a perfect marriage with new media. Like the developed countries in Europe and the United States, the new media of China Radio and TV will also be more deeply integrated with traditional media in the future to enhance the value of new media. In recent years, a large number of traditional media have used the new media's dissemination channels to unleash a positive signal of symbiosis with new media. This is a useful attempt to complement and benefit new media, thereby promoting the upgrading of the media industry structure and realizing the traditional media to the modern media industry. The transformation.

Future traditional media must move toward cross-media. As Murdoch once said: “Power is shifting, from the people who own and manage the media to the increasingly discerning readers and audience. These readers and audience are young and full of vigor, extremely new to technology. Sensitive, unwilling to be led, and knowing that in this media-competitive world they can get any information they want in any way they like, anytime, anywhere, and whatever they like.”

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