Perspective: TV station, be a WeChat TV

1. The challenges faced by the television media. The domestic online video new media developed rapidly. In 2013, the market scale was 12.8 billion yuan, and maintained a growth rate of more than 40%. At present, the audience is 440 million people. It is diverting the audience of television media, audience rating and advertising revenue, and cutting down the spread of television media. Power and influence. In 2013, the growth rate of domestic TV commercials dropped drastically. In 2014, it is very likely to become the historical turning point for the development of TV media. Traditional TV has thus taken an irreversible downslope. The traditional television media and new video media are showing signs of development. The television media has come to the key moment of meeting the challenges.

2. New media exploration of television media. The biggest advantage of the new video media is the Internet online video platform, which can provide users with new TV services. U.S. traditional television media implemented TV Everywhere strategy to resist the invasion of new video media, or build video platforms such as Hulu. The direction of efforts is to build an online video platform. HBOs are building platforms to accelerate Netflix, and Netflix is ​​creating content to accelerate HBO. Domestic video websites are also increasing their investment in home-made content and are moving toward the next generation of Taiwan TV network integration.

Platform exploration

The domestic television media also took the main measure to cope with the challenges of the new media by building a platform for network television stations. Since 2009, national television stations have successively opened more than 20 network television stations, making television programs available with new media channels. It is undeniable that rivals of network TV stations compete with the Red Sea of ​​PC screens. Platforms, products, technologies, content, capital, systems, user experience, business model innovation, and other aspects are completely not opponents of video sites. Currently, state-owned network television stations are Click duration and market share and commercial video sites are far from a heavyweight. At present, the construction of Internet TV stations has not successfully completed the TV station's new media transformation breakthrough.

Exploration of network linkage

TV media regards video websites as channels to export high-quality copyrighted content to obtain short-term copyright revenue and dissemination effects. However, the end result is that raising tigers, and the fat-seeking video websites divert television ratings and advertisements. In 2014, Hunan and CCTV began broadcasting independently. CCTV no longer distributed the World Cup live broadcast rights to commercial video sites. Hunan TV station broadcast all its programs on its own mango TV, and used TV media content and copyright advantages to contain the impact of online video. There is no doubt that the protection of content rights by television stations will greatly affect the flow and revenue of commercial video websites. The results are immediate. However, this measure is only a passive response. It is only the use of content to curb the development of online video. What is more urgent is how to actively and rapidly develop television new media.

Mobile exploration

With the rapid popularization of mobile smart terminals and the promotion of mobile broadband networks such as 4G, the mobile video has unlimited potential. TV media mobile APP is on the line, but it duplicates all the disadvantages of the PC. Platform, product, technology, content, capital, system, user experience, business model innovation and other aspects are also not rivals of the video site. The download volume is small and users are not active. Difficult to operate.

TV screen OTT exploration

Internet TV has become the main direction of TV media transformation. However, the competent authorities intend to centralize the content of radio and television to do OTT, only to issue 7 Internet TV licenses, and TV stations become content service providers for licenses. In terms of policy, TV stations cannot directly develop OTT.

The use of social media <br> The widespread use of social media tools such as Weibo and Wechat in the television media, the media and the nature of the media have increased the influence of the television media to some extent; the use of the Weixin public platform is only a single Graphic information dissemination.
In general, the current exploration of the development of new media by the television media has not yet made breakthroughs. The broadcast platform of television stations is increasingly challenged by the Internet video platform.

Second, the TV media transformation path

1. The goal of TV station's new media transformation. Television stations must not only continue to maintain the advantages of traditional specialized television broadcast platforms, but also gradually gain the advantages of the Internet public video platform. It is not only the dominant television broadcasting platform but also the dominant new media platform.

2. The new media transformation path for television stations. Compared with video websites, TV stations have the following advantages: professional program production capabilities are comparable to non-video websites, and are still mainstream TV services (1.2 billion audiences, 10 times more revenue than video websites), and have credible license resources. Resources and so on. The weaknesses are platforms, technologies, products, markets, video content, etc. It should be possible to break through the advantages of the TV station itself, rather than to counter the advantage of the video site with its own weaknesses.

At present, the growth of PC-based video users has reached the limit and tends to be flat. The TV end is under the strict control of the competent authorities, and the video site is outside the front door of the TV screen, but it is also trying to penetrate it. The mobile Internet is in the ascendant and becomes the main entrance for users to access the Internet. Mobile video is experiencing explosive growth. Currently, there are 294 million mobile video users in China. The video site's mobile-end products have not been perfected yet, and its commercialization is rough. It is still in the early stages of development. Watching TV while moving the second screen is accompanied by 64% of users.

Therefore, based on dominant television programs and TV programs, leveraging the power of third-party platforms and leveraging mobile Internet services, using the mobile terminal as a breakthrough point, the television viewers can be transformed into video subscribers that can be operated by television stations themselves, and the fan community economy can be developed. The spread and operation of the Internet will become the best historical opportunity for TV stations to realize the overtaking of video websites. After the TV station successfully occupies the mobile terminal, one cloud and multiple screens will be gradually realized. The TV media finally realizes the transformation of new media with multi-screen communication and Internet operation.

WeChat is the entrance to the mobile Internet. With more than 440 million active users in the country, WeChat uses the "infrastructure" of the mobile Internet entry level. Building WeChat TV will be the best entry point for TV media to integrate mobile Internet and achieve a successful transition.

3. Wechat TV is a historic opportunity for the transformation of TV media

1. The concept of WeChat TV: WeChat TV is a mobile internet platform for TV media. Through the WeChat TV platform, users can watch live TV, on-demand, TV programs, pay-TV and other TV content through mobile Internet terminals such as smart phones and tablet PCs, browse graphic and television related information, and disseminate information in the WeChat circle of friends. Users can realize rich and colorful interactions through WeChat TV and TV content, such as participating in the live television scene in the studio and interacting with the mobile Internet. WeChat TV uses the WeChat public account as its entrance. Users only need to scan and follow the WeChat public account of the TV station and use it without downloading the APP.

2. Main functions of WeChat TV: Via WeChat TV, the TV station can realize the following functions:

First, to realize the socialized dissemination of mobile Internet content of television content, to meet the needs of users watching TV anytime, anywhere, and enhance their influence. Via WeChat TV's powerful video cloud platform, it can provide users with services such as live broadcast of TV programs, on-demand programs, TV programs, video search, PPV, and paid membership packages. Users can share viral socialization of popular TV content through sharing with friends.

Second, through the mobile terminal and television interaction, innovate the form of television programs to enhance ratings. Users can interact with the TV programs in the studio, interact with the mobile Internet before and after the broadcast, change the production and broadcasting methods of traditional TV programs, and use television programs and TV channels as a mobile Internet product.

Third, the television viewers will be transformed into TV mobile application users and the new media of the TV media will be transformed. The prospects are bright. After users convert to millions, even millions, and millions of users, they can conduct commercial operations on the mobile terminal, such as mobile advertising, mobile e-commerce, mobile games, TVO2, and mobile medical services.

WeChat TV is a TV new media product in which TV media and mobile Internet are deeply integrated. WeChat TV seizes the opportunity of the vigorous development of mobile Internet and uses the WeChat mobile Internet portal to transform the common parts of WeChat users and TV viewers into TV mobile applications. Users realize the overtaking of business video and audio websites at the mobile end, and successfully transform into the era of mobile internet. The mobile video application dominated by the television media has prevented Internet companies from using TV content to smuggle TV viewers away from the PC side.

Fourth, CCTV5 Brazil World Cup WeChat TV major breakthrough

The 20th Brazil World Cup officially kicked off on June 12, 2014. China Central Television’s sports channel CCTV5 broadcasted all 64 games exclusively in mainland China. CCTV no longer has an immediate effect on the online video distribution of the 2014 World Cup live broadcast of Brazil. The World Cup carnival and the PC-side network video are nowhere to be seen. The arrogant OTT TV is also silent at the World Cup. CCTV5 took advantage of the World Cup exclusive sports copyright content to hold viewership ratings, advertisements and viewers in the hands of television media. If CCTV5 only broadcast live and on-demand content of the World Cup, relying on advertising to obtain revenue, then this World Cup broadcast is still a fully-fledged traditional TV business model. There is nothing to be done in the face of the challenge of new media in the video. One of the prominent features of the World Cup broadcast is the deep integration of traditional TV media and mobile Internet, realizing the integration of traditional media and emerging media, and exploring a successful path for traditional TV media to develop new media. CCTV5's World Cup WeChat TV in Brazil has been a major breakthrough in the following areas:

First, in conjunction with the mobile Internet, the success of the second-screen communication has been achieved. According to foreign research institutions, 64% of viewers use the second screen while watching TV. In the CCTV5 World Cup broadcast, the total number of viewers using the second screen to scan the QR code exceeded 3.7 million. The mobile screen has become the second broadcasting terminal of CCTV5. Contribute directly to program ratings and improve user stickiness.

Second, successful creation of new business value beyond television screen advertising. The mobile second screen creates new advertising inventory space. The user interaction activity provides a new business model. After the third-party payment is opened, the O2O service of TV-related products and video content will be successfully realized, which has great commercial value.

Third, a new television interactive model has been successfully implemented. Through the CCTV5 official WeChat service number, users can guess the result of the match, can vote for which squad squire Liu Liuxi wears which team's jersey, can grab a virtual audience seat, can sign in, can draw, TV studios and TV viewers realize the history The most efficient interaction is far from being comparable to mobile phones.

Fourth, the successful realization of the "audience" of television has been transformed into a television "user". Unlike the Internet, the measure of television media is viewership, who is the audience, where the audience is, and how the audience's behavior is unpredictable. During the World Cup, a total of more than 3.7 million users focused on the CCTV5 WeChat service number, successfully converting TV viewers to users. After the scale of TV users, the "micro TV station" operation will have a huge space for development. The mobile second screen will be used as the user's core terminal, and the TV screen will be used as an auxiliary screen for mobile screens to successfully carry out advertising, payment, and e-commerce. Internet-based TV operations such as games, TVO2, mobile medical, and mobile education.

Fifth, we have successfully enhanced the multi-screen interactive experience of TV. While the CCTV5 World Cup program can be played on multiple screens, it can be sent from the mobile screen to the TV screen or from the TV screen to the mobile screen. The mobile screen can control the TV screen, greatly improving the viewing experience of zero users.

Sixth, social television has achieved initial success. The social behaviors and video viewing behaviors on mobile terminals such as smart phones and PADs have occupied a large amount of time for users. Socializing communication behaviors such as commenting on video content and sharing video content are important directions for video development. In the CCTV5 World Cup WeChat TV, users can easily share the game video to the WeChat circle of friends. Wonderful videos have been retransmitted at the tens of thousands of levels, and social television broadcasting has achieved initial results, laying a good foundation for the next step.

CCTV5 The World Cup of WeChat in Brazil has fully integrated the development of traditional media and emerging media, making full use of the latest technological innovations. CCTV5 WeChat TV, in addition to the traditional television media program production, broadcast, traditional television channel distribution, commercial income, in the emerging media reuse of the most cutting-edge technology. The first is cloud computing. World Cup programs distributed on mobile smart terminals require cloud computing platforms to upload, transcode, process, store, and distribute on the Internet. Video content can be readily available anytime, anywhere. The first step is to have an efficient video cloud computing system. Secondly, the CCTV5 World Cup WeChat TV makes full use of mobile Internet technology. China Mobile has more than 600 million Internet users, and the mobile second screen has become the main entrance of the content. The World Cup broadcast CCTV5 successfully achieved the second screen of the mobile Internet and opened up. The new business value space; Third, the spread of the CCTV5 World Cup WeChat TV has fully realized the socialization of social networks, built micro-station products in WeChat, and deep integration of WeChat, and social communication has achieved initial success.

In general, mobile Internet and socialization are in the ascendant in the digital, network, and intelligent television transition history. The CCTV5's World Cup WeChat TV in Brazil has largely realized the productization, mobilization, and interaction of TVs. Socialization, multi-screen, successfully converted television viewers into TV users, truly realized the convergence of the Taiwanese network, created a new commercial value space, improved the stickiness of TV users, and improved TV ratings. In 2014, CCTV5 Brasil World WeChat TV set a new example and took a solid step in the Internetization of TV media.



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