TV was once a luxury product. The “upstairs downstairs and downstairs, electric light phone†in the original well-to-do life had no TV set. TVs were needed to buy TV tickets. The golden era of TV was the era of “The Eagle Shooting Heroes†and “Longing for Hopeâ€. , A drama on the alley is the best entertainment for people.
However, the flowers are not blooming for a long time. The Internet has emerged. The Internet is like the new continent that Columbus discovered. People who continue to attract traditional media empire go. Some people just started to look at the New World, and they immediately returned and went later. More and more times, some even do not come back. Some of them were born in the New World. They do not know that there is an old empire.
If the New World is completely a self-sufficient closed ecology, the New World needs a steady flow of water, oxygen and food and vegetables from the old empire, because people in the New World also need these, and start publishing newspapers for free or low-cost content to the Internet. The Internet is again provided free of charge to users. Gradually, people are accustomed to obtaining content from the Internet for free, never to read newspapers and magazines, and newspapers and magazines have declined.
Nowadays, TV stations are faced with the same situation. Besides relying on terrestrial wireless, direct broadcast stars, and cable television networks to transmit their own broadcast signals, TV stations are also selling their own live broadcast signals and programs to IPTV, OTT, and video sites. The latter have their names in mind. Gangbang TV stations have expanded their program coverage and influence. As a result, many users are accustomed to seeing on-demand or live broadcasts on the Internet, which has led to a decline in the live broadcast ratings of TV stations.
The TV station is not willing to cover only the old empire and is unwilling to give up the New World. Especially the population of the New World is increasing, and the TV station is also comfortable spreading its influence to the New World, but how to become a new media has become a new proposition.
Unlike the emerging Internet companies, which can quickly adjust to mistakes and adjust continuously, TV stations have their own original business inertia and vested interests. While trying a new business, they must obtain support and tilt from the original business, otherwise they will easily fall into internal friction, so TV stations do The new media must first and foremost be a top-level project. With the highest leadership fully supporting it, new media can be successful.
So TV stations have opened their own websites, official Weibo, WeChat service numbers, made mobile phone clients, PAD clients, smart TV clients, and some even broadcast signals broadcast on websites and clients, giving netizens free of charge. Watch.
Is this new media? In fact, what Lao Yin has to say is that television stations quickly smash live broadcast signals! It is not new media, except for heavy traffic, huge investment in IT and bandwidth consumption, and the theft in addition to being converging software. Broadcasting did not bring any benefit.
The first is to increase the coverage of coverage. TV stations sell advertisements to see ratings, and viewers who watch live broadcasts through the Internet are not included in the statistical coverage of ratings. Second, it is to increase their influence. They are back at the aggregation software and other websites. The amount of money will not increase your popularity. You are only the source of the signal. People are home-grown software and websites.
The downside is the most obvious. If the viewer can watch your live broadcast via the internet, he may not be able to watch your show through TV. Your ratings will drop. What does the rating mean for the TV station? Knowing that the newspaper is a lesson from the past.
The first thing a TV station needs to do is to improve the quality of its own program content and increase the ratings of its programs as much as possible. This is the root of the TV station. The Internet can only be an auxiliary means to assist oneself in bacon, not to quench the thirst. How to do it? It is to only broadcast the IPTV, OTT, and video sites and broadcast the previews to the Internet, increase the influence and popularity of the programs, and guide users to turn on the TV to watch live broadcasts at the time of the live broadcast. The broadcasted programs can be sold. Time-shifting, viewing and on-demand broadcasting for cable television can be sold to IPTV, OTT, and video sites and other Internet sites for on-demand broadcasting. It is for the television station's copyrighted content management to know that it must guarantee its leading position in live broadcast.
TV stations still do their own websites, official Weibo, WeChat service number, mobile client, PAD client, smart TV client, but these are more for the audience to provide program previews, film presentations, and program participation interactions. Provide your own live broadcast.
The new media is not moving programs to the Internet, but it is in the entire process of selecting, planning, videotaping, choreographing, producing, and broadcasting programs, breaking the original closed state, and realizing choreographers, presenters, and viewers at each stage. Interactions, and this interaction itself becomes part of the program, so that pure programs have social and sharing possibilities.
The most successful example of this is Hunan Satellite TV. First of all, it is to draft a show on its own, to train a group of stars who have signed up for themselves, and then let the stars shoot TV dramas. After the film is over, these stars are returned to do variety shows, publicity dramas, and TV dramas are broadcast. Take these stars as variety shows. . . , For these hosts, on these few stars, propped up the number of Hunan Satellite TV programs, and the programs set off against each other, raising each other's ratings.
The website, official Weibo, WeChat service number, mobile client, PAD client, and smart TV client are the means for viewers to upload information and interact with the TV station. Using these methods, the audience club can be established to understand the audience's preferences and Demand, design and innovate new programs and sections, introduce the content and guidance of sections and programs, allow viewers to watch TV broadcasts on time, share and confess during the viewing process, collect audience feedback, and design the next programs. . .
This is the convergence and innovation of the traditional media and new media of the television station. It is not a matter of directly moving broadcast signals to the Internet. Therefore, the television station has stopped broadcasting!
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