Exploring the integration of the media, the three major fusion methods of domestic satellite TV

At present, there are three mainstream cases of integrated development with video sites on the domestic satellite TV platform. Let us take a look at the advantages and disadvantages of these three cases.



Self-sufficient: Hunan Satellite TV and Mango TV

Guess: Zhejiang Satellite TV or push China Blue TV

In April 2014, Hunan Radio and Television announced that Mango TV was fully supported by the “Mango Solo Broadcasting Strategy”. After nearly a year of development, according to incomplete statistics, as of March 2015, the average daily active users of Mango TV platform With nearly 30 million people, the total number of mango TV APP downloads has exceeded 60 million. If there are heavyweight programs or dramas, it will also show explosive growth. This is undoubtedly the best interpretation of “content is king”, not only for Hunan. The great confidence of radio and television executives also confirms the core competitiveness of high-quality IP.

It is reported that Lv Huanbin, director of the Hunan Radio and Television Station, repeatedly stated at an internal meeting that it is necessary to speed up the pace of integration of radio and television in Hunan, "to me as the mainstay, to embrace the Internet in full, and to develop the mango TV with finger-pointing and punching." As the first video website with a radio and television background, Mango TV has become the new spoiler of Internet video, and is also exploring a viable road for media convergence in the Broadcasting Department. The efforts of Mango TV may allow the traditional TV industry to see the creation of new video media and avoid the hope of being subverted by the Internet.

A few days ago, there were users of microblogging broke the news that Zhejiang Satellite TV will also be on its own video playback platform "China Blue TV" in July. The platform will take the variety show as the main body and will integrate the channels of Zhejiang Satellite TV and Zhejiang Broadcasting Group. If the news is true, it means that the establishment of another broadcasting platform, the "Big Brother of Running" of the recent big fire is likely to disappear on other video sites, and only the "China Blue TV" can see it. The reporter telephoned Jing Jing, the person in charge of Zhejiang Satellite TV, to inquire whether the news was true. The other party was very surprised to ask the reporter where to find out the news. He also said he had no knowledge and no more words.

However, in the view of entertainment critic Tan Fei, Zhejiang TV’s launch of “China Blue TV” is normal, and stated that the establishment of a video broadcast platform will become the trend of first-line TV. “The multiple utilization of quality resources requires a good Platform to carry, this is a concentrated expression of resource maximization. Zhejiang Satellite TV has a highly popular variety show "Run Brother", which has the most basic conditions for the establishment of video playback platform."

Advantages: Similar to Hunan Satellite TV, a strong platform for provincial TVs, naturally has a lot of excellent content resources in its hands, and building an "exclusive" network video platform with its own resources can be seen as a "my site." I feel like I'm in self-confidence, and the dual-platform collaborative driving effect will be the greatest extent reflected in the mango's body, because after all, only he himself knows what is best for him.

Insufficient: For the "exclusive" business philosophy, to a large extent can be seen as the advantages, because after all, the current market rule is to master the scarce resources can be successful, but from a long-term development point of view, "exclusive" also Existence is insufficient, it is monotonous, after all, integration development is not just looking for a channel to do the same as the TV platform. More diversified content may be TV or even the same planning platform of TV After all, a certain level of road.


Exclusive Custom Type: Anhui Satellite TV and Tencent Video

Conjecture: Dragon TV and Ali interact across the screen <br> In the field of television media, TV series as a great weapon to stick to the audience, has always been a battleground for each TV team. Especially in 2015, the official implementation of the “One Play Two Stars” policy has brought a lot of shock to the previous TV drama marketing. Under the New Deal of Television, TV drama marketing has become particularly important. The roles of participating in marketing have also changed, and the marketing methods and ideas have also changed.

In this regard, we have seen Anhui Satellite TV launch “TV drama 2.0” TV drama marketing in 2015, and at the beginning of this year, it has thrown its first marketing product “Medical House Laughing” to the industry. A new approach to network resonance, to achieve dual marketing and content sharing. Formed with the division of TV dramas in the past, advertisers sought a new integrated marketing path for TV drama marketing in the era of fragmentation.

Anhui Satellite TV and Tencent launched the “Big Drama 2.0” network to link the first product and jointly broadcast, promote, and jointly invest in the trial drama “Medical House Liao Chuan”, which has achieved two major positives: marketing effectiveness and social repercussions. Next, Anhui Satellite TV will once again join forces with Tencent to run a dual-screen TV series "You Are My Sister" and continue to deepen the "Drama 2.0" model, hoping to bring more three-dimensional marketing experience to customers. On this basis, Anhui Satellite TV will continue to enrich the connotation of “TV + Internet” linkage extension and integration, and establish platforms for electricity suppliers, mobile games, etc. to build e-commerce dramas, e-commerce programs, and TV e-commerce festivals to build television and content. As the core of the spread of new ecology and new closed-loop value.

The Dragon TV will continue to cooperate with Alibaba to launch a “sweeping tomato logo” while watching the “Tiger Mompa Dad” broadcast. The audience will watch the drama while using the mobile client to scan the Dragon TV station logo. Discounted purchases of home appliances, daily necessities, food, clothing, and other products of the same kind can be purchased.

Dragon TV is the first provincial satellite TV to try to buy an e-commerce model during a TV show program to achieve a full-time multi-screen entertainment viewing experience. It hopes to create more views for the audience with this new interactive opera mode. Playful fun.

Advantages: TV dramas are the highest content carrier for TV viewing for many years. The appeal to viewers can never be reduced. Even with the impact of video websites, self-control and overseas dramas, most viewers still watch TV dramas through the TV platform. , And through such as "big drama 2.0" or "seeing and buying" this type of media integration of multi-screen interactive integration will increase audience viewing viscosity, resulting in a win-win situation.

Inadequate: Through the drama as the first step of media convergence is correct, but if only a single move, it is still a little slow, when many TV platforms try their own exclusive video network platform, as well as such companions like Jiangsu Hunan's touch-screen TV platform, perhaps the speed of the next move should be faster.


Scattered Pattern: Jiangsu Satellite TV and Numerous Video Platforms

Conjecture: At present, most satellite TV platforms adopt the way <br> Jiangsu Satellite TV, as the top-ranking satellite TV platform of the provincial satellite TV, has its own unique understanding of media convergence, and it has repeatedly reported that the strong TV programs of Jiangsu Satellite TV will be held in Mango TV recently. On the air, according to the opinion of the public opinion community in the Internet, speculation is first and power is the way to explore. If there is no essential problem in the turmoil, it will advance at full speed. This is confirmed by the facts, and the significance of this event is reflected in the breaking of the frame and the final restraint of the broadcast platform, cooperative main body, and new media platform of the future television programs.

However, in reality, Jiangsu Satellite TV adopts the pattern of "girls scattered flowers". Like the "Going to the End of the World" that was launched in the second quarter of the second quarter, as the TV's flagship variety in the second quarter, it is broadcast through seven online video sites. The full-bombing sense of content coverage is perhaps what Jiangsu Satellite TV hopes to achieve, and the joint mango TV can also be seen as a new temptation for the fourth case of fusion development in the future.

Advantages: One of the major advantages of the video platform's full platform coverage is that it is "full." Because of the many objective and subjective reasons, the audience does not come from any video platform. Just like you used to eat from a restaurant, you may visit this restaurant regularly. Gradually become a habit, and the full coverage of the “girls scattered flower” type will eliminate the omissions that will occur due to the audience's habits, can be described as long as you want to see, which platform has mine.

Inadequate: Things are often two-sided, as mentioned previously monopoly monopolization is not lack monotony, and full coverage may also only be a short period of time to accumulate a user word of mouth a practice, I believe the future bigger and stronger self-brand is Jiangsu The TV needs to explore and try. By that time, Lychee TV may not be a dream.

All said that TV is old. TV is no longer an indispensable family essential for the increasingly younger audience. However, as a television player, they do not have the meaning of “old” to provide for old age, and explore the media. The road to integration is slowly taking shape at the foot of China’s television audience.



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