The growth rate of the domestic film and television industry in recent years is obvious to all. It is expected that the scale of China's film and television market will exceed 500 billion yuan by 2020. Modern people have more and more choices for viewing content. From traditional TV dramas, variety shows, to network-made dramas, nets, and live broadcasts, the development of science and technology brings an extension of the audience's experience and experience. . Faced with increasingly dispersed traffic and increasingly difficult to grasp viewers’ tastes, relying on technological developments such as big data, exploring trends in content distribution, perceiving viewers’ viewing habits, and understanding the dissemination capabilities of various platforms, data has become a content producer. The company has created an important indicator of explosive shows.
Modern program production has shifted from personal experience to demand-driven. The famous Netfix has heavily depended on data in the production of the program, selection of broadcasts, and so on. It has returned 20 Emmys this year and its performance has continuously improved in recent years. Using data to speak, to some extent, eliminate the "uncertainty" of the program feedback, and increase the hit rate of "explosive funds." This year has already passed half of the current trends in programming. How can we become an explosion? We will look for answers from the data.
I. Users: TV and the Internet are complementary to each other
With the rise of the Internet, the direct impact on the television industry is manifested in the crowd diversion. The television viewers (January to August 2017) reached 1.28 billion, and the per capita daily viewing time reached 150 minutes, a slight decrease from the 161 minutes in 2016. Although influenced by the Internet, television is still the largest audience of media.
With television and the Internet, "replacement" has become a "supplement." In the past, it was widely believed that the Internet was the world of young people. This trend is actually changing. In the first half of this year, some of the most popular realistic dramas have received more than half of their traffic from "80" viewers. According to the “White Paper on the Development of China's Internet TV Eco Chain in 2016â€, the users of OTT TV accounted for 66% of young people aged 20-39, which is the main user group of OTT TV. Variety shows and television dramas have become the favorite programs for this group of users.
The number of Chinese Internet users has reached 750 million in 2017, and the growth has slowed down. However, the rural Internet penetration rate is only 34%, and there is still much room for growth. At the same time, the trend of television networking has increased, and the current television Internet access rate has reached 26.7%. Large screens and rural areas have great potential for the future. It is necessary for such users to exert their power.
Second, the production of content: values ​​are valued traditional culture and other factors sought after
In terms of content trends, traditional entertainment programs such as variety shows and draft categories are gradually entering the bottleneck, and content with values ​​is valued. In the media market in 2017, traditional culture, craftsman culture, science and technology culture and other factors were sought after. For example, the second quarter of the China Poetry Festival Conference’s ratings increased by 1.49%, which was a 41.7% increase from the first quarter. The “Great Tradesman†cumulatively played up to 206 million Youku in June 2016-August 2017. "Hip-Hop" has continued to rise in popularity, creating popular words such as "diss" and "freestyle", and the amount of topics on Weibo has reached 2.8 billion. In the movie "War Wolf 2" has more than 5 billion at the box office, highlighting patriotic feelings and excellent production.
In this trend, programs must not only provide multiple values, but also need to adhere to the moral bottom line and disseminate positive and positive content.
Third, the dissemination of channels: the trend of integration to enhance the strength of the head resources
1. The media platform continuously explores new models and cross-domain integration, providing richer resources for the creation and promotion of programs.
After the freshness of the live broadcast, traffic has dropped dramatically and you still need quality content to get attention. At the same time, traditional media rely on the advantage of content to create live broadcast programs to attract users and achieved good results. On February 19, 2017, the three major media agencies laid out the mobile live broadcast at the same time, trying to attract younger groups. During the two sessions, the CCTV News Mobile Network Matrix launched a total of 243 live broadcasts. The number of online viewers reached 225 million, and the cumulative number reached 460 million.
Online and offline integration also provide more possibilities for programming. Beijing Satellite TV and Alibaba reached a strategic alliance for the "Network Alliance". In June 2017, Alibaba announced that it will cooperate with Beijing, Shenzhen, and Shenzhen David for a three-night-one-night strategic cooperation to jointly host the Tmall Twin 11 Party. The creation is not only the creation of online and offline integration, but also the ability to combine multiple resources to expand the effectiveness of the program.
2, seek to strengthen the promotion of head resources
The television era has prime time. In the Internet age, there are platform homepages and head position recommendations. Now the algorithm-based recommendation technology tools increase the probability that high-quality content is discovered and selected, and the overall cost of word-of-mouth communication is lower. According to the survey, more than 90% of search clicks are concentrated in the top 10, and the premium rate of phenomenon-level variety shows can be as high as 16 times. The annual top ten TV dramas show an increase of over 50% over the previous year. The program actively understands platform rules, increases referrals and exposures, and seeks head resources by adjusting guide words and actively interacting with the audience. It is an important way to expand communication and increase income.
There are many factors influencing the program's explosion. Content, platform, and timing of promotion are all indispensable. Nowadays, the level of appreciation of the audience has been continuously increased and the requirements for the program have become more abundant. It has been difficult to attract viewers with a single element. The IP concept of the past two years was once a benchmark for making explosives. However, if the production of the program is rough, the original high-quality content has been destroyed. Even if there is fan base and idol traffic blessing, only the poor evaluation will result in the final failure of the program. Only by truly understanding the needs of the audience and using data guidance to make an omni-channel operation plan can we provide viewers with better cultural products and become the audience's favorite “explosive modelsâ€.
(Part of the data comes from the CTR Research Report "Media Market Trends 2017")
Taiyi Data is a data business service brand under Taiyizhishang (stock abbreviation: Zhejiang Furun, stock code: 600070). Relying on domestic leading big data technology strength and continuous product innovation, T-DATA is committed to exploring big data. The business value of the company helps customers achieve market decision execution and realize the ability to transform data information into product capabilities. T-DATA is deeply involved in many vertical industries such as finance, education, real estate, automotive, e-commerce, fast-elimination, 3C, and entertainment, generating hundreds of billions of tags. Utilizing unique data mining algorithms, personalized label systems, real-time data monitoring and analysis of the entire network, and visualization and presentation technologies, it provides consumer insights, brand research, and media research for the actual full-service scenario of customers. Business information insight based on big data helps customers to realize big data analysis and application, construct data value discovery and application innovation capabilities.
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