"Internet +" will change the format of television

Like the heroine's handbag in the TV series, scan the QR code on the bottom of the TV screen, and then “screen purchase” in minutes. If you want to support the singer you enjoy in the variety show, you can pick up your mobile phone and “shake it” to vote. In the era of media convergence in the mobile Internet, traditional cable television is quietly undergoing a revolution.

At the Forum on the Development Path of Broadcasting and TV Networks in the Media Convergence Situation held on the 28th, Tian Jin, deputy director of the State Administration of Press, Publication, Radio, Film and Television stated that the broadcasting and TV industry should speed up the implementation of the "TV" campaign and the "broadband and broadband broadcasting" strategy, and the radio and television network From a single viewing service to a comprehensive information service, the home information center was created.
Joint mobile phone screen, TV screen to find channels to interact with viewers

Many people still remember that the Spring Festival Evening of the Year of the Goat introduced the WeChat "shake" interactive mode for the first time, which triggered an upsurge of people grabbing red envelopes, and it also opened the eyes of many people. The original TV can still be played this way!

As a matter of fact, as early as last year, Hubei Radio and Television Network Co., Ltd. first cooperated with Tencent to develop a “shake” service. After connecting the mobile phone screen and television screen, the traditional television industry has found a shortcut to interact with the audience, and has also achieved the integration of traditional media and new media. At present, Hubei Satellite TV has added "shake" interactions to TV programs such as Love and Dragon TV's China Dream Voice.

A few days ago, Hubei Broadcasting also joined hands with Alipay to meet the needs of viewers to buy while watching. Later, when viewers are shopping on TV, they can pay more conveniently anytime, anywhere, and they can even play games on the TV while playing games.

"Currently, with the advent of the "three-network convergence" and the advent of the era of big data, the development of the mobile Internet's blowouts has led to the trend towards mobile, high-definition and intelligent video terminals. Cross-border integration of telecommunications, broadcasting and television, and competition among mixed industries As the mainstream becomes increasingly fierce, the traditional broadcasting and television network industry faces enormous challenges.” Wang Xiaoyang, chairman of Hubei Broadcasting and TV Group, said: “Hubei Broadcasting and Television has been searching for a road and must adapt to the 'Internet' to cultivate new formats based on broadcasting and television networks and bring viewers Return to the living room to form a new economic growth point."


"Internet" has broadened the platform for broadcasting and will also change the format of television

For the traditional television industry, the "Internet" not only provides a broader platform, but also changes the industry ecology at a deeper level.

In response to multi-screen communication, in July 2014, a number of independent companies operating under the former Hubei Broadcasting and Television Group merged and established the Yangtze New Media Group, which means that it will be network TV stations, mobile TVs, city televisions, clients, WeChat public number, etc. The media business is unified into a "dam." “In the past, resources were scattered and the content was repeated. The new media business could not be intensively managed. After the establishment of the new media group, all of our own copyrighted programs and TV dramas were uniformly exported to foreign countries and were transferred at a certain copyright fee.” Li Hua, deputy editor-in-chief of the Yangtze River New Media, said that such organizational changes have opened up the bottom channels of all kinds of new media business technologies, and set up a “central kitchen” to open up all key editorial journalists to realize “one acquisition, multiple distribution, and multiple screens”. interactive".

The user-centered Internet thinking is gradually fermenting in the TV circle. More and more television stations use huge amounts of data to analyze user resources, guide users through consumer demand for cable television through data mining, and carry out point-to-point push and customization services.

In terms of product output, the era has placed higher demands on the television industry. The television industry is no longer satisfied with merely providing IPTV (Internet TV) products, followed by the development of OTT boxes (Internet TV set-top boxes), and more intimate cooperation with the Internet. Even the "Internet" will change the layout of the television industry. According to industry analysts, TV's social functions are constantly being enlarged and TV programs are adjusted according to viewers' opinions. It will be possible for the same TV series to retain multiple scenarios to allow viewers to meet their needs.

However, there is still a long way to go to achieve the goals of the Family Information Center.

“At present, the province’s digital TV users tend to be saturated. Traditional businesses are still the mainstay. Value-added services have not reached the scale. There are only a few users of broadcasting and television (broadband) users.” Wang Xiyang introduced that in the revenue structure of Hubei Radio and TV, the basic viewing maintenance fee and installation Funds and other basic income accounted for 69.6% of total revenue. As cable TV users increase to “ceiling”, the comparative advantages of pillar income will disappear. At the same time, income from revenue from paid channels, interactive services, and high-definition services that can increase revenues is just over 100 million yuan, accounting for only 11%.

In addition, the compound talents are in short supply, the traditional radio and television technology management administrative talents are more, and there are fewer modern enterprise-type talents in digital technology, network technology, information technology, and operation and management; there are more talents in broadcasting and television business, marketing and capital operation Less talented people.

"People often say that 'TV will die', referring to the traditional TV model will die, the future trend is the complete Internet-based TV screen." Associate Professor Hao Yonghua of the School of Literature and Journalism and Communication, South China University for Nationalities believes that on the mobile, computer side In the past, the competitiveness of the television industry was still insufficient, mainly because traditional TV media resources did not really transfer to new media terminals and still produced content around traditional television audiences. For the broadcasting and TV industry, the Internetization of television screens has a long way to go.

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