The Internet Invasive Spring Festival Gala: How to Overturn Traditional TV Live?
At that time, the Spring Festival Gala had just been going on for an hour. The audience had already completed 857 million interactions through WeChat. After an hour and a half, the number climbed to 2.047 billion.
During the entire live broadcast of the Spring Festival Gala yesterday, users can participate in the various interactions designed closely with the Spring Festival Gala through WeChat's “Shakeâ€. In addition to WeChat and many brand sponsors sent more than 500 million WeChat cash bonuses, the "Shake" content also includes red envelopes electronic program, new year's cards to friends, corporate greeting cards, star voice blessings, family portraits, friends circle small video Wait.
At 10:30 in the evening, during the Spring Festival evening, the number of user WeChat shakes totaled 7.2 billion times, sending a total of 120 million WeChat red envelopes.
This deep cooperation with WeChat is also the first “close contact†between the Spring Festival Evening and the Internet. As the influence of traditional TV programs has been declining, the Internet, which is seen as a destructive force, was injected into the new year for the Spring Festival Evening. New vitality.
TV station's interactive problems
The problem that has long been plagued by the development of traditional television stations over the past decades is that after content production is broadcast, it does not know who the audience is and cannot establish an interactive form in the broadcasting mode. The rise of the Internet and video sites has made the shortcomings faced by traditional TV stations even more prominent. As channels have migrated to terminals such as mobile phones and PCs, although most of the content watched by viewers still comes from TV stations, there is a gap between TV stations and the audience. The ties are constantly being split.
In the past year, TV stations no longer just put their content on new media channels such as the Internet. Instead, they used the mobile public accounts, QR codes, and WeChat to interact with viewers. The viewing of video content on the PC is to decentralize the ratings of the TV station, and the mobile phone interaction can pull the user back. The interaction between mobile phones and televisions has allowed traditional televisions to extend to the mobile Internet and established new bridges with audience users.
According to a survey released by research organization NPD, 88% of U.S. households have "second-screen products" other than television, and 87% of entertainment consumer groups use at least a smartphone or tablet while watching TV. On the computer, 47% of users will perform activities for the programs they are watching and other smart devices on their hands.
During last year's Brazil World Cup, CCTV Sports Channel tried to make more changes in live broadcasts and programs, such as the interactive design of "5-win" programs, such as the operation of the CCTV5 Wechat service account. Some applications of mobile phone-based WeChat service accounts, such as sweepstakes, games, live broadcasts, and the use of CCTV5 and CCTV5 WeChat accounts, make programs and services a unified new platform.
Fans of the CCTV5 WeChat service account exceeded 800,000 during the World Cup operation. The WeChat account allows the TV station to directly extend to the mobile Internet. The TV station uses WeChat, China's largest social media, to complete social communication.
This year's CCTV Spring Festival Evening, WeChat shakes provides a form of entertainment that integrates TV and games. It allows viewers to participate in TV programs in real time and interact with the TV program through a mobile phone as a game.
According to data released by WeChat, the total number of interactive interactions of WeChat during the Spring Festival and Evening Festival reached 11 billion. The WeChat of Spring Festival Gala blessed the transfer of approximately 3 trillion kilometers between 185 countries, equivalent to 3.7 million trips between the Earth and the Moon. The final surrender of the data will firmly confirm CCTV’s innovation in interactive mode on the mobile side.
Full impact
In addition to live broadcasts, Internet companies have a full range of influence on television stations. This time, CCTV opened the Spring Festival Evening broadcasting rights and on-demand rights to iQiyi, Tencent video and other video sites. The WeChat circle of friends and microblogs are still the main positions for real-time commentary and Tucao Spring Festival Gala.
From the point of view of advertising revenue, the CCTV Spring Festival Gala used to be the main position for traditional corporate promotion and promotion. However, more and more Internet companies are now landing on the Spring Festival Evening.
The companies that appeared 10 minutes before the start of the Spring Festival Gala yesterday included many internet companies such as Didi, Kuaiwei, Weipinhui, Jiji, Weidian, and Suning.com.
Compared with traditional businesses, Internet companies' products are easier to obtain and transform. The large audience of the Spring Festival Gala also helps them to reach traditional people who have not yet been exposed to the Internet in the past. In a nutshell, the industry background has rapidly changed in recent years, and it is not difficult to understand that the Spring Festival Evening ads were occupied by Internet companies. â€
For WeChat, the Spring Festival Gala, in addition to upgrading the brand, will greatly accelerate the popularity of WeChat payment and scenario payment users.
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