Faced with the increasingly powerful challenge of the Internet video platform, the broadcast platform of traditional television is becoming a thing of the past. TV media must build a new type of Internet video platform, use its own traditional advantages to achieve the transformation of the Internet's emerging media, otherwise it will gradually marginalize and decline in this development trend.
Compared with the traditional television-based platform, which is mainly localized, the Internet video platform is full-web and is not subject to geographical restrictions. Therefore, the emerging media in the Internet era will inevitably be heavily centralized. There will also be 3-5 national, comprehensive Internet video platforms, and there will be no more than a few dozen or hundreds of companies. In other words, for most small and medium-sized TV stations across the country, the construction of a nationwide integrated TV new media platform has basically no chance of success, and survival and development need to be based on the improvement of localized content and services. Therefore, small and medium television media can skip this article.
The Internet has not only broken the "walled garden" of TV on the transmission channel, but also broke the traditional television operation mode in the business model. Simply make the Internet communication platform, and move live broadcasts and on-demand broadcasts of traditional TVs to the Internet. The operation mode of “broadcasting + advertising†will inevitably fail. Therefore, the TV new media platform must be a platform for Internet-based product operations, including comprehensive Internet platform operations such as content operations, user operations, traffic operations, advertising operations, value-added business operations, and commercial operations.
The new media platform based on cloud computing and big data needs the following six factors to create six platforms:
1. TV New Media Platform First is a Communication Platform
The new television media platform must first of all spread through the Internet to provide "one cloud and multiple screens" of live broadcast and on-demand broadcast capabilities. It requires a multi-screen and multi-screen interaction. Content suitable for on-demand broadcasts such as movies, TV dramas, anime, documentaries, etc. will quickly complete the migration to the Internet video platform. Cloud-based cloud-based multi-screen Internet video platforms have matured, but the improvement of user experience is not a day.
2. TV new media platform must be an interactive platform
The monopoly of traditional TV channels and the scarcity of programs have created a dominance of TV. The consumption of on-demand content such as TV dramas has been transferred to Internet video platforms. The production, production and dissemination of live content such as news, variety arts, sports, etc. will occur over the Internet. The interactive participation will release the user's passion. The new television media platform must not only become a multi-screen interactive platform for dissemination of attributes, but also become a platform for human-computer interaction, participation in content, and social networking through content.
3, TV new media platform must be a content platform
Video data traffic will occupy the main bandwidth of the Internet and mobile Internet, and the future of video is beyond any doubt. The TV new media platform must produce and integrate the richest and most exciting content. Only when the user is active and sticky can there be brand awareness. In addition to its own production of live content, on-demand content, for the PGC and other MCN, UGC users to provide an open, benefit-sharing video platform for the video content of other non-video agencies to provide an open platform video cloud computing platform.
4, TV new media platform must be a user platform
After completing an integrated distribution platform, the TV new media platform will be a platform for users to convert television viewers into Internet video users. Using big data technology to accurately image users of men, women and children, education, income, urban and rural areas, and hobbies, and provide personalized content, interfaces, advertisements, products, and services to different users, creating different values ​​for different users. Users can share with each other to form television social and social television, creating an extremely high viscosity Internet video platform.
5. TV new media platform must be a commercial platform
It is not enough to merely disseminate and interactively disseminate the platform. The new media platform for television must be a commercial platform with strong hematopoietic capabilities. It needs to build commercial platforms such as accurate advertising systems, payment systems, and user fees, and the commercialization of video content. Only sustained hematopoietic capacity. While traditional advertising is also undergoing a historic transformation, the advertising platform for Internet video is not only a platform for displaying advertisements, but also requires interactive, transactional, and accurate advertising platforms based on big data.
6. TV new media platform must be a business platform
Only the video platform is not enough. The Internet video platform that integrates content and users needs to carry out various value-added services such as games, education, e-commerce, O2O, medical services, and lifestyle services, etc., and open third-party access. , build a third-party application distribution platform, only with strong commercial capabilities.
The new TV media platform based on these six attributes will create a new video ecology in the Internet era.
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