In the Internet age, once the edge of traditional television was almost eliminated, but also the gestation of the Internet, the appearance of smart TV was only a major reversal of the story. Nowadays, it is becoming more and more serious that the situation that is undergoing the same crisis has become a traditional television station.
Various new concepts, such as Internet Red (webcasting, etc.), and Internet IP drama emerge in an endless stream. The development of the Internet industry is changing with each passing day. This has also attracted major television professionals from all major TV stations to embark on Internet content startups. This has made traditional TV stations At the same time, it suffered a double blow of user loss and brain drain. Under the turmoil of internal and external troubles, does the traditional TV station really reach the end of the world? It's safe to say, no!
External Trouble: Obvious Advantages of Internet Content
Let's start with the external cause. With the vigorous development of the Internet industry, video websites and webcasts have become the limelight of TV stations and have become one of the main leisure activities of people. Although the operating rate of smart TVs has picked up greatly, users who have opened up have seldom gone to the traditional TV stations. Instead, they have become a major entry point for the Internet army to invade the living room.
The Internet was initially supplemented with television content
In the early days of the popularization of the Internet, it was only the identity of the TV station's content replenishers. That is, content that cannot be seen on TV can be watched through video websites. Gradually, the disadvantages of the passive watching mode of traditional television “what to watch and what to watch†become more and more obvious, and the video site is much more free. You don’t have to worry about going to the toilet or making a phone call and miss the exciting moment. "Ads on TV" appears. The pace of life has accelerated, time has become tense, and users are no longer willing to spend too much time on TV commercials, so they are more inclined to online online resources.
Network IP drama is getting fire
In terms of content, initially, the review mechanism of the network drama is much looser than the traditional TV drama, and the content is more free and open. This has also led to the instant rise of the cyber drama, but later Radio and TV has agreed to both standards. In the past two years, a large number of network IP dramas have suddenly emerged. They are no longer dominated by television stations. They often use the form of "first network back office" or even network broadcasting alone. The key is to be more in line with the current consumer tastes. In contrast, TV stations are on the line from time to time. The "anti-Japanese drama" made consumers vomit.
According to statistics, in the first half of 2015, there were a total of 18 internet TV hits that exceeded 100 million. On the other hand, in the evening dramas of the TV dramas on which the traditional TV stations depended, in the TV dramas broadcast in the evening of the provincial TV (18:00-24:00) in the first half of 2015, only 15 of the 100 million viewers had an average rating of 100 million. This contrast is enough to prove that the lack of quality content on TV stations and the loss of huge user groups have been successfully counterattacked by video sites. This has also made TV stations begin to realize that IP dramas with high attention have been introduced to recoup losses, and 2016's “Yueyue Biography†and “Fine Smile†have all achieved very good results. However, the video website has become more inflated. A popular novel has been adapted into a TV series. The gap is expected to increase further.
Webcast platform outbreak
In addition to IP dramas, the sudden emergence of webcasting has also brought a lot of impact to traditional TV stations. It seems that overnight there have been dozens of new live broadcast platforms, popular game broadcasts, beautiful live broadcasts, and so on. There are millions of people watching online at once, and even live broadcasts/live sleeps are all watched. On the other hand, the content of the traditional television stations is not attractive to them. "The Internet broadcast is the last nail on the traditional media coffin." This statement is not straightforward. This department has recently introduced new regulations to rectify the live broadcast industry.
Serious loss of cable TV users
The popularity of the Internet has allowed consumers to reach out to a wider range of news or new things, and their tastes have become increasingly critical and trendy. The style of traditional television stations has not changed much. According to sources, only two-thirds of the nation’s (254 million) registered users of cable TV are currently paying fees, and one-third of users are no longer paying. Falling into this situation, in addition to the reasons for the smart TV mentioned above and the impact of the video site, more or less helpless.
TV stations have a relatively single income, basically relying on television advertising to earn income, but the premise is that they can have a sign program or get a high-profile TV show. But looking at all the TV stations now, the only one with a strong sense of presence is not only CCTV, but also a few of Hunan Satellite TV, Zhejiang Satellite TV, and Jiangsu Satellite TV, which have a high popularity of variety shows. The desire to change Taiwan. As for the second- and third-line local stations, there is neither financial nor content, and they are caught in a vicious circle. The sense of presence is almost zero. The situation of television stations has caused consumers to rely less and less on it, and why have they continued to pay for advertising?
Summary: Actually speaking so much, it is nothing more than just wanting to say that traditional TV stations have not made much changes in the face of the impact of the new media on the Internet. Faster pace of life makes users unbearable and spends more time on advertising. Compared with video websites, content and services are not dominant; compared with webcasting, webcasts are more dynamic and more grounded. Even the influence of CCTV’s many channels is not as good as a day. How long will it take for lost users to support them? It is time to reform.
Internal factors: CCTV cannot keep people!
CCTV is the place with the most celebrities and it has always been a representative of traditional TV stations. However, in the past two years, CCTV, Hunan Satellite TV and other big coffee have left their posts, entered the video site or self-employed to promote self-made variety shows, people can not help but think deeply, the TV station really has reached a dead end yet?
"Where is my father?" former director Xie Xiaokui has left Hunan Satellite TV
From what we are most familiar with, the first quarter of Hunan Satellite TV's Where Did Dad Go? has already been aired, further consolidating the status of the Hunan Satellite TV Variety Ace. Its Director General Xie Xiaokui has been indispensable. After the end of the second quarter of "Where Did My Dad Go?", Xie Xiaokui decided to leave the company and set up Moyue Media to launch the first online competition variety show for entrepreneurial projects. "Star", which is broadcast on Tencent video. After the end of the first quarter, the total playing amount actually approached 600 million, and the number of barrage exceeded 2 million, becoming a representative of online variety entertainment.
Wang Han presides over Mars Intelligence Bureau
CCTV sports commentary Mingjiao Huang Jianxiang and Liu Jianhong have all gone out to join LeTV Sports. Former CCTV "challenge host" director Ma Dong left to join iQiyi, and hosted China's first spoken-word talk show, "Qiqi Says," and Hunan TV's famous host. Wang Han also hosted the first pure-play variety "Mars Intelligence Bureau" in Youku's solo broadcast, and won over 100 million sponsors without broadcasting. The list goes on.
The golden era of pure network variety
All indications are that online variety shows are more flexible than TV variety shows, and they are highly communicative and interactive. Feedback on network hot spots also keeps up with the audience's entertainment needs in time. Moreover, the Internet has TVs and PCs. , Mobile client, the audience is more extensive and free. It is precisely for this reason that more and more TV stations want to try fresher, more flexible games, and they can also get better returns, and let the talents of the TV stations begin to flow to the Internet.
Traditional TV stations cannot go to the end
Having said that so many traditional TVs are too disadvantaged and returning to the very beginning, will the traditional TV station really be exterminated by the Internet army? impossible! Even radio stations are still in use, let alone television stations.
The author asked the friends around them that they are basically using smart TVs at home, but they will still be connected to a cable set-top box. The reason is that the elderly in the family are not accustomed to using smart TVs, and their usage habits still remain on the basis of channel change rather than APP. This is indeed the case, I believe many people will have such feelings.
CCTV is the only real-time live Olympic route
It is not just the use of customary issues. Traditional TV stations have their own advantages in terms of content. In the case of the recent Rio Olympics, CCTV has already purchased exclusive copyright in the International Olympic Committee. Only in the CCTV Sports Channel can we see real-time live broadcasts of the game. Although Tencent also has the right to receive live broadcasts, it is delayed by 30 minutes than live broadcasts. This is unacceptable to users who want to grasp the dynamics of the game for the first time. However, compared with the Internet companies that have taken over the copyright of sports events today, this advantage is likely to be gradually swallowed...
A similar situation also appeared in the spring evening. The Spring Festival was China's largest festival. The Spring Festival party was also one of the programs that 10 million families expected. Although, in the past two years, CCTV's Spring Festival Gala broadcast rights have begun to be distributed to video sites, due to the large number of viewers, the pressure on the server is large, and there is a demand for speed. In a nutshell, as a smooth Spring Festival Gala, it is still the most reliable cable TV.
Moreover, as a representative of the national media, CCTV is the most authoritative publicity platform in national affairs, and the degree of attention has not been weak. For local stations, trump card variety shows can only be watched live on the TV channel for the first time. (Of course, if you don’t request it, you can also watch online video).
Conclusion: Smart TVs provide the best access to the living room for more web content, which is one of the reasons for the sudden drop in cable TV users. The network content has a richer creative space, a more flexible user group, and a broader dissemination platform, which has forced the traditional TV stations to begin to change or decline. The long-standing usage habits have also caused many people to still have a certain dependence on traditional TV stations, plus the original advantages of traditional TV stations. What can be pre-paid is that in a short period of time, traditional television stations will still coexist with new online media, and they will not die.
Smart TV/box information can focus on smart TV information network sofa butler (http://), China's influential TV box and smart TV website, providing information, communication, TV boxes, smart TVs, smart TV software, etc. Answering questions.
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