Sheqingzhou interview with popular network: Liaoning TV combined to create “a new concept” Gala
A few days ago, popular with Liaoning TV network announced that Liaoning TV Gala Co-presented by 2015, and said, this show will change the past spring festival evening content production, marketing models, featured new “into media” concept. So, what is a financial media Gala? In which it will present in front of an audience? Vice President of fashion network is an exclusive interview with this reporter, first thaw the Media Director of the Gala one sheqing boat, trying to uncover its mysteries.
Q: Please explain the popular networks first “into media” Spring Festival?
Sheqingzhou: Liaoning TV network and the joint production of “into the media” Gala, will create a network is different from traditional television Gala, Gala, content and mode of production, distribution channels, marketing models and innovative new one CCTV Spring Festival Gala.
Now this season audience most concern of is Festival party has, popular network has been in looking for most for itself platform, and most with brand force of content, plus popular network has been practice line of media fusion path, we tries to with Internet thinking, and Internet video platform, and traditional media of quality content phase combines, “custom” out a Taiwan is different from Yu traditional Gala of double platform spread of “thaw media” Gala, let this Taiwan party produced more of interactive, and share, more with Internet of, let more of audience real parameter Yu came in.
Q: what was the reason for cooperation with Liaoning TV Gala?
She: Liaoning TV Gala is continuous ten years of place TV Gala champion, its made of success see, took 2014 years for, in into “notched” Shi Liaoning TV Gala glow has new of brilliance, broadcast day on to 2.661% of ratings won national while segment ratings champion, and to 3.817 of full media ratings in one fell swoop won national provincial TV Gala of “full media ratings champion”.
“Phoenix chooses the” face of the tide of Internet and media convergence trend, Liaoning TV Gala is also urgently needed with the new media fusion, meanwhile, wants to introduce the popularity of premium content network, also wants to be the “Phoenix” selected “Sycamore tree”.
Before cooperation with Liaoning TV is also based on the good foundation for cooperation. In August of this year, Liaoning TV together produced popular music show of the dream Music Festival and popular network to provide data mining, “the Studio II”, network project, the add program interactive and video content, including the band’s background, contestant reality shows, DJ sync comments, netizens complaining, voted the PK form to participate. Based on the good start, Liaoning TV, became one of the first settled in the open platform of the popular network traditional media, the future of cooperation with great imagination.
Q: a “thaw” how to understand?
She: the thaw media Gala, “melting” is mainly embodied in the following three aspects. Popular network for the first time sent a producer, Director, joint production, joint Director, alongside with Liaoning TV Gala Group, from creative, planning, content production full participation, which is of Liaoning TV and popular network “fusion” level.
The second dimension is the integration of users and viewers, through a network of popular data analysis, mining needs of the users of the program, using Internet thinking, though audiences and user limits, which combined, made into Gala program presented by the media and users, audiences ‘ needs to achieve a higher degree of fit.
Third level is through user interaction with the television the two barriers, now popular network has launched a series of interactive activities, such as the global blessings collection, users can upload made by Chinese new year blessings to popular networks, network through online voting, selected the most interesting, the most innovative greetings video broadcast in the spring of Liaoning evening. So, one-way communication stations and the audience will be broken in the past, instead driven by user needs and user feedback for improvement based on the Spring Festival Gala. In addition, there are barrages and other video advanced techniques will also be applied to this party, making elements everywhere on the Internet in the evening.
Q: compared with other network Spring Festival evening show, fashion watch net financial media differ?
She: most nature of different is popular network no longer simple do broadcast and promotion platform, but full followed up, from products, and content, and marketing, multiple level achieved fusion, actually is will traditional media of quality content plus Internet thinking, and video technology, and operations capacity, achieved Taiwan network linkage, line on-line Xia double line fusion advantage, eventually achieved popular network open platform integration marketing aspects of new breakthrough.
Ask melt media Gala is how to differentiate? How to win in the numerous TV Gala?
She: this question is very good, it can be said that financial media Gala is not a winning issue in the guardian Gala, is the question of the winner. Because there is no popular network participation, Liao, depending on the Spring Festival evening is local TV Gala “ACEs.” popular networks to join, is a form of creation, but this innovation is not icing on the cake, but depth changes, we wish to join the popular Internet, realize the comprehensive transformation from product creation and marketing.
Present media environment is undergoing dramatic changes, traditional media organizations are being deconstructed and structure basis relied on traditional media platforms, structures, facilities, rapid deconstruction by the new media Subversion, turned out to support the infrastructure developed in the traditional media, Internet solutions, the Internet is affecting traditional media content production. As the thaw initiated media new media, popular financial media product will be content, network and channel organization, reproduction, which has new life, continue to meet the needs of users and viewers. For traditional media, Liaoning TV, they also have a demand for integration into new media, the two hit it off, combining together to build a set of traditional media content, new media operations, great thinking, can interact with users of the Internet “into media” Gala.
Q: in August of this year, net in public “into media” concept, in mid-December, open platform to publicly publish popular network, linked to this, thaw media Gala associated with this series of actions?
She: the network has been committed to becoming a service inclusive platform, platform boundaries will melt, instead of a seamless multi-screen convergence and unity of exporting the entire platform. It is well known that Internet video companies have TV-grade levels of original content on the Internet, and the most direct way to get content via TV and Web video integration.
On December 9, the popular core network open platform products, publishing, video, in an unprecedented open attitude, the introduction of traditional media content, became the new-media capacity “enabling” and finally realize the win-win of both. As a result, spirit of openness has attracted more partners, Liaoning TV is popular in the net open platform first settled in traditional media.
In fact, the forerunner of the popular network as media convergence, is best known to video websites in the traditional media to the Internet company, is also the most known traditional media new media, pain points and how to make the traditional media to new media capabilities of next-generation video. Liaoning TV Spring Festival evening is a popular network open platform is a very classic case of cooperation, the future will have more financial media network open platform products to meet user.