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Does “Hero No. 1” have the qualification for live broadcast of network audiovisual programs? Xie Dongsheng said that Watermelon Video had communicated with relevant departments in advance and carried out activities under the guidance of the Network Department of the State Administration of Radio, Film and Television. In addition, according to the report of Jingxinwei, the relevant person in charge of Watermelon Video responded that the “Top Hero” activity was legal and compliant.
new bottled old wine
Liu Jingjing, deputy dean of the School of Cultural Industry Management of Communication University of China, said in an interview with “Bullet Finance”: “The return of live broadcast answers to a certain extent reflects the current bottleneck in product form innovation of live broadcast and video platforms.”
From personal talent show to anchor Lianmai, from the live broadcast variety represented by “The Entice of the Dinner Bureau” to the annual festival held on various platforms, it is the content iteration of the platform to increase user activity, and the live answer It is also a new form of content iteration.
As the Internet traffic dividend subsides, the growth of users on various platforms is weak and gradually declining, and the crisis sense of content upgrade for live and short video platforms has permeated the industry. The content upgrade is urgently needed to attract more new users, new traffic, new content, and block advertisers that may be snatched by other platforms in the new year.
The live answer has already proved to have great market demand in early 2018, and it is easier to get traffic.
Liu Jingjing said: “Now it’s the end of the year, and the watermelon No. 1 hero is now in the stage of red envelopes. This more festive way may come back to life, but with the economic downturn this year, It may not be hot in previous years. Because there are not so many advertisements, or not so much capital available. “Liu Jingjing believes that answering live questions is a seasonal activity, not a long-term product form.
What’s more, the format of live answering is similar to that of intellectual and intellectual programs 20 years ago.
Hero No. 1Headed by CCTV host Kang Hui, the user holding the mobile phone to answer questions seems to be back in the era of chasing “Happy Dictionary” and “Lucky 52” while sitting in front of the TV.
From the “Lucky 52” released in 1998 and the “Samsung Intellectual Express” and “Happy Dictionary” in 2000, this kind of interactive, entertaining, and family-friendly variety shows have been popular for many years. Grade “variety show. According to statistics in 2000, there were 48 provincial and provincial TV stations offering knowledge and educational programs, and 87 prefecture-level TV stations, and the momentum continued to increase.
(Photo / GF Securities Development Research Center)
In the past two decades, these massive knowledge contest programs have cultivated a broad audience market. In the past, I participated as an audience. I could only answer the questions with the players in front of the TV. Even if the answers were correct, they were not honored and rewarded. The emergence of live answering platforms has given this group of people who are unable to personally participate in the knowledge answering program an opportunity to participate due to their personality, work, and life. This has enabled some people with extensive knowledge and knowledge to stand out.
Going back and forth, the live answer seems to be back to 20 years ago, but the public attention has shifted from the big screen to the small screen, and the way of knowledge transmission has shifted.
More players enter?
Now the live answers are back,Will more companies follow up? “Bullet Finance” interviewed platforms such as Live Pepper, Yingke Live and other platforms. As of press time, there was no response from the live broadcast of Zanthoxylum, and Huang Qin, principal of Yingke’s public relations brand, said that the company currently has no such plan.
Analysys senior analyst Dong Zhen told “Bullet Finance” that the launch of Watermelon Video “Hero No. 1” before the Spring Festival showed that it wanted to use the fragmented time of a large number of users during the Spring Festival to earn user traffic. In addition to the headlines, if the live answer is very suitable for the tastes of users and there is a good model ecology, other manufacturers are bound to participate.
“Although live answering may be a business method of the video platform, it is not necessarily the future development of the platform. Because the content of live answering cannot be widely popularized, the standard of the question cannot be unified, and it is easy to touch. Policy red line. “Dong Zhen said.
Internet analyst Ding Dao Shi said in an interview with “Bullet Finance” that the core point of live answering is not to answer the question but to socialize. Through socialization plus some effective rewards, users can be temporarily attracted. “This model is launched to attract users and transform them into a user group watching other content and services. Answering questions is just an entry point. Live answering is more of a strategy than a strategy. Normalization work, so this approach cannot be developed for a long time.
Ding Dao believes that there are no thresholds for live answers and no barriers to competition, which determines that watermelon video will face a large number of opponents. If the live broadcast of questions and answers is booming, other companies will surely enter the game.
Xie Dongsheng seems to be optimistic. “As long as we do two things well, we can complete the goal of launching this show this year. One is” Top Hero “as an innovative interactive product formation platform IP and brand assets; the second is a combination High-quality authors on the promotion platform of the program, conveying the platform value and story. “
At present, live answers have been “resurrected”, but given the economic downturn and the industry’s cold winter, whether the live answers can reproduce the popular scene of the past, I am afraid to have a question mark.