This article is from WeChat public account: chop pepper entertainment (ylwanjia) , author: Liu Gongzi, from the title figure: Figure worm

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“Please directors, don’t use the standards of current winners to ask you to be a young colleague who integrates media.”

“I ask everyone to consider the time node. The successful people you see all started in the past few years, such as Wei Ya and Li Jiaqi. We are not starters, we are latecomers. Find radio and television’s own advantages. “

“I don’t think that we, the scholars, have done better than the amateurs who live every day in this interesting matter. They are not actors at all, that is their real world.”

“Short videos, in a very good way, punish those who live an unreal life.”

On January 10, a famous host Zhang Dandan’s remarks in Harbin resonated widely. This is a large gathering of more than 50 radio and television media nationwide. There is only one question for everyone to discuss-how to fully embrace short videos.

If in the first half of 2019, radio and television media across the country are still doubtful about short videos and live broadcasts, then in the second half of the year, transforming MCNs and embracing short videos and live broadcasts has already become the consensus of the entire industry. The pace of transformation and reform.

In October 2018, Hunan Entertainment established Drama TV, the first to try MCN mode;

In July 2019, Heilongjiang Taiwan undertook institutional reforms, set up a media innovation center and a media center, and began the short video and live broadcast path;

On December 18, 2019, Shandong Radio and TV Station launched Lightning TV, a Lightning MCN institution, and signed a strategic cooperation agreement with Douyin platform;

On January 11, 2019, the Beijing Radio and TV Station Rong Media Center made its debut, and the team merged Beijing People’s Broadcasting Station, Beijing TV Station, and Beijing Time.

It can be said that this time of the transformation and restructuring, each TV station is keen and rapid. From the star fire of Hunan Entertainment, the TV station in the country has gradually formed the trend of EBARA.

“Creators should not resist the times, but accept their baptism.”

However, for the broadcasting industry in the administrative system, internal changes are often the most difficult step.

“In our Heilongjiang Radio and TV Station, comprehensive media integration is a strategic direction,” Han Shuai, director of the Heilongjiang Radio and TV Station’s Media Innovation Center, told Entertainment Capital on the matrix number. In terms of financial media, we initiated a four-month discussion on financial media reform with the participation of the whole people. Bottom-up and full participation. In 2019, the financial media reform has completed its ideological baptism.

In fact, today’s radio and television people are not as rigid, conservative, and inflexible as they think. Many television stations have already transferred some young people with ideas to important positions in transformation and reform. A Taiwanese leader privately stated: “If you do not open the authority and do not give freedom of creation, then those who are capable can either work secretly outside or resign and go alone.”

“Like everyone in the past shouted that the paper media was dying, but the comments from the People’s Daily and People’s Daily in the Shuangwei era are still furious, their WeChat public accounts are still 100,000+, and many local media are still Appeared at the scene of the incident for a while, the authority, voice and credibility of the media were not compromised. “Some researchers said.

In the era of short videos, broadcasters may be late, but they will never be absent.

mulberry is not late

In recent months, Zhang Dandan has been regarded as a benchmark and research object by many broadcasters as a successful example of the host ’s short video entry, although she herself is somewhat resistant to the argument of transformation.

“I don’t like the idea of ​​transformation. It is normal for content producers to transform their expression platforms. Wherever our audience is, we should go.” Zhang Dandan said.

Correspondingly, the Hunan entertainment channel Drama TV, which created “Zhang Dandan’s Parenting Experience” in one hand, has also become the object of recent radio and television competitions around the country to visit and learn. “We receive a batch of radio and television colleagues from all over the country every day, often under the provincial radio and television, the media center came, and there are sub-channel people.” Hunan Entertainment staff said. This time, in the collective transformation of radio and television to MCN, Hunan TV took the lead again. From April of this year, it helped the host to transform into a master, create a live broadcast room, sign a master, and make studio adjustments.

Hunan Entertainment Drama TV One of the Live Rooms

“A lot of times, customers come to me and ask me if there are any high-volume distribution channels on the new media side. We ca n’t give the corresponding excellent content products.” A local satellite TV investment promotion department person told the entertainment capital theory matrix number Entertainment investment, they are even more anxious for the transformation than content workers such as directors, journalists and so on.

“Sometimes it ’s not that the customer“ abandons ”you and does n’t even say hello, but it is the embarrassment and anxiety that old customers do n’t give and cannot match when they ask you for new products. >

The biggest difference between the short video and live broadcast era and the previous dual micro era is that radio and television do not have to face the audience with their official account and face, but can use their moderators, columns, and even personal directors to more Personalized, individualized and personalized. It means a lot from the “planned economy” to the current “market economy”, and encourages various sections and individuals in the station to try short videos and live broadcasts.

Of the more than 6000 MCNs on the market today, some are branches of traditional companies, some are the transformation of advertising companies, and some are the transformation of old MCN institutions during the Weibo and WeChat period. “This moment we suddenly went from a system to the market. Go up and fight bayonet. “Said Huang Yan, deputy general manager of Hunan Entertainment Advertising Marketing Department.

From the perspective of platform and social MCNs, broadcasting and television transformation MCNs have obvious advantages. Hosts with good image, good temperament, and strong professional quality, mature teams with production capabilities, program IP with topicality and memory points, and even the accumulation and scheduling of various local resources are all social MCNs that are hopeless. And.

“A lot of TV stations are the host of their own stations. They will not face too many disputes with celebrities. What they have to do is to change a language system and style and change their expression,” said the founder of MCN. .

Huang Ye believes that the advantages of TV stations in making short videos are not just a host, a star or a production team, but the core experience accumulated in the past one or two decades to make content.

Entertainment Capital Theory Matrix NumberThe core experience of this kind of content will not be completely invalidated by the conversion of the platform. Although it is inevitable to go through a transition period and trial and error period, once the “network sense” and “rhythm” are accurately identified, radio and television people are relatively many institutions. There are natural advantages.

“Douyin definitely does n’t want to be full of quivering and shaky slogans in the station. This kind of thing will make the user feel aesthetic fatigue and get tired gradually. Douyin definitely needs more different levels of content to enrich their internals. Ecology, “said a senior practitioner in the short video field.

In fact, Douyin has grown from 10 million to 400 million daily, and the demand for content at each stage must be changing. For example, from the original cool little brother and sister to various landmark punches, to today’s funny and plot, etc., “Jiuyin should not only be interesting, but also hope to be useful. What I like is that TV stations can have production. Relatively complete content. “

This year, Douyin cooperated with the Chinese Academy of Sciences and other authoritative organizations to launch a Douyin program to increase the proportion of knowledge and popular science content on Douyin. According to insiders, Douyin will launch educational content in 2020, which seems to be “useful”. The shift in demand is very clear.

The platform also recommends that local TV stations can set up a media MCN matrix in the form of the main account of the TV station, the official account of the channel, the official account of the program, and the host account. This will not only form interaction and response, but also effectively reduce production and operating costs. .

Chinese public security and Chinese fire protection are very good examples in this regard. For example, the Chinese Fire Fighting held a national song competition, the fire fighting in Yunnan shouted that the fire fighting in Shanxi said that we had already sung, would you like to sing one? Shanxi Fire Fighting responded in isolation, and the fire fighting competitions across the country started a singing competition on the vibrato, because their scale was very large and it also had an impact effect. On the second day, I went to hot search, and many users came to watch. This is that matrix propagation has formed a scale effect.

People who think of ways in the system

“What do you think is the biggest difficulty for TV stations in transitioning to MCN?”

“It’s the system.”

In the investigation and research on the issue of entertainment capital theory matrix No. Chiu Jiao Investment, whether it is the director of the business center, or the specific column director, camera, whether it is provincial satellite television, terrestrial channels, or district and county television stations The answers given are surprisingly highly consistent.

The MCN transformation of radio and television is not just a change in the media and content expression. The closer connection behind the transformation is the adjustment and change of the internal organization and collaboration methods, the change in the demand for talent models, and the management methods, KPIs, performance Very specific changes like bonuses.

The system is the most difficult point of transformation. The complexity of the entire broadcasting system is behind it.

The radio and television system is divided into central media, local satellite television, terrestrial channels, county and city-level TV stations, as well as the official website of the TV station, and the new media center. There are different financial sources for each part, and some are self-financing. Some are funded in the province and some are funded by local government departments. Correspondingly, the labor relations of personnel are also very different, some are employed by Taiwan, some are employed by groups, some are employed by enterprises, some are dispatched by labor services, and so on.

The most direct manifestation of this is that various provincial television stations have set up media media centers. In the process of recruiting staff from the original departments and channels to form a new team, many people are faced with changes in labor relations and are therefore tangled. And struggling.

Facing this change of identity, some older radio and television people are still worried or want to keep the aura of the past. In the face of psychological hesitation and entanglement in this transition, Heilongjiang Taiwan carried out The “two-way selection system” does not make hard migrations and mergers, and at the same time allows genuinely enthusiastic and enthusiastic people to participate in the upsurge of reform and transformation, and also ensures the fighting force and enthusiasm of the new team.

“Heilongjiang is making efforts to transform the whole province, and the intensity and determination are still quite great.” Some local TV stations commented. It is understood that from July 29 this year, Heilongjiang Taiwan has undergone restructuring, established seven first-line business centers, and launched five studios. Among them, the Rong Media Center and Rong Media Innovation Center are geared towards Internet business. Long Guangdian also provided a special fund of 10 million financial innovations specifically for incubating financial innovation projects. In addition, Heilongjiang Taiwan also integrated the province’s resources to create an independent Aurora app. It can be said to be in the forefront.

Shandong Radio also established its own media center with a total of 700 people. On December 18, Shandong Radio and TV Station launched Lightning TV, a Lightning MCN organization, and signed with Douyin Platform.