"The current kind of voice says that television has failed. The new video media has created a subversive impact on television and television has been singled. However, based on the observation of video media on different platforms, the reality is far from being so pessimistic. TV and other media are coexisting and reciprocal, and borrowing each other is creating and changing the new media industry structure that uses TV as a leader and supplements with other video media.†The “Great Video Era†in Beijing, China’s video media ecology inspection report recently held. At the launching ceremony, Zheng Weidong, deputy general manager of CCTV-Sofficial Research Institute (CSM), one of the initiators and chief editors of the book, said that each media is living in accordance with its own irreplaceable survival logic. In the new media environment, television will not die, but it will keep pace with the times.
As the first domestic comprehensive study to interpret the latest status and development trend of China's video industry, the "Great Video Times - China Video Media Ecology Survey Report" has for the first time conducted a comprehensive quantitative and comparative analysis of China's video media market ecology. The report shows that as of now, the number of composite users of television, Internet, mobile phones, and outdoor video media has reached 2.07 billion, making video consumption at least explosively increase by 50% to 70%. Massive video consumption has become a new lifestyle for all people.
If in 2013, "video everywhere" is gradually changing from an ideal to a partial reality, then, in the following development, a series of media such as service upgrade, technological progress, market reconstruction, and business innovation The dramatic drama of ecological change has already begun grandly. In the era of big video, the media ecological landscape has undergone profound changes, affecting people's entertainment and living habits, and coexistence of multiple screens and serving the same audience at different times and places has become the norm. Research shows that the proportion of online video users and TV users with three or more screens in Internet users is 75.7% and 82.5%, respectively.
"The 'big picture' of 'big video' is not a simple mathematical superposition, but more chemical reactions have taken place and a new ecology has emerged." Zheng Weidong used the British BBC News as an example. A news material is TV, mobile, and New terminals such as computers and mobile phones share and the same news material is produced and distributed on different platforms and channels. This new ecology is becoming a new normal. In other words, cross-platform, multi-terminal video transmission is becoming the norm in the video industry. This normality is precisely the personal experience of each viewer using video.
“When do we watch TV, when do we use mobile phones to watch videos, when do we watch videos on computers, when to download videos, when to watch videos in movie theaters? This is the form of life, and it is also the development of television video media. A new competitive format and a new normal." Zheng Weidong said that the living room was once exclusive to the TV, but since the OTT, WiFi, and the mobile Pad and mobile phones, the living room has become a TV-based multi-terminal Battlefield. "There is also a situation where people watch TV and use mobile phones to discuss TV programs on social media." In Zheng Weidong's view, this kind of socialized communication has an interactive effect on television precisely because it is the streaming media era and multi-screen video transmission. An important part of the times.
The "Great Video Era - China Video Media Ecology Survey Report" shows that nearly 2.1 billion people use composite video media, and nearly 700 million users watch only new media. Nearly 76% of users use three or more screens at the same time. The compoundness is very high. Zheng Weidong believes that the viewers of TV have to some extent already covered the users of video, mobile, outdoor, etc., but according to different media contacts, TV viewers can be divided into different video user groups.
“From the television point of view, the news programs have not been reduced, but in increments. The broadcast time has increased and the viewing time of the audience has also increased. These programs have also become new media platforms for other platforms such as the Internet and mobile phones. The important content is composed.†Zheng Weidong said that under such a complex and ever-changing media ecology, 1.287 billion TV users have not experienced major changes, and super news programming and dissemination capabilities are the most important for China’s television media in the content field. Core competitive advantage.
According to the "Great Video Era - China Video Media Ecology Survey Report", the annual output of 3.4 million hours of programming not only gives television media an absolute advantage in content production in the video market, even if the growth rate slows down, China in 2013 The total revenue from television advertising still reached a record high of 111.9 billion yuan, and the advertising income gap between online video and new media is more than 11 times.
Although the status of "Big Brother" still exists, the problems and challenges such as the loss of young users, application limitations, and the need to adjust the system and mechanisms are still the harsh reality that TV has to face.
“Adapting to changes and meeting challenges is an inevitable choice for the television industry. For example, in the service of products, it will be more diversified and will be more intelligent in technology. In the dissemination, it will achieve effective integration of multi-screen linkage and channel distribution. Here The most important keyword is 'change' - because in the face of the ever-changing changes in the video industry, the only change is the change itself." Zheng Weidong said that the integration and development of video media, both television and the Internet industry, is a kind of Great promotion. Under this circumstance, cross-screen communication value evaluation has become an important part of the media management framework. “CSM recently took the lead in completing the development and testing of a cross-platform, multi-terminal audience measurement system in China. New products have gradually tested the domestic market. An integrated evaluation system that exceeds the single index of ratings is being adopted by more and more television media.†Say.
Recommended Download Sofa Manager download address: http://app.shafa.com/
As the first domestic comprehensive study to interpret the latest status and development trend of China's video industry, the "Great Video Times - China Video Media Ecology Survey Report" has for the first time conducted a comprehensive quantitative and comparative analysis of China's video media market ecology. The report shows that as of now, the number of composite users of television, Internet, mobile phones, and outdoor video media has reached 2.07 billion, making video consumption at least explosively increase by 50% to 70%. Massive video consumption has become a new lifestyle for all people.
If in 2013, "video everywhere" is gradually changing from an ideal to a partial reality, then, in the following development, a series of media such as service upgrade, technological progress, market reconstruction, and business innovation The dramatic drama of ecological change has already begun grandly. In the era of big video, the media ecological landscape has undergone profound changes, affecting people's entertainment and living habits, and coexistence of multiple screens and serving the same audience at different times and places has become the norm. Research shows that the proportion of online video users and TV users with three or more screens in Internet users is 75.7% and 82.5%, respectively.
"The 'big picture' of 'big video' is not a simple mathematical superposition, but more chemical reactions have taken place and a new ecology has emerged." Zheng Weidong used the British BBC News as an example. A news material is TV, mobile, and New terminals such as computers and mobile phones share and the same news material is produced and distributed on different platforms and channels. This new ecology is becoming a new normal. In other words, cross-platform, multi-terminal video transmission is becoming the norm in the video industry. This normality is precisely the personal experience of each viewer using video.
“When do we watch TV, when do we use mobile phones to watch videos, when do we watch videos on computers, when to download videos, when to watch videos in movie theaters? This is the form of life, and it is also the development of television video media. A new competitive format and a new normal." Zheng Weidong said that the living room was once exclusive to the TV, but since the OTT, WiFi, and the mobile Pad and mobile phones, the living room has become a TV-based multi-terminal Battlefield. "There is also a situation where people watch TV and use mobile phones to discuss TV programs on social media." In Zheng Weidong's view, this kind of socialized communication has an interactive effect on television precisely because it is the streaming media era and multi-screen video transmission. An important part of the times.
The "Great Video Era - China Video Media Ecology Survey Report" shows that nearly 2.1 billion people use composite video media, and nearly 700 million users watch only new media. Nearly 76% of users use three or more screens at the same time. The compoundness is very high. Zheng Weidong believes that the viewers of TV have to some extent already covered the users of video, mobile, outdoor, etc., but according to different media contacts, TV viewers can be divided into different video user groups.
“From the television point of view, the news programs have not been reduced, but in increments. The broadcast time has increased and the viewing time of the audience has also increased. These programs have also become new media platforms for other platforms such as the Internet and mobile phones. The important content is composed.†Zheng Weidong said that under such a complex and ever-changing media ecology, 1.287 billion TV users have not experienced major changes, and super news programming and dissemination capabilities are the most important for China’s television media in the content field. Core competitive advantage.
According to the "Great Video Era - China Video Media Ecology Survey Report", the annual output of 3.4 million hours of programming not only gives television media an absolute advantage in content production in the video market, even if the growth rate slows down, China in 2013 The total revenue from television advertising still reached a record high of 111.9 billion yuan, and the advertising income gap between online video and new media is more than 11 times.
Although the status of "Big Brother" still exists, the problems and challenges such as the loss of young users, application limitations, and the need to adjust the system and mechanisms are still the harsh reality that TV has to face.
“Adapting to changes and meeting challenges is an inevitable choice for the television industry. For example, in the service of products, it will be more diversified and will be more intelligent in technology. In the dissemination, it will achieve effective integration of multi-screen linkage and channel distribution. Here The most important keyword is 'change' - because in the face of the ever-changing changes in the video industry, the only change is the change itself." Zheng Weidong said that the integration and development of video media, both television and the Internet industry, is a kind of Great promotion. Under this circumstance, cross-screen communication value evaluation has become an important part of the media management framework. “CSM recently took the lead in completing the development and testing of a cross-platform, multi-terminal audience measurement system in China. New products have gradually tested the domestic market. An integrated evaluation system that exceeds the single index of ratings is being adopted by more and more television media.†Say.
Recommended Download Sofa Manager download address: http://app.shafa.com/