New media to promote the audience and the audience away from the television media "re-combination"

You copy the copy in my copy you have to follow suit follow suit me to follow suit

Why should the audience away from TV?

Recently, led by China policy, organized the first film, "China Policy Forum", all walks of life for the film culture industry development and future trends in depth. The discussion of the topic of drama development trend seems profound, but in fact holding a TV remote control with the vital interests of ordinary viewers are closely related. From the industry's few words, exactly how is not difficult to glimpse the hit series "Make" of.

TV viewers away from new media to promote

As the publisher of the authoritative data viewing, CCTV-Sofres Zheng Weidong, Deputy General Manager by viewing the data analysis that younger viewers are moving away from television, through the observation of ratings can clearly see, the number of viewers watching television is decreasing, this is a quantitative, for many years, the audience is away from the TV, or TV away from the traditional family. "As technology advances, more and more people start viewing the traditional transition to new media, Internet TV, watch TV via mobile phone platform, which is the 'new' TV incremental, not traditional television." He also pointed out young people as far away from the TV, "from 15 to 24 years old is the most obvious, age, and gradually spread over 45 years ... ... and now middle-aged audience also reduce the time spent watching TV and we had that new media is streaming the young people now find diversion in the elderly audience that it is also the future, with digital interactive TV, Internet TV into the home, a TV terminal can television, Internet access, these new services will significantly divert middle-aged audience. "

Old and new media, "grafting" birth of the hit series

More and more traditional media of television viewers have become new "audience." In Zheng Weidong view, "the new media provides a large amount of information, entertainment information, as well as personal video, public video Zhuantie re-release in the new media platform, the only thing lacking is the digital copyright issues, which is the traditional TV's most important protection. "

In pressing harder and harder under the new media, Zheng Weidong believe how old and new media of the graft becomes very important, "how to do network linkage platform win? Take advantage of their networks and television stations, from a marketing point of view of advertisers point to television as a link to string together the new "My Fair Princess" is a typical case - to do the valuation of all media, it tells us how the cake should be divided, not only in traditional television, but also to new media to points. "

Entered after 2011, more and more stations began to emphasize the independent radio drama, video site for TV's "appetite" is also growing. "Independent radio drama production, television and production companies must be strong alliance." Zheng Weidong said, "the network's return does not depend on advertising, television advertising through basic, they are not the same pattern of gains, so be tied together if drama that is broadcast by the network's advertising revenue, they would be controversial, relying on online marketing, the network returns far greater than advertising, we have to pick a good potential partner companies and see how they can help you, or just point your cake. "

Media and the audience "regroup"

Success a hit series need a lot of factors. Zheng Weidong think it is between the media and the audience are re-combined, "In this case, to study the mentality of the audience watching TV, we should pay attention to his needs - such as the expectations of his livelihood, he plays every day like to watch Now is the era of highly transmissible, some topics will liven up a play ... ... the effect of factors related to the ratings, as well as actor and idol effect. actors have their own fan base, do not choose the actor is definitely a risk; also There is a story, look at the last to leave the theater people are to look at the story, see the stock market is projected to have both good and bad heart and passed on to the release. last two points, we now have to work for the type of TV series of articles, a large drama is not necessarily large and small theater is not necessarily small, the market still has a lot of space, the key to our own analysis and rational enough to judge sometimes has to rely on luck, the luck of the policy, schedule of luck, and so on. "

WANG Guo-fu: TV will continue to boom

Zhejiang Literary Federation Vice President WANG Guo-fu in this art form comes to TV, said, "Currently, television face many potential challenges, but these challenges will become apparent slowly challenge these circumstances, we need innovative drama . "In his view, we first innovation from the cognitive thinking," the ever-changing world, to adapt to this change, beyond this change, who I do not innovate innovation? "Although China has created many outstanding works of drama, but some perspective point of view, many works are copied, or volume of production. "Chinese culture, provides us with a great theme resources, we have the responsibility and obligation to provide viewers with more variety of food for thought."

Reporters Zhang Fan