Internet brings new opportunities for television production



China's TV dramas are favored by overseas audiences through Internet channels. The picture shows that before the 15th Asian TV Forum's booth for China's film and television companies, many foreign buyers were attracted.

According to the China Network Audiovisual Industry Report released in early December, as of July 2014, China’s online video users exceeded 439 million, online video usage exceeded 70%, mobile video users exceeded 300 million, and mobile video usage exceeded 55.7%. . According to another survey, TV loyal audiences (2 hours a day watching) are declining at a rate of 2% per year. It can be seen that the media landscape and the public opinion ecosystem are undergoing profound changes. More and more people use the network as the main way to obtain video information. At the Asia Television Forum (ATF) recently held in Singapore, the author discovered that in the face of the impact of the Internet on television, TV operators are discussing more about the opportunities brought by the Internet to television production.

First of all, the Internet has brought more interactive channels to television production and reached the "fan economy." In the ATF, taking “Where is Daddy?” for example, its production team not only frequently solicited users’ views on the games played by star dads at each station, but also established a huge number of websites on Weibo, WeChat, and video sites. Fan ecosystem, interacting with the audience. Just as the Forum organizer and Fu Caili, Assistant Director of Industry Development at the Media Development Authority of Singapore, said that viewers now need more than just developing new TV programs to meet their needs. They are more concerned with participation and want to express their opinions anytime, anywhere. The interactive content strategy and multi-platform approach can have a long-term development platform.

Second, the Internet brings more publishing channels and profit sharing models to television producers. Through the Internet, the rental mode that relies on free broadcast of film and television content and obtains advertising revenue, broadcasts movie and TV drama content, and collects player's play fees is accepted by more copyright owners. In China, as the enthusiasm for the purchase of copyright by video sites has been increasing year by year, the distribution channels for television content are being expanded.

Again, long-tailed users of the Internet will bring more viewers to television content. Especially niche content will have more room for survival. The market research organization VentureConsulting analyst Vera Patel stated on the ATF that the rapid development of the mobile Internet will further expand the distribution channels of the film and television industry, allowing more niche and professional film and television works to enter the public's perspective. More and more ordinary viewers can see these niche videos through mobile devices such as tablets and mobile phones, and are willing to pay for these contents. This will also inspire the creative passion of the niche directors and open up more verticals.

With the development of mobile 4G networks, OTTs, and the popularity of mobile payments, the Internet will bring more opportunities for television production. However, how to seize the opportunity in exchange for “real money” is a question worthy of consideration by television production companies and television stations.

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