On March 25th, CCBN (China International Broadcasting and Television Information Network Exhibition), the annual event of the broadcasting and TV industry, arrived on schedule. The conference attracted many people from government departments, radio and television operators, media agencies, and manufacturers. Gan Peng, the vice president of Youpeng Bole, made a wonderful speech on the topic “Internet TV profitability starts from content operation†at the “Intelligent Terminal and OTT†sub-forum of the theme report meeting.
Ganzen's first aspect is that TV is still the foundation of Internet TV and the users we face are still home users.
“Although we said we should pull young people in front of the TV, we must first respect the users who are still in front of the TV.†For example, she said: “Our music editors want to do all sorts of rankings, and European and American music appreciation. I said yes, but first of all, you have to do square dance." This is because 4 out of the top 5 of our music channels are various versions of "little apples." The purpose of our doing so is to respect the customers who stay in front of the TV.
Second, we must also respect the user's habits. “Smart TV is still a mode designed for lazy people.†Therefore, on the product, we retain the memory of user habits and memorize the user’s use of channels and operations. In the process of use, by gradually displaying the product's features, driving the user experience but not forcing, slowly locking the user at the operating level.
The second aspect of Gan Xin's emphasis is that Internet TV can achieve accurate customer push.
"Internet TV is not a product, but multiple products." She stressed: "The content of Ulead is using the DNA gene system. Our genetic norm is developed using the most advanced NETFLlIX gene logic in this area. This, we can provide users with more accurate recommendations, so that the content portal is no longer limited to the desktop. "In addition, in addition to search content, we can also provide users with more accurate e-commerce information.
Gan Xin's third aspect of emphasis is on the realization of the commercial value of Internet TV.
“On television, video watching must be the starting point and entrance. Through this portal, we can do many things for our partners.†For example, we can provide partners with cooperation materials. Because of in-depth cooperation with the film makers, we can embed ads for customers and provide sponsorship opportunities associated with the films before the broadcast.
Second, provide a full range of business model support. For example, commercial engines can be implemented or diverted to other business models through an integrated, not separated, labeling system.
Once again, You Peng can also provide interactive shopping guides. Through voice and video prompts, users can download related software or related e-commerce directly. Channel resources can also be opened for business partners to achieve the most effective diversion mode (friends mode).
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