What does Internet TV rely on to “fight” with the Olympic season?

"Humanity has five universal languages: money, war, art, sex and sports, and sports can bring the first four together" - although one of the greatest impacts of the Internet on mankind is targeted communication, but just as Mr. Samaranch said in this classic statement about sports, whether you pay attention to the Olympics or care about the medal table, the Olympics, as the world's largest "sports IP", still has enough ability to whiz through the information flow you get every day.

They are playing tricks to divide the food chain of the Olympic economy.

This seems to be especially true for TV brands. It must be admitted that in 2016, a colorful sports year, despite the diversion from mobile terminals, large-screen TVs are still the first choice for the public to watch sports events. In recent years, with the entry of Internet TV brands that are intuitively better at marketing and content embedding, the TV marketing war has become almost fierce, and businesses have tried their best to occupy more users' minds through Olympic marketing. Now it seems that "spending a lot of money" and "full-time bombing" seem to be the two heavy artillery for the "hand-to-hand" Olympic season.

"Spending a lot of money" and "full-time bombing"

Take Hisense for example. As you know, this Chinese company was very popular in the European Cup before the Olympics. Now that the heat has not yet subsided, they have opened a new round of marketing. According to reports, from mid-July to the end of the Olympics, they will hold a series of online and offline activities, inviting a group of athletes to participate in the promotional activities. On August 6, the opening day of the Rio Olympics, Hisense officially released a new TV - whether it is brand or product, Hisense is really busy in this Olympic season and even this summer.

In fact, Hisense is not the only company that relies on the path of "high investment for high exposure". According to reports, in recent years, home appliance giants such as TCL and Konka have invested heavily in sports events, increasing exposure through advertising methods such as sponsoring participating teams, and buying people's "peripheral attention" through advertising. But more often, this kind of money-spending competition does not seem to have much to do with users. Perhaps because of this, Michael Payne, the world's Olympic marketing master, once commented on the performance of Chinese brands in the Olympics: "Among Chinese sponsors, there are very few who are creative, capable, and can really leave a mark in the history of Olympic marketing."

Of course, the other side of the audience being "overwhelmed" is the explosion of content itself. Internet TV is more inclined to accumulate power from the supply side, and everyone knows that when content enters an era of abundance, businesses should stand more on the user demand side rather than the supply side.

In this sense, the "24-hour full-time content coverage" that was once regarded as the golden rule by content producers still seems to be unable to escape the perspective of suppliers. For example, LeTV, earlier, LeTV Sports and Amway Nutrilite jointly launched the LeTV Olympic Channel. In addition to this 7×24-hour channel, LeTV Sports also teamed up with 360 Navigation to build an Olympic special page and create a second entrance for LeTV Sports Olympic Channel, which is also committed to content supply.

But you know, in an era where attention is infinitely scattered but content is extremely abundant, everyone's 24 hours will be divided into various waves of information, and the effect of full-time bombardment may be counterproductive. As Luo Zhenyu said: "Future competition is not actually a matter within the industry. The saddest thing is to win the industry competition but lose the company's future. Because future business competition is essentially a fight for consumer time. With the development of technology, everything may be abundant in the future, except for human time and consumer attention. "

Experience first

In this sense, in this special time window of the Olympic Games, it is more important to seek a golden middle path oriented to user experience from the perspective of users than marketing itself. After all, no matter how many TV brands come out, if you trace back to the source, when it comes to watching the Olympics, enjoying the audio-visual feast is the basic demand, which usually means a healthy combination of hardware and content. For example, Coocaa, an Internet brand born out of Skyworth, has always stood on the opposite side of the "ecological craze".

In terms of content, it is well known that capital and policies are favoring China's sports industry - the total scale of the sports industry will exceed 5 trillion yuan in 2025, and sports is one of the key areas of Coocaa's layout. Coocaa's "Big Content TV" for this Rio Olympics introduced high-quality resources from Future TV under China Network Television (CNTV). Future TV relies on the powerful media resource library of China Network Television and has the Internet TV broadcasting rights for the World Cup, European Cup, and Olympic Games.

Of course, at least in my opinion, in addition to content, hardware accounts for a large part of the user experience score for watching sports events. When the smart TV industry fell into the shackles of homogeneity similar to that of mobile phones and became a price war, Coocaa brought a touch of color. For example, in terms of sound quality, in addition to the two usual paths of built-in small-volume speakers (weak performance) and external independent speakers (increased expenses and occupied space), Coocaa A2 adopted a new form of TV + independent HiFi bar speakers, and was jointly designed with JBL. The sound quality reached JBL A-level certification (there is a strict rating system within Harman JBL, and A-level usually means that the sound effect is comparable to the 2,000 yuan home theater speakers on the market) - and everyone knows the importance of sound quality to the viewing experience.

In addition, an important part of the so-called immersive viewing experience is the picture quality. There is no doubt that the iteration of technology will make Rio the "clearest" Olympic Games. In fact, in addition to the 4K high-definition screen, Coocaa A2 has the MEMC motion compensation function, which can eliminate jitter and tailing and improve the user experience.

In short, the Olympic economy is far more multidimensional than the Olympic Games themselves. The saying "business is like a battlefield" is fully reflected in this time window. As long as the Olympic Games are still there, the "fight" on television (of course, it may not be called this name in the future) will continue. When they each use their trump cards, I believe consumers will make rational choices.

As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity.