Huanwang joins hands with Sofres to transform the smart TV industry with data

With the rapid popularization of smart TV terminals, the smart TV big data market has begun to take shape. The application of big data in the audience viewing area of ​​the radio and television industry to realize the value of smart TVs has also become one of the hot markets targeted by big data owners.

On December 21, CCTV-Sofres (CSM Media Research) and Huanwang Technology, a subsidiary of Sichuan Changhong, reached a strategic cooperation and jointly announced that they will conduct research on smart TV big data in the field of TV viewing in the future, work together to promote and establish standardized applications of smart TV viewing big data, and conduct research and application of smart TV multi-dimensional data.

Powerful cooperation to jointly focus on smart TV big data

Statistics from the Operation Monitoring and Coordination Bureau of the Ministry of Industry and Information Technology show that from January to November 2015, the industry produced 137 million LCD TVs, and the domestic market is expected to ship more than 55 million units for the whole year. Relevant data from the China Intelligent Multimedia Terminal Technology Alliance shows that in the domestic product exhibition, the penetration rate of smart TV terminals with basic functions such as "networking", "open OS" and "Internet TV platform access" has climbed to more than 70%.

However, in the field of big data audience survey, there is still a lack of unified standards, making it difficult to form an overall ecosystem, which has troubled the practice of the television industry. As the manufacturer of smart TVs, terminal manufacturers play an extremely important role in this.

Regarding the acquisition and application of big data of smart TVs, Liu Dong, general manager of Changhong Software and Service Center, introduced that Changhong's ratings data comes from real-time data feedback from smart TVs and set-top boxes. These data are refreshed in seconds. Relying on other Changhong terminal data and Internet big data, all-round collection can accurately draw a portrait of viewing users. Real-time ratings data can intelligently guide users across the country and local areas to pay attention to content in real time. For example, real-time audience inflow and outflow data can track the channel switching path of all users who are turned on when watching TV, and know where the audience is going. Through the comparison of channel program competitiveness, it can also differentiate the attention trend of national audiences.

Liu Dong emphasized that the real data is transmitted back and various indicator data are accurately guided. Combined with the industry's established scientific algorithm model, the ratings, audience share, loyalty, user inflow and outflow, reach, and competitiveness are all based on traditional algorithms. Combined with the data volume and transmission frequency of real-time viewing, a new algorithm mechanism has been created to make the results more accurate and the differences more intuitive. It can provide more accurate insights into user viewing habits and solve various confusions of advertisers and TV program producers.

It is understood that the cooperation between CSM and Huanwang Technology will focus on smart TV big data and jointly study the application of smart TV big data in the fields of TV viewing behavior, advertising effect evaluation and audience research. The cooperation between the two parties will enable China's radio and television industry to take a new step in the application of big data in this key field.

Activate big data and promote the expansion of big data applications in smart TVs

Huanwang currently has big data on the viewing, interactive, and consumer behaviors of smart TV users, and has the ability to gain insights into the accuracy of user portraits, the degree of identification of user attributes, and the degree of subsequent predictions. This is also due to the support of CBC Capital, TCL, Changhong, and Tencent behind Huanwang.

Take Changhong as an example. It is currently the only company in the home appliance industry that has user behavior analysis, big data processing capabilities and huge server resources. The team focuses on TV ratings research, provides diagnostic data for smart services, and successfully develops a public opinion monitoring system. At present, Changhong's big data platform collects more than 18 million Changhong smart TVs, with an average daily PV of 1.2 billion times, a storage data volume of 1.2PB, 180 billion data records, and 8 million daily active terminals. CHiQ 2 has added "live broadcast recommendations" for educational big data, which means that viewers can see the current ratings rankings in real time on CHiQ TV 2, allowing each viewer to accurately grasp the "ratings" in real time. This is also a direct improvement in the user's viewing experience after the application of big data.

Bao Ran, Secretary General of the China Intelligent Multimedia Terminal Technology Alliance, believes that the increasingly popular smart TV terminals and Internet TV services are accelerating the formation of a new ecosystem with strong derivative capabilities. In this process, the more transparent the industry is, the faster it will develop, and the more closed it is, the more likely it will tend to be chaotic. The insight into individual consumer behavior in the new data era is a benign impetus with profound significance for the future. This impetus is not only commercial, but also related to social progress.

In terms of big data boosting the realization of the commercial value of Internet TV, Huanwang Technology CEO Wu Shenggang believes that the smart TV advertising industry is currently in a stage where terminals are expanding rapidly but the value of advertising has not yet been effectively recognized. He hopes to use the scientific, professional, and transparent advertising monitoring system and objective and fair effect evaluation of third-party institutions including CCTV Market Research (CTR) and CSM to promote the establishment of a business model for the smart TV industry.

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.