Is "Shake" the peacemaker between TV and the Internet?

The 2015 Lunar New Year was a little later than usual. Although it snowed in Beijing during the festival, adding to the festive atmosphere, it seemed that Wang Te felt the warm sunshine of spring before the festival was over.

According to traditional Chinese customs, spring should indeed start with the Spring Festival, and the Spring Festival naturally begins with the Spring Festival Gala.

The Spring Festival Gala is the abbreviation of the Spring Festival Gala of China Central Television. Although it has become the most criticized TV program by the people in recent years, and although the sponsors change every year, it is still the most watched phenomenal TV program in China for more than 30 consecutive years. Traditional TV is still the most powerful mainstream media.

Looking back at the good old days when Wang Te worked at CCTV ten years ago, that was also the best era for text messages. Several major mobile operators were the brands that appeared most frequently on the Spring Festival Gala. But today, 10 years later, the text messages of the three major state-owned telecom operators have been completely replaced by the WeChat of a Hong Kong-listed Internet company.

Oh my, after years of shouting about subverting television, the first thing to be replaced by OTT was not television?! The three letters OTT have always been synonymous with "O replaces television" in China!!!

Just after the fifteenth day of the first lunar month, the two sessions came. When Premier Li Keqiang's government work report once again mentioned the "three-network integration" that was gradually forgotten by the industry's friends, Wang Te felt that he needed to rethink the story of "The Wolf is Coming". Although, on the first day of the Lunar New Year of the Year of the Sheep, a movie about "wolves" overturned the values ​​of sheep and wolves...

However, shaking the red envelope is just a means, not an end. We can't shake the red envelope just for the sake of shaking the red envelope, right?!

Existence is reasonable. The popularity of shaking red envelopes on TV shows that there is a demand for shaking. Wang Te believes that the "wolf is coming" seen by TV stations in recent years is actually the ubiquitous growth of advertising media with the prosperity of the market economy in recent years.

In the past, when advertising media was relatively scarce, the value of advertising was very simple. For newspapers, the circulation was counted, and for television, the coverage was counted. Today, advertising media are everywhere, from outdoor screens that are dozens of meters wide, to frame screens in elevators, to mobile phone screens. While reflecting the prosperity of the advertising market, they also show the overabundance of advertising media. Overabundance means competition, so "precision" has become the selling point and core competitiveness of advertising media.

Therefore, the coverage of TV channels first developed from competition between channels to audience ratings, and then faced the challenges of more precise CPM (thousands of visitors) and CPC (cost per click) developed on the two-way platform of the Internet, and even the CPA (cost per order) and CPS (cost per sale) models that have extended from publicity to direct sales.

Once upon a time, there was a famous question in the advertising industry: "I know that half of my advertising budget is wasted, but unfortunately, I don't know which half is wasted?" Nowadays, through CPA and CPS methods, advertisers don't have to pay for the wasted half. This directly challenges the weakness of traditional one-way radio and television advertising.

The total amount of advertising is still growing every year, but the number of screens is growing faster every year. Just like our salary growth rate always cannot catch up with CPI, TV channels are beginning to feel hungry and panic. Finally, the shake app is here. Just shake your phone and the online TV station will interact. TV programs will be connected with the audience. TV channels will have the opportunity to share the cake of the CPA and CPS advertising market with higher single-time value in addition to display advertising.

Well, we finally see a harmonious society of television and the Internet. Everyone sees the increase instead of scrambling for the existing stock.

TV shopping also has a way to survive on the Internet

The night before yesterday, Wang Te was shocked by Apple's 2015 Spring Conference. Let's talk about the Apple Watch that everyone is most concerned about. After watching the release of the Apple Watch, Wang Te immediately thought of "Mr. Hou" who shined in the field of TV shopping. The classic eight-star and eight-diamond Rolls-Denton became a phenomenal advertisement that swept across the country overnight.

It is also endorsed by a beautiful woman, with a stainless steel, sapphire and 18K gold case, and a detailed introduction and demonstration of every detail of the product. Looking back over the years, Apple's product launch conferences and TV shopping recommendations are essentially the same!!!

Wang Te even thought that if Mr. Hou's video was not a real advertisement but a TV sketch, perhaps it could become the most influential sketch program of the year. If it is viewed as an artistic creation that showcases the TV shopping industry, Mr. Hou's performance was just too exaggerated.

A few days ago, Wang Te sent a WeChat message: TV shopping and online shopping are two different routes. Online shopping focuses on hot-selling products in the market, eliminating channels and competing on price. TV shopping focuses on products that consumers are not familiar with. Although it also eliminates channels, its competitiveness is mainly reflected in how to vividly display the characteristics of the product and impress consumers.

In this era of the internet, the sales and distribution channels of TV shopping may need to be updated and connected to the Internet, but the model is still reliable and the format is still popular among the people. It’s just that the choice of products needs to be worthy of the credibility and image value of a unit endorsed by a TV station.

The television industry still needs the courage to revolutionize

Finally, let's talk about HBO's entry into Apple TV. As the first announcement of this year's Apple Spring Conference, HBO's entry is a major event for Apple and the television industry.

As the oldest cable TV pay TV company, in order to protect the declining traditional broadcasting and TV assets, it has been holding on to the cable TV territory for so many years. This year, it finally gave in and took the risk of losing cable TV users and sincerely came up with a series of the latest and most popular dramas. This requires courage!

Wang Te looks back on his work experience in recent years. OTT has been around for several years, and it is still focusing on the existing business products in the traditional TV business. In particular, the live TV channels in China still represent the needs of the vast majority of OTT users. Smart TV has also been smart for several years, but the visible revenue is still just the small business of boot-up ads. Without giving up the original vested interests, the new business is also a struggle between the left and right hands (and the most obvious manifestation in the Chinese system is suppression, and the new media department often ends up becoming an obstacle to the docking of new media). Therefore, the way of making choices is still very important in the attitude of the parties involved in the Chinese TV industry at this moment. It is necessary to show revolutionary courage to truly break through.

On the eve of the Spring Festival, Jiangsu Cable successfully passed the review, adding another member to the list of listed radio and television companies. After the Spring Festival, Gehua Cable's stock price rose by the daily limit as soon as it resumed trading. Under the restriction order of the State Administration of Radio, Film and Television, the content standards of video websites are also getting closer to the standards of traditional TV. Perhaps, under the background of cultural system reform, China's TV industry will be very different this year.

The essence of Shake is to open the door to Internet advertising for TV

The national theme activity driven by CCTV Spring Festival Gala this year is Shake. Two days ago, the WeChat team officially announced that "Shake TV" as a regular function of "Shake" is officially open to the public. Users can open WeChat "Shake TV" and shake it to bring up pages related to TV programs and participate in program interactions.

According to the news from Haitong News Agency, WeChat Shake has been connected to more than 50 TV stations, and nearly 100 TV programs have launched shake TV interaction. So the question is, what kind of interactive activities can this shake TV interaction have? Wang Te was asked this question when chatting with a radio station in a third-tier city a few days ago. The radio stations also want to participate in this Chinese-style shake music activity.

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.