Danmu enters TV: the "fleeting love" between the Internet and TV
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For many people born in the 1980s, the word "danmu" is still unfamiliar, and they are not even sure whether it is pronounced (dan) or (tan). However, this does not affect its popularity among people born in the 1990s. First of all, let me explain that danmu videos are videos in which netizens can enter their own comments in the comment box below the video. After submitting, their comments can be directly displayed in the video, which is equivalent to watching the video while reading the comments of netizens. This way of watching videos originated from the Japanese Niconico animation website. After entering China, two representative websites, AcFun and bilibili, were formed. The post-90s generation can laugh, scold, and complain about the plots in the video. This video format, which was once considered to serve niche groups and subcultures, has now not only spread to mainstream video websites such as Youku Tudou and iQiyi, but was also used in two movies, "The Legend of Qin" and "Tiny Times 3", produced by Tudou and LeTV Pictures respectively in August this year. On the evening of October 11, at the "Golden Eagle Festival Internet Festival Awards Ceremony" held by Hunan Satellite TV, barrage appeared on TV, making Hunan Satellite TV the "first to try it out". Unlike online videos, TV has stricter regulatory policies. It is difficult for barrage videos, which have gained popularity by challenging mainstream culture, to really become popular on TV. In this sense, Hunan Satellite TV is more like a show, relying on a carefully designed performance to win the hearts of young users such as those born in the 1990s. However, there is a trend behind this: live TV programs need to add interactive elements, and the "cramming" video playback format has come to an end. Why are TV bullet screens criticized? Unexpectedly, a large number of users complained about Hunan Satellite TV's pioneering introduction of barrage. The phenomena reported by users such as "swearing", "regional discrimination" and "dirty jokes" are difficult to avoid in barrage. This is also one of the disadvantages of barrage allowing users to comment freely. It affects the viewing experience and naturally causes dissatisfaction. For this reason, video websites have also provided users with another option to hide the bullet screen. However, such a function is not yet widely used on TV programs, which is one of the reasons why Hunan Satellite TV is more like a show. Danmu is not exclusive to the post-90s generation The target group of barrage videos is often defined as "post-90s", "otaku", "anime fans" and other labels. In fact, barrage videos reflect the "urgent needs" of users to watch videos: expression and social interaction. Nowadays, bad dramas are emerging one after another. Videos are no longer as "clean" and "conventional" as those in the memory of the post-80s generation. Various saliva-like video programs are extremely contrived in order to "attract attention" and the goal is to attract users to complain. Barrage provides users with such a venting channel. Judging from the results, barrage has become UGC, which is part of the content contributed by users. It is the user's comments under the video moved to the video itself. There is no shortage of classic and wonderful remarks in the comments. Reading the comments instead of watching the video has long been the interest of many users. Danmu is not a revolution in the way of watching videos, nor is it a patent of the post-90s generation. Instead, it is a way for video viewers to express their feelings, communicate and interact with other users. Now it has become one of the killer features of video websites to gather users and increase user activity and stickiness. Social media on TV is on the rise Barrage has not yet become popular as a social behavior on TV, but there are already related applications that realize similar functions. A new term "social TV" has emerged abroad, which is to seamlessly combine social media (such as Twitter and Facebook) with television, making television an important terminal for social media. In this way, TV viewers in different places can easily share and discuss the TV programs they are watching. Viewers can comment on the next season of popular TV series, celebrate goals together, etc., and users can also find the programs they want to watch more easily. Similar applications currently available abroad include Hot Potato, Miso, PlayPhilo, GetGlue, IntoNow, etc. There are also domestic applications such as "Hula" launched by Hunan Satellite TV and "LeXiang TV" launched by Jiangsu Satellite TV. 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. |
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