Why can’t TV stations do well in new media?

Hunan Radio and Television Station announced that all of its television programs have been authorized to its new media Mango TV. This interesting decision immediately aroused everyone's interest in the TV station's new media strategy.

This topic has actually been bothering TV stations. Facing the surging invasion of new media, mobile phones and online videos, TV stations have not had any good new media strategies. In the past, it was popular to talk about "three-network integration", and now it is popular to talk about "one cloud, multiple screens". The new media departments of TV stations are in agony, and they are also facing the embarrassment of new media becoming traditional media. The online TV stations set up by various stations have gradually become transmission channels other than satellite, cable and wireless, and have become content providers for TV boxes or telecom operators, and they are still voluntary.

Until recently, CCTV upgraded its online TV station to a central level. However, online TV stations are still stuck in their own positioning and future prospects. Internationally, there are not many examples of online TV stations that can be emulated. Most TV stations just set up their own websites and stream programs. Although online TV stations such as Hulu originate from multiple TV stations, they are more purely video websites. If CNTV must break out of a path, it will inevitably fall into the spell of challenging the parent body.

The new media strategy of Shanghai Radio and Television has always been a benchmark in the industry: the "Kankan News Network" they developed has experienced ups and downs, and now it is unclear what it is doing; and their purchase of video websites such as Fengxing.com is regarded as an approach to introduce Internet thinking and import Internet genes, which is widely praised. However, if Fengxing.com cannot obtain exclusive injection of SMG video content resources, it will not be able to compete with other video websites. If it cannot win, buying this website will not be a smart deal.

None of the new media strategies of these top domestic television media were convincing, and certainly not successful.

In fact, to explore the new media strategy of TV stations, we still need to think about the purpose of doing new media. We can't do it just because others do it, nor can we do it because the leaders above ask us to do it. The pursuit of new media by American broadcasters is HULU's slogan: Anytime Anywhere. There is also a TV Everywhere plan in the United States. From this perspective, new media is to find new possibilities for the content of TV stations. If you only hand over your own content to your own new media agency to operate, it is obviously contrary to this purpose.

Many people say that TV stations do not have Internet genes and Internet thinking, so they cannot engage in new media. In fact, Internet genes and Internet thinking are not something that cannot be learned or developed. It just depends on your original intention - that is, what you want your organization to be. The biggest problem for our TV stations now is the conflict between the hierarchical structure and the flat structure of the Internet. Our current TV stations are divided into the so-called four-level television management status of national, provincial, municipal and county levels, while the Internet has never had a hierarchical distinction. The world brought by the Internet is a flat and interconnected environment. The new media strategy of TV stations should be considered from the perspective of global competition and national competition. In this regard, Shenzhen Radio and Television has made many meaningful attempts, such as CUTV and China Time Network.

At present, TV stations should not be pretentious about their content advantages (content comes from producers, who may leave at any time), nor should they belittle their technical disadvantages. TV stations should be generous old people and incubators for the future. Turner Television in the United States invested in five new media startup projects in a recent startup project revenue event, including TV news mobile phone production, advertising big data, advertising precision marketing, social TV content capture, etc. It seems that being an angel and an enterprise accelerator may be the best new media strategy for Chinese 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.