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Just tonight, China’s good voice, which is renamed as China’s new song, will be premiered in the fifth season. Based on the booming popularity of the previous four seasons and the tremendous influence of mature and high-quality IP, this time will inevitably be on Taiwan’s two networks again. At the end of the day, it triggered a frenzy of watching.
In particular, it is worth mentioning that China’s new song not only sold Internet broadcast rights to Youku Tudou and Tencent videos, but also reached an exclusive strategic relationship with Little Whale TV. China’s new voice authorized micro whale television production and broadcast. The VR version of China's new song is obviously a fresh attempt. So, what kind of chemical reaction can these joint forces have? What impact will it have on the Internet TV industry? East Building may wish to come to a comprehensive analysis of interpretation:
The micro-whale teamed up with China to make a sound, and the media gene showed its advantages again?
Looking at the current Internet TV field, LeSike takes advantage of its product advantages in Internet content and low price and high product strategy. In addition, participants of the same type also have millet, storm, and popularity, and traditional TV manufacturers are also making efforts. Push Internet TV, such as Skyworth launched an independent Internet TV brand Cool Open.
The micro-whale as an Internet TV new brand, the background of the media has always been very eye-catching, the founder and chairman Li Ruigang served as SMG president, founder and CEO Li Huaiyu had served as BesTV executives, chief content officer Feng Xincheng was the new weekly magazine Executive editor. This makes it possible to have a profound media gene, which also leads to a marketing strategy that is different from that of Xiaomi LeTV. After the listing of the micro-whale TV, it has repeatedly cooperated with the media and hopes to shake the market.
In fact, the micro-whale's "media gene" has two most significant advantages in its development: First, in the overall regulatory atmosphere of Internet TV, acute political wisdom can avoid many risks; second, high-quality content resources will not easily escape. The “eye†of the micro-whale is because the judgment and control of the content of the micro-whale is almost “bornâ€. For example, it cooperated with Zhebao Media to organize the 2015 ESUC E-Sports Cup and NEST National E-Sports Competition. Another example was the first Chinese car dream show jointly developed by Dragon TV and Hongyi Media – the top partner of this year. The achievement of cooperation has on the one hand made the content of the micro-whale more abundant, and on the other hand, the micro-whale, a brand new Internet TV brand, has quickly accumulated a huge brand awareness in the short term.
This time, the strategic cooperation with the new Chinese song has been reached. The micro-whale obviously also continues this idea. Although the sound from China is more renamed as the new song of China, the influence and appeal of this show are unquestionable. After all, during the first four seasons, they all caused broadcast booms. For example, the total number of broadcasts for the second quarter of the webcast platform reached 2 billion, while the number of broadcasts on the webcast platform in the third quarter reached 4.2 billion. Not only that, but also China is a good voice for such high-quality IP, and the network-only broadcast platform has also achieved both revenue and revenue through derivative program development. This time, the micro-whale became its exclusive Internet TV partner. Obviously, it is hoped that the popularity of the new Chinese song will further enhance the brand awareness of micro-whales, and it may also increase the sales of micro-whale TVs.
New technology brings media changes, premium content + smart terminals into the ace of micro-whales?
Of course, if it is only to achieve strategic cooperation with China's new song, the simple name sponsorship can at most get some exposure in the brand, in addition may not have much to gain. In the joint cooperation between the microwhales and the new Chinese song, it is worth noting that, as an exclusive Internet TV partner, the microwhale has obtained the right to use the VR version of the new Chinese singing voice, which is probably the smallest whale TV takes advantage of new technologies to lead the revolution in the media and create the first step in its core competitiveness.
We know that in the past few decades, the development of science and technology has promoted several important media changes. Especially in the last decade, due to the rapid development of Internet technology, digital media has experienced development from portal websites to social media to mobile media in just 10 years. The TV media from the original only broadcast, has become the most mainstream of the current network simulcast mode, domestic TV programs are basically broadcast on the network, and many traditional TV stations also have built their own network playback platform, such as Hunan TV's Mango TV, Zhejiang TV's China Blue TV.
In the moment, we have ushered in a new wave of technological change. Artificial intelligence, VR (virtual reality) and other new technologies are becoming the primary driving force for the reform of the Internet industry and even the media industry. In particular, the development of virtual reality technology will be an industry innovation opportunity for both online media and television media. Kevin Kelly, the famous science and technology prophet, emphasized in a speech in China that VR will be the socialized social media and socialize more than anything else. Kevin Kelly said that the background of this sentence is that the development of VR technology enables people to use terminal devices to have a more lively experience of interaction and immersion. This is the basis for media change.
From this perspective, the VR version produced by the cooperation between China's new song and micro-whale TV is a typical case of science and technology leading the media revolution. We know that the sound of China’s new song, China’s predecessor, has been broadcast continuously for four seasons. The audience will inevitably suffer from aesthetic fatigue. If we do not make innovation in the form of the program, it will be difficult to further expand the audience. This is also an important reason why China’s new song has reached cooperation with the micro whale. Based on this understanding, this year's new Chinese song recording incorporates naked-eye 3D shooting and VR broadcast. As a team of micro-whales, the multi-camera 360° 3D panoramic light field technology is used in the program, and the 360° VR panorama is matched in the later stage. The channel presents a picture, and the viewer can watch on the panoramic channel of the Little Whale VR platform and the Little Whale TV. This means that the audience can have a more immersive experience and create a new way to watch entertainment programs.
Moreover, new technologies are not limited to new content production technologies such as VR (virtual reality), but also include technological innovations in hardware products. Taking the 55-inch curved 4K TV launched by Microwhale TV as an example, as the first curved surface TV launched by Microwhale, a large number of new technologies have been applied, such as the use of flexible screen technology, Curved special color technology, etc., which makes the curved screen Display is more true color, but also has a wide color gamut technology, so that it has up to 85% NTSC color gamut, for example, support this year's widely popular HDR technology, significantly enhance the contrast of the picture; also for example, to enhance dynamic fluency The "Rui Li De" technology has made its images free from smearing, etc. The application of these new hardware technologies has actually improved the user experience and increased the user's immersion.
Obviously, the cooperation between China's new song and micro-whale TV, on the surface, has won the title of a title and obtained a high-quality VR version of the VR broadcasting rights, but in the long run, this may mean the beginning of the television media revolution. In the future, it is very likely that all TV programs that require scene immersion will require a VR version, and the Micro Whale will take advantage of this cooperation to establish the industry benchmark for VR content creation.
Dual gene promotion, micro-whale mode or the overall benefit of the television industry
On the other hand, we know that for a long period of time in the past, the development of traditional television media has been the complete separation of terminals, content and technology. For example, television manufacturers are only responsible for producing television without paying attention to broadcast content, and content producers such as television stations are only concerned with the content but not with TV production and sales. With the development of the Internet, these elements affecting the user's viewing experience are being merged. The integration of terminals and content results in the creation of Internet TV. Internet TV manufacturers not only pay attention to what users like TV products, but also pay attention to what users like. TV shows and content.
By cooperating with China’s new song, Microwhale’s new technology will also begin to merge with terminals and content, and the new technology, such as VR, will be used to produce content that can provide users with a better viewing experience, and then on its Internet TV terminals. Playout, which makes the terminal, content and technology perfectly integrated, making the user's experience more smooth, this aspect has increased the audience for the program content, on the other hand will also promote the sales of the terminal, which also broke the In the original television industry, terminals, content, and technology were not linked to each other, and there was no traditional pattern of linkage. Micro-whale television had the opportunity to truly shake up the growing Internet TV industry and gain more end-users.
Obviously, if terminal + content is the era of Internet TV 1.0, then terminal + content + new technology represents the development direction of Internet TV 2.0. In particular, the application of new VR technology, while enhancing the user experience, is actually backing up the development of TV media. With better terminals, TV media can be able to more fully demonstrate more real-world effects, and thus further Bring closer distances with users, let more people return to the TV, and this will eventually benefit the entire Internet TV industry.
