Internet opens a new "media ecology" for the content production
Recent years have witnessed a big turnout of high-quality Internet video programs. For example, Weirdo Talk (Qi Pa Shuo), a talent talk show produced by iQIYI.COM, has been played more than 260 million times online and received nearly 510,000 followers on its official Weibo (a Twitter-like social media) account since its initial broadcast at the end of last year.
"When I was working for television, I just regarded the Internet as a platform for promotion," Mou Di, producer of Weirdo Talk said. "It was not until I produced Internet programs myself that I released it means a series of changes, including viewing and communication habits. Those changes create many ways to interact with the audience".
Closer interaction with viewers – a key element of Internet products – creates opportunities for a longer industrial chain. Take Weirdo Talk as an example, its derivative shows and products, branding operation, offline activities and copyright business have already made waves. Mou stressed that the Internet has become an independent content producer and original Internet products will not only change the way of production and marketing but eventually turn audiences into consumers through a developed industry chain.
A smart way: Comprehensive integration of traditional and new media
The second season of the copyright-introduced program Running Man (Chinese version) was initially broadcast on Zhejiang TV, creating an impressive viewing rate of 4.97 percent on the evening of its premiere and became the best received program in the same time slots.
The first season broadcast last year, had already achieved high popularity. It created a record of nearly 3 billion Internet hits, 13 billion relevant Weibo topic readings and nearly 3 million comments online.
What is behind the success of this TV show? Integration of new and traditional media is one of the keys.
Facing the strong challenge of the Internet, the TV industry is undergoing an internal upgrade and adjustment by introducing more Internet thinking. Instead of the previous passive and one-way content transmission, TV professionals began to focus on interaction with their audience. For example, the design of Running Man focused on the tastes of young people and the production team collected game ideas from its audience.
With the integration of traditional and new media a series of TV products, such as the Running Man and Dad, Where Are We Going?, become "phenomenal programs". According to Zhejiang TV director Wang Jun, they are making efforts to create a "media ecology" by integrating the whole production line and to produce different cultural derivatives. Take Running Man for instance, a movie, mobile game and other copyright products have been developed.
"The Internet has brought the TV industry new market-added value," Ma Dong, TV host and chief content director of iQIYI.COM, said, "they will co-exist and integrate for different audience groups."
