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Big Data: Rewrite the magic hand of the TV industry
"The big data wave is ferocious." From the previous data to the dynamic adjustment in the medium term to the precise guidance in the later period, big data technology is quietly changing the ecological environment of the television industry. "The 23rd China International Broadcasting TV information network exhibition, many industry professionals told reporters.
"Big data is dripping into every aspect of the TV industry bit by bit, with the ensuing inevitable subversion of program production and changes in industrial structure." According to Professor Chai Jianping, associate lecturer at the Faculty of Science and Technology at Communication University of China, Dimensions of a comprehensive and scientific evaluation of cultural media industry development level? How to predict the future development trend? How to deal with the problems that arise? The advent of big data technology is opening up another era for the development of China's media industry.
Crack the ratings of false sleepy
Industry insiders, ratings is a measure of the success of a television program, advertisers will choose the main indicators of their investment. In order to get a better viewing result and get financial support for their own programs, some TV programmakers will choose to alter the data samples as a result of artificially interfering with the ratings.
"The ratings are bigger than everything else", ratings fraud has become a public and secret inside and outside the television industry, while the source of ratings fraud is the sample being "polluted." Chai Jianping pointed out that in a big data environment, a comprehensive evaluation standard should be established to serve the government departments, media content providers, media content integrators, media operators, advertisers and users of the entire media industry chain. From hard indicators and Soft power to establish a multi-level, multi-dimensional and multi-regional evaluation methods to comprehensively display the "quantity" and "quality" of the dissemination effect, and to make the development of mass media or news media such as television, film, radio, print, etc. in the field of media A quantitative, qualitative evaluation, "is the moment must do."
Although there are already many data survey companies targeting television ratings, the accuracy of the results is greatly reduced due to the existence of more or less "flaws" in their survey methods. In response to this situation, Chai Jianping said that Communication University of China has jointly released by Beijing Zhongrui Ruizhi Market Research Co., Ltd. jointly issued the Chinese media industry big data evaluation standard system - China Communications Index, based on the index to a certain extent, avoid the fake ratings .
"At present, the main reason for the fake ratings is too much emphasis on ratings of this indicator.In fact, the level of ratings does not represent the pros and cons of the program.Therefore, the index has added more than one platform data and multiple indicators, Make the investigation result more objective. "Chai Jianping said.
Instead of adding additional gauges or manual records as other companies collect data, Zhongrui Ruizhi directly inserts data collection software into the set-top box so that viewing information can be sent back through the set-top box in less than a minute, reducing People may intervene in the process. "Jia Gang, head of Zhongrui Zhizhi's product division, said that in addition to collecting ratings data, the China Index also collects data on various platforms such as the Internet and new media. It also takes cultural, economic and social issues as examples A comprehensive analysis of indicators. Currently, the company has set up data collection platforms in Beijing and Guangdong. Among them, there are about 3.9 million samples in Beijing alone. By analyzing a large number of samples, the company can accurately reflect the ratings of a certain program or a television station. And Huayi Brothers, Huace Television and other film companies as well as Guangdong, Shaanxi, Tianjin and other places of television conducted in-depth cooperation.
Big data more "understand" the audience's heart
"Big data gives TV media a better understanding of the viewer's mind." In the wake of the continued expansion of SVO at SASU, the BBC is the forerunner of bringing big data to the programming pipeline. Program producers live on the program, according to the audience in the social media comment on the next program to determine the program also achieved a substantial increase in ratings. At present, the production of domestic television programs has begun to accept the "mentoring" of Internet thinking so that programs can analyze the user's needs through big data to achieve iterative optimization from pre-broadcast to post-broadcast, rather than operating based on experience
"Nowadays, the evaluation of the programs has not only taken into account the ratings of the television stations, but also taken into account factors such as the influence of the network television stations and WeChat WeChat. Only in this way can the value of the programs be correctly and objectively evaluated, Guide the production of the program. "Continued Yang said.
Continua said that big data can help television stations play an important role in the four phases of the program in order to promote the competitiveness of television programmers. In the planning stage, data is prioritized. By collecting a large amount of information and analyzing audience preferences, Content creation, to lay the foundation for the success of the ratings.
In the warm-up phase, through big data analysis can understand the audience's preferences, characteristics, which decide what kind of content to use what kind of dissemination methods. The film "Little Times" is a typical example of how to select the propaganda methods and channels through the audience's preference. Through mass data analysis, the producers found that many people who liked the director GJM like Xie Na and He Qun before the movie was broadcast, Former selection in the "Happy Camp" by Xie Na, He Xuan host appearance propaganda, the final success of the film to get high attention and high box office.
In the program broadcast stage, with the data analysis, we can receive timely feedback from audiences on various online channels such as social media, forums and search engines to achieve the goal of maximizing the limited resources. Programs such as "Where Are Dads," "China's Got Talent Show," "Out of Color Chinese," and other high-profile programs are better equipped with data analysis tools at the airing stage to better meet the needs of a particular audience.
Not only that, big data has also changed the past, the ratings as the only standard program evaluation approach, the program evaluation more objective and fair.
Open the next new era
By contrast with the ongoing changes in the television industry in Europe and America, we can see the power of big data. Popular in the world from the initial stage of planning, Card House introduces a large amount of user data accumulated by video websites, selects performers, directors and customized stories according to the users' preferences and eventually becomes a classic work of good and bad reputation. Increasing attempts such as these have demonstrated time and again the profound and positive impact big data has on the television industry. The wide application of big data in television production will become an irreversible trend. In the era of big data, how to find a suitable survival path for the Chinese TV industry in the era of drastic restructuring and reshuffle?
On August 18, 2014, the 4th Session of the Leading Group for Overall Deepening Reform of the Central Government reviewed and approved the Guiding Opinions on Promoting the Integration Development of Traditional and New Media. The Opinions put forward specific requirements on how to promote media integration and development in the new situation and made specific arrangements. They also called for accelerating the integration and development of traditional media and emerging media, making full use of new applications of new technologies and occupying the commanding height of information dissemination.
In this regard, Chai Jianping believes that in the era of "Internet +", the traditional television media undoubtedly ushered in a good opportunity for transformation and development. This requires that it must grasp the pulse of the new era and gradually cultivate the "Internet thinking" that meets the requirements of the development of the times. Only when the producers of television programs abandon the attitude of the powerful media and quickly and effectively change their mode of thinking and make effective use of big data to transform the programs will it be possible for television program producers to occupy a place in the media ecosystem in the future.
Add:ShiBei Ind.Estate. Le Tong XinHua Town,HuaDu District GuangZhou China