Big data: the magic hand that rewrites the TV industry
Release time:
2018-02-06 09:27
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"The wave of big data is coming fiercely. From the data in the early stage, to the dynamic adjustment in the mid-term, and to the precise guidance in the later stage, big data technology is quietly changing the ecological environment of the TV industry." At the 23rd China International Radio held recently At the TV Information Network Exhibition, many people in the industry told reporters.
"Big data is infiltrating into every aspect of the TV industry bit by bit, and what follows will inevitably be the subversion of the program production method and the transformation of the industrial structure." Professor Chai Jianping, deputy dean of the Faculty of Science and Engineering of Communication University of China, said, how much Dimensions to comprehensively and scientifically measure and evaluate the development level of the cultural media industry? How to predict the future development trend? How to deal with the problems that occur? The emergence of big data technology is opening another new era for the development of China's media industry.
Cracking the Dilemma of Fraudulent Viewership Ratings
According to industry insiders, ratings are the main indicator to measure the success of a TV program and whether advertisers will choose to invest in it. In order to make their programs have better ratings results and obtain financial support, some TV program producers will choose to artificially interfere with ratings results and change data samples.
"Audience ratings are more important than everything else", ratings fraud has become an open secret inside and outside the TV industry, and the source of ratings fraud is the "contamination" of samples. Chai Jianping pointed out that in the big data environment, a comprehensive evaluation standard should be established to serve the government functional departments, media content suppliers, media content integrators, media operators, advertisers and users of the entire media industry chain. Starting from soft power, establish a multi-level, multi-dimensional, multi-regional evaluation method, comprehensively express the "quantity" and "quality" of communication effects, and make a contribution to the development of mass media or news media such as TV, film, radio, and printed materials in the media field. Quantitative and qualitative evaluations are "what must be done now."
Although there are already many data survey companies for TV ratings, the accuracy of the results is greatly reduced due to more or less "flaws" in their survey methods. In response to this situation, Chai Jianping said that the Communication University of China and Beijing Zhongchuan Ruizhi Market Research Co., Ltd. have jointly released the big data evaluation standard system of China’s media industry - the China Communications Index, based on which the ratings can be avoided to a certain extent. .
"Currently, the main reason for fraudulent ratings is that we place too much emphasis on the indicator of ratings. In fact, the ratings do not represent the quality of the program. Therefore, the China Transmission Index has added data from multiple platforms and multiple indicators. Make the investigation results more objective." Chai Jianping said.
"When collecting data, unlike other companies, Zhongchuan Ruizhi directly inserts the data collection software into the set-top box, so that the viewing information can be transmitted back through the set-top box within one minute, reducing the The possibility of human intervention." Jia Gang, head of the product department of China Communications Ruizhi, said that in addition to collecting data on ratings, China Communications Index also collects data from multiple platforms such as the Internet and new media, and uses cultural, economic, social and other data. comprehensive analysis of indicators. The company has established data collection platforms in Beijing, Guangdong and other places, among which there are about 3.9 million samples in Beijing alone. By analyzing a large number of samples, it can more accurately reflect the ratings of a certain program or a certain TV station, and It has carried out in-depth cooperation with film and television companies such as Huayi Brothers and Huace Film and Television, as well as TV stations in Guangdong, Shaanxi, Tianjin and other places.
Big data "understands" the audience's heart better
"Big data allows TV media to 'understand' the hearts of the audience." According to Xu Yang, Senior Vice President of Gridsum, the British Broadcasting Corporation (BBC) is the originator of incorporating big data into the program production process. The producer of the program is broadcasting the program live, and at the same time decides the direction of the next program based on the audience's comments on social media, and the program has also achieved a substantial increase in ratings. At present, the production of domestic TV programs has begun to accept the "guidance" of Internet thinking, so that programs can analyze user needs through big data to achieve iterative optimization from pre-broadcast to post-broadcast, instead of relying on experience to operate.
"Nowadays, the evaluation of programs not only needs to consider the ratings of TV stations, but also factors such as the influence of Internet TV stations, Weibo and WeChat. Only in this way can we evaluate the value of programs correctly and objectively, and then Guide the production of the program." Xu Yang said.
Xu Yang said that big data can help TV stations play an important role in the four stages of the program, and promote TV people to improve the competitiveness of the program: In the planning stage, data comes first, by collecting a large amount of information and analyzing audience preferences, so as to target Create content to lay the foundation for successful ratings in the later stage.
In the warm-up stage, through big data analysis, we can understand the preferences and characteristics of the audience, so as to decide what kind of content to use and what kind of communication and promotion methods. The movie "Little Times" is a typical case of selecting publicity methods and channels based on insight into audience preferences. Through massive data analysis, the producer has discovered that many people who like director Guo Jingming also like Xie Na and He Jiong before the movie is broadcast. The former chose to appear in the "Happy Camp" hosted by Xie Na and He Jiong for promotion, and finally made the film successfully get high attention and high box office.
In the program broadcast stage, with data analysis, we can get timely feedback from the audience from various network channels such as social media, forums, and search engines, so as to be targeted and maximize the value of limited resources. Popular programs such as "Where Are We Going, Dad", "China's Got Talent", and "Brilliant Chinese" all use data analysis tools in the broadcast stage to better meet the needs of specific audience groups.
Not only that, big data has also changed the past practice of using ratings as the only criterion for evaluating programs, making program evaluation more objective and fair.
Start a new era
Comparing the changes that are taking place in the TV industry in Europe and America, you can see the power of big data. The American TV series "House of Cards", which is popular all over the world, introduced a large amount of user data accumulated by video websites from the initial planning stage, selected actors and directors according to user preferences, and customized the plot, and finally became a popular and popular classic. There are more and more attempts like this, proving the profound and positive impact of big data on the TV industry. The widespread application of big data in TV production will become an irreversible trend, and the Chinese TV industry, which is undergoing a period of drastic transformation and reshuffle, how to find a suitable survival path in the era of big data?
On August 18, 2014, the Fourth Meeting of the Central Leading Group for Comprehensively Deepening Reform reviewed and approved the "Guiding Opinions on Promoting the Integrated Development of Traditional Media and New Media". The "Opinions" put forward clear requirements and made specific deployments on how to promote the integrated development of media under the new situation, and called for "accelerating the integrated development of traditional media and emerging media, making full use of new technologies and applications, and occupying the commanding heights of information dissemination."
In this regard, Chai Jianping believes that in the "Internet +" era, traditional TV media undoubtedly ushered in a good opportunity for transformation and development, which requires them to grasp the pulse of the new era and gradually cultivate "Internet thinking" that adapts to the development requirements of the times. TV program producers can occupy a place in the future media ecosphere only if they put aside the self-proclaimed mentality of powerful media, quickly and effectively change their way of thinking, and use big data to effectively transform programs.
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