"Weibo Network Short Video Alliance" was established in Shanghai
On the evening of September 26, the 2017 Weibo Television Impact Summit was held in Shanghai today. It was from Zhejiang, Eastern, Hunan, Jiangsu, and other front-line TV stations, such as Tencent Video, Youku, and Iqiyi, as well as from production and announcement. Senior executives of industry research institutions attended.
At the occasion of gathering people in this industry, led by Weibo, Zhejiang, Dongfang, Jiangsu three David TV, Tencent video, Ali Entertainment, iqiyi three major online video agencies, as well as Wanhe Tianyi, Huan Rui, honey Tao ten The related companies and institutions of the home industry chain have jointly established the “Weibo Network Short Video Alliance†based on short video IP cooperation to build a cross-border media integration platform to jointly create the essence of domestic IP.
The well-known radio and television audience research institution Sofari announced the “2017 Weibo TV Development Report†at the summit and pointed out that with the closer cooperation between Weibo and TV dramas and variety shows, the number of TV variety shows and TV dramas showed a steady increase in 2017. In order to make the content better stand out, many organizations have reached MCN cooperation with Weibo, through the institutional promotion strategy, to get a better audience reach.
Xiao Fenbing, deputy general manager of Sofori, released the “2017 Weibo TV Development Report†at the summit and pointed out that in the first half of this year, the central channel and the provincial satellite TV broadcast 99 new files of variety variety, of which 88.9% established cooperation with Weibo. 120 new dramas were aired, of which 67% had established cooperation with Weibo. The video website has a total of 69 on-line online variety shows. 90% of them have established cooperation with Weibo; 185 online dramas have been launched, of which 73% have cooperated with Weibo. The cooperation between microblogging and television programs, variety shows, etc. has become increasingly close, and the proportion of cooperation has also increased significantly.
While the dissemination of variety and TV drama content on the Weibo platform continues to increase year by year, the growth of the head content is even more rapid. According to data from the Sofori National Network and Weibo TV Index, in the first half of 2015, the domestic TOP30 TV variety show accounted for 79% of the total number of readings on the Weibo platform, and by the first half of 2017, the proportion has further increased to 85%; The proportion of TOP30 TV dramas read on the Weibo platform also increased from 45% in 2015 to 93% in 2017, an increase of over 100%. Among them, TOP3's variety and TV drama content on Weibo's audience size and reading volume increased even more.
Influenced by the media integration, economy, technology, social culture and other environments, social media has become the main position for netizens to discuss, understand and disseminate TV dramas and variety shows. According to the basic research data of Sofuri, in 2015, 83.4% of TV viewers accessing Internet services in the country often used social media services. By the end of 2016, the proportion rose to 93.3%. Data from four cities in Beijing, Shanghai, Guangzhou, and Shenzhen show that variety shows are the most discussed types through social media platforms, reaching 76.6%, followed by 51.88%.
It is precisely due to the integration of television and video sites and Weibo, and the participation of a large number of users. The Weibo network has been developing rapidly. As of now, the number of active users on Weibo has exceeded 80 million, and it is users who discuss TV dramas. The first platform for the content of variety shows is also the platform of choice for announcements of TV shows and variety shows. At the same time, Weibo has been fully integrated into all aspects of content production.
With the continuous upgrading of telecom operators' networks and the upgrading of hardware devices such as mobile phones and tablets, the mobile Internet industry in China has experienced explosive growth. Users' consumption habits for information have shifted from teletext to short video and mobile broadcast.
As the most influential Chinese social media, Weibo has been arranging short video coverage since 2013. It has become one of the largest short video broadcast platforms in China with high quality short video content uploaded by partners and users. TV stations, video websites, and video production agencies have excellent production teams and high-quality content IP resources. They are indispensable partners for Weibo's short video content.
In 2014, Weibo's network business has been officially put into operation so far. Weibo, TV, and video websites have been upgraded from the earlier "network interaction" to "network convergence" and formed a win-win coexistence relationship. The IP promotion of variety shows a significant effect in the three aspects of diversion of ratings, playback volume, and word-of-mouth communication.
Since 2017, Weibo has worked with many partners to build a media cross-border integration platform, which strongly promotes the integration of TV dramas, entertainment reputation, and traffic hyperbolas. In the past six months, Weibo has made numerous attempts in the field of short video with many partners, from the promotion of popular IP to the secondary development of the value of historical copyright video content, to the opening and diversion of products with video websites. , and a creator alliance based on mini-series and micro variety.
Based on the existing partners, Weibo took the lead in setting up a “Weibo Network Short Video Alliance†based on short video and IP cooperation to provide alliance members with an open, fair, and flexible resource integration platform that can be used to create short video content. , broadcast, dissemination and other aspects of cooperation, open up all aspects of the short video industry.
Weibo CEO Wang Gaofei stated that “Weibo Networks Short Video Alliance†aims to build a cross-border media integration platform, gather the strengths of each company, understand the needs of each family, integrate all resources, and explore more cooperation models. Create the essence of domestic IP.
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