Hunan TV mango TV du seeding strategy implemented last year, media and industry colleagues consult me, my answer is positive affirmations. Single multicast strategies were implemented more than a year now, it is clear that television has won this battle of Xiang army's victory, but at this time and if anyone asks me, I will tell them: the end of the appropriate broadcast alone.
Why?
Single broadcasts, was their "mango"
First take a look at my views at that time:
"Hunan Lv Huanbin mango seeding strategy alone, it immediately became a hot, some people even said it was in the pit dug for itself. I don't think so stupid Hunan TV, in my opinion, this is a crisis, Hunan in their guts in the ' danger ' and ' opportunity ' between the heroic and courageous strategic choice. This is a very dangerous move and step need to follow-up measures, measures, carefully tie in the game of chess. But today's muddy, is encouraging broad. "
I agree with mango TV multicast strategy alone is because they are a fan of the media. The so-called fans, media, media with their own thoughts, authority, leadership, affinity, brand of precipitation as well as on the basis of culture, tightly linked with themselves and the audience. There is emotion in audiences for the media; it is willing to pay for you, willing to follow you.
Du sowing strategy is the use of so-called fans this is continuously pulled easily, won't pull out feature, will be scattered throughout the Web content is stopped, interactive space into its own proprietary content, namely mango TV, draw in fans, circle, building your own "mango". Take this quick form and youku, Qiyi video website comparable volumes, fast becoming the voice of the network video market power.
I thought only seeding strategy has two main risks:
First, fans of how strong is the bond? once the fans don't follow, it would be rich not rich, even the poorest are delayed. However, years of practice has proved that, Hunan satellite TV fans are really "powder"-my worry is unnecessary. Only after sowing, mango TV users, activity, advertising income, and other indicators all geometric growth. In fact, truly knowledgeable people did not see the data, because the data can all be fake, mango TV leads me to believe that the real reason for these data is: a special channel let me know their bandwidth consumption has reached a size of 1000 or 2000 g, only this is the data support.
I fear the second risk is the ecological degradation. Hunan satellite TV and fans of tonality, preferences must be consistent, otherwise they would not form a fan relationship. Broadcasting alone like mango trees scattered around all transplanted to a garden, attract a bird that eats mangoes constitute an ecological system. From the ecological point of view, the single species ecosystem is very fragile and a pest, can make the whole forest destruction. In fact, more right of Lakes should be used to describe the situation, just because they are called mango TV, I have to make some more vivid.
Qinghai Lake, it is connected with the sea, was disconnected from the sea, new environments lead to shellfish, algae, saving animals die in huge numbers, even fish only Gymnocypris przewalskii (gymnocypris). This is an extremely fragile ecological, water quality, water quality, climate, temperature changes can all cause extinction of Gymnocypris przewalskii. Huang or prey fish old, mature, and new seedlings of Gymnocypris przewalskii in breeding out of the River into the Lake, a few years ago due to the river that flows into the lake flows increase, changes in water quality and dam, has led to a substantial reduction in population. On top of that, since only Gymnocypris przewalskii is a property, the economic value of water production is very limited.
Although there is no communication with mango TV friends, but I believe that the ecological problems of the Qinghai Lake, on mango TV almost one by one to exist in the media ecology:
1, the user is experienced only seeding early growth, and soon reduced to a wall?
2, is in addition to the entertainment-oriented audience, few other types of audience?
3, whole day activity is heavily dependent on Hunan satellite TV ratings and program agreement with Japan?
4 Hunan satellite TV, new users are heavily dependent on the boot, it changes directly influence the increase?
5, advertising customer base relies on Hunan's customers, development of new customers whether there are bottlenecks?
……
So, I must correct his view, cannot be characterized as strategic seeding alone, sowing tactics alone. It is in a highly competitive media and complex process of evolution, messengers, tackling a step should not be a sustainable strategy. Legend of the PayPal mafia entrepreneurship
Mango TV switched to a "Dove" idea may be better
Since the broadcast alone was tactics not strategy, and mango TV broadcast alone has reached the objective and won, then we believe that television in the Xiang army to move quickly to the next step of action. Otherwise, once the current eco-curing, stereotypes, would be limited in a small living space, to get a little peace, lost the entire sea. Then again attempt to connected to the sea, it will be too late. Or not, you are now in Qinghai Lake connected to the sea, fragile ecological of Qinghai Lake, and Huang is impossible to fish and marine life, the little competition. So, where to go next?
My suggestion is to implement "Dove" strategy. We all know that raising pigeons pigeon control at home, it knew, tame, put out, they not only mountains can go back home, but also brought back the pigeons on the other. Fans of Hunan, the audience is there with the Dove property, one year's seeding strategy has been to let them know at home alone, beginning with the scale, the open hood net change rearing methods.
Of course, the strategy of raising pigeons is not restored to before planting alone who can program in Hunan took to the State or, but simple alone is no longer broadcasting, but selective, controlled resource substitution. Because, in the transformation of media convergence necessary for a variety of complex factors, mango TV really has, and can be called unique the only content of this item. And some contents of a fashion cycle and the current fierce competition in the market, making content advantages, especially long-term advantages are very difficult.
Therefore, should make use of existing content value in peak periods, Exchange interests with the community, to make up for their deficiencies, detect changes in the market, the law. This way you can ensure that mangoes as a small regional TV "Lake" control, content, technology, and the audience (fans) maintain contact with the Internet. Just like establishing channels of communication between the Lake and the sea, feel the evolution of sea change, keep your "sea".
Competitiveness of the Dove remained as a species of birds, because they never left the air.
Should include the following:
1, content for technology
In the transition from traditional media to new media companies, mango TV is technology one of the best, most comprehensive, but the Internet technology involves a too wide, upgrading so fast, our efforts alone could not keep up with technological advances, and the technology is extremely important for new media guide. Do not think that spending a little money can buy real technology, despite the technical in the stronghold rife in China sold out through the nose, but technology companies aren't stupid, money must change back real technology. By the bite some of the edges, the popular technology, neither subsequent upgrades and updates, let alone access to exclusive services and development of proprietary customized. This technology development often turn into white elephants.
2, content exchange content
Although Hunan program is great, but it's most loyal fans, after all, is to have some fans, if mango TV is always in the content, it will only precipitate the fan of the limited, and rejected other audiences, resulting in "Huang of Qinghai Lake fish". We have added new content, new bait in order to maintain species diversity. New content if you spend money to buy, it will embark on youku, aiqi art old, and for a media-rich content, it is a little bit lost his "way", that's not a shoe cobbler to go out to buy shoes!
3, content for fans, for services
As future coveted future video new media throne, or at least hope became future of party overlord of mango TV, its alone broadcast strategy "alone" of must is aiqi art, and Le depending on, and Tencent, directly competition opponents, especially a years to has formed has himself of scale advantage Hou, on more should with content advantage formed of discourse right and control capacity, joint even is support on himself frame not threat of weak power. Consumption on the one hand the strength of competitors, delay the pace of each other, on the small partner users can be converted into fans, you can also get some of their cutting-edge technologies and practices.
These smaller partners, is the mango TV antennae, and pumping stations, back to lost fans, fan into the audience at arm's length, at least keeping mangoes outside the system of communication. Otherwise, we have Hunan satellite TV mango TV lire in an inlet to the fan and TV this inlet is constantly shrinking.
In short, single broadcast, TV Xiang army transition to new media as a first step, good riddance, go on, but it's just a big step in the right. To complete the true transformation of Nirvana, arrive the other shore, then there are a lot of way to go, many decision points to grasp!
Hunan's brothers, come on, don't stop at the Lake, you can manage this sea of Internet video, watch you!
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