【Industry Watch】 How does the television industry seek innovation in the fragmented era?

We are in the digital era of new media and it is hard to say what the future media will be like. In the past, we also referred to CDs and DVDs as digital media. This is also true of social media. The term used to refer to MySpace and Friendster. Now all media are social media, and all media have digital. We even need to redefine what is "new."

The entertainment and media industries have changed from day to day. We do not know how to understand the rapidly changing industry landscape, let alone predict the future of the entertainment and media industry. This is an exciting time - to some extent, I like this constant change, but I'm more willing to bring people a good quality narrative. How can we do this?


Increase user engagement instead of ratings

The sales volume of the singer's album reaches 30 million, and the television program rating is stable at 40 million. These are the old Huang Li calendars. The rise of new technologies and the Internet has made distribution increasingly fragmented and democratized.

In a matter of moments, television has grown from 3 channels to 300 channels and there are millions of YouTube channels overnight. The music industry and the entertainment industry are constantly changing. As the new model continues to evolve, the key lies in user engagement.

Users want to be part of the experience, whether it is entertainment experience, brand experience or news experience. Individuals and viewers will create and distribute the vast majority of content, not studios and television stations. The audience is no longer a bystander. They can write their own stories and even publish their own stories. This may be even more so in the future. This is the democratization of content creation, distribution and consumption.

Linkage with "red people" and content is the key

I think we are going through a Renaissance era - the golden age of media and entertainment. The industry threshold has completely disappeared, and "social media influential people", that is, "YouTube Red Man" has a large number of fans. Although the cost of uploading short videos, posting tweets, or photos is extremely low, millions of fans think this can interact with social media or content.

The current content is more authentic and original, and the traces of processing are not obvious. The so-called X, Y, and Z generations prefer these kinds of programs rather than traditional media, and this trend will continue.

Now media, rather than large media groups, have promoted the birth of news, social documentaries, comedy and documentaries. These contents not only have good quality but also a unique perspective.


New technologies and new experiences will drive the audience

Sound, color, high-definition technology and 3D technology enhance our entertainment experience. Audiences are eager for new technologies in order to acquire new experiences. The difficulty lies in how long this technology can keep users fresh.

In the 70s and 80s of the last century, it was the world of medium-investing and character-oriented movies. It was later replaced by a variety of blockbuster movies. Now special effects 3D and celebrity alliances have become a box office weapon. The next step may be the holographic experience that draws the audience into the cinema.

Large or small screen

Not a big screen or a small screen, there is no other choice. Although the fragmented social channels of content creators have attracted a large number of fans, an hour-long television drama dominates the entertainment and media communities. These TV dramas not only have wonderful narratives, but also the characters are well-shaped.

I think that if the new drama has a depth of narrative plus multiple seasons, it will not be inferior to the movie. HBO launches The Sopranos and Sex the City, AMC's Mad Men and Breaking Bad, and Netflix's House of Cards and Women's Prison (Orange) Is the New Black) With the advent of video-on-demand and pay-per-view video on demand, the show has spawned an upsurge of one-off viewing.


TV stations have launched fierce competition with online platforms and have invested heavily in creating high quality multi-quarter content. This phenomenon will continue for some time in the future, but one thing is certain - no matter how the technology and model develops, the connection between people and people and roles will not disappear.


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