The same world, different "views"

When a new media strikes

The old media will not capture

The Internet makes TV a second spring

TV was once a look and criticism of people, and it conquered the entire world.

When TV was born, experts predicted that it would cause reading, but it turned out that this was not the case. Therefore, when people predict that the complex effects of many factors such as Internet communication, long -tail effects, content generated by users, and the rise of social media will split the audience, hijack the public's attention, and release a kind of attention defect disorder, which will lead The audience left a large number of TV shows, and we should have suspicion on such predictions.

The TV did not exit.

On the contrary, the most widely discussed topic on social media is TV. In the United States, one -third of Twitter users release information about TV, and more than 10 % of tweets are directly related to TV shows. New content forms and new communication methods have improved the status of excellent programs, rather than weakening them. Competition from Google, Apple, Amazon, Netflix and other platforms means that the competition of the Internet and cable TVs is more intense, and it also means that the program creators have more power to the content of the new publishers.

Although a lot of content can be obtained through the network platform -videos are uploaded to YouTube every minute, people still spend a lot of time watching TV, and TV programs still attract most of the population of economically developed countries. At first, the brand participating in linear TVs still provided many programs, and as a content production company, there will still be huge value in the next decades -if they decide to accept technology transformation.

Linear television refers to providing audiences with cable TV subscriptions, air broadcasting or satellite services in order to obtain the traditional TV medium that obtains content. The word "linear" refers to the way of audience consumption content: If they want to see their favorite content, they must adjust to a specific TV channel at a specific time, or they can only listen to the program according to the broadcast company's program table. This is a radio method that traditional TV stations and radio stations have been using for many years.

Although non -linear content has begun to seize a lot of attention, the consumption habits of the audience are not so easy to change. Charlie Leadbeater, a British scholar who studies the collaborative work, pointed out in the report that a television executive told him that the sharing behavior of young people disappeared as they grew up because work would consume them. Too much energy, so that after they went home, they didn't want to do anything except "paralyzed in front of the TV". From this point of view, "the disappearance of TV" does not seem to be close to it.

However, it must be pointed out that television is just a stage of a huge movement. Watching the new mobile image in a new way is likely to bring this sport to its peak. We need a vocabulary to include a new stage that is coming, just as the industry refers to the combination of computers and television as "fusion". "Video" may be a suitable vocabulary.

First of all, the statement of "paralysis in front of the TV" is not accurate. Consumers generally have multi -screen viewing (TV+notebook+mobile phone) behavior. Now, consumers watch videos with mobile phones more than TV and computers. At the same time, the willingness to watch the video has also increased significantly. The US strategic analysis company's survey found that consumers watching the contents of the smartphone have gradually converged with the previous contents of large -scale display devices: mostly long -term content (such as TV series, etc.).

Secondly, the business model of linear TV is indeed unswerving. We know that the previous TV seems to be a relatively simple business: to gather the audience by providing content (including news), and then sell the audience's attention to advertisers. The Internet and its applications make such a business no longer realize. The audience no longer gather together with the same concentration, and a family no longer gets news on TV. Most families have multiple screens, and the content is absorbed anytime, anywhere, and "TV dating" has almost died, at least for young people.

When the new media strikes, the old media will not be captured, and the Internet makes TV a second spring. TV has successfully adapted to a new, challenging environment: On the one hand, when the newspaper has a video production room, you can chase the drama on your mobile phone, the connotation and extension of the word "TV" need to be rewritten; On the one hand, streaming media programs are different from the TV series we know. It is becoming a unique type. We have just learned to clarify its convention and aesthetics.

(Author coefficient nostalgia)

Send 2022.8.15 Total Issue 1056 "China News Weekly" magazine

Magazine title: The same world, different "views"

Author: Hu Yong

Edit: Wang Xiaoxia

Operation editor: Wang Lin

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