The mention of Zhang Huali may not be unfamiliar to many people. He is a heavyweight figure of Hunan Satellite TV. In fact, he is an important promoter behind Super Girl, and he is still the first person to use real-name Kaibo. , literary talent, comparable to the poet. The actions of many Taiwanese “crabs and crabs†in Hunan Taiwan seem to prove that Zhang Huali, the helm leader, is not accidental.
Zhang Huali, deputy director of Hunan Satellite TV
In the new era of media competition in the Internet era, traditional media have been transformed and new media have made extraordinary moves. While enjoying the “sweet†cooperation in hand, they are also competing for autonomy in innovative forms and content. At the same time, Hunan Taiwan has faced the wave of new media, the mobile social application “Hula†and the interactive micro-community, the Happy Community, and has been the focus of attention for a time. How traditional media can work together with new media, and how they can make waves in this wave of transformation. Zhang Huali can answer your questions.
dialogue
Q: Everyone said that this is an era of new media. What do you think?
Z: You can't look at it.
Q: New media is undoubtedly a great impact on traditional media, but the development of Hunan Satellite TV as a traditional media is still very good. What do you think is the most important reason?
Z: The traditional media is not dead yet. Of course, thanks to Hunan Satellite TV's audience positioning: young people and women, this is highly compatible with the users of the new media.
Q: When one day the new media also began to focus on content production, what do you think may be the impact and challenges?
Z: The attention of the network has been in technological evolution. This process will not be suspended. Focusing on content will bring competition to TV stations, but it will also bring vitality. May be able to dig up our talents.
Q: You have always been an active promoter of innovation in Taiwan. What do you think is the place where you need to add innovation or continue your efforts?
Z: The main points of content innovation are: first, strengthening originality; second, integrating technical teams and content teams to build a multidimensional production chain; and third, independent character. Fundamental innovation is institutional innovation.
Q: You are the person who referred to the fusion media earlier in the country. Your idea only refers to the integration of the media. Now, has the company included it as the rise of e-commerce?
Z: E-commerce has long since entered Hunan Satellite TV's content vision and practice. In the "Goddess of the New Clothes" on the next month, there will be deep participation from e-commerce companies. In addition, Hunan Radio and TV itself must also become an electricity supplier, such as happy purchase.
Q: You yourself said that you proposed that the concept of converged media was mainly to use new media for your use. Is the specific situation now as you wish or do you adapt to the other party in the transition?
Z: In the past, including most of the old media nowadays as wage earners for new media, the key is that we do not have the ability to bargain. Hunan Satellite TV has been breaking away.
Q: Is your idea of ​​integration like this an opportunity for companies now facing challenges? If so, how can companies use it for transformation?
Z: The situation of traditional retail companies is similar to that of broadcasters. First, you cannot simply surrender to a raging e-commerce because you have the advantage that e-commerce does not have. That is the user's physical experience and the need to make the advantage bigger. Second, it is necessary to learn how to use e-commerce thinking and put users in the past. Become active contact user. Any change is an opportunity.
Q: In the face of the impact and challenges brought by the new media, what do you think is the most difficult thing that Hunan Satellite TV encountered when meeting this challenge?
Z: The hardest part is the institutional constraints.
Q: What new progress Hunan Satellite TV has made in the new media business? What are the development goals for Mango Taiwan in the second half of 2014?
Z: The mango single-play strategy started this year shows everything. Of course, Mango TV is completely open in the future. Hunan Satellite TV is only one of the content providers. Mango TV is the future of Hunan Satellite TV. Its volume will be N times that of Hunan Satellite TV now.
Q: We know that Hunan Satellite TV has launched TV-based China's first mobile social application "Hula" and an interactive micro-community - a happy community. So, do you usually pay attention to a happy community? Or are you Hunan Satellite TV Hula Planet? What do you think of it?
Z: I certainly care about happy communities. It is also a reference value for our content decisions. Hula is an experimental product that I supported last year. The outlook remains to be seen. There is no doubt that brand building is beneficial, apart from commercial stance.
Q: Some experts commented that Hunan Satellite TV's understanding of new media and its ability to operate innovatively exceed even more professional new media. What do you think?
Z: The new media is not a god and you don't have to look up. Any new things will grow old, so the key is people.
Q: As an official self-media channel, Hunan Satellite TV’s WeChat innovation continues. For example, WeChat’s serialized novels and viral themes such as “Lake Story†are the result of innovation. Do you think the Hunan Satellite TV operating model can be used by other companies?
Z: The media is the spread, the past spread is point-to-face, and now it is peer-to-peer, so corporate marketers must also cultivate employees' communication and user concepts. The employees are the company's media and even products.
Q: The interaction of TV media with viewers and fans can increase television viewers' satisfaction, ratings and viewing time. What do you think of the interactive relationship between TV media and enterprises in the media convergence environment?
Z: The media is open to the whole society. It is definitely an important promotion platform for companies. For example, advertisements, such as large-scale events, such as news, such as offline promotion, are positively related to each other. The only thing to note is that the media pursues credibility. The pursuit of profits by companies is an unavoidable contradiction. The better solution is that a certain point of the company becomes a mass-consumable content.
Q: The last question, what do you think of the attempts of traditional companies to spread in new media under the media integration environment?
Z: This question is broader and cannot be discussed. Specific to the forest live Iraq, the key is still your user positioning, and then is the brand strategy positioning. If your users are in line with new media users, for example, they can build a community. First, they must join old users and establish club-style emotional contacts and services to attract new users. As for the brand strategy, we must emphasize the full chain of services as well as individual design schemes. This goes beyond my knowledge. The logic of the media is to get attention - traffic or audience - advertising or user volume; the same goes for companies. The appeals behind successful media and companies are all representative of the values ​​and interests of a certain group of people. An enterprise should become the spokesperson of a particular group of people's interests, and thus it will gain trust.
When the arrival of the new wave, who will become the leader of integration? It must be someone who has taken precautions and practiced himself, right? Then we will try it now!
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