What can the media bring?

Topic: What have blogs and podcasts brought to traditional broadcasting?

On February 26th, Wang's "Running the NPC and CPPCC" blog appeared. Wang is tempted to blog because the click rate of Xu's blog has reached10 million, and the click rate of10 million has caught up with the ratings of the economic half-hour program!

Wang's inner feelings when writing a blog for Wei He are: In China, there are more than 10 million people who need sincerity, communication and a more open platform for them to speak freely; My blog is mainly to chat with you and tell you what I saw and heard during the two sessions, some feelings, and some things I didn't say in the program.

In addition, Dong Lu, the sports host of Radio Beijing, set up his own football blog "Football 102 Days", and in just 100 days, it reached more than10000000 hits, which made the radio host "unprecedented shocked"!

To my shock, when his colleague, the night program of Radio Beijing, wanted to interview him, he posted a notice on his blog. As a result, more than 500 people listened to the program online at the same time three minutes before the midnight program of 12. He himself said with emotion that he didn't expect online blogs to have such a huge appeal.

I used to be like a frog in a well, thinking that the so-called "blog" was that the irrigators in BBS forum moved their positions and changed their irrigation activities to their own back garden.

"Blog" that Can't be Ignored

"Blog" has become the most frequently used word by fashionistas and fashionistas. What exactly is a blog?

The official reply of Blog.com, the largest blog gathering place in China, is: Blog, the new fashion of digital life, through words, pictures, sounds, videos and wireless. Show yourself, share your feelings, participate in communication and make life better. Show it to you and share it with me. Everyone can write a blog. Everyone needs a blog.

If you compare BBS to an open square, then blog is your open private space. You can make full use of the characteristics of hypertext link, network interaction and dynamic update to select and link the most valuable information, knowledge and resources in the global internet in your "non-stop online navigation"; You can also record and publish your personal work process, life story, thought process and flash inspiration in time, and give full play to your unlimited expressive power; You can also make friends through writing, get to know and gather friends, and have in-depth exchanges. There are generally war blogs, diary blogs, knowledge blogs, news blogs, expert blogs, video blogs, audio blogs and photo blogs.

I asked the bloggers on the forum, and their opinions were also very enlightening:

* Blogs are "grassroots reporters" ...

* It is mainly used to broadcast information, say what you want to say, do what you want to do, fulfill your dreams that you can't accomplish in reality, and tell yourself how you feel. Maybe someone will accidentally see it, but he doesn't know who you are. Maybe he can have the same idea as you!

* A form of regular communication with small groups.

* The best way to truly understand what a blog is is to practice it yourself at once, and practice can gain true knowledge. If you are not familiar with blogs, I suggest going directly to the blog hosting website. Open your own blog account first. Anyway, it's easier than registering an email address, and it costs nothing. If you are bored, just throw it away. Blog is a rapidly evolving form and a real grassroots force. It is not necessary to be too formal to understand blog.

According to relevant statistics, up to now, the number of blogs consciously practiced in the world has reached 500,000 to 6,543.8+0,000. The influence of these blogs has long gone beyond his original role as an individual and even his own industry. It began to attract the strong attention of mainstream media, and obviously felt the impact of the rise of blogs on traditional media. At the same time, blogs in various professional fields such as "like mushrooms after rain" have surfaced one after another and become the focus of this major. It is even predicted that after 2006, blog, as a new media phenomenon, may have more influence than traditional media. As a knowledge dissemination mode in the professional field, blog will become one of the most influential figures in this field; As a social tool, blog will surpass e-mail, BBS and ICQ(IM) and become a more important way of communication between people.

A budding "podcast"

On the Internet, writers have blogs and fans have iMovie. Radio lovers also have their own hobbies-podcasting, so "podcasting" was born. The so-called podcast is the owner of thousands of personal radio stations on the Internet.

Just a few days ago, a music program of Shandong People's Broadcasting Station was going to organize a "Music Blog Competition"! It is said that there are thousands of applicants online. This is a group of bloggers who use audio to release music voluntarily, which we call "podcasts" in our blogs.

The biggest difference between podcasting and traditional broadcasting lies in the way of communication.

Traditional broadcasting is one-to-many communication, with a program source in the center and many people receiving it. In podcasting, firstly, the audience automatically downloads audio files; Secondly, the receiver can also own the source data of the program, such as program date, program title, program description and so on.

Unlike traditional broadcasting, podcasting is relatively free in time. This has two meanings. First, you can listen to it at any time. Second, when listening, you can freely control which paragraph you can listen to and which paragraph you don't listen to. So there is a weakness, that is, podcasting does not have the real-time participation of the audience, nor can it reach a large audience as quickly as traditional broadcasting.

But compared with traditional broadcasting, the biggest advantage of podcasting is its equality. The broadcasting spectrum in most countries is strictly controlled, and it is difficult or impossible for individuals to obtain broadcasting licenses. Podcasting gives everyone a chance to spread information around the world easily. This may be the "grassroots vitality" that bloggers never forget.

Podcasting and traditional broadcasting

Broadcasting has always regarded itself as a "weak media". This name has been called for a long time, and even the broadcasters themselves feel that the profit of broadcasting is not as high as that of television, and the audience of broadcasting is not as wide as that of television, which is natural. However, with the progress of science and technology, with the help of the network and traditional media, broadcasting also has the opportunity to rise.

As early as 2000, The New York Times predicted the prosperity of Internet radio. However, in the next few years, internet radio stations have been in a semi-black state. With the appearance of weblogs, podcasts came into being, and their popularity soared in a short time. CNR's network channel also started broadcasting this year; Tian Tian Online and other online media have begun to take shape.

A few days ago, I saw such a news: Media Group (SMG) initiated the interactive "Music Blog" of Internet TV broadcasting, and SMG Music Department announced that its music channel and music broadcasting station had merged since 2006, and a radio-TV-Internet industrial chain had been established. Through this merger, a series of large-scale activities will be held in the name of "Spring, Summer, Autumn and Winter" in 2006 to create an uninterrupted music time and space throughout the year. In addition, official website, the SMG Music Department, will launch a "music blog" with three media interactions this year. In the "Music Blog", listeners and spectators live next to DJ and VJ, and they can leave messages at the host's "home" at any time, inviting the host to listen to music and watch MV in their blog, and put their original music works with the stars DJ and VJ.

However, the biggest problem with the profit model based on Internet radio and podcasts is that it is difficult for operators and podcasts to know who listened to their programs because of the anonymity of the network, that is, they are not sure about the fixed audience, so it is difficult to achieve targeted patch advertisements. Podcasting, as a new media form, many operators are still waiting to see. They are afraid that the concept and form of podcasting is just another media form similar to BBS, and it is doomed to be a media form that can only attract popularity, but cannot achieve profit and profit growth. As a part of blog, the profit space of podcasting is becoming more and more realistic, which will be blog portal, instant messaging (IM) and other modes. In other words, the economic significance of podcasting is not the click rate, because once you need to pay for your podcast, its number will plummet.

In any case, Internet radio and podcast, as a new way of broadcasting, contain great potential. Instead of continuing vicious competition in traditional fields, it is better to open up new fields. Since the market is unknown, the most advanced market determines the market rules.

Competition is a conventional means of defense, and opening up new markets and "value innovation" will completely subvert competition. In other words, once new value and profit models appear, they will occupy the market in a non-competitive way. Because before it, there was no such market at all, and no opponent could compete with it.

Why don't we try something?

It is hard to find. Give it to me.