How does big data subvert the traditional TV industry?

How does big data subvert the traditional TV industry?

In the media industry, big data is mainly popular in the booming new media field represented by social media. Traditional media is not far behind. 20 13 Many successful cases show that big data has become an important driving force for the upgrading of traditional media formats.

The New York Times, The Guardian and other established newspapers use big data mining technology to promote the development of news to "niche" and "depth". Today, when social media is in power, in the face of the grim situation that news is becoming more and more fragmented and flat, traditional media can continue to maintain the leading position in news quality and professional level with the help of big data technology.

Compared with the newspaper industry, the TV industry is relatively slow and cautious in using big data.

However, a single spark can also see the potential of starting a prairie fire. With the upgrading of TV from the traditional "one-to-many" broadcast media to a "many-to-many" all-media platform with mobile, internet and multi-screen as its core competitiveness, network operators, radio and television operators, service providers and other industrial chain entities can use all kinds of data as leverage.

Specifically, the wide application of big data technology has had a subversive impact on audience measurement, program planning and improvement, audience interaction and participation, accurate advertising and other aspects, and promoted the all-round transformation and reconstruction of the TV industry. This paper intends to discuss the subversion and transformation of big data technology from several key links in the operation of TV industry, for the reference of practitioners in China.

Watch the measurement reform: from "sampling" to "full sampling"

The most direct and effective impact of big data technology on the TV industry is reflected in the reform of viewing measurement. The core idea of big data is to change the status quo with a sharp increase in scale.

Just like Victor? Meyer Schoenberg, Kenneth? Cookeye pointed out that the most striking feature of the era of big data is that "full data" or "full sample" becomes the basis of statistics, rather than relying on traditional random sampling.

Sampling analysis is the product of the era of analog data with relatively scarce information and limited circulation. Its reliability and effectiveness depend on the absolute randomness of sampling, but it is almost impossible to achieve in practice. In addition, random sampling is not suitable for investigating sub-categories, so people can't use this method when they want to know the situation of deeper sub-regions.

In other words, the random sampling pattern is based on the "flat" data pattern.

In the full sample mode, the data processing technology has undergone subversive changes. Professional organizations can collect and process all the data related to a specific variable, and the sample can be equal to the population.

For the TV industry, this change is directly reflected in the ratings survey. For TV media, the ratings survey based on random sampling is expected to be replaced by ratings measurement based on massive samples or even full samples, thus providing more accurate data support for content production in TV industry.

Throughout the history of viewing measurement, it has experienced the development from the first generation telephone survey, the second generation diary card fixed sample group measurement, the third generation measuring instrument recording to the fourth generation digital TV measurement technology.

The measurement methods of the first three generations are all based on sampling survey, which has some shortcomings, such as limited sample size, large measurement error and high degree of cooperation between sample households. With the development of digital TV, the number of channels has soared, and the demand for accurate viewing surveys in the target market is becoming more and more urgent. Increasing the sample size of the third generation audience measuring instrument can meet this demand to some extent, but the increase of sample size will inevitably be limited by cost control.

The fourth generation viewing measurement based on big data subverts the previous sampling survey methods. By upgrading the set-top box, the audience's operations such as switching set-top boxes, changing channels and using value-added services can be accurately recorded to seconds, which not only ensures the safety of data collection and transmission to the maximum extent, but also realizes "full sample" measurement.

At present, Nielsen, the most influential ratings survey company in the world, adopts big data mining technology, which can increase the sample number of ratings measurement to ten times or even more, and even provide audience ratings data of the whole sample the day before.

The influence of social networks on TV viewers has always been concerned by the industry. Recent research results show that the attention of TV programs on social networks is as important as traditional ratings, that is, "I push, so I watch".

Therefore, the attention of social networks has become a new effective standard to measure the influence of TV programs. More importantly, big data can provide us with real-time, dynamic and efficient data analysis, which is a qualitative leap compared with the previous static ratings analysis. At the end of 20 12, Nielsen acquired a new research institution, Social Guide, whose core business is to analyze social data in TV content, and later cooperated with social media giant Twitter to launch a TV ratings report based on Weibo content.

Statistics show that in the evening prime time, 40% of the posts spread in Weibo are related to TV programs. Through the investigation of 140 wireless and cable TV companies, Nielsen Company confirmed that the TV ratings report based on Weibo content is a good supplement to the traditional ratings calculation.

Content Production Reform: From "Separation of Production and Broadcasting" to "Synchronization of Production and Broadcasting"

If the direct application of big data in the TV industry is reflected in the measurement of ratings, then the more meaningful changes it has produced are reflected in the reconstruction of program production mode and process.

In the past, the content framework of TV programs was generally determined before broadcasting, and it was not common to make adjustments and changes during broadcasting. In the era of big data, the acquisition and analysis of real-time viewing data, especially the real-time feedback of program content, is becoming easier and easier to realize, and the production process of programs has undergone new changes.

The traditional mode of "separation of production and broadcasting" has been completely subverted, and content production has changed from "static" to "dynamic". During the broadcast process, the director can make a decision to "fine-tune" or even "tune" the program content at any time according to the data analysis report. The "production and broadcasting synchronization" mode integrating content production, adjustment, broadcasting and feedback will become the normal state of TV content production in the era of big data.

In this regard, some foreign media have made some positive explorations.

The British Broadcasting Corporation (BBC) has long tracked the development trend of big data technology and applied real-time and audience-based data analysis to all aspects of TV operation, including content production, financial management and marketing.

Big data technology has been widely used in some "reality shows" and live interviews. The BBC analyzes the data obtained from social media in real time, and decides the next step according to the audience's comments on social media during the live broadcast of the program. If the audience likes to watch a certain part of the program, such as an interview or discussion on a specific topic, extend the broadcast time of this part; On the other hand, if the audience doesn't like it, make corresponding adjustments.

In addition to highly market-oriented categories such as entertainment programs, big data technology has also entered the production process of news programs.

In India, a news talk show "Satyamev Jayate" aimed at revealing the truth of social problems attracted 400 million local viewers in the first quarter, and the global audience watched through video websites, Facebook, Twitter, YouTube and mobile terminals exceeded 654.38+02 billion, making it one of the most striking TV programs in the world in 2065.438+03.

Analyzing the reasons behind the success of this program, in addition to the high attention of the discussion topic and the star effect of the host, the role played by big data technology is indispensable.

"Truth conquers everything" is the motto engraved on the national emblem of India. Different from the most familiar Bollywood dance style in India, the purpose of this news talk show is to "pay attention to society, get close to the people and expose social problems in depth".

20 13 has thirteen episodes in the first quarter, the themes are: forced abortion and female infanticide, sexual harassment of children, huge dowry, doctor-patient relationship, disabled people, domestic violence, pesticide abuse, alcoholism, caste system, rights and interests of the elderly, water resources protection, Indian dream, and so on.

The host of the program is Bollywood movie superstar Amir? Through a large number of on-the-spot interviews, Aamir Hussain Khan tells the true stories of Indians of different classes, boldly exposes various ills of Indian society, and tries to awaken the public with "cruel truth", trigger public discussion and promote social change.

It is worth mentioning that this program uses big data to plan topics, promote the program process, and even affect the formulation or revision of national policies and laws.

The director collected and analyzed millions of hot topics and their discussion posts through social networking sites for big data mining. They not only plan their plans based on these data, but also actively use these data to promote political change.

The audience actively participated in the program interaction and expressed their views on important issues. During the broadcast of the program, the producer provides the audience with timely data feedback on the thoughts and actions of government officials, parliamentarians and opinion leaders at all levels, thus forming effective interaction among the government, the media and the public and promoting the adjustment and improvement of public policies.

A typical example is that the Indian Parliament once passed the child protection bill after a program about child sexual harassment was broadcast, and the host Amir was invited to attend the hearing.

Reconstruction of Media Function: From Watching TV to Using TV

With the enhancement of TV interactivity, the audience's participation is greatly improved. In the past, couch potatoes who watched passively began to use their brains, mouths and hands more, and purposefully used TV or online videos, visual infographics and so on. While "watching TV" gradually transited to the stage of "using TV", the function of TV and its "instrumental rationality" were further explored and expanded.

In the process of realizing the transformation from "watching TV" to "using TV", the emerging "data news" has played a vital role.

In short, data news is to dig deep into data, focus on thematic information to screen data, present data by visual means, and synthesize news stories and application software (such as APP) with powerful tools.

Among television organizations, the British Broadcasting Corporation (BBC) is the leader in the development of data news. The data team of BBC News consists of more than 20 journalists, designers and R&D personnel. In addition to the production of data items and visual effects, the team is also responsible for designing all information charts on news websites, developing interactive multimedia functions and mobile application software (APP), and setting an example for the TV industry to expand in the field of data news.

The road to death: 1999-20 13, published by BBC News, is a successful case.

In the aspect of information personalization, users can enter the postal code to inquire about the death toll and cases of car accidents on every road in their living area in the past decade.

In the aspect of multimedia, the editor made the relevant facts and data provided by the police visible, dynamic and humanized. At the same time, he cooperated with the London First Aid Association and BBC branches all over the UK to track every car accident in major towns and their surrounding areas in real time and broadcast it live on the Internet. He also Twitter related reports with the tag "#cash24" and marked the specific location of the car accident on the map.

The widespread use of data news has turned "watching TV" into "using TV". More helpful in this respect is the "Budget Calculator" page and its application program launched on the BBC website.

With this tool, users can predict the positive or negative impact on their personal lives once the national budget comes into effect, and can share the calculation results on social media platforms.

The BBC has established a cooperative relationship with KPMG, one of the four largest accounting firms in the world. KPMG mines big data according to the annual budget published by the British government. The BBC is responsible for creating an interface to attract viewers and promote their use and participation.

Another interesting "data news tool" is the topic "The world of 7 billion people: whose world were you born in? Its release date coincides with the official date of the world population of 7 billion. Users can immediately calculate the number of people born in the world by entering their own date of birth, and share their birth rankings in the world through Twitter and Facebook.

This topic uses the data provided by the United Nations Population Development Fund, which is very popular and has become the most popular sharing link on 201kloc-0/UK Facebook.

Reconstruction of communication mode: from mechanization to intelligence

In the era of big data, the progress of content production and audience information mining technology has changed the mode of media communication from "mechanization" to "intelligence", and the TV industry is no exception.

"Mechanization" means that TV stations act as "conveyor belts" for programs and contents and "suppliers" for viewers, while "intelligence" means that TV stations become "service providers" for viewers.

With the spread of TV programs moving towards "multi-screen" and "multi-platform", smart TVs, tablet computers and mobile phones will record viewers' viewing behaviors and preferences more accurately, and use big data technology to mine and analyze them, so that TV stations can spread the most appropriate media content on the most appropriate screen or platform at the most appropriate time and provide users with higher quality services.

Some pay TV operators in the United States have begun to use data related to customers and services to make quick decisions to improve users' viewing experience in all aspects, including the quality of images, sounds and content.

Large IT companies such as IBM and Hewlett-Packard have big data centers and long-term accumulated data analysis products. They have been in frequent contact with traditional pay TV operators such as Mariner, IneoQuest and Agama Technologies to prepare for cooperation.

It is worth noting that the application of big data technology has shifted from "niche" pay TV to a broader industry.

A landmark event in the 20 13 media industry is that Twitter, the world's largest social media, chose to establish a cooperative relationship with Comcast, the largest cable TV operator in the United States, after listing on the NYSE.

This indicates that big data technology will also become the combination point of deep "competition" between traditional media and new media. At present, the most direct cooperation between the two is reflected in the measurement of ratings. Predictably, on this basis, we will also see more extensive and in-depth cooperation between the TV industry and social media in content production and user participation.

Data can also play a key role in the strategic choice and specific deployment of the target market.

In 20 13, Associated Press released two reports on the consumption of online video news, one for the European market and the other for the Asian market. Associated Press understands the audience's demand for video news content through network and field investigation, and determines the key areas where video resources are concentrated to ensure the growth of video business in these areas.

For example, the Associated Press's survey of Asian markets shows that among China consumers who access news online, 65,438+00% visit news video clips every day, and 70% watch online news videos at least once a week; Consumers aged 25-44 are most inclined to watch videos frequently, with more than 60% watching them at least 2-3 times a week; Tablet users are more inclined to access online news videos. Among people who use tablets to access online news, 75% watch video news at least 2-3 times a week, while the proportion of smartphone users and desktop users is 60% and 57% respectively.

These data will help the Associated Press to formulate the marketing promotion strategy of the target video market, so as to achieve more accurate communication.

The application of big data technology in TV industry has just started. In addition to some successful cases of data news mentioned above, and the online customized drama House of Cards, which is widely concerned in China, the relevant practice and exploration need to be further deepened.

However, more and more successful cases have proved and will continue to prove that the wide application of big data technology is undoubtedly a "golden key" to open the future of the TV industry in the context of traditional TV institutions actively exploring industrial upgrading and business transformation.

The above is what Bian Xiao shared about how big data subverts the traditional TV industry. For more information, you can pay attention to Global Ivy and share more dry goods.