What is the development trend of media after Rio Olympic Games?

20 16 the summer Olympic games in Rio de Janeiro, Brazil has come to an end, and people have resumed their normal work and study. Although China people's attention to the 20 16 Rio Olympic Games was not as "crazy" as that of the 2008 Beijing Olympic Games, the China sports delegation did not reproduce the glory of the 5 1 gold medal in the 2008 Beijing Olympic Games. However, the Rio Olympic Games still left many unforgettable moments for China people.

According to a survey report of Penguin Zhiku's netizens on the Olympic Games, the first three things that impressed the Olympic Games most were Fu's expression pack, Sun Yang's freestyle champion and his proposal to He Zi. This survey result is no exception. After all, these three things almost made headlines on major media platforms during the whole Olympic Games, especially the wild girl Fu, who became a "dark horse network celebrity" on various video live broadcast platforms, not only on social media.

This unique Olympic phenomenon is obviously different from the past. Looking back on the past few Olympic Games, all the most concerned Olympic champions have reached the highest podium without exception. From the earliest Guo Jingjing in Tian Liang to Li Na in Liu Xiang, their championship achievements have become the focus of media pursuit. This year, from Fu, who won the third place, to He Zi, who won the third place in diving, to propose marriage, all this has nothing to do with the champion.

1. What happened in the online media world from Beijing to Rio?

In fact, the emergence of this unique Olympic phenomenon is not accidental. From the 2008 Beijing Olympic Games to the 20 16 Rio Olympic Games, the media world has undergone earth-shaking changes in the past eight years. So, what happened in the online media world in the past eight years?

The first is the outbreak and full popularity of the mobile Internet. This directly promotes the popularity of mobile and personalized new media, allowing people to pay attention to the content they are most interested in anytime and anywhere, and in this process, news client has become one of the most commonly used platforms for people to pay attention to content information. In the report of Rio Olympic Games, it can be clearly seen that news client has surpassed PC network media and TV media to become the main force of Olympic reporting with its advantages of timeliness and personalization.

The data shows that during the entire Olympic Games, Tencent played Olympic-related videos more than 865,438+billion times, with 750 million users and 75% mobile terminals. This is enough to prove that the mobile client has completely surpassed the PC Internet and become the first choice for people to obtain information.

Second, the overall rise of social media has made it a trend of the times for the whole people to participate in content creation. Four years ago, although Weibo emerged in Olympic reporting, on the whole, it was dominated by traditional TV media and online media. However, in this year's 20 16 Rio Olympic Games, outside Weibo, the rise of WeChat and mobile qq as the first and second largest social software in China, as well as the popularity of 20 16 live video broadcast, have become an important force to promote the participation of the whole people in the creation and dissemination of Olympic reports.

In particular, the popularity of Fu's Yan Wen Zi on the whole network once again proves the all-round rise of social media. We know that although the material that initially made Fu popular came from CCTV reporters' interviews, it was social media that really made Fu popular on the Internet. The interview video was not only widely forwarded on Weibo, but also Fu's expression package later exploded everyone's circle of friends, and then Fu's participation in the live video once again triggered the peak of communication. Similarly, Sun Yang's freestyle gold medal and Qin Kai's proposal to He Zi were impressive, which also came from a large number of reposts and reports on social media. Everyone is the media, and everyone can create content. With the highly developed social media, people can fully participate in the reporting and interpretation of Olympic content by sending WeChat, Weibo and live video. There has never been an Olympic Games as deep as the 20 16 Rio Olympic Games.

The third is the full arrival of the video era. After a long graphic era, the video era has finally arrived in all directions. In particular, the 20 16 Rio Olympic Games became the absolute main force, and the video also achieved cross-platform communication, which is also the most remarkable feature different from previous Olympic reports. Take Tencent as an example. All Tencent's Olympic-related videos are displayed on all mobile +PC platforms, such as Tencent News Client, Tencent Sports Client, Daily Express, Tencent Video Client, WeChat, mobile QQ, Tencent.com, etc., enabling users to watch video programs from every entrance.

More importantly, unlike the news platform that only had Olympic highlights and wonderful pictures before, the online video platform now has stronger and stronger program production ability and more and more differentiated content. Let's take Tencent for example. At the Rio Olympic Games, Tencent created as many as 10 original video programs, including the champion through train, the taste of Rio home, the first time, the arrival of the gold medal, and the next one, with the broadcast volume exceeding10.50 billion times.

In addition, some video live broadcast platforms also made a splash during the coverage of this Olympic Games, attracting Olympic stars such as Fu and ZhangJike to broadcast live. For example, when Fu, the biggest "Internet celebrity dark horse" of this Olympic Games, was a guest penguin live broadcast, more than 6,543,800 netizens watched the interaction. All this is enough to show that this is indeed an era of video.

Second, from the report of Tencent Rio Olympic Games, we can see the four development trends of the media in the future.

Obviously, various signs in the reports of Rio Olympic Games indicate that the media world has changed. Eight years ago was the era of PC Internet. In the reports of the 2008 Beijing Olympic Games, Sohu and Sina, two portal giants, were the most popular. Four years ago, social media just exploded. At that time, the coverage of the London Olympics made Sina Weibo emerge. However, in the 20 16 Rio Olympic Games, the biggest winner was undoubtedly Tencent.

Tencent's coverage of the Rio Olympic Games is unique in terms of video broadcast volume, comprehensive ability of mobile portal, and outstanding performance in new media such as live video. In fact, from the successful experience of Tencent's coverage of Rio Olympic Games, we can see some new trends in the future development of online media. To sum up, there are four points:

First, IP is king. In this Rio Olympic Games, the biggest IP is the right to broadcast the Rio Olympic Games. Different from other media platforms, Tencent took the lead in winning the right to broadcast the 20 1 6 Rio Olympic Games in Chinese mainland at a price of1100 million yuan. In addition, more than ten original video programs, such as First Time, Gold Medal Arrival and Champion Through Train, are all made by themselves. These high-quality IP contents not only ensure the traffic of Tencent Rio Olympic Games content, but also attract advertisers to place advertisements. The most critical factor. It is understood that Tencent has attracted 46 title advertisers including Yili, Coca-Cola and Nike. In this Rio Olympic Games, it far surpassed Sina, Sohu and other media platforms, and even made a profit early before the report was opened. Obviously, in this era when video dominates online media, the number of IP actually directly determines whether the media platform has more differentiated content, which directly determines the growth of platform traffic. In the next few years, the purchase and production of high-quality copyrighted content will remain the focus of competition among major media platforms.

Second, channel integration. We can see that Tencent's all-media matrix interacted with each other for the first time in the content presentation of Tencent Rio Olympic Games. Mobile +PC platforms such as Tencent news client, Tencent sports client, Tian Tian Express, Tencent video client, WeChat, mobile QQ, Tencent.com, etc. participate in it, so that people can get the most interesting and needed content anytime and anywhere and form the most direct interaction. Other traditional media, such as TV and print media, have almost opened their own media channels, such as WeChat, WeChat official account, Weibo, etc., to cooperate with reports. In this process, the old and new media have merged. With the full popularity of mobile Internet and the full explosion of social media, media coverage is no longer limited to a single channel, and the media boundary has been completely broken, and there is no distinction between old and new media. In the future, it may all be transformed into an all-media platform, which is also the most important trend in the media industry in the next few years.

Third, the content is cross-border. Take 10 original video programs produced by Tencent during the Olympic Games as an example. There are professional programs such as "watching the Olympics professionally" suitable for sports fans. There are also programs such as "Champion Through Train" and "First Time", which are mainly Olympic champions and suitable for users to idolize; There is also a food program around the Olympic Games, such as The Taste of Rio Home. We can see that under the background of national participation, sports, entertainment and other contents have achieved great cross-border. In sports events like the Olympic Games, different people can get different content experiences and get the information they care about most. For example, fanatical sports fans can enjoy watching the live broadcast and replay of sports events, while fans who are keen on idolization can get information about the lace life of sports stars through original video programs produced by media platforms, and even some food lovers can find interesting points. This is also a new trend highlighted in the reporting process of Rio Olympic Games. The old and new media not only merge in channels, but also have obvious cross-border phenomena between different contents.

Fourth, technology drive. In Tencent's report on this Olympic Games, we can also see the media's use and attempt of some new technologies. During the Rio Olympic Games, creative H5 such as "How difficult it is to experience shooting" and "Playing with Malone" were all produced by Tencent, which not only made the audience feel the reality of the stadium, but also made the users feel the tension of holding their breath on the shooting range. This brand-new experience enriches the way people participate in the Olympic Games. In fact, technology has been promoting the development of the media, and several major changes in the media are inseparable from the development of science and technology. In the next few years, the development of artificial intelligence, big data, cloud computing, VR/AR and other technologies will have a far-reaching impact on the development of the media industry. For example, artificial intelligence can help write articles, 360-degree panoramic shooting can let users experience VR/AR and participate in activities, while big data and cloud computing can let people watch activities better and truly see them.

Generally speaking, eight years ago, the online video platform was just born, social media was still in its infancy, and major news dissemination was still dominated by TV, print media and online media; Four years ago, social media was popular, but the personalized information was not enough, the voice of online video platform was not big enough, and TV media still dominated. Today, with mobile+video+social+live broadcast becoming the mainstream, the whole people participate in creating content. Everyone is a content producer and everyone is a content consumer. From Beijing Olympic Games to Rio Olympic Games, not only the "attitude" of people's attention to the Olympic Games has changed in the past eight years, but also the organization, channels and communication methods of the media have changed, enabling people to know every news event or story of news figures in an all-round and zero-distance way and participate in the manufacture and dissemination of every news event. The audience has already changed from a simple bystander to a real participant in news events.