With this mode of fire, Wang Han, Li Ai, Li Yan, Chen He and other celebrities, have served as the host of the question, to participate in the "live question and answer", and answer the question of the "babies" interaction. On the other hand, the emergence of "live quiz" program, but also in the field of live encountered bottlenecks in the PGC, to find the right way to open the manufacture of "pop".
A heat
Live platform to smash the money to circle the powder
January 3, Wang Sicong 30 years old on the day, issued a "every day I send bonuses, tonight at 9:00 on the issue of 100,000 ...... I spread money, I'm happy to" microblogging, announced that 100,000 yuan as the name of a live quiz program called "live quiz" program. Announced to take out 100,000 yuan, as a live answer APP called "Topping Conference" bonus, that night, the platform influx of 250,000 people online to answer questions, "live prize answer" mode instant fire.
"Live quiz" mode in short: each quiz live, there are 12 questions, each question 3 options, each question has 10 seconds to answer time, answer all 12 questions split all the prizes. Invite friends to download the APP answerer, usually get a resurrection opportunity, but the last question can not use the "resurrection card". The host of the live broadcast will dictate the questions and answers, announce the real-time results, and explain the relevant points during the question and answer session.
Last year, Vine co-founders Rus Yusupov and Colin Kroll created the "HQ
Trivia" APP, mostly hosted by American comedians, with two shows a day on weekdays and one on weekends, with prizes ranging from a few hundred to a few thousand dollars, which attracted the participation of hundreds of thousands of users, and was ranked among the top of the 2017 APP
Store total list No. 27, No. 7 in the game category. After the domestic introduction of the model, watermelon video launched "Million Heroes", Yingke live launched "Cheese Superman", pepper live launched "Million Winners" ...... At present, "live answer" continues to be hot, from the beginning of the two or three a day, expanding to the current one-day Four or five; single total prize money, also from the beginning of 100,000 yuan, increased to the current 100,000 to 3 million yuan ranging.
Live quiz also began to try to cooperate with traditional media. January 13, cheese superman joint People's Daily client *** with the launch of the special, the prize money of 1.01 million yuan, by the host Li Ai and People's Daily client editor *** with the officer as the question. The site's topics are quite positive, such as China's first aircraft carrier, China's first self-developed cargo ship, Nobel laureate Mo Yan's works, and so on.
Answer hangers to start attacking and defending
With the "live answer" APP fire, "answer hangers" also came into being, "Sogou" rushed to make a "Want to answer the question assistant", but was pepper live investor Zhou Hongyi diss: "We spread money, you cheat, too rogue!" It is reported that pepper live "million winners" project team for this special set up a technical department to prevent hanging, the relevant person in charge of the response: "Now there are three ways of hanging on the market, first of all, the voice recognition and map recognition technology, the other is to invade the question bank through the catch product interface, we have a unique encryption program, the invaders and can not be cracked by this means. "
B Trend
TV variety continues its downward spiral?
The "Top Punch Conference" and others are APP platforms, but they are essentially highly interactive PGC variety and entertainment programs that challenge traditional variety shows. Producer Liu Zhengju of the domestic puzzle-quiz variety show "ancestor" Happy Dictionary said in a microblog, "Finally, the puzzle game question and answer program from the TV side to the new media live side in such a rapid and explosive way, is the Internet's another wind mouth, or the traditional TV alarm bells are ringing again! again?"
PGC (English full name: Professionally Generated
Content) refers to the professional production of content, based on the Internet platform of the original video variety show, is a typical PGC, Wang Sicong's Hello! This "live quiz" mode of fire, finally for the PGC in the field of live variety show, to find the right way to open.
In contrast, the traditional TV quiz programs, such as "one stop in the end", although the quality of the program is high, but due to the lack of interactivity, the ratings for a long time to maintain at 0.4 or so, but also shows the audience's aesthetic fatigue.
How do you monetize live quizzes?
With the "live quiz" fire, a number of live platforms into the game, but how to profit is still a big problem. You know, even the pioneer of live quiz apps, "HQ
Trivia" app is not yet profitable. According to industry estimates, "Punching Conference", "Cheese Superman", "Million Heroes" and other APP is still in the beginning of the stage of competition for users, the platforms of the question and answer time is often staggered arrangements. But it is expected that in the next six months, there will be a number of live platforms to join the "coin" camp, the investment will only be more fierce, and the time to profit is far from being.
How to maintain the stickiness of such platforms is also a problem. If the various platforms do not differentiate themselves from the competition, users will easily lose their sense of freshness, and the money-burning model will be difficult to maintain for a long time. At present, the platforms have also thought of some ways, for example, to invite celebrities as hosts of the question, Wang Han, Li Ai, Li Yan, Chen He and others are involved in the "live answer", but also introduced to increase the amount of prize money, adjust the difficulty of the topic in due course and other measures ......, but the majority of the platforms The key element of increasing stickiness has not yet been solved "user socialization".
(Yangcheng Evening News Gong Weifeng)
Media
Guangming Daily: live answer, hot money to open the road is not equal to the innovation
2018 has just begun, the Internet seems to have appeared a new wind mouth. This "new wind mouth" is the live answer. From the emergence to the detonation of only half a month, the mode of live quiz to win prizes quickly entered the million level - the number of people online in a single game exceeded one million, and the amount of prize money exceeded one million. Various platforms have entered, with the enhancement of the amount of prize money, pull the star to help fight and other ways to compete for users. However, the reporter investigated and found that the race began to become unfair, the use of external cheating has appeared.
Artist Andy Warhol once said that everyone can be a celebrity for 15 minutes. To paraphrase this quote, perhaps in the current era of mobile Internet, 15 days may appear a "new wind mouth". From the parties to the intensity of the money to people's participation in the heat, live quiz seems to give people the feeling that a new wind mouth has come.
Strictly speaking, this model of getting rewards for answering questions is not considered innovative. Its origins in China can be traced back at least as many years ago to puzzle quiz TV programs such as Happy Dictionary. It's just that webcast quizzes rely on the convenience of the mobile Internet to achieve low-threshold participation by the entire population, and their participation and influence are far beyond that of past TV programs.
From now on, the explosion of live webcasting seems to have created a happy situation for everyone. For each network live platform, puzzle quiz to "knowledge contest" face reshaped the image of the live industry in the past, but also harvested new traffic and users, the introduction of this model or itself is the live industry and the past "vulgar" image of the cutting This model or itself is the live broadcast industry and the past "vulgar" image cut efforts. For the netizens involved, the live quiz has opened up a new entertainment pastime, and even "puzzle, entertainment, make money three wrong". Therefore, putting aside the current bonus transparency questions, cheating and other problems, in the short term, the live quiz is one of the few model innovations with fewer negative externalities.
But for this kind of high degree of heat, all the people involved in the game, the more hot, the more need to calmly scrutinize. If knowledge payment is to allow users to spend money to buy knowledge, live quiz is just the opposite, giving a lot of people "rely on knowledge to make money" illusion. From the degree of fire, obviously the latter is better. Just, knowledge payment or, live quiz also strike, since the beginning, knowledge may not be the core, and more is to realize some kind of commercial purpose and national entertainment tool, is a kind of gimmick is amplified.
In addition, this wind mouth in the end can go far, can become the live industry's life-saving straw, in order to compete to spread the money of the "rough" way to pave the way, whether it is really able to find a sustainable new economy for the Internet, full of vitality without losing the health of the industry's future, I am afraid that even the investor and the platform side are still apprehensive. This uncertainty is a part of the new economy of the Internet is difficult to separate, but also a reflection of its vitality, but the more lively we should be sober enough to realize that the hot money to open the way is not the same as innovation. When the hot money recedes, the user participation enthusiasm is reduced, what to defend the existence of an industry value? For burning money mode of dependence, whether also reflects the industry's impetuous and speculative side?
In the field of Internet, "standing on the wind, pigs will fly" this sentence has gained countless fans, by many entrepreneurs, investors as a guideline. But there are also entrepreneurs who have made the second half of this reminder - "pigs will also fly when they touch the wind, but the wind is still a pig in the past," he said. Today, in the field of Internet new economy, the most lacking is no longer the "wind", but the wind past the "pig" can still not be dropped.
(Zhu Changjun)
Beijing Youth Daily: live quiz is "running in a different position"
Wang Sicong's "Punching Conference", Yingke's "Cheese Superman", Today's headline watermelon video's "Million Dollar Heroes", as well as Pepper's live broadcasting of "Million Dollar Winner". ...... The hottest new thing in 2018 is undoubtedly the "live quiz", and the prize money of millions of dollars has attracted the participation of a large number of users. However, some analysts believe that this business model is difficult to sustain, because the live quiz does not have sustained user demand, although there are some cash channels, but want to continue will be very difficult.
Many people are concerned about the answer to the question of money there is no future, will usher in a bright spring. Although the combination of "money" and the answer to the question is a new thing, but both "money" and the answer itself, in fact, there are traces to hide, and the two are separate. The answer to the question should be divided into: "Spreading money" has no future and the answer has no future.
"Spreading money" is because of the answer, is to make the answer more attractive. In the view of many people, live quiz "money war" already has a crazy flavor. Whether it is in the absolute amount of "money", or in the influence it brings, it can not be compared with the "money war" at the beginning of the development of the network car. Of course, any kind of money can not last forever, "money war" may fire fast thanks also fast, there will be a day to press the stop button, but in terms of the live answer itself, may not be short-lived, may not be no spring.
This time, the live quiz is indeed very hot, even some people who often walk in the back of the popularity of the people are involved in it, happy. Does not exclude the prize money has a huge appeal, but to say that the people involved are for the prize money, I'm afraid that overstated, "underestimated the world". Live Q&A is actually the Internet version of the "Happy Dictionary", as opposed to answering the wrong answer, can get the prize, and ultimately get how much money, more importantly, from the knowledge learned, but also in a relaxed, entertaining way to learn the knowledge. Knowledge, is a major label of the live quiz.
Counting the changes in the Internet in the past few years, you can see that knowledge consumption has emerged, has entered the spring. Some data show that as of August 2017, knowledge payment users exceeded 50 million, and the market predicted that the annual economic scale of the industry would reach 50 billion yuan. In strong contrast, the once very hot live broadcasting industry is in a period of stagnation, experiencing a "spring cold", not only in the moral integrity of the repeated accusations, that is, in the industry's efficiency is also lackluster, can't see a future that can be expected. In this context, the live encountered knowledge, opened the "live quiz", appeared to "answer the question of money".
In terms of knowledge consumption, the live quiz may be "drunkenness", with "rubbing the flow" meaning, and may not be recognized by many people as a way to learn knowledge. But in terms of the live broadcast industry, compared to the past route of vulgarity, now the route of knowledge, is certainly a huge shift. Think about a period of time, around the live broadcast of a lot of negative news, some not only fell below the bottom line of morality and violated the laws and regulations, and again and again let people "hot eyes". Such a live broadcast the more fire reflects the greater the social problem, the more fire brings more negative energy, the greater the difficulty of solving. Compared to the past, the live broadcast industry thought of changing, thought of changing in the direction of social good. The change itself, should not be subjected to too much comment.
Of course, "planting the dragon's seed" may also "harvest fleas", live quiz will eventually how, but also by the market said. But to point out, social recognition and market recognition is not contradictory, social recognition is often in the market recognition on the basis. An industry that sees the direction of social development and meets the needs of the good will not only be recognized by society, but is more likely to be recognized by the market - this has been proved for the development of the Internet economy, and for the development of countless Internet companies. The live broadcast industry to see the problems of the industry, bid farewell to the "problem growth", should be understood and supported.
Live quiz at least provides a new possibility, so that people can see the live industry can also be in the sun, in line with the mainstream value of the community to run in the way - live quiz in fact, in the "change posture running". As for the majority of users in the case of difficult to win the prize, can ensure the continued enthusiasm of the participants, which need to live platform to answer. But we can be sure that "the more effort the more lucky", an industry that insists on going down the avenue, the easier it is to walk into the spring. (Qiaosuan)
Reddit: live quiz "hanging", the game can still play happily?
From knowledge payment to knowledge cash, and then to the knowledge faction of the New Year's speech, the cell phone APP will be "knowledge is also a productive force" this sentence interpretation of the wind and water.
At the beginning of the new year, online live quiz games quickly became a "screen-level" hit. Every day, millions of people are addicted to 12 questions, the wrong person out of the game, all the correct answer can be divided into hundreds of thousands of authorities or even 3 million dollars in prizes. In just ten days or so, "Punching Conference", "Million Heroes", "Cheese Superman" and many other question and answer games of the same type are in disarray. High cash rewards, all online PK - capital bigwigs in the "wind mouth" coin, eat melon masses in the competition carnival.
However, the benefits will inevitably be reduced to the rules out of control of the jungle. Online live answer game most likely to appear the problem, there are only two: one is the game side of the data falsification. At the tip of this flow, the game party may have two kinds of counterfeiting impulses: counterfeiting the number of participants and counterfeiting the number of winners. The former can smear the makeup, perfunctory investors; the latter can dilute the prize money, and thus control costs. Although from the jurisprudence, if the platform to "water" the number of winners to dilute the bonus is true, is a fraud, according to the "General Principles of Civil Law", such behavior is invalid, netizens can ask the platform to compensate for the loss; however, netizens questioned and public opinion of the questioning, can rely on the APP self-talk to self-certify their innocence?
The second is the live quiz "hanging", involving the issue of prize money, is not as simple as the game. Because according to the Copyright Law and the Regulations for the Protection of Computer Software and other provisions of the game software manufacturers or individual authors to develop game software in the development of the completion of the protection of copyright law. Plug-ins, plug-ins, auxiliary apps for the purpose of cheating, without the permission or authorization of the owner of the software, the act of seeking profit is illegal. This "hanging" and the Spring Festival ticket plug-ins is not a concept: because the ticket plug-ins are mostly free of charge and benefit the public, the Ministry of Railways has not been seriously held accountable; and live answer "plug-ins" is obviously rushing to personal awards, the price, the platform side! I'm afraid that will not sit idly by.
The industrial value of the live quiz, obviously not to see who's "cheat sheet" more awesome. Otherwise, this is not the knowledge and wisdom of the PK, and become a search engine and artificial intelligence competition. Of course, this is a game and a dream of getting rich, it seems that there is no need to be particularly serious, and this kind of ten thousand people competing for the situation, it seems to be the most powerful refutation of the "theory of the uselessness of reading". Just, in business, in law, the emerging market can not be played bad, the bottom line of the rule of law can not be overstepped. This game to be able to sustainably play on, I am afraid that the rules and discipline really have to be in front.
(Deng Haijian)