The much-anticipated 2016 Summer Olympics in Rio de Janeiro, Brazil has ended, and people have returned to normal work and study. Although the Chinese people's attention to the 2016 Rio Olympics is not as "crazy" as that of the 2008 Beijing Olympics, the Chinese sports delegation has not replicated the glory of the 51 gold medals in the 2008 Beijing Olympics. However, the Rio Olympics still left many impressive and unforgettable moments for the Chinese people.
A netizen survey report about the Olympic Games from Penguin Zhiku showed that among the three things that impressed the most about the Olympic Games, the top three were Fu Yuanhui’s emoticon package and Sun Yang’s freestyle championship He Zi proposed to Qin Kai. And this survey result is no exception. After all, these three incidents were on the front pages of almost all major media platforms during the entire Olympic Games. In particular, the prehistoric girl Fu Yuanhui became famous all over the country. She was not only popular on social media, but also Become a “dark horse internet celebrity” that various video live broadcast platforms compete for.
This unique Olympic phenomenon is obviously different from the past. Looking back at the past few Olympic Games, the ones who received the most attention were without exception those Olympic champions who reached the highest podium. From Tian Liang and Guo Jingjing at the earliest, to Liu Xiang and Li Na later, their championship achievements became the focus of the media. focus. This year, from the popularity of Fu Yuanhui, who won the third place in diving, to Qin Kai, who won the third place in diving, and moved the whole network by proposing to He Zi, who won the second place in diving, all of this has nothing to do with the championship.
1. From Beijing to Rio, what is happening in the online media world?
In fact, the emergence of this unique Olympic phenomenon is not accidental. In the past eight years from the 2008 Beijing Olympics to the 2016 Rio Olympics, the media world has undergone tremendous changes. So, what has happened in the online media world in the past eight years?
The first is the explosion and comprehensive popularity of mobile Internet. This has directly given rise to the popularity of mobile and personalized new media, allowing people to pay attention to the content they are most interested in anytime and anywhere. In the process, news clients have become one of the most commonly used platforms for people to pay attention to content information. In this report on the Rio Olympics, it can be clearly seen that due to its advantages in timeliness and personalization, news clients have surpassed PC online media and TV media to become the main force in Olympic reporting.
Data shows that during the entire Olympic period, Tencent’s Olympic-related video views on all platforms exceeded 8.1 billion, user coverage reached 750 million, and mobile accounts accounted for 75%. This is enough to prove that mobile clients have completely surpassed the PC Internet and become people's first choice for obtaining information.
The second is the overall rise of social media, which has made it the trend of the times for all people to participate in content creation. Four years ago, although Weibo had begun to show its prominence in Olympic coverage, overall it was still dominated by traditional TV media and online media. But at this year’s 2016 Rio Olympics, in addition to Weibo, the rise of WeChat and mobile QQ as the first and second largest social software in the country, as well as the popularity of live video in 2016, have become a driving force for national participation in creation and An important force in spreading Olympic coverage.
In particular, the popularity of Fu Yuanhui’s emoticons across the Internet has once again proved the overall rise of social media. We know that although the first material that made Fu Yuanhui famous came from interviews and reports by CCTV reporters, the real thing that made Fu Yuanhui famous came from social media. The interview video was not only forwarded in large numbers on Weibo, but Fu Yuanhui’s emoticons were also Afterwards, everyone's circle of friends was flooded, and after Fu Yuanhui participated in the live video broadcast, it triggered another peak of communication. The same reason why Sun Yang won the gold medal in freestyle and Qin Kai proposed to He Zi is so impressive, they also came from a large number of forwarding and reports on social media. Everyone is a media, and everyone can create content. The highly developed social media allows people to fully participate in the reporting and interpretation of Olympic content through WeChat, Weibo, and live video broadcasts. There has never been an Olympic Games like this. The 2016 Rio Olympics is so in-depth.
The third is the full arrival of the video era. After a long era of pictures and texts, the video era has finally arrived in all directions. Especially at the 2016 Rio Olympics, it became the absolute main force, and the video also realized cross-platform dissemination, which is also the most significant feature different from previous Olympic reports. Take Tencent as an example. All Tencent Olympics-related videos are displayed through Tencent News Client, Tencent Sports Client, Tiantian Kuaibao, Tencent Video Client, WeChat, Mobile QQ, Tencent.com and other mobile + PC platforms, which allows users to Video programs can be accessed and viewed from every entrance.
Not only that, unlike the past news platforms that only had Olympic game highlights and exciting scenes, the current online video platform has increasingly stronger program production capabilities and more and more differentiated content. Let’s take Tencent as an example. At the Rio Olympics, Tencent created numerous games including “Champions Express”, “Rio Home Taste”, “The First Time”, “Gold Medal Arrives”, “Next Me”, etc. 10 original video programs, with views exceeding 1.5 billion times.
In addition, some live video platforms are also attracting Olympic stars such as Fu Yuanhui and Zhang Jike to live broadcast and steal the spotlight during the coverage of this Olympics.
For example, when Fu Yuanhui, the biggest "dark horse Internet celebrity" at this Olympics, visited Penguin Live, more than 18 million netizens watched and interacted with her. All this is enough to show that this is indeed an era of video.
2. From Tencent’s Rio Olympic coverage, look at the four major media development trends in the future.
Obviously, there are various signs in the Rio Olympics coverage that the media world has "changed." Eight years ago was the era of the PC Internet. During the 2008 Beijing Olympics coverage, the two major portal giants Sohu and Sina were the most popular. Four years ago, social media just exploded, and coverage of the London Olympics brought Sina Weibo to prominence. However, by the 2016 Rio Olympics, the biggest winner was undoubtedly Tencent.
Whether it is viewed in terms of video playback volume, its comprehensive capabilities in mobile portals, or its outstanding performance in new media such as live video broadcasts, Tencent is unique in its coverage of the Rio Olympics. . In fact, we can see some new trends in the development of online media in the future from Tencent’s successful experience in reporting on the Rio Olympics. To sum up, there are the following four points:
First, IP is king. At this Rio Olympics, the biggest IP is the broadcasting rights of this Rio Olympics. Unlike the hesitation of other media platforms, Tencent spent up to 100 million yuan to take the lead in winning the rights to the 2016 Rio Olympics in mainland China. Internet broadcast rights. In addition, it has self-produced more than ten original video programs such as "First Time", "Gold Medal Arrival", "Championship Express", etc. These high-quality IP contents have not only become the traffic guarantee for Tencent's Rio Olympic content presentation, It is the most critical factor in attracting advertisers to place ads. According to our understanding, Tencent has attracted 46 sponsors including Yili, Coca-Cola, Nike, etc. at the current Rio Olympics. This is far more than Sina, Sohu and other media platforms, and it was even before the report was launched. Profit was achieved early. Obviously, in this era where video dominates online media, the amount 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, purchasing and producing high-quality copyrighted content will still be the focus of competition among major media platforms.
Second, channel integration. We saw that in Tencent’s presentation of Rio Olympic content, Tencent’s all-media matrix joined forces for the first time to interact, including Tencent News Client, Tencent Sports Client, Tiantian Kuaibao, Tencent Video Client, WeChat, Mobile QQ, The participation of mobile + PC platforms such as Tencent allows people to access the content they are most interested in and need anytime and anywhere, and can form the most direct interaction. Almost all other traditional media such as television and print media have opened WeChat public accounts, Weibo and other self-media channels for cooperative reporting. In this process, new and old media have converged. With the widespread popularity of mobile Internet and the explosion of social media, media reporting is no longer limited to a single channel. Media boundaries have been completely broken. There is no distinction between old and new media. In the future, all media may become an all-media platform. And this is also the most important trend in the media industry in the next few years.
Third, the content crosses borders. Take the 10 original video programs produced by Tencent during the Olympics as an example. There are professional programs suitable for sports fans such as "Professional Watching the Olympics"; there are also "Champions Express" and "First Time" focusing on Olympic champions and suitable for users. There are star-chasing programs; there are also Olympic-related food programs like "Taste of Rio" where you can talk about food while eating. We can see that under the background of universal participation, sports, entertainment and other contents have achieved great crossover. In sports events such as the Olympic Games, different groups of people can obtain different content experiences and obtain the information they care about most. For example, avid sports fans can enjoy live broadcasts and replays of events, while entertainment audiences who are keen on chasing stars can obtain information about the life of sports stars through original video programs produced by the media platform. Even some food lovers can find their interests. point. This is also a new trend highlighted in the reporting process of the Rio Olympics. New and old media are not only integrated in terms of channels, but also there is an obvious cross-border phenomenon between different contents.
Fourth, technology-driven. In Tencent’s coverage of the Olympics, we can also see the media’s use and experimentation of some new technologies. During the Rio Olympics, the creative H5s such as "Experience how hard it is to shoot" and "Fight with Ma Long" that hit the circle of friends were all produced by Tencent. They not only allowed the audience to experience the real feeling of the stadium immersively, but also made the audience more excited. Users can also feel the breathless tension on the shooting range. This new experience enriches the way people participate in and experience the Olympics. In fact, technology has been driving the development of media. Several major changes in 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 profoundly affect the media industry. Development, for example, artificial intelligence can help with writing, 360-degree panoramic shooting can allow users to have a VR/AR experience and participate in the event immersively, and big data and cloud computing can make people have a better experience watching the event, truly watching the event. What you see is what you want to see, and what you get is the information you need.
In general, eight years ago, online video platforms were just born, social media was still in its infancy, and major news dissemination was still dominated by television, print media, and online media; four years ago, social media was very popular, but There is not enough personalized information, online video platforms do not have enough say, and TV media still dominates. Today, mobile + video + social + live broadcast, etc. have become mainstream, and everyone is involved in creating content. Everyone is a content producer, and everyone is also a consumer of content. From the Beijing Olympics to the Rio Olympics, in the past eight years, not only the "posture" of people paying attention to the Olympics has changed, but also the organization, channels and communication methods of the media have also changed, which has enabled people to zero in on all aspects of the Olympics. By understanding the stories behind the scenes of every news event or news figure from a distance, and participating in the production and dissemination of every news event, the audience has long since become a real participant in the news event from a mere bystander.