"On the big" TV station, are afraid to "net red" live-webcast, network red-IT information
24 hour entertainment capital
If not see looked up Shang "Shanghai TV section" several Word, many people will trance thought into to has "Shanghai live section": multiple video platform known as to into live type of fully art, and continuous 3 a forum are in on "live + fully art", experts big guy are in accept small entertainment interview Shi will on live, even many boss Rob with to added "live network red are" of micro-letter, and network red are on quietly of sat in chair back Shang, a Deputy "you ya is who" of expression......
Anxiety of the regular army and its countermeasures
Needless to say, their regulars in the arts field, suffered the biggest anxiety and live Panda TV, Tiger, mobile phone YY the many areas of Arts "guerrilla" siege:
One group Chairman Koo: "high risk degree of the popular live is very powerful, this year we will see a lot of platforms, if it is (a) did not do sufficient preparation, that has the potential to produce past tweets, micro-platform out to the letter the whole trend of the market. "," Ten years ago when our business has to consider on-demand, superstar mode, live mode three modes, but we believe that in the field of PC, only arts, live sports would you choose now with the rise of mobile Internet and broadcast opportunities, but most users are still on demand...... "
Communication University of China Zhao Shuqing, President of the Institute of information on the Internet: "last night, I live in the Bund first in our party, there were 353 people had seen. Said US media attention economy attention where, where is the money. ”
Company video Arts Business Ma Yankun: "variety show is on entertainment, leisure, time taken, but some independent broadcast platform, are in addressing these needs. So they are taking each other's relationships. If you don't embrace it, your time was occupied, and I believe that this matter is urgent. ”
Late magic dimension Tang Hao, head of the company: "we feeling NET comprehensive social development soon, but I still think beyond our expectations and feelings, there is a a lot of feeling. There is a lot of pressure, felt that urgency was strong, isn't it time to learn? ”
In action, the regulars really pull out all the stops:
1. Tencent launched 24-hour live video at this time last year of the 15 of us reality show, launch APP specifically for mobile watch, spend hundreds of millions of, will broadcast for less than a year.
2. youku was launched in May 16 players within 10 days of cat and mouse game-plan of the stalkers, full 24-hour live, receive information + Player sync your mobile phone with live interactive and users not only with the eyes of God, but also has the hand of God. In addition to the barrage of interactions, they can provide players with pursued clues player sponsors, purchased through the Web page to provide material assistance; vote for their favorite contestant, which determines player rankings and destiny.
How does two grades, believe that every audience all had a book. Perhaps as a senior comprehensive artist Dragon TV said: "traditional on-demand video site of the overall framework is to, does not have live view of needs matrix and product. ”
Even so, the layout: the bright star of the 2016 China voice of joy, joy media of the comedy Man 3, MA new show dinner temptation, Wang Sicong and mango recreation of the goddess of Hello! ... ...
In the entertainment capital, now of Arts trends in product differentiation of product platforms have emerged, including TV shows, network integrated, on-demand + live arts, pure live. Behind all this perhaps stems from enormous imagination space behind the Live arts, may no longer be traditional advertising into and earn royalties, "all people can live to own cash, simply, how could one not excited? ”
Video site: anxiety and excitement coexist, youku bright stars have pyramid
According to Group President Yang introduces, he is very good live, but implementation has not disclosed, still live on the adjustment framework stage. It is reported that the new YouTube Wang Ping to live obsessed, "when Supergirl was broadcast, she (Wang) now in its live broadcast won't come, so we have to give her this piece live. ”
Tencent video quickly feel the impact of the other independent broadcast platform. It said Ma Yankun, Department of Arts, everybody said that in the past through user reviews, or AB review to get feedback. But now playing live arts, allows Internet users to become genuine participants and decision makers, this kind of "cool" is on demand, write reviews in the past cannot satisfy. In her view, "won't take long, variety shows how to use the live broadcast, the Internet, even born live, specially tailored for live shows, there will be a qualitative leap. This is every variety show people need to study. ”
In fact, this sense of crisis, many content producers are very impressed. Vision television CEO Wang Pei-Jie was quoted as saying, the traditional program is successful is because participatory and interactive. At that time, if you are the one considered for the majority of users in selecting guests, but given that mainstream audiences, such as constraints, didn't make it. But if prospects to live right now, said Wang Pei-Jie is sure to be a show element of human interaction, and will choose to cooperate with video platform. Why not live streaming platform, he believed that show, live broadcasts of games started the company for the time being is to eat a large variety. "Wanted to be big in the future live streaming platform, inseparable from the BAT, they may share the same objective to be in the future, as one. ”
In addition, media President hurray about joy, the joy of the future will join the broadcast part of the comedy Man 3. Akira Nagata, President of bright star made it clear that, this summer the voice of 2016 will play live. Not only that, the bright star of the live platform to build their own this year. Little entertaining to observe, this live variety based on the content side, it seems more than YY, reflecting strong lack of and desire for hard content companies, is to occupy a certain advantage. In the view of Yang, video site head of dispersing and live there will be synergy, with YY that pure play different from the bottom up. Even YouTube can play with Ali's advantages.
Of course, now called the live shows are not for customized for broadcast, but more just referring to the live element. "Network Arts this time, for the time being we do not have a benchmark program like of the flower said to justify this type of. "As to who first rushed out, remains to be seen.
"Regular army" in what concerns: field army surrounded game platform content, live platform concept
After the regular army came in, what problem? Yang believes that first consideration is certainly something the administration control.
As far as entertainment capital know, Chi media are now testing the water TV variety, advertising resource advantage, the company may bring advertisers and case, working directly with live streaming platform. In Chi's view, the stage live shows, time may be shorter, and unlike TV variety, it is not for content to find stars, more customized for net red. To this end, they have come into contact with many network Corporation, but may have to build a network of red.
In addition, the field army's siege is also a problem, "now new and greater challenge is live streaming platform, the television I think we do, we must not underestimate the impact of this. "Bright star official Cao Zhigao vocal live platform presented a threat to television.
Indeed, we can more clearly see the live platform started to cut into the Live arts subjects areas.
Bettas live for even "live +" and "happy +" 's "+" strategy, vertical from the game live streaming platform Pan entertainment broadcast platform, followed by Tiger live planning accordingly, pandas live Live-arts project.
"We really excessive entertainment variety with some action", said insiders to Tiger's live entertainment capital, but has not yet officially launched, and no further information, entertainment capital open Tiger live APP, Pan Entertainment has become the main content, and traditional game means live split.
A step ahead of the pandas live, has reached an agreement and mango recreation of the goddess of Hello! broadcasting cooperation, Wang Sicong using interactive, goddesses and other keywords in the Live Arts draught to the next city. The funny thing is, we found that most enter the Live arts is a traditional game live streaming platform, reflecting, pepper and a live broadcast rookie has not too much wind.
"It's two different ideas, competition among game live streaming platform has reached a stable stage, the number of users has reached a ceiling, needs a pan-Arts Entertainment new users, stick to them because of these platforms is to be started, live entertainment to develop a generic logic from content, variety is the best form. "One game live broadcast platform on the entertainment capital said.
"The new live streaming platform to keep the topic, so do some more marketing of events, instead of a back seat. "Right now they are still in flux, the user stage, did not reach the game live streaming platform stable stage, intensive field value is not high.
This also explains why Ma's performance at the Caribbean is sunflower seeds, gift and Kanda mountain, and cooperation and fighting fish is planning, with production of live variety shows. Therefore, the game live streaming platform to enter the field of live arts, so that the "regulars" on pins and needles.
Practitioner do?
"This year, don't take off and I said, no matter what the broadcast, we advanced to say, be sure to give it a try. "This is the logic thinking of Luo Zhenyu at a forum on the expression of anxiety.
Luo Zhenyu, once radio and TV people out of business, he treated for mood also represents the most "regular army".
Live streaming platform what has really changed?
There is no doubt that live platform means first and foremost a new channels started to appear, which leads to changes in audience, now after the after, 00 to play live, TV show who? Missing TV shows also how far young audiences?
More terrible than this is the impact on television and Internet revenue model in the past mainly gaming, advertising and e-commerce, the three modes, but live streaming platform can be changed directly through the tips mode directly to c to b to c mode c mode, the television or Internet video sites where advertising?
In addition, the live television people wonder what is content? Traditional TV shows there are logic, planning, implementation and operation of all aspects of flow-through operation, but in broadcast platform, this logic is completely changed, Korea eat live programs are very popular, many audiences willing to pay for this, does this mean that TV shows don't need after directors, writers do not need? What about the TV industry go from here?
“高大上”的电视台，却害怕“网红”直播 - 网络直播,网红 - IT资讯
文/24小时娱乐资本论
如果不是看到抬头上“上海电视节”几个字，许多人会恍惚以为进入到了“上海直播节”：多个视频平台号称要涉足直播式的综艺、连续3个论坛都在谈“直播+综艺”，专家大佬们在接受小娱采访时必谈直播，甚至不少老总抢着要加“直播网红们”的微信，而网红们就静静的坐在椅背上，一副“你丫是谁”的表情……
正规军的焦虑及对策
毫无疑问，现在在综艺领域的正规军们，遭遇了史上最大的焦虑症，以及熊猫TV、虎牙直播、手机YY等众多综艺领域“游击队”的围攻：
合一集团董事长古永锵：“全民直播的高危程度是非常厉害的，今年大家会看到很多平台，如果在这方面（优土）没有做充分的准备，那有可能产生过去那种微博、微信的大平台出来后把整个市场占领的趋势。”、“十年前我们创业时曾经考虑了点播、超女模式、直播模式三种方式，但我们认为在PC领域，只有大型综艺、体育大家会选直播；现在随着移动互联网的崛起，直播有了机会，不过大部分用户仍在点播……”
中国传媒大学互联网信息研究院院长赵树清：“昨晚，我在外滩一号也直播了一下我们的酒会，有353人看过。都说我们搞传媒的是注意力经济，注意力在哪里，钱就在哪里。”
腾讯视频综艺业务部马延琨：“综艺节目是偏娱乐、休闲、占用时间的，但目前一些独立的直播平台，都是在解决这些需求。所以两者其实是相互占用时间的关系。如果你不拥抱它，你的时间就被占据了，我觉得这件事情比较紧迫。”
后期公司幻维负责人唐浩：“我们预感到网综会发展很快，但我仍然觉得超乎我们的预期和感受，有一种扑面而来的感觉。有很大的压力，觉得紧迫感挺强的，是不是来得及学呢？”
在动作上，各家正规军确实使出了浑身解数：
1.腾讯视频去年此时推出24小时直播真人秀《我们15个》，为移动端收看专门推出APP，花费好几亿，即将播满一年。
2.优酷5月推出16位选手在10天内猫鼠游戏式的《潜行者计划》，全程24小时直播，选手同步带着手机接收信息+直播互动；而网友不仅拥有上帝之眼，更拥有上帝之手。除了弹幕互动之外，他们可以为选手提供追击线索；成为选手的赞助商，通过网页购买为之提供物质帮助；投票支持自己喜欢的选手，这会决定选手的排名及命运。
这两家的成绩究竟如何，相信每一个观众心里都有个账本。或许如一位东方卫视的资深综艺人所说：“传统视频网站的整体构架都是为了点播，根本不拥有直播所需要的矩阵和产品观。”
即便如此，各家仍加紧布局：灿星的《2016中国好声音》、欢乐传媒的《欢乐喜剧人3》、马东新节目《饭局的诱惑》、王思聪和芒果娱乐《Hello!女神》……
在娱乐资本论看来，如今的综艺产品已经出现了产品平台分化的趋势，包括电视节目、网综、点播+直播综艺、纯直播节目。而这背后，或许源于直播综艺背后巨大的想象空间，可能不再是传统的广告分成、赚版权费，“所有的人都可以来直播，自己直接可以变现，简单粗暴，怎会不让人兴奋？”
视频网站：焦虑与兴奋并存，优酷灿星纷纷加码
据合一集团总裁杨伟东介绍，他本人非常看好直播，但具体落实情况还不能透露，因为还在调整直播架构的阶段。据悉，新加盟优酷的王平对直播也非常痴迷，“当年超女就是直播嘛，她（王平）现在扎在直播里面出不来了，所以我们把直播这块也交给她了。”
腾讯视频也迅速感受到其他独立的直播平台带来的冲击。其综艺部总经理马岩琨表示，以往大家都说要通过网友点评、或AB站评论去得到内容反馈。但现在玩直播综艺，可以让广大网友成为真正的参与者和决定者，这种“爽感”是以往看点播、写点评满足不了的。在她看来，“用不了多久，综艺节目如何利用直播、互联网，甚至脱胎于直播出来、专为直播定制的节目，将会有一个质的飞跃。这是每个做综艺节目的人都必须要研究的。”
事实上，这种危机感，不少内容制作方都深有体会。用远景影视总裁王培杰的话说，传统节目之所以成功，就是因为注重参与和互动。当时《非诚勿扰》也考虑过让广大网友参与选嘉宾，但考虑到主流观众等限制因素，没做成这事儿。但如果现在远景要做直播的话，王培杰表示肯定会是一档素人类互动节目，而且会选择与视频平台合作。至于为何不考虑直播平台，他认为以秀场、游戏等起家的直播公司暂时是吃不下大型综艺的。“未来想成为大的直播平台，肯定离不开BAT，它们将来可能将会是殊途同归，合而为一。”
另外，据欢乐传媒总裁董朝晖介绍，未来《欢乐喜剧人3》会加入直播部分。灿星总裁田明也明确表示，今年暑假《2016好声音》也肯定会玩直播。不仅如此，灿星今年还要打造自己的直播平台。据小娱观察，这种以内容端出发的直播综艺，似乎比YY、映客等强烈缺乏并渴望硬内容的公司而言，是占据了一定优势的。在杨伟东看来，视频网站头部内容的宣发和直播是会有协同力的，跟YY那种纯粹从下向上打有所不同。甚至，优酷还可以借助阿里的优势玩。
诚然，目前所谓的直播节目，大多都不是为直播定制的，反而更多只是引用直播元素。“跟当年的网络综艺一样，暂时没有出现一个像《奇葩说》这样的标杆节目能够为这种类型正名一下的。”至于谁能最先冲出来，有待观望。
“正规军”都在担忧什么：野战军包围，游戏平台出内容、直播平台玩概念
正规军进来后，会面临什么问题呢？杨伟东认为，首先要考虑的肯定是政府管控因素。
据娱乐资本论了解，目前星驰传媒正在试水电视综艺，凭借广告资源的优势，公司可能会带着广告商和案子，直接与直播平台合作。在星驰看来，这个阶段的直播节目，时长可能会比较较短，而且不同于电视综艺，它不是为内容找明星，更多是为网红定制内容。为此，他们已经接触过不少网红公司，不过也可能自己来打造网红。
另外，野战军的包围也是个问题，“现在又出现了新的更大的挑战就是直播平台，这个我觉得我们做电视的，大家千万不能小看这个东西的冲击力。”灿星相关负责人曹志高直言不讳地提出直播平台对电视节目的威胁。
的确，我们能越来越清晰地看到直播平台开始从综艺题材切入直播领域。
斗鱼直播为此甚至提出“直播+”和“快乐+”的“双+”战略，从游戏垂直性直播平台转型泛娱乐直播平台，紧随其后的虎牙直播、熊猫直播也相应地规划综艺直播计划。
“我们确实在泛娱乐综艺上面有一些动作”，虎牙直播的内部人士向娱乐资本论表示，但是介于还未正式推出，并没有透露更多的信息，娱乐资本论打开虎牙直播APP，泛娱乐内容已经成为主推内容，和传统的游戏直播大有平分秋色之意。
熊猫直播先行一步，已经和芒果娱乐《Hello!女神》达成直播合作，王思聪要用互动、女神等关键词在直播综艺风口上先下一城。有意思的是，我们发现进军直播综艺的大多数都是传统的游戏直播平台，映客、花椒和一直播等直播新秀一直都没有太大风声。
“这是两个不同的思路，游戏直播平台之间竞争已经到了稳定阶段，用户数量也到了天花板，需要用综艺这样的泛娱乐内容拉新用户、粘住他们；由于这些平台都是做内容起家的，泛娱乐直播发展逻辑也是从内容入手，综艺是当中最好的形式。“一位游戏直播平台人士对娱乐资本论表示。
“新型的直播平台要保持话题度，所以更多地做一些事件性的营销，内容反而退居其次。”目前它们还处在圈流量、圈用户的成长阶段，没有到达游戏直播平台的稳定阶段，精耕细作内容领域性价比不高。
这也可以解释为什么马东在映客上的表现是嗑瓜子、要礼物和侃大山，而和斗鱼的合作却是有策划、有制作的直播综艺节目。因此，游戏直播平台争相进入综艺直播领域，让“正规军”们如坐针毡。
从业者何去何从？
“今年开年来，我就和脱不花商量说，不管直播是什么，咱们先进来再说，一定要试一试。”这是罗辑思维的罗振宇在一次论坛上的最焦虑的表达。
罗振宇作为曾经的广电人出来创业，他的情绪也代表了上视节大多数“正规军”的状态。
那么直播平台到底带来了什么改变？
毫无疑问，直播平台首先意味着一种全新的渠道开始出现，这种渠道带来的是观众的的变化，现在90后、00后都去玩直播了，电视节目谁来看？缺少了年轻受众的电视节目还能走多远？
比这更为可怕的是对电视生态的冲击，过去互联网的盈利模式主要有游戏、广告和电商三大模式，但是直播平台可以通过打赏模式直接变现，直接将B to C模式变成C to C模式，那电视台或者互联网视频网站去哪里拉广告？
此外，直播还会让电视人怀疑到底什么是内容？传统的电视节目有编排有逻辑，策划、执行和操作各个环节流水式精细操作，但在直播平台上，这个逻辑完全变了，韩国有节目直播吃饭很受欢迎，特别多的观众愿意为这个买单，这是不是意味着以后电视节目不需要导演、不需要编剧呢？那电视节目产业链该何去何从呢？