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Cross-border, will play, not Low: Tencent NOW live broadcast how these three labels are attached?

via:博客园     time:2018/4/4 22:31:48     readed:500


Speaking of live broadcast, some negative label words often come to mind, vulgar, boring, contrived &hellip&…… Since 2016, "Live" is undoubtedly a high-frequency word in the Internet industry, which has entered a "d"; The era of the people's live broadcast. Two years later, from the live broadcast platform to the live broadcast industry, it seems that they are all looking forward to a new upgrade iteration.

On April 2nd, Tencent NOW broadcast a "Spring Refreshing Spring 2018 Launch Conference" held in Beijing. The platform announced that it will join hands with anchors in Kenting, Taiwan, Provence, France, Prague, Czech Republic and Hokkaido, Japan, through music and photography. , US Food Kam and other methods to show users a variety of live content.

Zhang Shuai, brand director of Tencent’s social networking business group marketing department, said at the meeting: “Live Live hopes to use this “fresh spring” to become a new world for young people to open the world with new content, new interaction, and new social networking. Way & rdquo; "New content" means using live streaming to bring people closer to a real and fresh world; "New Interactive" represents a two-way emotional transfer of real-time interaction between the user and the anchor; "New Social" means that live streaming can be faster. Find circles and friends. “ Cross-border ”, & ldquo; will play & rdquo;, & ldquo; Not LOW & rdquo; & mdash; & mdash; The future of live broadcasting can play this way.

Using video to drive new social

In Tencent's social network matrix, we already have WeChat and QQ as the two social platforms. With the live web broadcast, live broadcast and video have become a new social language. NOW Live is Tencent's exploration in the social field. High-quality live broadcast platform. According to Zhang Shuai, brand director of Tencent’s social networking business group marketing department, NOW live broadcast has been on-line since 2016, and in less than two years, the development is very fast. Backed by Tencent’s QQ and WeChat, all users are very young. Users, about 60% are users after 90, are very young and energetic platform.

In June 2017, Tencent released a dual-billion ecological support plan. The platform provides 1 billion resources and 1 billion funds to support the creation of content ecology. In March 2018, NOW Live received the honor of "China's Top 10 Live Broadcasting Platform". The development of the entire NOW broadcast was very rapid. Tencent NOW Live announced last year that it will pay more attention to the depth and breadth of content ecology, produce high-quality content IP, and create a diverse and differentiated content ecosystem. The launch of the "Fresh Spring" campaign will allow the young people to have more intense desire to explore the world while also outputting more quality content through the platform. It will also record the best of the world in live broadcasting.

For the user, the former was only graphic, simple text, and picture sharing, but in the new era, NOW Live is a new way for everyone to connect to the world and connect the world with live broadcast. There will be new content, new forms of interaction, and new social communication. Through this record and share, it is easy to find your own "Friends Circle" and "Idiom Circle". In this live broadcast operation throughout the year, NOW Live will provide a live content-based content platform that focuses on user-focused content, creates fixed awareness among users with common interests and preferences, and guides young people. The world is more connected and understands the world with an open, pluralistic perspective.

New World with Live Travel

In addition to Zhang Shuai, brand director of Tencent’s social networking business group marketing department, and Liu Shuoxin, commercial director of the interactive video products division of Tencent’s social networking business group, the event also invited Lin Wei, head of the Taiwan delegation’s Beijing office, and tourism from France. Isabelle Thomas, head of regional development at the Development Department, and Futian Gao, Counselor of the Press and Cultural Center of the Japanese Embassy in China, came to witness the opening of the "Fresh Spring" campaign.

The Tencent NOW broadcast "Fresh Spring" to "I broadcast spring to you" theme, the first stop of the event was set in Kenting, Taiwan, China. The NOW anchor will present the Kenting landscape to netizens through a musical perspective by visiting Taiwan’s Akabella female college student group, visiting the Sea Life Museum, opening an unplugged concert, and participating in the Spring Singing Music Festival. In the following three stations in Provence, Prague, and Hokkaido, NOW Live will also use the theme of painting, photography, and cuisine to restore the local style of spring style.

Different from the traditional live studio, this time Tencent NOW broadcast to "Spring" as a live room, so that the anchors out of the room to the world, with their own experience, talent for the audience to bring live in spring. Today, live broadcast has become one of the important carriers of culture, and this form has also broadened the content boundaries of the live broadcast platform. This year’s event plan, which starts with “Fresh Spring”, can be seen as an important part of NOW Live's cultural heritage. From tourism and sightseeing to cultural output, not only Chinese young people are approaching world culture, but also the world’s culture is better delivered through live broadcasting. While broadcasting the exotic customs, NOW Live has also successfully brought the distance between users and cultures.

Using Resource Channels to Help the Development of Young Anchors

Tencent NOW live broadcast and users, and anchors are the common growth and mutual support relationship. Lei Feng network (public number: Lei Feng network) learned at the kick-off meeting, Tencent NOW live broadcast constantly excavate and train excellent anchor, continue to produce more interesting content for the audience to maintain the quality of the platform content. At the same time, using the Tencent Resource Matrix to provide support for the anchor's provision of traffic and high-quality content distribution platforms gives excellent anchors more exposure opportunities, provides anchor channels for the broadcast, and allows content creators to reach more users.

For the anchors, due to the support of Tencent's entire resource matrix, they have a perfect rising channel on the NOW live broadcast. At the same time, NOW Live will also actively support these anchors to produce a large amount of excellent content, and it will give everyone a continuous rise. For example, a very lovable anchor, in addition to the development of the NOW live broadcast platform, Tencent music can also help him build his own album. If you are an anchor who is good at acting, you can use Tencent video, Tencent Pictures, let him and the stars go to filming, an ordinary anchor can find out more potential in the NOW live, and get more long-term development.

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