On the evening of August 1 1, 2007, the European Football Channel will officially launch the first Premier League match of the new season-Sunderland vs. Tottenham Hotspur. Before the game, the program group specially planned the live broadcast for nearly two hours, including the appearance of several hosts. In addition to former celebrities, it also includes former Shanghai media hosts, He Hui, Ding and other Guangdong celebrities. In CEO Zheng Song's view, it is very important to fully demonstrate the strength of the creative team at the beginning of the season. At least for the host team, Zheng Song is quite satisfied. When looking for the host, Tiansheng contacted several of ESPN's most prestigious Premier League commentators. Su Dong has joined, and when or whether other countries can join is still unknown. Chinese mainland's No.1 Huang Jianxiang Tiansheng also had contact, but due to Huang's contract with Phoenix and other reasons, the two sides finally failed to reach an agreement. On August 20th, 2065438+00, just as the anti-gambling and anti-pornography trend swept through China football, reporters and fans familiar with Shenhua found that Liang Zhou, who had been playing for Shenhua, had disappeared. A former well-known sports host in Shanghai turned from a club press officer to an assistant to the board of directors after Shen Hua, managing media public relations, website development, cultural construction and many other things. Although I haven't dealt directly with the media for some time, if you play football at home, you will often meet him in hongkou football stadium. At least after the game against Nanchang on August 8th, Liang Zhou came out of the Shenhua box and talked for a long time with the reporters waiting for the bus at the gate.
Why did he leave? Where will the future go? It is common to change careers, but as a celebrity, there are many more places to be heckled. He didn't want to answer himself. Both mobile phones were turned off, which seemed to indicate that he didn't want anything from him. However, according to people familiar with him, Liang Zhou told them that he would be the head of Shanghai Locomotive Stadium next, and there were plans to return to his old post as a football commentator in the future. Go to Liang Zhou and see Weibo. He's still talking about the Premier League opener at 4 am. The icon of Shenhua in the upper right corner is still there. However, Shenhua's official Weibo, Feng and Feng have not been removed from the list of concerns. As if nothing had happened. But if you study carefully, you will always find some clues. The day before yesterday, I forwarded an article "Don't talk to me about ideals, quit!" Picture, plus "I use ideal pk every day, and I need to stop when I am tired to a certain stage." Stubborn PK doesn't mean much, but I can continue after accumulating strength ... "It seems that too much has been said, and it goes without saying that the name of" Shenhua Liang Zhou "was changed to" Liang Zhou ". At the end of 20 10, Liang Zhou chose PPTV as another stop of his career. He said: "The wave of the Internet has come, and I missed it. The wave of video websites is still rising. I have to catch up. Internet sports media is a gold mine, I want to be a miner! " ,165438+1October 15 joined PPTV, and Liang Zhou became the director of the sports center. In 65438+February, PPTV announced a high-profile financing of $250 million from Softbank. This Internet video platform, which is good at sports live broadcast, has given Liang Zhou a chance to display his fists and feet.
Where can I watch the live broadcast of the football match? More and more fans have given up traditional TV, but are watching computer screens or holding tablets. These fans may watch live web pages, or through clients and mobile applications, but a large number of them will watch PPTV. This P2P video software (originally named PPLive) was developed by Yao Xin, a post-80s student, who dropped out of school in 2005 to pursue a master's degree and is gathering the largest online fan community. Unlike the early days when the programs of major TV stations were directly provided as selling points, now the selling points of PPTV are officially authorized live events, including the Premier League, the Olympic Games, the European Cup and other super events with the largest audience in China, as well as regular events such as Super League, CBA, China Open, F 1, and some of them are exclusive rights to broadcast online videos. Getting the right to broadcast these popular events is of course expensive. However, PPTV has preliminarily proved that it can make a profit after China has a huge fan base. In the summer of 20 12, PPTV, which has the exclusive online video broadcast of the European Cup, attracted tens of millions of fans. On the night of the final, 30 million people watched the game through PPTV's client. According to market research firm CTR, the average viewing rate of PPTV during the European Cup was 40% of that of CCTV-5. When counting the benefits of the European Cup, PPTV found that it gained nearly three times the rate of return through this live broadcast. Sports director Liang Zhou of PPTV told Global Entrepreneur that the company will invest tens of millions of copyright fees every year. Since 20 1 1, PPTV has obtained the copyrights of a number of mass sports events, including Premier League, Serie A, Bundesliga, Super League and CBA, and has equipped special commentary teams for these events, so that it is no longer an event integrator, but really a sports media with attitude, opinions and personality? Body. Starting from 20 10, PPTV began to develop a mobile phone client, which allows users to watch the live broadcast of the game even if they are lying in bed. In the past period of time, PPTV was even the only multi-terminal video website that could broadcast the game live. So far, users can watch the live sports broadcast of PPTV on four mobile terminals of mobile phones and tablets through iOS and Android systems. Liang Zhou told Global Entrepreneur that the number of users who watch PPTV sports through the mobile terminal accounts for 24% of the total visitors to the sports section. Over the years, users have developed the habit of watching sports games, smooth live broadcast technology and multi-terminal user experience, which are the keys for PPTV to attract many Internet users. In a survey conducted by DCCI Internet Data Center 20 1 1, the proportion of Premier League spectators watching sports games using PPTV is 8 1.27%. However, these winning factors that once created differentiation are now facing the threat of possible homogenization. Today's PPTV is doing research and development of new products. In the future, the audience's online participation will not only be limited to the telephone, but also realize the discussion among users, hosts and guests through video dialogue, just like the news live broadcast room in traditional TV. Not only that, Liang Zhou also plans to add more interaction to this participation mode: "We will have four seats before the competition, and users can grab them. After catching them, you can explain them through voice and host dialogue. " In the minds of Tao Chuang and Liang Zhou, only by giving users the possibility to participate in the screen from the front of the screen can they be different again in online video. As the director of the sports center, Liang Zhou not only wants to present sports events on the Internet in a way different from TV and other rivals, but also hopes to open up a road different from relying only on advertisements in the operation mode. Now the major online sports media are working hard to cooperate with gambling sites, and the current division with gambling has brought objective income to the sports center. On the other hand, Zhou Liang also began to talk about cooperation with some authorized products of sports events, trying to open a sports mall specially for sports enthusiasts, with accurate audience positioning. "They (partners) will be confused. Although they cooperate well with Tmall Taobao, the conversion rate is very low. People who really like sports have not been introduced into the consumption system, but here, the audience really likes sports and many people will consume. " Zhou said? Tao. Before joining PPTV, Liang Zhou was the host of Tiansheng Sports Media Football Channel. In 2007, Tiansheng bought out the exclusive broadcast rights of the Premier League in Chinese mainland for three years for $50 million, hoping to let the Premier League audience in Chinese mainland enter the charging era. In the mainland, which can't accept the tough charging requirements immediately, Tiansheng's practice not only led to the loss of a large number of viewers, but also caused dissatisfaction in the Premier League. At the end of the three-year contract, Tiansheng ended his dream of charging in the accusation of "helping". In Liang Zhou's view, to operate the concept of payment well, what needs to be done is to clarify the relationship between free and charge. Zhou divides sports events into two categories, one is mass events such as Premier League, Serie A and CBA, the other is high-end events such as golf and NFL that high-end users pay attention to, and small leagues of gambling nature that lottery players may pay attention to. For the former, Zhou still hopes to operate for users free of charge by selling advertisements, while for the latter, Zhou hopes to charge for testing water. "I will master the people in need to charge, and will not let the public pay the bill." Zhou said: However, some senior media people in the sports field believe that the way of charging by the minority is not feasible. In this person's view, users are always narrow-minded, charging on the basis of narrow-mindedness, and only a few viewers are willing to pay for it, and even for niche events, the price copyright price is often high. "If you have to face an audience of only a few thousand or hundreds, how much do you have to charge to make money?" In PPTV sports, many people regard 20 13 as an important year. Now, the independent application of PPTV Sports has been launched in the Apple Store. This independent APP will push accurate sports events and news to users every day, and realize the different ideas of Tao Chuang and Liang Zhou on sports media bit by bit. If you can make a trip, users can participate in a competition more enthusiastically, and they can also choose whether to pay according to their own demands. However, this idea is still in its infancy, and it needs to be tested by technology, funds, policies and users' viewing habits. On October 2010110, the signing ceremony of PPTV network TV Premier League top anchor was held in Beijing. PPTV Network TV officially signed contracts with Huang Jianxiang, the top domestic sports anchor, and Xie Hui and Liang Zhou, the famous sports hosts, to build a top commentary team in the Premier League, and launched a brand-new brand of live commentary on football matches-"Premier League Crab Porridge", offering a delicious "pot-boiling" ball feast for online fans. "Crab" is Xie, "yellow" is yellow, and "porridge" is Zhou. Putting their first names and surnames together is also considered as an outstanding masterpiece in sports marketing!
The PPTV network TV that won the "exclusive network" did not stop there. It planned the brand commentary column-PPTV network TV Premier League "Crab King Porridge" as a unique selling point to attract fans to watch and order, which successfully diverted the audience of traditional media.
The Premier League Crab Porridge column of PPTV network TV includes China's top sports anchors Huang Jianxiang and China.
Xie Hui, known as Beckham, and Liang Zhou, a popular sports anchor in Shanghai, got great media attention and exposure because of their star effect and sharp style. With the progress of the competition, Crab Porridge produced more topics, such as star temperament, grassroots commentary, wonderful quotations, funny dialogues and so on. These have become hot topics for online fans, thus increasing the popularity of the program group. Compared with traditional media, professionalism has the characteristics of star and ridicule. This kind of "crab porridge" is more suitable for the taste of online audiences and has gained considerable popularity. The data shows that compared with before the emergence of "Crab Porridge" column, the click volume of PPTV network TV Premier League channel increased by 200%, which is comparable to the ratings of traditional media. In order to gather more popularity, PPTV network TV Premier League "Crab King Porridge" tries to help the audience break the habit of "waiting to see", stimulate the audience to "interact" with the live broadcast, and bring different viewing experiences to the audience. In order to maximize the interactive effect, the first step of PPTV network TV Premier League "crab porridge" is to move the live broadcast to the audience. This will not only allow the audience to enjoy the wonderful Premier League events, but also communicate closely with the commentary team of Crab Porridge. Coupled with entertainment, social and other functions, the audience not only had fun, but also had fun. During the activity, both female fans followed and took photos crazily, and there was also a grassroots explanation of "soaking rice", which showed the popularity of the interactive scene. From Shanghai campus, bars to Guangzhou club, PPTV network TV Premier League "crab porridge" has accumulated a high popularity all the way. According to statistics, three ground events attracted nearly a thousand fans to the event site spontaneously for a passionate night in the Premier League. Taking the three live events of "Crab Porridge" as the time point, the number of views during the whole event rose linearly. The offline interaction scene is hot, and the online interaction is also very lively. By embedding an instant dialog box in the video interface, the program allows fans to comment and discuss the game while watching it, so that "staying at home" netizens have a lively atmosphere to watch the game and get rave reviews. As a supplement, the program group spread the fresh and interesting information in the activities through Weibo, popular forums and SNS dating community, so that more fans can participate in the interaction.
In the world-famous Premier League events, the brand "Crab Porridge" of PPTV network TV Premier League spreads information to the target group by setting up ace commentary, planning ground activities and various ways, and successfully transforms the audience's attention to the event into the brand's attention. Original and interactive programs bring viewers a "good-looking" and "fun" viewing experience, allowing users to recognize the program "Crab King Porridge" of PPTV network TV station in the perception of "looking fresh" and "unusual" and lock in PPTV network TV station to watch Premier League events. According to statistics, only on May 8th, 20 1 1, in the 36th round of Premier League, Manchester United VS Chelsea, the number of people who watched the live broadcast online at the same time exceeded 3 million, and the maximum number of hits per game was 5 million.
The super popularity of PPTV network TV Premier League "crab porridge" made him attract internationally renowned brands to join the sponsor team as early as the end of the first ground activity. According to reliable sources, PPTV network TV has won the olive branch of many advertisers with its super-high ratings in PPTV Premier League "Crab Porridge". The rapid development of Internet TV industry makes the competition increasingly fierce. This requires IPTV not only to buy content, but also to further create content. Just as PPTV network TV has always advocated "the same video, different feelings", PPTV network TV Premier League "Crab Porridge" has made great efforts in originality and interaction after finding the audience's desire, thus highlighting its own characteristics and establishing its own brand, attracting many eyeballs. In the era of "eyeball economy", wherever the eyeball goes, it naturally attracts the favor of industry, audience and advertisers. The fame and fortune of PPTV Internet TV Premier League "Crab King Porridge" makes it a weather vane for live sports events on Internet TV. With the integration of resources in Liang Zhou, at the beginning of 20 1 1, the first professional channel of football club in China was launched: PPTV Shenhua network TV frequency.
Dao, director of the Sports Center, said in an interview with Oriental Sports Daily that he would plan to set up his own channels for clubs in the Super League.
For PPTV, the purpose is to assist, assist and supplement traditional TV stations. At present, regardless of competition, the leading position of TV media is unshakable. PPTV learns from TV producers and TV media with humility, exchanges needed goods and promotes each other. When the Shenhua competition has to make way for other more important events during TV time, PPTV can make some appropriate supplements. In the future, we will tend to interact with the network and jointly build the local football cause and local sports industry with local TV media ...-Liang Zhou Shenhua Internet TV Channel is a channel of PPTV Internet TV. With the help of Shenhua, a brand with a history and a good market foundation, As for the exclusive network TV channel of Shenhua Club which was just born, this season, an advertisement of PPTV appeared on Shenhua's armband, and PPTV also provided better online sports viewing service for more sports audience based on the concept of "helping Shenhua build a PPTV sports platform".
As one of the most influential media on the domestic network, Shenhua Internet TV Channel has been relying on Shenhua brand since its establishment. This channel consists of five sections: the story of the general on Monday, the 12th man on Thursday, the highlights of Shenhua on Friday, the dynamics of Shenhua, and the most touching moment. The AFC Champions League, the Super League and even the reserve team competitions of Shenhua are broadcast live. Liang Zhou, director of PPTV Sports Center, also took this opportunity to put forward a long-term plan for the future development of Shenhua Internet TV channel, and rely on the existing resource platform to achieve cooperation with Super League companies and clubs. First, the brand's active social management. China's football has been criticized at present, but why do people pay so much attention to China's football? In fact, in the hearts of all people who care about football in China, there is a love for football. What PPTV has to do is to dig out this kind of love hidden in everyone's heart and make it concrete. Second, the content is professional, comprehensive and authoritative. The live broadcast and coverage of the event by PPTV is in full compliance with international sports media standards. In addition to the continuous progress in technology, it has been at the forefront of many online media. It can be said that at present, there is no online media like PPTV, doing network like TV. PPTV Shenhua network TV channel has the packaging of the game, daily reports on Shenhua and exclusive interviews with each player of Shenhua. You can also let fans come to the studio to watch the ball together, evaluate the ball together, get in touch with the players at zero distance and ask questions together. Third, the cultivation of platform awareness. At present, PPTV Shenhua Channel has been recognized by China Football Association, China Super League Company and other Chinese Super League clubs, and has started negotiations, hoping to build their own platform according to the Shenhua model. Nearby clubs such as the Yangtze River Delta are all in talks. Like the Shandong Fans Forum, their fans planted the broadcast of PPTV in their video area, which can be said to be the embryonic form of Shandong Luneng Internet TV channel in the future. Shandong's sports channel may not cover all fans in the province, but it can be realized through the network. In the future, every club in the Super League and PPTV may set up their own club video channels for them. For this project, we have been in contact with the top management of Super League. Through the positive coverage and packaging of football by the media, especially the new media, I believe that our top clubs will have a good impression in the eyes of ordinary people. At the same time, through the operation of the club, the grassroots foundation of China football will be stimulated. PPTV Shenhua Channel has made a new attempt to Shenhua's competition. Since the 20 12 Super League, he has commented on the Shanghai Dialect Competition for many times, and the famous host Liang Zhou and the guests made witty remarks. This move of PPTV Shenhua Channel has also been warmly welcomed by fans, and even some fans bluntly said that this is a new era for Shanghai media. Since the 20 13 season, all the games between Shenhua and PPTV have adopted the Shanghai commentary mode, which has been well received and sought after by Shanghai fans!
As a new attempt, the new attempt of PPTV Shenhua Channel to explain in Shanghai for the first time has become the focus of hot discussion among fans and the media. In a poll initiated by the Shanghai Hotline, more than 68% of the fans expressed strong support for this practice, and hoped that PPTV would explain it in Shanghai dialect in every future Shenhua competition. More than 2 1% fans even hope that Shanghai TV stations such as Five Star Sports can follow suit and explain the Shenhua competition in Shanghai dialect. Less than 3% of fans expressed their firm opposition to the move because they didn't understand Shanghainese, and only 7% said they were not used to listening to Shanghainese explanations. As the initiator of this initiative, Sports director Liang Zhou of PPTV said in an interview with the Shanghai Hotline: "Honestly, this should be done by the local media. As a national platform, even an international platform like PPTV, I can't do this! However, we will continue to work hard to ensure that fans choose comment channels selectively. In addition, we also hope to promote and stimulate the local media's understanding and breakthrough of Shanghai's local cultural construction! In addition, I think there should be no mistakes in any content and presentation on the Internet. This is a free and open world ... "
After more and more media join the ranks of protecting Shanghai dialect and Shanghai culture, we believe that this brave attempt of PPTV will inspire more media to join the ranks of creating or opening Shanghai dialect programs.