Solo Broadcasting is a Salvation of the Radio and TV Internet Transformation

In April 2014, Hunan Radio and Television announced that it would support the development of Mango TV with the “Mango Solo Broadcasting Strategy” as the starting point, and put forward the strategy of single broadcast when the star reality show “Flowers and Teenagers” was launched.

"Flower and Youth" broadcasted 2.71 million hits in two days, which was higher than previous programs and opened up a good start. Although the data at that time was not astonishing, the trend was getting higher and higher. Subsequent "Deformation" broadcast alone, playing nearly 1.5 billion, has become an important step in the strategy.


The real test comes from "I am a singer 3", which marks the full spread of the solo strategy. Compared with the previous cooperation with the video site, the third quarter only in the Mango TV alone broadcast before the broadcast is not without worry.

On the day of the broadcast, the Mango TV client was put on the top of the AppStore free-to-play list. The Mango TV in the finals had a total of 88 million visitors, and the active user of mobile APP was 10.09 million.

The direct impact of the third quarter of “I Am a Singer” alone was to stimulate the upgrade of the hot market of the Mango TV platform. Q1 has put more than 20 million customers in more than 20 orders. In the "Dad where to go" third quarter advertising resources tender meeting, Mango TV for the first time online advertising resources for independent bidding to obtain market feedback, "Chief Network Partner" advertising premium rate exceeded 45%.

In addition to the economic aspect, there are also favorable policies at the policy level.

On May 7, 2015, the National Committee of the Chinese People's Political Consultative Conference held a bi-weekly symposium in Beijing to jointly discuss the promotion of the integration of traditional media and emerging media.

The meeting proposed that the current urgently needed media integration is to use the value orientation, credibility, and professionalism of the mainstream traditional media to create new media with Internet thinking through the dissemination channels, context, and interaction of new media.

From this point of view, Hunan Broadcasting and Television has a strategic vision.

The author believes that there are two values ​​to be broadcast by Hunan Radio and Television. One is internal media transformation, that is, media integration, and the other is unprecedented attention to copyright. It is also an important aspect of protecting the interests of the Internet and protecting the interests of the users and strengthening the main body of the content.


So far, Mango TV has broadcast 16 single-player variety shows such as "Happy Camp", "Everyday Up", "Where Is Daddy 2", "I Am a Singer 3", "Flowers and Teenagers" and "The Real Man". "Shenzhen Co-Rent", "Single Only Together", "Live Aroma", "Love You Thousands of Thousands" and more than 200 episodes of solo television shows.

According to incomplete statistics, at present, the average daily active users of Mango TV platform exceeded the peak of 60 million users. In only six months, the installed capacity of users exceeded 125 million, and the mobile terminal accounted for 60% of the total station traffic.

With such achievements, Hunan Satellite TV also pays a cost.

Take "I am a singer" as an example, Hunan Satellite TV currently offers programs for Mango TV, all of which are free. The conservative estimate of the support is also several hundred million yuan.

At the same time, Mango TV can undertake Hunan Satellite TV's existing advertising client resources, but it needs to develop new customers and at the same time feed back Hunan Satellite TV to further improve its customer structure.

Therefore, Mango TV's self-produced programs, derivative programs, and external linkages have emerged as a new platform for the extension of TV industry.


Peer: Do other satellites follow suit?

The solo broadcast has a huge impact on the industry.

This year, video websites have made their own style. To a certain extent, it stimulated video websites to speed up the development of pure network content. Each major website has played the banner of “homemade” and it is also an inevitable development of the industry. During the period, there are also some outstanding self-produced variety shows.

Nowadays, the market environment of video websites has changed, and video websites try to stick to users through the features of home-made programs and membership systems to increase their migration costs. The personal characteristics of platform users have also become increasingly prominent.

However, the dispute over entry traffic has always been the focus of Internet competition and has not changed.

Some video websites, some through search diversion, some through social media entrances, Hunan Satellite TV pioneered a new way of broadcasting alone, turning TV viewers into loyal users of Mango TV, and this is the real “network linkage”. The beginning of the prologue. Although this concept was first developed by the early days of the Internet, it was proposed as a strategic slogan for the joint broadcast of programs with TVs.

This year, other TVs waited anxiously. In the face of mango TV alone, other TV stations have adopted different strategies.

Jiangsu Satellite TV's "Go to the End of the World" will be broadcast on the seven major video sites on the Internet, including Mango TV. Competitors in the past on the TV screen shared a win-win situation at the network level.


Some experts analyzed that this was due to the fact that Blue Ocean was the main market player of Jiangsu Satellite TV. It was mainly focused on film production, theaters, and distribution, and even more concerned about listing.

The Zhejiang Satellite TV, with its highly popular variety show "The Brothers Running," has the most basic conditions for setting up a video broadcasting platform, reflecting the tendency of followers. Recently announced that it will launch its own video broadcasting platform "China Blue TV" in July. The platform will take the variety show as the main body and will integrate the channels of Zhejiang Satellite TV and Zhejiang Broadcasting Group.

The author believes that the question of whether or not TVs should follow suits at least two basic conditions:

The first is whether the user group is younger. 80,90 is the main audience of Hunan Satellite TV, and it is more compatible with netizens. And other TVs combined with the Internet can divert young viewers;

The second is how self-control ability. In addition, the ability of self-manufacturing mango content also has certain resistance capabilities compared with the pure content of the Internet and self-made style. In the era of separation of production and broadcasting, other TVs also purchased variety shows of external production companies. At this time, the alliance is not necessarily a wise move.

Looking forward to the strategy of solo broadcasting, what steps should Hunan make?

The "Single Broadcasting Strategy" will be fully implemented in 2015. In the future, the platform operation will be penetrated into every link of "Mango Manufacturing" to provide comprehensive protection for multi-screen marketing.

To create an ecologically-developed industrial chain is a common outlet for TV.

Mango TV took the lead in realizing the “one cloud, multiple screens and multiple screens” in the broadcasting industry, and built an all-media internet media platform. Take video website and Internet TV as the two core core businesses, including Mango TV video (including PC station, PC, Phone, Pad), Mango TV Internet TV, Hunan IPTV, and mobile value-added services, and achieve an advantage in the entire platform system. Content sharing, user information penetration, multiple application experiences, interactive online interaction, and creating a balanced development of content, platforms, terminals, and applications.

The combination of multi-ends and Mango TV's deep integration is a common place that TV can learn from and an inevitable trend.

In addition, we must also deal with the internal and external relations:

In fact, there are two relationships that Mango TV needs to solve. One is the external competing relationship and the other is the internal collaborative relationship. Some media use counterattack, awakening and other terms. The author does not agree with it. It is too narrow. From a strategic point of view, solo broadcast is a salvation of the Internet transformation within the radio and television industry.


Although it no longer sells online broadcasting licenses for its own programs, it does not mean that Hunan Satellite TV and Mango TV will completely cut off their links with the industry. Hunan Satellite TV does not intend to completely place itself on the opposite side of the video site, but is not willing to only do it. CP.

They will still edit some of the tidbits, package it for free to use on major video sites, and cooperate with copyrights on other programs. It is also very important for Mango TV's Internet TV products. Take the solo broadcast + self-made + purchase, become the main content strategy of Mango TV.

In addition to building a full-media platform, what is more important is the transformation of Internet thinking. The system of content production, processes, and even talent management are reshaped in accordance with the principle of marketization.

In the age of media integration, there is no shortage of funds, no shortage of technologies and lack of innovation! How to exert internal synergies and how to deal with external relations is still a problem that the broadcasting and television industry will face in the long term.

The Hunan military’s ability to innovate is unquestionable. For example, the “mango TV model” has made Hunan once again a pioneering case for the integration of radio and television.

The first person to eat crabs is always worth awe.