Tong Yongyue from Yunfan Accelerator: What are some things you must know if you want to do media integration well?

The CCBN-BDF Forum was held at the same time as the exhibition. The Media Convergence Forum was held in the Grand Ballroom of the Royal Hotel on March 23. Leaders from the State Administration of Radio, Film and Television, Zhejiang Radio and Television Group, China Radio and Television Oriental, and local TV stations attended the forum and discussed the development of media convergence supported by advanced technology and based on content construction. Mr. Tong Yongyue, founder and CEO of Yunfan Accelerator, said that if you want to do a good job in media convergence, you must understand the following things.

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Pictured: Tong Yongyue, founder and CEO of Yunfan Accelerator

First: New media is on the rise and platform layout is diversified

Tong Yongyue said: This is an era of using big data to speak and see the way. New media is rising rapidly. Take the information media Toutiao as an example. It has accumulated 600 million activated users and 140 million active users. Each user uses it for about 76 minutes a day. Among them, short video media, such as Kuaishou, has just raised 350 million US dollars in the D round of financing, which is about 2.5 billion yuan. It has more than 400 million registered users, 50 million daily active users, and 5 million pieces of content uploaded every day. In the social category, WeChat has 650 million monthly active users, more than 10 million public accounts, and 650,000 corporate accounts. According to statistics, a single user uses the phone for nearly 3 hours a day, and more than half of WeChat users use it for more than 1 hour a day.

The rapid development of new media has led to a diversification of platform choices

And along with it, many people now carry mobile phones in their daily lives, not RMB. In the past, netizens had choices of platforms, including radio, newspapers, television, and computers. Especially after the emergence of smart phones, people's usage habits have been overturned. The main forms of platforms are mainly in the form of Web sites when viewed on computers, and in the form of APPs or H5 on mobile phones. According to relevant data, there are nearly 700 million mobile phone users at present. Compared with TV and PC, the portability of mobile phones allows them to occupy fragmented time of users, with a wide range of usage scenarios and higher usage rates. Mr. Tong Yongyue mentioned: "From the browsing and usage data of users, it can be seen that the usage habits of users are gradually changing. In the face of the rapid rise of new media, traditional media urgently need to explore a path of integrated development that suits themselves."

Second: Content is the core, platform is the connection, and satisfying users is king

Tong Yongyue believes that since he is working in an Internet company, his understanding of the media can be explained by a triangle model. The triangle is composed of platform, service, and user. He also cited a small example: "Build an Internet platform, if you inject novels and various articles into it, then it is Qidian Chinese Network. If the service injected is music, then it is Kugou or QQ Music. If it injects movies, TV series, and many variety shows, then it is iQiyi, Youku, etc. From the overall situation, we can see that all Internet companies are suitable for this model."

Tong Yongyue's interpretation of the media triangle model

As new media users increase rapidly on mobile phones, traditional media are still lagging behind in their layout of mobile terminals, missing out on the user's entry point. As for content, new media outputs "cool and cute" user-oriented content, capturing the preferences of the new forces born in the 2000s, 1990s, and 1980s. UGC, PGC and other methods have a wide range of content sources, rich and diverse, and increase user stickiness. However, traditional media are restricted by the editing and compiling process, and most of the content is self-made or copyrighted content is purchased, and the presentation format is not novel enough. Compared with new media, they are a bit behind in reporting on some emergencies, and many of them use online content for secondary reporting. As for the changes in user habits and concepts, traditional media are also difficult to meet. With broadcast-style content distribution, it is difficult for users to participate in the interaction. The lag in responding to user needs leads to a gradual loss of users.

Tong Yongyue said: "For media business platforms, after the content is injected, they will attract users, or actively promote and attract users. Ultimately, commercial value is generated, which is generally presented in two ways: one is membership and props recharge, and the other is advertising.

Third: Users’ own habits and concepts are gradually changing

Nowadays, users are no longer satisfied with receiving information in a one-way manner, but prefer to participate in interactions. In the past, television was arranged by time, and users could only watch what was broadcast. If they wanted to watch their favorite content, they had to wait. Then the Internet changed this form, with timeliness, on-demand, and time arrangement according to their own needs and preferences. The function of online interactive messages and comments, online comments, approvals, and objections are brought together, allowing strangers to participate in the discussion and interaction of a content. Later, the barrage method appeared, which greatly scientificized the comments according to the timeline. In the situation in the play, netizens' comments and interactions constitute part of the content, and users can easily feel resonance, which greatly increases the user's sense of belonging.

Tong Yongyue mentioned: "We are gradually accepting the attitude of paying for content. Users are gradually increasing their willingness to pay for high-quality content of interest." For example, two or three years ago, it was still difficult for users to accept spending money to watch a movie on iQiyi or Youku. But starting from 2016, users may spend five, eight or ten yuan to watch a movie or a variety show, or to block ads. This is also an evolution of users themselves from free to paid.

Fourth: The way of integrated development - keep the advantages and make up for the disadvantages

Tong Yongyue believes that in the development of media convergence, new and old media should hold on to their advantages and make up for their disadvantages. The main advantages of traditional media are the large user base (middle-aged and elderly users born in the 1960s and 1970s, etc.) and the ability to produce large programs (although some large video websites have also begun to produce their own content, their funding is not as sufficient as that of traditional media. The way to make up for the disadvantages of traditional media in the past few years should be to build on all platforms (enter platforms such as WeChat, Weibo, Toutiao, Baijia, etc.; cooperate with high-quality video websites to lay out channels) and complete functions (live broadcast, VR, AR, live broadcast, etc.). In the process of traditional media convergence and transformation, entering a third-party platform must not break its own business triangle model, but should seek to attract traffic to its own platform in cooperation with the third-party platform.

Mr. Tong Yongyue mentioned a case . For example, in the digital TV era of Zhejiang Radio and Television, Zhejiang Satellite TV became the main output window. With the evolution of the times and the advent of the PC era, users gradually began to migrate to the Internet, and the habits of netizens began to change. Xinlan.com came into being under such a background. In the current more complex media environment, it is the same. Wherever the users are, the platform must appear; Weibo, WeChat, public accounts, so ubiquitous. The platform provides what the users need, and can also provide some small surprises from time to time. Among them, users will have a sense of superiority in using this platform, and thus develop a sense of dependence. In an era where the post-60s/70s gradually retreated to the second line, and the post-80s/90s and even the post-00s began to occupy the right to speak, in terms of content, keep up with the times.

Combining the above concepts, a deeper understanding of media convergence can better serve customers. This must be the most fundamental reason why the TOP10 TV stations chose Yunfan. As a standard CDN service provider in the field of streaming media, Yunfan Accelerator adheres to the concept of "providing higher value to enterprises and transmitting immeasurable value to users". Continuously innovating in technology and business models, launching shared CDN, integrating redundant resources mainly based on enterprise-level resources, and using self-built high-quality CDN as a guarantee, to provide enterprises with safe, stable and cost-effective CDN acceleration services. At the same time, Yunfan Accelerator is also committed to the development of streaming media-related software, providing video streaming media companies with one-stop SaaS solutions, "live broadcast +" SaaS, on-demand SaaS solutions, etc. During the two sessions, Yunfan Accelerator provided Xinlan.com with a one-stop live broadcast SaaS solution, which was widely praised.