Tencent Video TV Differentiated Content Operation Creates a "New Scene" in the Living Room

On May 17, 2017, the Sichuan Big Data, Big Video, and Big Smart Industry Summit was held. Wang Ying, Operation Director of Tencent Video Living Room Products Department, attended the event and worked with industry partners to discuss the value and trends of China's TV big screen development dividend. At the same time, she also shared the experience of Tencent's video TV terminal in the "new scene" of the living room entertainment. .

Wang Ying, Chief Operating Officer of Tencent's Video Living Room Products Division delivered a keynote speech

According to the “White Paper on the Eco-Development of the Chinese Family Large Screen Industry in 2017”, the large screen has now covered 430 million households and the penetration rate has reached 82.69%. Over 60% of households with large screens watch over 5 days a week, and most users maintain 2 times a day. Left and right boot times. With the popularity of Internet TV, the value of big screens has been continuously released. The status of large screens with Internet TV as the core has been steadily increasing in the family scene. The video content service is the core application function of the Internet TV, and it is also the top priority of constructing the family big screen entertainment ecosystem.

It can be said that the Internet TV screen with dual properties of the Internet and television has a unique and unique experience in content and experience. The comfortable living room viewing experience that was once lacking is in harmony with the convenient interaction and personal customization under the Internet properties. Unite. So, since letting users return to the living room screen, the most important thing is content and experience. As a content provider, what kind of layout is there?

First of all, from the content layout, create differentiated content operations. It mainly consists of three points: First, the head is in charge, creating explosive models, attracting users with quality content and production. At the end of Tencent's video TV, there are such ancient costumes as "Rugao Biography", "Year of the Year", and "Drunk and Exquisite". Luhan's screen shows its fantasy drama "Selecting the Sky" and noon sunshine dips. It has created super episodes such as "Ode to Joy 2" and "Surgical Style", as well as "heavy blows to the light of the Yellow Peon" and "heavy tomb notes of the Genting Heavenly Palace" and "The Wind". In sports, in particular, it will focus on strengthening the operation of head sports copyrights and self-sponsored competition IP.

Second, adhering to the concept of “long-tailed content aggregation recommendation and second-click activation”, the content with long-tail effect is recommended based on different types of topics or topics to inspire users to watch again in order to improve the conversion of high-quality film and television content. The third is to focus on the perfection of vertical categories and to create brand differentiation with a powerful self-made content matrix. Includes lifestyle content that caters to niche interests, fitness, motherhood, food, travel, and more.

However, the viewing preferences of the family's large-screen users are not the same as those of mobile terminals, and the usage habits are also different. The use of television is not fragmented like a mobile phone. It is more like a weak interactive, immersive media. Therefore, Tencent's video TV recommendation content for TV screens will also be different from mobile.

Based on the Tencent big data analysis of search data, viewing history, etc., Tencent video TV end can provide personalized video push service according to users' viewing habits and interests. At the same time, using the Tencent QQ account system that covers the entire nation, Tencent's video TVs can synchronize with PCs and mobile Tencent videos, including viewing history and collection records, so that users can experience the three-way open viewing experience.

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In addition, according to users' differences in viewing time, Tencent's video TV end uses a scenario-based model. First, we built a search scenario and opened a very obvious search entry on the product home page to make it easier for users to see and operate. After the user searches for the video he wants to see, through the detail page scene, he will provide the user with a wealth of information related to the video, such as the episode list, well-edited tidbits, similar video recommendations, and celebrity-related movie recommendations.

Second, customize different content according to different time scenarios to recommend to users. For example, in the morning, news information is generally pushed, food information is pushed in the afternoon, and theater information is pushed more in the evening. At the same time, the integrity of the film poster information is ensured so that users can see at a glance, without having to go to the next level, they will have a general understanding of each film, which can both attract and facilitate comparison and selection.

It is worth mentioning that Tencent's video TV titles can provide different resolutions such as 4K, ultra-clear or high-definition according to the screen size and network quality, supplemented by Dolby audio so that users can enjoy the ultimate audio-visual experience of the Pro Cinema.

Tencent Video TV end through continuous efforts in the two key elements of content and experience, as of now cumulative activation of the terminal has been as high as 1.5, radiating users of 450 million, daily average playback of more than 200 million. Wang Ying said at the end of his speech that Internet TV will achieve greater leapfrog growth for the foreseeable time. As a member of the industry chain, Tencent Video TV hopes to bring more and better experiences to users through high-quality content and services.

About Tencent Video TV

Tencent Video TV is an Internet TV content platform created by Tencent. Relying on the high quality content of Tencent Video, we are committed to leading the new living room vision through the massive HD content, superb audio-visual experience and a variety of hardware options.

For more information, please log in to Tencent Video's official website (tv.qq.com). To experience Tencent video TV, please go to the sofa housekeeper smart TV/Set-top box application market, download and install Tencent video TV terminal APP - Cloud Audio Aurora.