Seize The Spring Festival Evening Heights: Rush To Rush CCTV Change

The Spring Festival is approaching, and the Spring Festival Gala is more popular than the Spring Festival Gala.

At the end of 2019, the central broadcasting and television station (CCTV) held a joint press conference with Beijing in Beijing. It was officially announced that it will become the exclusive interactive partner of the 2020 Spring Festival Gala. On the eve of the new year's Eve, 1 billion yuan of cash red packets will be issued. The amount will reach a record high. In addition, on the afternoon of January 10th, the senior official formally launched the "Spring Festival card one hundred million" Spring Festival warm-up campaign.

In fact, there is real pressure behind the giants. The "2019 jitter data report" released by jitter has shown that as of January 5, 2020, the number of active users (DAU) has exceeded 400 million. In May 2019, Wang Qiang, vice president of fast hand, disclosed that the DAU was over 200 million. In June of that year, the co-founder of the fast track founder, Hua Hua and Cheng Yi laughed, said they were very dissatisfied with the status quo. Loose organization and Buddhist attitude, "slow company" is becoming a fast track label. "It makes us feel sleepless." The two founders quickly confessed the anxiety and set the target. Before the Spring Festival of 2020, the speed reached 300 million DAU. Cooperation with the Spring Festival Gala is clearly a flagship project to help fast run.

On the other hand, CCTV Spring Festival Gala also needs quick hands. "With the rise of the Internet channel, the decline of Spring Festival Gala is obvious. CCTV also needs to connect with the big environment. Cooperation with Alipay is an important symbol." In January 10th, a listed film company executive told reporters on twenty-first Century economic report that he witnessed the ups and downs of the Spring Festival Gala.

It is worth mentioning that there is also a competitive relationship between CCTV and fast hand. In November 20, 2019, CCTV's short video platform - "central video" was launched. On the top of the online traffic situation, this is an obvious stock competition, aiming directly at the industry's head shaking and fast hand.

Quick hand "counterattack"

In fact, fast hands and jitter are getting more and more similar.

At the creative end, a series of stars such as Sheenah, Wong Cho Lam, Gloria Tang and so on have joined frequently. From the user side, in July 2019, the quick disclosure of data showed that the number of active users in the second tier cities rose from 40 million in January to 60 million, while those in the south of Japan increased by more than 80 million, while 50% of the 40 million daily activity increment came from the second line, and the South and the second tier were the growth priorities. Of course, shaking is also "fast", behind the essence is that both are "nationalized".

Seen from the user growth curve of fast and vibrant daily life, fast hands appear "Buddha system", behind which are different enterprise genes. Vibrato put more intensity, all pre installed channels, variety can see its trace, behind it is its strong commercial ability support, can achieve self-sufficiency; on the other hand, the headline operation ability is very strong, a series of operation driven, the Spring Festival in February 2018, vibrato increased by nearly 30 million, in April, directly against the fast.

"We put a lot of money into TV variety. In the sinking market, TV resources are very useful." At the end of 2019, the head of jitter marketing department told reporters on twenty-first Century economic report. All this is a crisis for quick hands.

In addition, the Spring Festival holiday has become a critical moment. Every Spring Festival is accompanied by the "downward seepage" of trembling sound, because returning home stream will bring back the trembling sound to the old home. This situation is now unbearable in the rush of traffic.

As the stock competition intensifies, the fast runner is going to attack. The Spring Festival Gala is the best breakthrough.

According to CCTV sufred statistics, from 2001 to 2019, the Spring Festival gala held an average of 30% of the high ratings, which means that at least 700 million people reached direct contact. In 2019, the total audience size at home and abroad reached 1 billion 173 million.

According to QuestMobile data, in 2019 Spring Festival Gala, the sponsorship Baidu DAU reached 240 million, or over 67%, and the Spring Festival Gala content distribution partners also enjoyed an over 20% growth. The Spring Festival Gala marketing had a great boost to the DAU performance of its time period.

It is worth noting that, although the Spring Festival evening Baidu peak DAU exceeded 300 million, but the rapid return, its first quarter DAU, MAU growth has not significantly improved.

CCTV update

For the decline of the Spring Festival Gala, the executives of the listed companies are very experienced. "Before the Spring Festival Gala is the only existence, but now, for artiste business promotion is limited, more is to improve reputation, there are too many channels. The rejection of Spring Festival Gala becomes an option.

In his view, the success of the Hunan satellite TV and other strong places on the evening of the star channel, the rise of long and short video platforms, and the diversification of people's leisure time all constitute the impact on the Spring Festival Gala and CCTV.

"CCTV's distribution channels, CCTV drama play strong degree, are declining significantly." The listed company has high pipeline.

The media industry also aggravates CCTV pressure in winter. CTR data show that in the first three quarters of 2019, China's advertising market overall declined by 8%, and the advertising expenses of broadcast media dropped by 10%. In November 2019, the total media advertising expenditure dropped by 3.1% compared with the same period last year, and the overall trend showed a fluctuating rise.

Of course, as a state-level media, CCTV is relatively limited in the industry's cold wave. CTR data show that CCTV advertising publications are still growing at the end of 2019, rising by 3% in the third quarter of 2019 and 5% in November.

In this case, CCTV is also changing. In September 26, 2019, CCTV launched a full version of the whole media platform, especially in the three carriages of news, variety, film and television, and the market share increased by 3%-5% respectively. In addition, CCTV news broadcast, and many other sectors, also settled in the fast track, shaking voice and other platforms, all received repercussions, CCTV news and even settled in a relatively small B station.

CCTV has bigger layout. In November 2019, CCTV's short video platform - "central video" was launched. "Central video" is the first central media in China to use the technology of the central television station. It uses the 5G platform and the small front desk (central video platform) to design and coordinate all the program resources of the CCTV in all directions. In addition, "central video" is China's first national 5G new media platform.

According to the people's post and telegraph news of the Ministry of industry and information, CCTV launched the intention of the "central video" client to change the current situation of the "three micro ends", "village fires and household smoke", which belonged to the original central two stations. The existing new media accounts generally show the unbalanced development of audiences, weak influence and decentralized management. For this reason, CCTV will further standardize the management of these accounts and shut down some of them.

In August 2019, CCTV's wholly-owned CTV avant-garde film and television media Co., Ltd. set up a project team of more than 100 people to participate in the research and development of central video. Among them, the company is mainly responsible for streaming media editing, original video, social account video creation and so on for the two time. In addition to CCTV's own resources, Tencent has joined CCTV's development work, mainly to provide technical and human support. At present, the mainstream red men and MCN, such as zen monks, Li Ziqi, TV and UFO, have all been in the central video.

In the twenty-first Century economic report reporter's interview, many media industry people are optimistic about the future of CCTV. "CCTV brand, talent, television channels and other advantages remain, and have policy support, space is very big." This is the mainstream view.