The 3.15 Gala was the first time that the multi-screen live broadcast was broadcast on Weibo, with nearly 7 million viewers

On March 15, CCTV's March 15 Gala conducted multiple simultaneous live broadcasts across screens through TV, Weibo, WeChat and clients for the first time. The eight live broadcasts launched by CCTV Financial Channel's official Weibo account reached 6.97 million viewers.

On March 15, CCTV's March 15 Gala conducted multiple simultaneous live broadcasts across screens through TV, Weibo, WeChat and clients for the first time. The eight live broadcasts launched by CCTV Financial Channel's official Weibo account reached 6.97 million viewers. While the party was broadcast live, CCTV Financial Channel also simultaneously broadcast the latest progress of on-site law enforcement on Weibo. This linkage has created a new era of interactive live broadcast on TV. Weibo live broadcast has become a useful supplement to live TV in a more flexible and diverse interactive way.

At 18:30 that night, CCTV Financial Channel launched a live broadcast of "Exploring the 2017 CCTV 3.15 Gala" on Weibo ahead of the party. After the party started, CCTV Financial Channel simultaneously launched two live broadcasts of the party and "March 15 in Action" on Weibo. At the same time, CCTV also sent four reporters to track the exposed companies and their related investigations as soon as possible, and all of them broadcast live on Weibo. Among them, the number of viewers of the live broadcast of the party reached 3.3 million, and the cumulative number of viewers of the remaining five live broadcasts also reached 3.48 million. The live broadcast of "March 15 in Action" on Weibo further enhanced the influence and credibility of the March 15 party, and fully demonstrated the determination of government authorities to safeguard consumer rights and interests.

This 3.15 party was CCTV's first attempt to use cross-screen multi-time simultaneous live broadcasts, giving full play to the fast and real-time characteristics of Weibo. Based on the new linkage method, Weibo and live TV broadcasts have effectively complemented each other, allowing users to timely understand the latest progress of multi-channel on-site law enforcement through their mobile phones while watching the live broadcast of the party, thereby truly extending the influence of 3.15 through real-time live broadcasts. Expand the method online, allowing TV stations to fully utilize their content advantages.

Faced with the upgrading of mobile Internet users 'content consumption habits, CCTV promptly edited multiple Short Video and posted them on Weibo in order to facilitate users to view the key content of the party. As of 23:00 that night, the nine party-related Short Video released by CCTV Financial Channel had been viewed nearly 30 million times. Among them,"Food in Japan's Nuclear Contaminated Areas" Surprises China "had the most single broadcasts, nearly 9 million times. The large-scale playback and dissemination of the above-mentioned Short Video has greatly enhanced the influence of March 15.

In addition, as the majority of users on the Weibo platform continue to increase their attention to March 15, exposed companies, including Interactive Encyclopedia, have also successively released responses through Weibo, attracting a lot of attention.

Editor: Nancy