The director of "Seeing Words Like Face" interprets the cultural variety craze: The market is a good thing

At the end of last year, no one expected that when a program like "Seeing Words Like Your Face" was born, it would receive such attention and reputation. Currently, the program has entered a sprint stage. Recently, General Director Guan Zhengwen was invited to give a speech at Tsinghua University. From being a pure TV person when he was a "Chinese Character Dictation Conference" to now entering the online and Taiwanese linkage model, Guan Zhengwen has a new understanding--The market is a good thing.

Original title Guan Zhengwen: The market is a good thing.

On December 29, 2016, the first issue of the highly anticipated edition of "Seeing Words as Faces" was premiered on Tencent Video. As soon as the program was launched, the number of clicks on Tencent Video exceeded 5 million, and the main topic # Seeing Words as Faces here # rushed to second place on Sina Weibo variety topic list. At the end of last year, no one expected that when a program like "Seeing Words Like Your Face" was born, it would receive such attention and reputation. Currently, the program has entered a sprint stage. Recently, General Director Guan Zhengwen was invited to give a speech at Tsinghua University. From being a pure TV person when he was a "Chinese Character Dictation Conference" to now entering the online and Taiwanese linkage model, Guan Zhengwen has a new understanding--The market is a good thing.

Talking about the process behind the proposal

was

blocked, and 70% of the audience were on the Internet. This was the reason why Guan Zhengwen wanted to go. Last year, when Guan Zhengwen went to Tencent Video Headquarters with the plan of "Seeing Words Like Faces", more than 40 people at the scene, including leaders from Tencent headquarters and senior managers from Shenzhen, listened to Guan Zhengwen's narration about "Seeing Words Like Faces". "Everyone was very excited after listening to it," Guan Zhengwen recalled. At that time, the program had an internal evaluation within Tencent. "More than 40 of them have a secret voting method. This voting method has a full score of 20 points. After I finish speaking, I will go out. They will review and vote themselves, and they will come out and tell me that the program has received 19.5 points."

At that time, all the managers who made and judged content said that Guan Zhengwen's program was a very good and valuable program. However, when he expressed the hope of jointly investing with Tencent, he learned that Tencent had to go through two other departments to make money. Departments-Traffic Evaluation Department and Advertising Department. Guan Zhengwen admitted that when "Seeing Words Like Faces" entered the traffic evaluation department, the estimated data generated about 200,000 clicks per episode. "200,000! 200,000 is basically a negligible number in the entire Internet video dissemination, so no matter how much the content community likes such an idea, they have no way to move forward. Moreover, this evaluation does not have much advertising value and there is no way to operate."

United Satellite TV

Guan Zhengwen told reporters that although the proposal was blocked in Tencent, he was still very confident. "It's not because of feelings, it's not because of persistence." In Guan Zhengwen's view, as long as the program "Seeing Words as Faces" is done seriously, the effect will definitely meet the team's expectations and will surely be welcomed by the audience. In addition, Guan Zhengwen also admitted that if this matter is not done, its market value will never be verified.

Later, Guan Zhengwen hit it off with his "Seeing Words as Faces" and Heilongjiang Satellite TV. "Heilongjiang said that he liked this program very much, and what they did at the time also moved me. They said we would vote, but we had a problem. The advertising sales of all our quarterly programs have not exceeded 5 million yuan at most. In the entire TV program advertising market share, 5 million yuan is not a big deal, but we only have this, and we can't sell it at this price."

At that time, the wise Guan Zhengwen also had new ideas. "I said we could change our thinking and let's go to the Internet together. As an investor in this project, if we make money on the Internet, we will work together." As a result, Guan Zhengwen officially started the production of "Seeing Words as Faces".

A

blockbuster When Guan Zhengwen started to test show the first episode in early December, in his own words, all his expectations that night became reality. "The Internet is very cute. It started broadcasting on Tencent. It immediately received 200,000 clicks, then 400,000. We talked to Tencent friends on the phone, and now it has doubled as much as you originally estimated. The result exceeded 1 million clicks the next day. Then the interpersonal communication effect began to take shape." Guan Zhengwen told reporters that Tencent is a purely market-oriented platform. When this program variety showed that it had certain market potential, the market mechanism was immediately activated. "No one cares about what comments we have made and whether I am proving me wrong or right now. All market resources have begun to tilt towards this program."

Regarding the tilt of market resources, Guan Zhengwen gave an example. For example, the reason why a certain variety of video websites generates high clicks is that there is a boot screen guidance, a large picture guidance on the campaign screen, and there are picture guidance in the categories, big pictures and small pictures. These guidance systems determine the number of clicks, and this guidance system is invaluable in Tencent. "Tencent has given out more than 60 million worth of push resources at one time to" See the Words Like Your Face ". The market is really a good thing. As of last week, our single compilation program has more than 40 million clicks on the Internet. Our single is on Tencent. On the other hand, there are about 24 million letters exchanged between Zhang Guoli and Mr. Cao Yu, and the letter read by Wang Fan is more than 13 million. These are actually the huge power and results brought by our current media marketization."

Talking about the fact that Internet

communication is at a stage,

in Guan Zhengwen's view, in fact, there are still quite serious problems in the market-oriented steps and market-oriented value of the entire content production industry, and the new generation still needs to continue to reform, advance, and reverse. "Afterwards, we communicated with Tencent's friends. Why did we give an evaluation of 200,000 clicks? Friends from Tencent said that they are also very helpless. The Internet is like this. The Internet has no culture. The Internet only wants entertainment and fragmentation." Guan Zhengwen said that facts proved otherwise.

Regarding Internet communication, Guan Zhengwen said frankly that it is still at a stage."We must first admit that Internet communication in China does have special characteristics in the sense of content. It does bring space to content production and dissemination that was not available before, but we cannot just look at the facts at hand. This is only a stage. We must have a larger frame of reference." Guan Zhengwen said,"Many people are talking about online dramas, online comprehensive, online sensation, and online celebrity celebrities. If we open our horizons a little, you will find it particularly strange, because this matter is no one in the world, in Europe, or in the United States talks about the concept of online drama, and no one talks about the concept of online comprehensive."

For example, Guan Zhengwen said that "Game of Thrones" is an HBO drama in the United States. It is a very typical traditional media drama. It is spread through traditional media and through the Internet in China. "Is this an online drama? It's a media drama, and there's also" House of Cards ". Human society is only divided into good dramas and bad dramas, not online dramas, traditional dramas, or Internet dramas." In Guan Zhengwen's view, the Internet platform is essentially a technological replacement and a technological revolution for traditional media, but this essence also determines that it cannot bring about a revolution in content. "A good show is a good show, and a good program is a good program."

Talking about intergenerational misunderstanding

that hinders Internet communication.

In Guan Zhengwen's view, the post-80s, post-90s and post-00s are words that China often talk about. "It's like every ten years, people are born with different breeds and different spiritual qualities. How is that possible? There is no concept of the post-80s and post-90s generation in the world, only we have it." Guan Zhengwen said that it is this kind of misunderstanding that hinders our understanding of Internet communication. "I later talked to friends from Tencent about the initial evaluation of 200,000 clicks. They said there was no choice. Big data would tell us who would be attracted."

Guan Zhengwen said frankly that big data is just a tool that we have just begun to use and are just beginning to learn and master analysis. In big data, we point out the comfort zones that the vast majority of the population is accustomed to consuming. Such programs will become popular and people will love to watch them. The conclusion is too simple. "Fish-flavored shredded pork is the most popular and frequently sold in all restaurants, so everyone can only eat fish-flavored shredded pork. Everyone sees a very high homogenization and convergence, because there is big data, big data tells you what is comfortable, we now have no way to identify the uncomfortable people in the comfort zone, what those people need, and how big the group of people they are. In fact, big data has no way to identify how dissatisfied these people are with these varieties now, because big data has to be supplied all the time."

Editor: yvette