Network technology is the product of the combination of Internet TV and traditional TV. It integrates the communication forms of the two major media, integrating digitization and networking.
What differences between Internet TV and traditional TV?
Compared with traditional TV, Internet TV has many significant differences from traditional TV in terms of communication characteristics and inevitably has a huge impact on many aspects of traditional TV. Effective communication between editors and authors is an important part of editing work and an important.
Differences in Communication Environment: From ” Family ” to “Individual”
The physical location where TV has appeared the most since its inception is the living room of every family. Even with the continuous upgrading of TV product technology and the changing home environment, TV has always provided information and entertainment functions for “family members”. By providing uninterrupted video programs, TV creates a virtual video world for family audiences. At the same time, it interacts with audiences in the process of communication. It has become an important content of family leisure culture and an important medium for family cultural life. For the “first media” and “the king of media”.
The characteristics, content, and effect of TV itself are also affected and restricted by the unique environment of the family. The family’s receptive space attribute has had a huge impact on the production of TV culture, and TV programs are produced in the face of families. Families are the recipient units of TV programs. When TV programs are spread in the family – ” social cells”, the choice of program content will be affected by various family members’ age, gender, knowledge composition, hobbies, family status, rights, responsibilities and control rights, etc. The influence of different factors.
Television has become a medium within the family here, and to adapt to this communication environment, the production, arrangement, and broadcast of TV programs are also affected and restricted by this. In terms of time, the programming of the program should fully consider the life and working time rules of family members. In terms of content, to meet the common preferences of children, youth, middle-aged and elderly in a family, the content of TV programs can only be carried out on a safe scale suitable for all ages, and the content should also try to meet the needs of most family groups.
Aesthetic preferences, the greatest common divisor of family members are selected, thus affecting the communication content and artistic characteristics of TV programs. For example, family ethics dramas have become the most far-reaching Internet TV and traditional TV program type in China, and family reality shows are also extremely popular. When TV program terminals are transformed from traditional TV sets to network platforms with computers and mobile phones as the main display terminals, it is also a process of breaking the limitation of space and going directly to the audience. The viewing of network TV has become increasingly private, all-weather, all-weather. , transmedia behavior.
What has changed is not only the communication environment, that is, the physical communication space, but also the content of communication, the mode of communication, and the viewing behavior. From the perspective of changes in the communication environment, the viewing of TV programs has moved from the living room to the bedroom or study, and from the “public” living room space to the “private” personal bedroom space. The viewing crowd has also shrunk from the community of family members to the viewing behavior of individuals, and the dissemination context of Internet TV and traditional TV programs has undergone a fundamental change.
Because individual audiences in private spaces are temporarily isolated from the family group environment, their viewing behaviors have also changed. In extremely private cyberspace, audiences have complete viewing options and can independently choose their favorite TV programs. Instead of worrying about other people’s interests and hobbies, you can choose more niche types of TV programs according to your preferences. Compared with TV programs, online TV programs have stronger privacy. Mainstream TV programs are no longer the mainstream on online TV platforms, and those unpopular and niche online long-tail TV content have more distribution channels.
Different from the long-term entertainment experience consumption when watching Internet TV and traditional TV, people often show a kind of fast-food click consumption, so this also requires the use of various means for Internet TV content to Grab the user’s eye in the shortest possible time. In the past, in the era of single communication channels, viewers do not have many choices and channels to watch TV programs, so they will be more willing to receive information from the media and adopt a more “negotiated” position.
In the Internet age, users can choose to watch TV programs in a completely independent and free environment, so their position is more and more inclined to a “confrontational” interpretation. The quality will also be more critical and demanding, which is helpful for the upgrading and development of network TV programs. The transformation of Internet TV from family to individual is the result of the important gene of Internet media—the private media gene.
Internet private media gene means that the main body of Internet users is an individual, which leads to strong privacy of their culture. Internet instant messaging, e-mail, electronic tweets, forums, Weibo, and WeChat are all based on personal use, and their dissemination content is naturally a personal expression in society. powerful. Because of the implantation of private media genes, the content of Internet TV will also tend to be more private in terms of thematic performance, character image, plot arrangement, and artistic style.
The difference in propagation path: from “stream” to “library”
Traditional TV broadcasts to TV viewers in a one-way linear way, and viewers are all bound by this communication mode in terms of viewing autonomy and time. This asymmetry in dissemination and reception and the relatively closed process of program production and release make viewers have to passively watch programs according to the broadcast schedule set by the TV station. It is very inconvenient to give feedback on TV programs, not to mention endure all kinds of advertisements that come in at any time.
Compared with traditional TV, the biggest difference between Internet TV and traditional TV is that traditional TV is a one-way media. Although in recent years, traditional TV stations have made improvements in broadcasting technology and means, from the perspective of ordinary domestic households, a TV can simultaneously Watch more than 500 channels, TV programs are constantly trying to increase interaction with audiences through text messages, Weibo messages, etc. However, this still cannot change the one-dimensional nature of the process of TV information dissemination. The mode of playing programs completely by the timeline sequence has never been able to allow viewers to choose their favorite TV programs anytime, anywhere, and at will.
In the Internet age, the emergence of the Internet, a huge storage link, has expanded the one-way audio and video “streaming” provided by traditional TV programs into an infinite number of circulation channels. The program “library” is growing infinitely all the time, this huge film and television resource library can conduct one-to-one information on-demand with users, and can also be one-to-many, many-to-one, and many-to-many, covering various forms. In the dissemination mode, users can watch the program resources from the network TV program content library anytime, anywhere, and at will.
Such an infinitely increasing cloud TV program resource library can be said to truly realize the user’s “on-demand request”. The audience only needs to click the mouse and slide their fingers to select various TV programs independently and is no longer affected by the TV channel. And the linear limitation of the broadcast schedule completely changed the previous point-to-point transmission mode and upgraded it to a point-to-point library. On the Internet TV platform, the audience only needs to enter the program name or enter the network group to search for countless rich program resources, relying on an advanced network technology to achieve fast search and fast online playback.
The difference in propagation mode: from “push” to “pull”
TV program resources are like a full drawer. The one-way communication method of traditional TV media can be regarded as it’s unilateral “pushing” of content, that is, a certain amount of TV programs processed and processed by TV media are “pushed” to The audience, in this communication process, mainly reflects the will of the TV media. When the audience turns on the TV, they can only receive passive program content. This service mode is suitable for TV audiences of lower ages and levels. It is more humane, they can watch all kinds of TV programs with “zero” operation when receiving information.
In the Internet era, Internet TV has completely transferred the initiative to the hands of the audience. The audience no longer passively receives fixed program schedules from TV stations, but turns “push” into “pull”. “Pull” refers to an audience’s initiative, while “push” is a seller- a traditional media initiative. Internet users only need to take some necessary simple operations to actively search, select, and “pull” the program content they need and love from the network program resource library. The interaction has played a huge role in this process. It can even realize the anti-push of users and share and publish their information or program resources.
However, it should also be noted that in the process of “pulling”, first of all, there are certain requirements for the user’s network technology level. In addition, this process will also consume a lot of time and energy of the audience, thus reducing the acquisition of TV efficiency of the program. On the psychological level: people always want to be able to choose autonomously rather than passively accept. The transformation of this communication mode from “push” to “pull” has innovative significance and completely changed the viewing behavior of TV users.
Through Internet TV, ordinary TV viewers not only no longer have to wait in front of the TV for their favorite programs to be broadcast, or search through various channels and still can’t find their favorite TV programs, and become the TV program broadcast list on this timeline. slave. Internet TV enables viewers to break free from this linear shackle and search and select independently on the PC or mobile client.
It can be seen in this transformation that the main body is no longer the powerful TV media that used to be high in the past, but every ordinary user of Internet TV. They can freely access massive TV programs on the Internet platform anytime and anywhere according to their interests. Select the TV programs you need from the library, filter out the programs you don’t like, and efficiently find the program content you are interested in from the massive network video resource library.
The difference in target audience: from “fuzzy” to “clear”
The rapid development of the Internet TV market has made the competition in this field more and more fierce. How to stand out among many platforms, attract more loyal users, and thus gain the favor of advertisers, directly determines the survival and development of a media, and the precise positioning of the target audience has become an important measure for a media to base itself on its advantages and develop differentiated development. The “use and satisfaction” theory proposed by the American scholar Denis McQuail in the 1940s, as one of the important components of the audience theory in communication, has important implications for interpreting the subjectivity of the audience in the communication process. important value.
This theory emphasizes that communicators should fully consider the existence of audience factors when transmitting the information. From their perspective, it analyzes the psychological motives, viewing needs, behavior patterns, and interpretation standpoints of audiences when they contact the media in the past. Mass communication brings psychological and behavioral utility to people. At a time when the number of media has surged, if any media wants to be favored by more audiences, it must clarify its audience market positioning, to produce and disseminate information in a targeted manner. requirements.
Compared with the weak response of traditional TV in meeting these needs, Internet TV can satisfy the diversified viewing needs of audiences in the new era to the greatest extent. It not only allows audiences to choose programs according to their own needs, but also to The user collects and analyzes various behavioral data on the platform, separates the audience from the ambiguous group, and becomes a target user with distinct personalities and different characteristics, and takes the initiative to provide personalized Internet TV services.
In addition, through the dissemination of social media and communication tools, the Internet TV platform can allow the huge audience groups in the past to gather together independently according to different needs, become the audience groups for the owner’s various precise needs, and further clarify the audience image. It can be seen from this that, compared with the vague audience groups faced by traditional TV media, Internet TV is faced with individual audiences with clear characteristics.
Tailor-made program resources and proactively push program products that better meet their needs are the huge advantages of online TV programs over traditional TV media programs in terms of audience positioning. After the network TV program has locked the target group, it will be effectively distributed to the audience. When providing users with personalized Internet TV and traditional TV program resources, the user’s loyalty and viscosity will continue to increase, thus gradually forming a relatively stable target user group, to make their network TV platform form a much higher advantage than traditional TV media.