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Win-win for new media and TV
By Xu Wei |
June 15, 2012, Friday
|
Print Edition
Print Edition
TV and new media traditionally compete for audience, but they also cooperate in many programs, reinforcing each other and creating a fresh, more interactive experience. It can be win-win, Xu Wei reports.
Television and new media are cooperating as never before, many programs use TV, websites and mobile devices and the boundaries between television and new media are breaking down.
Entertainers increasingly want to reach audiences through both TV and new media.
"The relationship between TV and new media is no longer fist to fist, but palm to palm, since there are many possibilities for collaboration," says Zhu Xiangyang, chief editor of Youku.com, China's leading online video-sharing website.
During the 18th Shanghai Television Festival which closes tonight, TV and new media representatives discussed opportunities and challenges.
Despite competition over the past decade, TV and new media can now achieve a mature, win-win situation by integrating content, including TV programs, online videos, social networking, wireless music, online games, mobile application, theater performance and peripheral industries.
One challenge at this early stage is making online programs profitable.
Shanghai TV channels are among the first domestically to explore cooperative and innovative content in this cross-media era.
Earlier this year, Dragon TV of Shanghai Media Group opened a 3D online community for its popular dating show "One Out of 100." The 24-hour platform enables Internet users to communicate with singles on the show in an effort to find their Mr or Ms Right.
The newly launched Chinese version of the award-winning British game show "The Cube" on Dragon TV has developed related computer and smartphone games.
The players encounter challenges similar to those faced by TV contestants who must complete a series of challenges within a 4-meter cube.
Cooperation trend
Also, the hairstyles designed by contestants in the Chinese version of the American reality show "Shear Genius" now can be "tried on" by individuals through a smartphone or iPad application.
Yang Wenhong, vice president of SMG, says it's becoming a trend for many of the group's popular TV entertainment shows to enhance audience participation and interactivity by extending content to websites and mobile devices. Audiences can give feedback and shape TV programs.
"The involvement of new media can bring new vitality to traditional TV programs and help them appeal to a bigger young audience," Yang says.
Later this year SMG will stage the Chinese version of "Cats" based on the musical. At the same time it will create a new, interactive TV entertainment show based on the musical, collaborating with new media.
Since 2007, Youku.com has hosted regular micro-cinema contests and discovered many promising grassroots filmmakers.
The famous, Beijing-based Chopstick Brothers, Xiao Yang and Wang Taili, rose to overnight fame on this video platform. Their short videos "Old Boys" and "The Winner" released on the website have been viewed tens of millions of times.
Such online hits are expected to be shown on television and in theaters.
"Short videos by grassroots directors can be a good resource and supplement to traditional TV and film industries," says Zhu, the chief editor. "We plan to promote the micro-cinema through TV screens and cinema lines in the near future."
New media platforms, which highlight the personality of young people and enable sharing, have attracted more and more TV celebrities to showcase their talent.
Gao Xiaosong, a judge of the "China's Got Talent" series, also presents his talk show "Morning Call" on Youku. The light-hearted show focuses on Chinese culture and history. Despite its small budget, it appeals to many young people.
Websites are developing interactive reality and dating shows in cooperation with TV channels, which provide expertise and a later platform for finalists and winners.
For example, Nasdaq-listed Sohu.com has launched a nationwide contest "Up! Juniors" with Hunan TV to select young idols. The 20 finalists will be announced today.
Sophisticated taste
But it can be difficult to come up with a creative and original multi-platform format that appeals to a younger audience with increasingly sophisticated taste, says Rebecca Yang, CEO of International Program Content Network, a production company that helps bring creative foreign TV program formats to China.
One successful example is "Routes," a British multi-platform interactive project exploring the secrets of genetic makeup.
It uses a variety of platforms, including TV documentary, online dram and mobile games to engage a young audience.
After watching each episode of the documentary in which comedian Katherine Ryan undergoes a series of genetic tests, audiences can play flash games or "community challenge" based on an aspect of genetics on the site. The players get an immersive experience and are able to become part of the narrative, helping to shape the story.
"People today are more likely to be moved by programs that can stir common human emotion and which are related to the future of mankind," Yang says.
The British project has not yet been introduced to China.
But there are challenges in new media collaboration. Most entertainment programs and events presented by new media still haven't made a profit. The high purchase price for the copyright of popular TV dramas and shows is a problem for many video-sharing sites.
"The two sides need more mutual trust and understanding," says Luo Jiangchun, CEO of Funshion Online Technologies Co Ltd. "Luckily new media platforms don't just rely on the advertising revenues since we can work out more accessible business models through games and online shopping. In the long run, traditional TV and new media can cohabitate well and benefit each other."
Television and new media are cooperating as never before, many programs use TV, websites and mobile devices and the boundaries between television and new media are breaking down.
Entertainers increasingly want to reach audiences through both TV and new media.
"The relationship between TV and new media is no longer fist to fist, but palm to palm, since there are many possibilities for collaboration," says Zhu Xiangyang, chief editor of Youku.com, China's leading online video-sharing website.
During the 18th Shanghai Television Festival which closes tonight, TV and new media representatives discussed opportunities and challenges.
Despite competition over the past decade, TV and new media can now achieve a mature, win-win situation by integrating content, including TV programs, online videos, social networking, wireless music, online games, mobile application, theater performance and peripheral industries.
One challenge at this early stage is making online programs profitable.
Shanghai TV channels are among the first domestically to explore cooperative and innovative content in this cross-media era.
Earlier this year, Dragon TV of Shanghai Media Group opened a 3D online community for its popular dating show "One Out of 100." The 24-hour platform enables Internet users to communicate with singles on the show in an effort to find their Mr or Ms Right.
The newly launched Chinese version of the award-winning British game show "The Cube" on Dragon TV has developed related computer and smartphone games.
The players encounter challenges similar to those faced by TV contestants who must complete a series of challenges within a 4-meter cube.
Cooperation trend
Also, the hairstyles designed by contestants in the Chinese version of the American reality show "Shear Genius" now can be "tried on" by individuals through a smartphone or iPad application.
Yang Wenhong, vice president of SMG, says it's becoming a trend for many of the group's popular TV entertainment shows to enhance audience participation and interactivity by extending content to websites and mobile devices. Audiences can give feedback and shape TV programs.
"The involvement of new media can bring new vitality to traditional TV programs and help them appeal to a bigger young audience," Yang says.
Later this year SMG will stage the Chinese version of "Cats" based on the musical. At the same time it will create a new, interactive TV entertainment show based on the musical, collaborating with new media.
Since 2007, Youku.com has hosted regular micro-cinema contests and discovered many promising grassroots filmmakers.
The famous, Beijing-based Chopstick Brothers, Xiao Yang and Wang Taili, rose to overnight fame on this video platform. Their short videos "Old Boys" and "The Winner" released on the website have been viewed tens of millions of times.
Such online hits are expected to be shown on television and in theaters.
"Short videos by grassroots directors can be a good resource and supplement to traditional TV and film industries," says Zhu, the chief editor. "We plan to promote the micro-cinema through TV screens and cinema lines in the near future."
New media platforms, which highlight the personality of young people and enable sharing, have attracted more and more TV celebrities to showcase their talent.
Gao Xiaosong, a judge of the "China's Got Talent" series, also presents his talk show "Morning Call" on Youku. The light-hearted show focuses on Chinese culture and history. Despite its small budget, it appeals to many young people.
Websites are developing interactive reality and dating shows in cooperation with TV channels, which provide expertise and a later platform for finalists and winners.
For example, Nasdaq-listed Sohu.com has launched a nationwide contest "Up! Juniors" with Hunan TV to select young idols. The 20 finalists will be announced today.
Sophisticated taste
But it can be difficult to come up with a creative and original multi-platform format that appeals to a younger audience with increasingly sophisticated taste, says Rebecca Yang, CEO of International Program Content Network, a production company that helps bring creative foreign TV program formats to China.
One successful example is "Routes," a British multi-platform interactive project exploring the secrets of genetic makeup.
It uses a variety of platforms, including TV documentary, online dram and mobile games to engage a young audience.
After watching each episode of the documentary in which comedian Katherine Ryan undergoes a series of genetic tests, audiences can play flash games or "community challenge" based on an aspect of genetics on the site. The players get an immersive experience and are able to become part of the narrative, helping to shape the story.
"People today are more likely to be moved by programs that can stir common human emotion and which are related to the future of mankind," Yang says.
The British project has not yet been introduced to China.
But there are challenges in new media collaboration. Most entertainment programs and events presented by new media still haven't made a profit. The high purchase price for the copyright of popular TV dramas and shows is a problem for many video-sharing sites.
"The two sides need more mutual trust and understanding," says Luo Jiangchun, CEO of Funshion Online Technologies Co Ltd. "Luckily new media platforms don't just rely on the advertising revenues since we can work out more accessible business models through games and online shopping. In the long run, traditional TV and new media can cohabitate well and benefit each other."
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