With the popularity of this model, Wang Han, Li Ai, Li Dan, Michael Chen and other stars all acted as hosts, participated in the "live answer" and interacted with the "babies" who answered the questions. On the other hand, the emergence of the "live answering questions" program has also enabled PGC, which has encountered bottlenecks in the live broadcast field, to find the correct way to open the "explosion".
heat
Live broadcast platform smashing money circle powder
65438 10/3, Wang Sicong, 30 years old, Weibo, who sent a message "I will give a bonus every day, and I will give 65438+ 10,000 yuan at 9: 00 tonight ... I will be happy if I give money", and announced that he took out 65438+ 10,000 yuan as a bonus for a live answering app called "Rushing to the Top". That night, the platform flooded into number 25.
In short, the "live answering" mode is: each answer is broadcast live, 12 questions, each question has 3 options, each question is answered in 10 second, and all the prizes are divided among those who answer all 12 questions correctly. The answer to inviting friends to download the APP usually gets a resurrection opportunity, but the "resurrection card" cannot be used for the last question. When answering questions, the live host will orally broadcast questions and answers, announce real-time results, and explain relevant knowledge points.
Last year, Vine's co-founders Ruyusupov and Colin Kroll founded HQ.
Trivia APP, hosted by American comedians, twice a day on weekdays and once on weekends. Bonuses range from several hundred yuan to several thousand yuan, attracting hundreds of thousands of users to participate, ranking as 20 17 APP.
27 th in the total list of shops, 7 th in the game category. After the introduction of this model in China, watermelon video launched a million heroes, Yingke launched a cheese superman live, and Zanthoxylum launched a million winners live ... At present, "live answering questions" continues to be hot, from two or three games a day to four or five games a day now; The total prize amount of a single game has also increased from 654.38+million yuan at the beginning to 654.38+million yuan to 3 million yuan now.
Live answering questions also began to try to cooperate with traditional media. 65438+ 10 13, Cheese Superman and People's Daily client * * jointly launched a special program, with a bonus of10/0000 yuan. The host Li Ai and the editor-in-chief of People's Daily client * * both served as title officers. The topics of this activity are quite positive, such as China's first aircraft carrier, the first cargo ship independently developed by China, and the works of Nobel Prize winner Mo Yan.
Answer questions, plug-in attack and defense.
With the popularity of the "live answering" APP, the "answering plug-in" came into being. "sogou" rushed out of "Wangzi's answering assistant", but was broadcasted by pepper investor Zhou diss: "We are throwing money, you are cheating, it's so rogue!" It is reported that the "Million Winners" project team of Zanthoxylum bungeanum has set up a technical department to prevent plug-ins. The relevant person in charge responded: "There are three ways to plug in the market. The first is voice recognition and map recognition technology, and the second is to invade the question bank by grabbing the product interface. We have a unique encryption scheme that intruders cannot crack in this way. "
Trend b
Tv variety continues to decline?
Although Rushing to the Top is an APP platform, it is essentially a highly interactive PGC variety entertainment program, challenging traditional variety shows. Weibo producer Liu, the originator of the domestic puzzle-answering variety Happy Dictionary, said: "Finally, the puzzle-answering program has moved from TV to live broadcast of new media in such a fast and explosive way. Is it another exit of the Internet, or is the alarm of traditional TV ringing again? "
PGC (English full name: professional generation
Content) refers to the original video variety show based on the Internet platform, which is a typical PGC and Wang Sicong's "Hello! Goddess and Ma Dong's The Temptation of Dinner are representatives of live variety shows. The popularity of this "live answering" mode has finally found a correct way for PGC to open in the field of live variety.
In contrast, the traditional TV answering program, such as "One Stop to the End", although the program quality is high, the audience rating has remained at around 0.4 for a long time because of the lack of interactivity, which also shows the audience's aesthetic fatigue.
How to make a profit by answering live questions?
With the popularity of "live answering questions", many live broadcast platforms have entered the game, but how to make a profit is still a big problem. You know, even the pioneer of live answering application "HQ"
Trivia APP has not yet achieved profitability. According to industry estimates, apps such as Rush, Cheese Superman and Million Heroes are still in the initial stage of competing for users, and the answering time of each platform is often staggered. However, it is expected that in the next six months, a number of live broadcast platforms will join the "coin-operated" camp, and the investment will only be more fierce, and the profit opportunities are far from this.
How to keep this kind of platform sticky is also a difficult problem. If there is no differentiated competition between platforms, users will easily lose their freshness, and the money-burning model will inevitably be difficult to maintain for a long time. At present, various platforms have also thought of some methods, such as inviting stars as hosts, Wang Han, Li Ai, Li Dan, Michael Chen and others all participated in the "live answering questions", and also introduced measures such as increasing the amount of bonuses and adjusting the difficulty of topics in a timely manner ... But most platforms have not solved the key factor of "user socialization".
(Yangcheng Evening News Gong Weifeng)
medium
Guangming daily: live answering questions, hot money escort is not equal to innovation.
20 18 has just begun, and a new outlet of the internet seems to have appeared. This "new way out" is to answer on the spot. It took only half a month from appearance to detonation, and the winning mode of live answering quickly entered the million level-the number of online users in a single game exceeded one million, and the bonus amount exceeded one million. Major platforms have entered the market one after another, competing for users by increasing the amount of bonuses and pulling stars to help out. However, the reporter's investigation found that this kind of competition began to become unfair, and the phenomenon of cheating by using plug-ins has appeared.
The artist andy warhol once said, 15 minutes, everyone can become a celebrity. Applying this sentence, perhaps in the current era of mobile Internet, a "new outlet" may appear in 15 days. From the efforts of all parties to the enthusiasm of people's participation, live answering seems to give people a feeling that a new outlet has arrived.
Strictly speaking, this model of answering questions and getting rewards is not innovative. Its origin in China can be traced back at least many years, such as the educational TV program Happy Dictionary. It's just that the live webcast Q&A relies on the convenience of the mobile Internet to achieve a low threshold for national participation, and the participation and influence are far from comparable to those of past TV programs.
From the point of view, it seems that the popularity of live webcast Q&A has formed a happy situation. For all kinds of webcasting platforms, quiz reshapes the image of the previous live broadcasting industry with the face of "knowledge competition", and at the same time gains new traffic and users. The launch of this model is itself an effort by the live broadcast industry to cut into the "vulgar" image in the past. For the participating netizens, live answering questions has opened up a new way of entertainment, even "solving puzzles, entertaining and making money". Therefore, in the short term, live Q&A is a rare model innovation with less negative externalities, although there are problems such as transparent bonuses and cheating plug-ins.
However, the more popular the game, the more you need to look at it calmly. If knowledge payment is to let users spend money to buy knowledge, live answering questions is just the opposite, giving many people the illusion of "making money by knowledge" Judging from the popularity, it is obvious that the latter is better. However, whether it is knowledge payment or live answering questions, from beginning to end, knowledge is not necessarily the core, but more a tool to achieve a certain commercial purpose, a national entertainment, and an enlarged gimmick.
In addition, how far can this outlet go, can it become a life-saving straw for the live broadcast industry, can it pave the way in a "rough" way for money, and can it really find a sustainable, dynamic and healthy industry future for the new Internet economy? I'm afraid even investors and platforms are embarrassed. This uncertainty is an inseparable part of the new Internet economy and a manifestation of its vitality. However, the more lively it is, the more soberly we should realize that hot money is not equal to innovation. When the hot money recedes and the enthusiasm of users to participate decreases, what should we do to defend the existence value of an industry? Does the dependence on the burning mode also reflect the impetuous and speculative side of the industry?
In the field of internet, the phrase "standing on the tuyere, pigs can fly" has gained countless fans and been regarded as the standard by many entrepreneurs and investors. But some entrepreneurs remind me of the second half of this sentence-"pigs can fly when they meet the wind, but it is still pigs that fall to death in the wind." Today, in the new economic field of the Internet, what is most lacking is no longer the "wind outlet", but the "pig" that can't be thrown out after the wind has passed.
(Zhu Changjun)
Beijing Youth Daily: The live answer is "Run in another place"
Wang Sicong's summit conference, Yingke's Cheese Superman, the million heroes of today's headline watermelon video, and the million winners of pepper live broadcast ... The hottest new thing in 2065438+08 is undoubtedly "live answering questions", and the million-dollar prize has attracted a large number of users to participate. However, some analysts believe that this business model is unsustainable because there is no continuous user demand for live answering questions. Although there are some cash channels, it will be very difficult to maintain them.
Many people are concerned about whether there is a future for answering questions and throwing money, and whether it will usher in a bright spring. Although the combination of "throwing money" and answering questions is a new thing, both "throwing money" and answering questions themselves are actually traceable and separate. The answer to it should actually be divided into: Is there a future for "throwing money" and a future for answering questions?
"Scattering money" comes from answering questions, in order to make the answers more attractive. In the eyes of many people, the live answer to the question of "money war" has already had a crazy taste. No matter the absolute amount of "throwing money" or the impact it brings, it can't be compared with the "burning money war" in the early stage of the development of online car. Of course, any kind of burning money can't last forever. The "money-throwing war" may burn quickly and thank you soon. One day, the stop button will be pressed, but as far as the live answer itself is concerned, it may not be a flash in the pan, and there may not be no spring.
During this time, answering questions live is really hot, and even some people who often walk behind fashion are involved and enjoy it. We can't rule out the great attraction of the bonus, but it's probably an exaggeration to say that all the people involved are for the bonus. The live answer is actually the Internet version of the "Happy Dictionary". Compared with the correct answer, whether you can get a bonus or not, how much bonus you can get in the end, and more importantly, you have learned knowledge from it, and you have learned knowledge in a relaxed and entertaining way. Knowledge is a big label of live answering questions.
Counting the changes of the internet in recent years, we can see that knowledge consumption has sprung up suddenly and has entered the spring. According to statistics, as of August 20 17, there are more than 50 million knowledge paying users, and the market predicts that the annual economic scale of the industry will reach 50 billion yuan. In sharp contrast, the once fiery live broadcast industry is in a stagnant period, experiencing "cold spring", which is not only criticized repeatedly in moral sentiment, but also lacking in industry benefits, and there is no foreseeable future. In this context, the live broadcast encountered knowledge, opened the "live answer" and appeared "answering money".
As far as knowledge consumption is concerned, the live answer may be "the meaning of drunkenness is not in the wine", which means "rubbing the flow", which may not be the knowledge learning method recognized by many people. But for the live broadcast industry, the current knowledge route is definitely a huge change compared with the past three-level route. Think about a period of time, a lot of negative news happened around the live broadcast, some of which not only broke the moral bottom line but also violated laws and regulations, which repeatedly made people "spicy eyes". The greater the social problems reflected by such a live broadcast, the greater the negative energy brought by the fire, and the more difficult it is to solve. Compared with the past, the live broadcast industry has thought of change and thought of changing in a direction that is in line with the beauty of society. Change itself should not be criticized too much.
Of course, "planting dragon seeds" may also "harvest fleas". What will happen in the end of the live broadcast depends on the market. However, it should be pointed out that social recognition and market recognition are not contradictory, and social recognition is often based on market recognition. An industry that can clearly see the direction of social development and meet the beautiful needs will not only be recognized by the society, but also be more easily recognized by the market-this has been proved by the development of the Internet economy and the development of countless Internet companies. The live broadcast industry should be understood and supported when it sees the problems in the industry and bid farewell to "problem growth".
The live answering at least provides a new possibility for people to see that the live broadcasting industry can also run in the sun in a way that conforms to the mainstream value of society-the live answering is actually "running in a different position". As for whether it is possible to ensure the continuous enthusiasm of participants when most users are difficult to win prizes, this requires a live broadcast platform to answer. But what is certain is that "the harder you work, the luckier you are", and the easier it is for industries that stick to this path to enter the spring. (Qiao Shan)
Red Net: The live answer is "open". Can the game still be fun?
From the payment of knowledge to the realization of knowledge, and then to the New Year speech of the knowledge school, the mobile APP interprets the sentence "knowledge is also productivity".
At the beginning of the new year, the online live answering game quickly became a "screen-level" explosion product. Every day, millions of people are addicted to 12, and those who answer wrong are out. Everyone who answers correctly can divide up hundreds of thousands or even 3 million yuan of bonuses from authoritative organizations. In just over ten days, a number of similar answering games such as "Rushing to the Top", "Million Heroes" and "Cheese Superman" have gradually attracted people's attention. High cash rewards, online PK-for the whole people-capital predators throw coins in the "window", and the people who eat melons revel in the game.
However, profits will inevitably become rivers and lakes where the rules are out of control. There are two problems that are most likely to occur in the online live answering game: First, the data of the game party is falsified. On the cusp of this traffic, players may have two kinds of fraudulent impulses: the number of participants and the number of winners. The former can make up and perfunctory investors; The latter can dilute the bonus and control the cost. Although legally speaking, if the platform dilutes the bonus with the number of winners in the form of "water injection", it is fraudulent. According to the General Principles of the Civil Law, such behavior is invalid, and netizens can ask the platform to compensate for the losses; However, the questioning of netizens and the questioning of public opinion can rely on the APP to prove innocence?
Second, the live answer is "open" and involves the bonus issue, so it is not as simple as a game. Because according to the Copyright Law and the Regulations on the Protection of Computer Software, game software developed by game software manufacturers or individual authors is protected by copyright law after development. It is illegal for plug-ins, plug-ins and auxiliary apps to seek benefits without the permission or authorization of the owner of the answering software. This kind of "openness" is not a concept with the plug-ins that grabbed tickets in Spring Festival travel rush in the past: because most plug-ins that grabbed tickets were provided free of charge, which was beneficial to the public, the Ministry of Railways did not seriously investigate the responsibility; The "plug-in" of live answering questions is obviously aimed at individual awards, and the price is clearly marked. I am afraid that the platform will not sit idly by.
The industrial value of live answering questions is obviously not to see whose "cheat sheet" is more awesome. Otherwise, this is not the PK of knowledge and wisdom, but the competition between search engines and artificial intelligence. Of course, it is a game, a dream of making money, and it seems that there is no need to be particularly serious. Moreover, this competitive posture seems to be the most powerful refutation of the "reading uselessness". But in business and law, emerging markets are unbreakable and the bottom line of the rule of law is insurmountable. If this game can be played sustainably, I'm afraid the rules and discipline really have to stay ahead.
(Deng Haijian)