CCTV New Media is led by powerful content resources, radiating TV, PC, and mobile terminals, and has taken the lead in creating a multi-screen communication platform with cross-media and wide coverage.
TV interaction is the core advantage of CCTV’s new media
Relying on the huge audience size on the TV side and using new media technologies such as QR codes, CCTV has made multi-screen interaction impressive. CCTV-3 variety show channel and CCTV-15 music channel began to launch QR code interactive platforms in 2013. In 2014, CCTV successively tested QR code interaction in key programs such as the Spring Festival Gala and the World Cup, breaking through the one-way communication of program content and greatly enhancing the interactivity of the program.
Massive content resources establish the leading position of CCTV.com
CCTV.com on the PC side is a key news and information portal of the central government. Authoritative news and information will be released as soon as possible, and it is also the top five videos. The website has massive video program resources from CCTV. CCTV's advantageous channels such as news, variety shows, sports, and TV dramas also occupy a dominant position on CCTV.com. Among them, the variety show channel integrates the original variety show resources of CCTV and CCTV.com, represented by the Spring Festival Gala, Online Spring Festival Gala, and "Avenue of Stars". The sports channel exclusively enjoys the copyrights of many major events such as the Olympic Games and the World Cup. The TV drama channel enjoys CCTV-1, CCTV- Simultaneous network broadcast rights of high-quality dramas on channels 8 and above.
CBOX is China's largest online TV live broadcast client. It aggregates a large number of exclusive resources under CCTV and provides more than 100 sets of high-definition simultaneous live broadcasts and more than 1,300 sets of on-demand programs online. During the World Cup, the downloads, views, and clicks of CCTV Video, which has exclusive live broadcast rights, soared.
The mobile terminal has become a new growth point
With the rapid growth of the mobile Internet, CCTV has begun to fully deploy mobile clients. CCTV Video, CCTV News, CCTV Sports, and CCTV Yuedong are the future. Mainly recommend APP.
Social media enhances the stickiness of TV audiences
The expansion of TV media into social media can effectively shorten the distance between itself and the audience. CCTV channels carefully created Weibo and WeChat, and spared no effort to use their own platforms to vigorously promote their respective Weibo and WeChat. CCTV News Weibo has more than 40 million fans, and CCTV Finance, Sports, Variety Shows, Music and other channel Weibo also have large and loyal fan groups. The attention on the WeChat platform of each channel has also shown a surge. During the Brazil World Cup, the official WeChat ID of CCTV-5 attracted nearly 3.67 million visitors and 23.14 million clicks.
The establishment of new media across Taiwan has become a major strategic move for CCTV to transform traditional TV communication thinking and establish user product thinking. In the future, CCTV will further strengthen the construction of new media, promote the integration of Taiwan and the Internet under the guidance of the central government's "Guiding Opinions on Promoting the Integrated Development of Traditional Media and Emerging Media", and build itself into a network with strong strength, communication power, credibility, and influence. A powerful new media group. On November 1, 2012, "CCTV News", the official Weibo of the CCTV News Center, was officially launched on Sina Weibo.
"CCTV News" will report hot news events, publish in-depth factual comments, preview and review CCTV's exciting programs, and at the same time, cooperate with CCTV News Center activities to carry out surveys, collections and other online interactions. Relying on CCTV's strong news gathering capabilities and rapid response capabilities, and combining netizens' reports to obtain news clues, CCTV News Center uses Weibo, an efficient new communication channel, to communicate with more netizens through its first news, exclusive reports, and image advantages. Share high-quality real-time information, news information, opinions and comments, etc., and feedback online public opinions to the program in a timely manner to further expand the dissemination channels of CCTV news, expand its influence, and shorten the distance with netizens. On April 1, 2013, the official WeChat account of "CCTV News" was officially launched. CCTV host Ouyang Xiadan said in his first WeChat message that he will bring fresh and interesting news to everyone through WeChat every day.
The official WeChat account of "CCTV News" said in the introduction that the WeChat account is responsible for the information and news column programs of CCTV News Channel, Comprehensive Channel, Chinese International Channel, as well as English News Channel, Spanish, French, etc. Previously, this account would post about five WeChat messages every day, all of which contained hot news of the day. You could either see brief graphic content or go to video news from online TV stations. On May 1, 2013, on the occasion of the tenth anniversary of the launch of CCTV News Channel, "CCTV News" was officially launched on the Sohu News client. This is another "big move" by CCTV News in the wave of new mobile media after Weibo and WeChat.
On July 23, 2013, the "CCTV News" mobile client was officially launched. Based on CCTV’s global reporter resources and strong video production capabilities, the client provides users with 24-hour rolling updates and will serve as the main platform for CCTV’s mobile Internet content release. Not only can you watch the live broadcast of the news channel on this client, but you can also "listen to TV" (i.e. listen to the online radio function, the Dragonfly FM client also has the broadcast channel of the CCTV news channel).