Special feature of 1905 film network On April 15th, before and after "Youth Poetry Club", which was broadcast live by the film channel, the host Lan Yu made two live broadcasts in Aauto Quicker with the theme of interactive poetry reading. This two-hour interactive live broadcast has accumulated more than 15 million viewers and nearly 8 million likes, and sent many signed photos of stars to netizens.
In addition to interactive live broadcast, the movie channel also lays out short video content production and other fields. Official accounts such as Media Center, CCTV6 Movie Channel, China Movie Report and 1905 Movie Network have all settled in short video platforms such as Aauto Quicker and Tik Tok.
Remember to pay attention to our Tik Tok and Aauto Quicker.
Not long ago, from the first opening of "Xiao Zhu Pei Qi" to the fact that no one could "ancestral blue" me and "Xia Dan", the cumulative amount of goods brought by CCTV news "Thank you for spelling a bill for Hubei" twice exceeded 100 million yuan. This makes people see that the traditional media layout has great potential in MCN field.
To put it simply, MCN is an organization or company that helps contractors to continuously export and realize content. In 2019, Li Jiaqi and Viya, two elder brothers and sisters in the e-commerce live broadcast industry, came out of the circle, making the concept of MCN popular again. Since the second half of 2019, traditional media such as CCTV, Hunan Entertainment Channel, Zhejiang Satellite TV and Changsha Radio and Television have accelerated their layout in the MCN field and settled in platforms such as Aauto Quicker.
Li Jiaqi sells goods live.
The general image is good, the communication ability and camera sense are strong, and they usually have professional qualities in a certain field, which makes it easier for TV hosts to become masters of goods. Sufficient talent pool and differentiated professional content production team make the traditional media layout MCN have obvious innate advantages.
MCN heavy upper air inlet
The MCN model originated from the mature foreign economic operation in online celebrity, and its essence is a multi-channel network product form, which combines PGC (professional content production) content, and with the strong support of capital, ensures the continuous output of content, thus finally realizing the stable realization of business.
In 2009, a group of YouTube channel owners announced the establishment of a content alliance, forming the first generation of MCN. In 2014, Disney bought MakerStudio, one of the largest content producers on YouTube with about 400 million subscribers, at a valuation of $500 million. This move is considered to be a great success of MCN content manufacturer model in the industry.
With the diversification of online content in China, MCN was introduced to the China market in 2016. With the diversification of content platforms, MCN is divided into short video MCN, e-commerce MCN and live MCN according to different contents. Papi Tube with Papi sauce IP as the core is one of the earliest known short video MCN, and Shanghai Meiwan Technology Company signed by Li Jiaqi is one of the representatives of current e-commerce MCN. Due to the diversity of content, it is more inclined to distinguish MCN by "selling goods or advertising".
Papi tube with papi sauce IP as the core
In May 2017, Weibo released the Weibo Vertical MCN Cooperation Plan, which opened nearly 50 vertical fields such as drama, military affairs, law, real estate, humanities and arts for institutions to settle in for the first time. In 2018, almost all the head platforms such as Tik Tok, Aauto Quicker, Xiaohongshu, Netease, JD.COM and Taobao announced their respective platforms’ MCN strategies and cooperation methods.
According to Crowley’s statistics, in 2018, the number of MCNs in China has exceeded 5,000, and more than 90% of network celebrities have signed contracts with MCNs, and the output content accounts for more than 60% of the traffic of mainstream platforms. Due to the amazing liquidity and non-replicability of Head online celebrity, capital began to lack confidence in this business model.
In April 2019, as the first MCN in China to go public in the US, Ruhan’s listed share price broke on the first day, and its opening price fell by 37%, which is the best portrayal. On August 29th, 2019, Ruhan’s second-quarter financial report showed that the GMV (total turnover, including paid amount and unpaid amount) of the company in this quarter was 758 million yuan, and the number of online celebrity signed contracts increased to 133 by June 30th, 2019. Among them, online celebrity GMV of the three heads headed by Zhang Dayi reached 369 million, accounting for 48.6% of the total.
In the second half of 2019, with the appearance of two live e-commerce anchors, Li Jiaqi and Viya, MCN returned to the forefront. Li Jiaqi’s cooperation with film stars such as, etc. to buy tickets for movies with goods has become a hot topic.
Capital’s investment interest in MCN institutions has been aroused again, and some marketing and film companies have laid out MCN fields one after another. On January 15th, 2020, New Culture, a A-share listed film company, announced that it had signed the Strategic Cooperation Framework Agreement with Shanghai Meiwan Technology, a Li Jiaqi signing company, and its share price went up and down for several consecutive days, receiving a letter of concern from the CSRC.
According to enterprise survey data, there were 908 companies involved in "e-commerce live broadcast/short video/game live broadcast/online celebrity /MCN" in China in 2019, and the number of such registered companies was 241 from January to March 2020, an increase of 123% compared with the first quarter of 2019.
The gradual maturity and stable development of e-commerce live broadcast means that MCN has a more direct and stable realization path. In this context, since the second half of 2019, CCTV, Hunan Entertainment Channel, Zhejiang Satellite TV and Changsha Radio and Television have all accelerated their layout in the MCN field. This CCTV news live broadcast with goods is also a practical "exercise" for the layout of traditional media in this field.
What are the advantages of traditional media?
At the Media Innovation Summit in 2019, Li Zhihua, director of entertainment channel of Hunan Radio and Television Station, revealed that the channel predicted that the revenue of MCN of radio and television would exceed that of traditional TV advertising in 2020, accounting for over 50%. This is mainly due to the inherent "genetic" advantages of the traditional media layout MCN field.
Media people born in training know better what the audience needs. As one of the founders of the famous short video MCN organization Papitube (organization name), Jiang Yilei (real name of Papi sauce) graduated from the director department of the Central Academy of Drama. The reason why this beautiful and intelligent woman is popular is that her short video content is closely following social hotspots, which is easy to cause emotional resonance of the audience. In terms of content talent reserve, traditional media such as TV stations have obvious advantages.
In terms of content types, TV stations have different column groups, and the coverage can be subdivided into multiple vertical fields. For example, at present, Hunan Entertainment MCN has 261 talents, involving maternal and child, beauty and other industries.
It is understood that the Tik Tok account of Hunan Satellite TV host and producer "Zhang Dandan’s Parenting Classics" has reached 4.034 million fans, and the cumulative number of likes has reached 10.635 million, with a monthly revenue of about one million. Mango Super Media, backed by Hunan Satellite TV, said in the 2019 annual performance report that it will implement the "Big Mang Plan" and build KOL and MCN matrices.
At present, it is difficult to maintain high-quality content output, which has become the weakness of many short video MCN. As a professional production organization, the content quality of TV station MCN is relatively high and can maintain a certain continuity. The TV host has a good image, a strong sense of expression and camera, and a general professional quality in a certain field, which makes him more qualified to become a network celebrity. In 2019, CCTV Boys became a frequent visitor to Weibo Hot Search and successfully entered the ranks of KOL. Not long ago, the "Xiao Zhu Pei Qi" public welfare live broadcast made netizens shout "Stop it, don’t grab online celebrity’s rice bowl again."
At present, all major platforms welcome the entry of media numbers, which is also a good time for traditional media to enter MCN. Yu Jingzhong, vice president of Aauto Quicker Science and Technology, once said: Video+live broadcast is the natural advantage of radio and television media. The platform welcomes such institutions to settle in, and will provide three support measures: content training, traffic support and commercialization empowerment.
How to enlarge its own advantages, make up its shortcomings faster, and explore a set of mature and feasible operation modes has become a common thinking question in the field of traditional media layout MCN. In addition to economic benefits, whether the social benefits of traditional media can be amplified through this layout is more worthy of attention.
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