How Internet + Times TV Collided with T2O Sparks

How Internet + Times TV Collided with T2O Sparks

Internetization of TV is a hot topic, but how TV is Internetized is a "problem" proposition. It also means that the key to the Internet+TV is not the "+" sign, but how you "+"!

However, from the beginning of 2014, the emergence of the new term T2O quickly became the focus of the video industry and was considered as a new model of Internet+TV. In fact, if you remember correctly, as early as 2012 or so, there were television and video sites trying to combine video and e-commerce, called "seeing and buying", and even some companies hit the "video e-commerce" concept. It now appears that this can be said to be an early practice of the T2O model.

From a literal point of view, what T2O needs to do is to allow TV viewers to trade goods and services on TV through the Internet, and to watch television through the form of e-commerce, O2O, and online advertising. For example, viewers are interested in related goods and services on TV. They can place orders through scan codes, clients, or even telephones, or they can continue to pay attention to the second screen with advertising display.

Of course, there is no clear definition of the definition and concept of T2O in the industry. Some people think that T2O is a form of O2O. Some people think that the "O" in T2O should include "offline", which is the online and offline interactive form of television. But what T2O is may not be so important. What is important is that the 1 billion TV viewers have given T2O an unparalleled imagination. The value of TV as the first entrance to the home Internet will surely be demonstrated with the maturity of the T2O model.


T2O practitioners

Speaking of the practice of T2O, China on the tongue of CCTV's documentary channel may come to see it first. Indeed, it is difficult for the food section to add Tmall, which holds the food camp base. According to relevant data released by Tmall, on the fifth day of broadcast on China's tongue, 5,854,791 people have searched for specialty snacks on the site, and 2005 people have viewed relevant food pages and sold more than 7.29 million pieces.

If China at the tip of the tongue is successful in T2O's unintentional attempts, then the cooperation between Travel Satellite TV and Taobao will explore the e-commerce of travel and television programs. This is a special T2O product. Take Luyu's gift travel reality show as an example. After the program is broadcast, Taobao Travel will be on the same line with Luyu’s gift events. Topics include interactive and honeymoon travel abroad. The super spokesperson created the product or corporate image as part of the main content of the program. Through cleverly arranging the series into the program, more than 120 enterprise products that were implanted in the program will all be sold on the major e-commerce platforms.

The first domestic movie talk show created by Jiangsu Satellite TV was difficult to obtain. Before the program was launched, Guevara was selected as the exclusive strategic partner. During the process of watching this movie program, the user passed Guevara. Can purchase movie tickets in real time, thus opening up the marketing closed loop from television promotion to online purchase, and then offline viewing. It is understood that after the first phase of our wedding themed program was broadcast, it has attracted more than 50,000 users to participate in voting interactions on Che Guevara and raised the popularity of the film once again.

Of course, there are also cases of unsuccessful success. When Dragon TV broadcasts its silence, it will integrate the prominent clothes, jewelry, lamps and other products with its clients. Users can watch TV while shopping with the Dragon TV. TV dramas are hit, but the sales of related products are terrible. The actress Zhao Mochen has only 2 shirts with the same wave shirts, and the male lead has only 1 piece of T shirts for the same month, and the sales volume of furniture lamps is also number. One of the important reasons is that pirated cargo pits. The average price of the same product on Tmall is only one-tenth of genuine products.

In addition, CCTV6, Hunan Satellite TV, and Qinghai Satellite TV have made more or less attempts on T2O. T2O has become a veritable pig.


The bright future

It may be asked that video sites with Internet genes are actually closer to video e-commerce, but why does video sites not have large-scale implementation of relevant practices, but instead T2O is in full swing on television? I am afraid this has a great relationship with the user scene.

Television, especially live TV, has natural clustering and social attributes, and this is the basis for T2O to be realized. News live broadcasts, sports live broadcasts, live broadcasts of variety shows, local living events, etc. can gather a large number of users in a short period of time to create hot topics. It is a matter of course that these users with clustering attributes can realize cash through e-commerce, advertising, and other application services. In contrast, the personalized label of online video is very strong and it is difficult to gather a large number of users in a short period of time.

The huge audience of television, the life scene of the large-screen TV, plus the increasingly popular mobile Internet and smart terminals. From the combination of various factors, the opportunity for T2O has indeed come.


However, it should also be objectively observed that T2O is currently in a "point-to-line" state and has not formed "face-body" capabilities. In other words, both TV stations and e-commerce companies and advertisers are still in a state of exploration. For example, a television show that is broadcast on many television stations may have only one TV station carrying out T2O, while the viewers of the other two television stations are wasted. On the whole, T2O does not form the industry consensus technical specifications, business models, security standards, evaluation standards and upstream and downstream cooperation forms, which is not conducive to the scale advantages of television mass audience.

It can be said that strengthening the communication of T2O related industrial chains, allowing upstream and downstream companies to have stable cooperation channels, and opening up the related links around T2O is the focus of the next phase of T2O. However, T20 is not limited to television (this is only a narrow sense of understanding). Broadly speaking, IPTV, OTT, Internet companies, and Internet video companies all cover TV+ e-commerce, forming capital flow, information flow, and logistics. This is a typical application of Internet+. Scenes.

T2O Institute came into being

It is understood that it is the realization of the status quo of T2O and the problems that may be faced by future development. The short-spoken saying will lead the establishment of the T2O (China) Research Institute, the country's first T2O research institution. The Institute will devote itself to tracking T2O technology trends, researching safety broadcasting mechanism guarantees, sorting out the relationship between upstream and downstream industry chains, opening up related links in the T2O industry, exploring sustainable business models, and ultimately achieving social, commercial, and user multi-party relationships. balance.

As the first self-media platform in the broadcasting industry, the short-seller insists on connecting sharp and deep insights, adhering to the concept of communication of depth and temperature, and long-term commitment to the dissemination and research of T2O industries. This time, the founding of the T2O (China) Research Institute It’s a matter of hope. According to reports, T2O (China) Research Institute will introduce heavyweight partners in the next step, and invite various industry partners to set up T2O labs. All parties will bring together the practice for the development of the T2O industry.


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