There Are Hidden Dangers In Net Live Broadcast, And The Trend Of "Professional Content Production".

It has long been a hot word, and has also stood on the draught of capital and market.

With the promotion of various capital and institutions, the live webcast is constantly changing.

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Such as traditional entertainment circle stars to put their shelves down to join the live broadcast, to the PGC (professional content production) program "Hello! Goddess" in the net red live field.

"Professional content production" began to boost the development of the industry.

Net red live broadcast is fierce, but there are also hidden worries. All the live platforms have appeared different degrees of "brush powder".

Insiders said that the anchor brush powder has become the "hidden rules" of the video live industry. There are platforms to create a hot live scenario through data fraud, and to defraud the financing.

The trend of "specialization" of live video broadcasting

The "onlookers" caused by the entertainment stars joining the live camp is the most direct embodiment of "professional content production".

Liu Shishi, Liu Tao, Fan Bingbing, Anglebaby and many other celebrities have joined the anchor line, showing their faces on various broadcasting platforms. Apart from their fame, the professional operation team behind them has contributed a lot.

"For stars, they only regard mobile live broadcasting as an interactive function of network marketing and new media, and occasionally show live affinity."

Peng Chao, founder of today's net red, told reporters that stars do not stay on the live platform for a long time. One is the feeling of self depreciation; the two is that the time cost of stars is too high.

Unlike the entertainment stars, the northeastern couple who represented by "Zhao Jiaban" also put their professional performances on the live platform, and its absorption effect is very obvious.

In addition to the star team's live broadcast platform, the "straight ensemble" (live variety show) is a typical case of PGC.

Tencent video launched the "15 of us" in 2015, and Youku launched the sneak pilot in May 2016, with 24 hours of live coverage as a gimmick.

The cooperation between live broadcasting platform and traditional variety shows is also a major trend.

Live together with "Super Girls" and "very quiet distance".

Cooperation "I am a singer"; NetEase, panda live "Lu Yu has an appointment" Wang Jianlin and so on.

and

The panda TV has also started to make live PGC production, and has invested and supervised the PGC reality show Hello goddess.

"PGC is a good way to provide high quality content in the right direction."

Peng Chao thinks, but for the platform, procurement and cooperation, the PGC content cost is too high.

For individual anchors, PGC is still very difficult to build.

"Brush powder" is the industry's hidden rules.

With the rise of the net red economy, the pursuit of net red live can be described as "better to be mistakenly cast, not to be missed", and the investment and financing fever in the live broadcasting sector has continued to rise.

In January 2016, Ying Ke won the 80 million yuan financing of the A+ round of Kunlun's world wide leading investment. In March, it was easy to get live A round about 60 million yuan financing. The three good nets won 75 million yuan financing of the Pre-A round of Yizhuang interconnection fund's leading investment, and the fight fish TV got 100 million dollars financing from the B round of Tencent, Sequoia Capital and so on. In April, the early road network school got 15 million yuan financing of YY A investment and Huachang's A wheel.

Under the backdrop of the development of the booming industry, there is also a hidden danger in net red live broadcasting, the phenomenon of robot brush powder.

A number of live video reporters have restored to the reporters the general algorithm of the live platform "brush powder": when the live broadcast starts, it automatically matches 21 robot users into the room, so that the anchor without attention can also cause the illusion of someone watching; when the user enters, the robot moves into the room at the ratio of about 1:10, so that the room's data is more beautiful; when the user leaves, the matching robot does not leave the field to keep the room's heat on the surface.

The live broadcast platform is all forced to be robot fans. Zhu Daxin, the founder of honey hunting, told reporters that this can be regarded as a marketing or diversion means. Any network end product will have robots, but robot fans can be seen easily in the live video.

Zhu Daxin said that video live broadcast is a highly interactive platform, and robot interaction will be relatively difficult.

In fact, some business platform, game platform, social platform will have robots, as long as there is a network community, there are robot fans exist.

In addition, many industry insiders also pointed out that brush powder has become the hidden rule of the video live broadcast industry.

"In order to attract users, the phenomenon of powder painting is inevitable. In order to get more investment, many live platforms will also produce better data through brush powder."