PGC Live Broadcast Planning Under Content Carrying Framework

In the proposition of "content selling", 618 is a new observation window.

In the near future, the live broadcast "good start" is officially broadcast, and is displayed in the name of Taobao's live broadcast of the official "first live broadcast variety".

In keeping with it, Taobao live has been working closely with TV variety shows recently. At present, "yearning for life", "extreme challenge", "trump card to trump card" and other products have been settled in Taobao studio.

In fact, as early as 2016, Taobao's live broadcast has already created the first PGC program "treasure of the town store". Over the years, the input to PGC live has not stopped.

In the planning of Taobao live broadcast, the variety content belongs to the category of PGC live broadcast.

With the continuous exploration of Taobao's live broadcast, the necessity of the integration of live broadcasting and variety shows more and more prominently: on the one hand, the live broadcasting technology needs to be differentiated at the present stage; on the other hand, the epidemic has accelerated the combination of variety and live broadcast, so that both sides return to the form and expression level of the program to accelerate the formation of the consensus of operation.

The director of Taobao live broadcasting variety show purple dream told East and West entertainment that the content will be one of the trends of Taobao's future live broadcast.

Purple dream said that Taobao's live broadcast is currently working together with satellite TV variety IP to create joint live broadcast, and on the other hand, it is to establish its own variety IP.

The common purpose of these two modes is to break the current situation of single selling live broadcast.

It is foreseeable that in the future, the proportion of PGC live broadcast in Taobao live will be improved. But how to find out a replicable pattern and combine the content with the goods is still a problem that needs to be considered at this stage.

Behind the first live "live variety", Taobao's live content brings new directions.

Different from other live broadcast, the products of "good start" are focused on agricultural products and new national product brands, and Wang Han and spring thunder plan are linked together. In the final presentation, the live room is filmed by multiple cameras, and the scene settings are more immersive.

In the first live broadcast, Wei Lai car CEO Li Bin walked into the live room, together with Wang Han to test drive, and invited "Daddy where to go" host Li Rui, with the identity of the owner of the car to help explain. Wei Lai automobile official revealed that the live broadcast sold 5288 test drives, 320 non refundable gold payments, locking sales of about 128 million yuan.

The first live broadcast lasted for more than 4 hours, which introduced 27 items. The follow up program will follow the rhythm of ten days. According to official data, by the end of May 18th, the total number of viewers watched 20 million 460 thousand, and micro-blog read over 110 million.

For this viewing result, Taobao director of the live variety show purple dream said beyond her expectations, but also hope that there will be some improvement in the turnover rate.

In fact, behind the so-called "first live broadcast variety", Taobao live has been exploring for many years at the "live + variety" level.

As early as 2016, Taobao broadcast launched the first live PGC program "treasure of the town store", which was jointly produced by Taobao live broadcast and Hunan TV's "Yue Tao Yue Yue" program team. According to Yu Ying, general manager of happy Taobao general at that time, "the treasure of the town store" almost moved the production team of "the more amusing and happy" TV variety production team to Taobao live broadcast. For the live audience, it was a subversion in the viewing experience.

After that, the live broadcast of Taobao live on "live + variety". In 2018, it launched the red man development program, "super cargo official" and "brush the new year's wonderful view". In 2019, with the Hunan TV's "Chinese restaurant" and "Daddy's going to where" and other variety IP cooperation, the introduction of derivative live program - "Chinese restaurant" together to see the Chinese restaurant, "Daddy where to go" global treasure hunt.

Purple dream said that from 2016 to the beginning of the process, there may be a "heavy point" in the beginning, until this year there is a new space for expansion.

At present, Taobao live by adopting a two line parallel strategy in the variety content. On the one hand, to participate in self-made, create an electronic commerce variety, establish IP, such as the launch of "better start"; on the other hand, cross border linkage with satellite TV variety show to realize the linkage of large and small screens, and Taobao live has collaborate with the variety of "yearning for life", "extreme challenge" and "trump card to trump card".

New strategy for live + variety: IP+ anchor

The space for further exploration of live + variety is that on the one hand, the intense competition of live broadcast business has intensified the need for differentiation of live broadcast. On the other hand, the combination of live broadcast and variety has become more necessary and more rational to return to the level of "taking goods".

Under the epidemic situation, the rhythm of broadcasting and opening of variety shows has been disrupted, and even downtime and outage have been stopped.

In addition, for satellite TV, in addition to adapting to the current live broadcast trend, opening up the electricity supplier's road is also the demand of the brand side. Two years ago, the brand had already had a clear demand for TV business.

From the perspective of Taobao live broadcast, the combination of live + variety can help Taobao get out of station traffic, expand user volume, drain traditional media users to Taobao live broadcast, and on the other hand, the introduction of PGC content can also achieve the differentiation of live content.

Based on the current trend of intense competition in the live broadcast business, purple dream said that a new equation was proposed for PGC live broadcasting business: PGC equals PUGC equals IP+UGC equals 1+N. Specifically, "we hope to combine UGC with IP's influence and its content expression, because I will export the anchor in the process, and then achieve a balanced situation."

Compared with PGC live broadcast, UGC in Taobao live mainly refers to the way of selling live broadcast.

Obviously, under this strategy, an important goal of developing PGC live broadcasting is to provide anchor to expose the opportunity of the anchor through variety.

In fact, the platform ecosystem is driven by the mode of variety, which is actually a common operation method of some Internet platforms. For example, tiger tooth launched a game of entertainment and cross-border entertainment live show "idol accompany training group". Each program will let tiger's head anchor play with the stars and play games. The recent efforts to "break the circle" B station has also been trying to make self-made variety. In the variety of homemade programs, it is to let the content of the variety of UP resources.

To the operational level, the above two modes of cooperation are different at the operational level.

"The logic of the TV business must be based on the influential IP, which will realize the electricity content from the content priority, the artist or the brand, and the electricity supplier will be launched entirely by the electronic commerce provider to clarify the demand of the electricity supplier, then use the way of non selling live broadcast, plus the light weight content to complete the live broadcast." Purple dream says.

For example, in the operation of the TV mode, satellite TV's variety show will be officially settled, such as creating "live blueberry" and "tomato station". The variety show artists will broadcast live goods in the live room. At the same time, when the program is broadcast, the live broadcast will also be inserted. In this mode, the big screen is equivalent to the guide window, which attracts users to the small screen, and then tags the characters in the live room to interact with the users.

Purple dream says that the underlying logic of the two way breaking cooperation is to achieve the shuttles between the big and small screens.

However, there are still some problems in the linkage between large and small screens. Purple dream says frankly that the current methodology can not apply all projects, resulting in low reproducible items.

About the trend of live + variety, purple dream says that the future must be assimilated, that is, big screen business and small screen content.

In this trend, the brand does not need to spend more money on the variety show, but in the mode of putting together, putting in less cost to achieve the integration of goods and sales. It has both the exposure and media value of the variety show, as well as the harvest of the sales of small screen electronic commerce products. "We hope to get through with satellite TV and achieve the integration of goods and marketing through two-way channels and resources on the brand coverage. Ultimately, we will control all brand budgets in Taobao live, and have more media value coverage. This will be the ultimate dream."

PGC live broadcast planning under content carrying framework

For Taobao, the essence of live + variety is actually a long exploration of content providers.

Purple dream said that the content of Taobao's live broadcast is definitely the trend of the future. "Because all of the hawkers will be more and more homogenous, and we hope to see more different things."

In the Taobao broadcast ecosystem, the role of PGC live broadcast is to expand the type of live broadcast, and to absorb IP resources and artists. As mentioned above, PGC broadcasting has become the direction of long-term development of PGC content. "I hope that this way of overtaking will enable the anchors to grow up quickly." Purple dream says.

At present, the difference between live broadcast of PGC and live broadcast of UGC is in the mode of live broadcast. Purple dream thinks that on the one hand, content is presented in form, on the other hand, content is sticky. For example, from the backstage data, even though the live broadcast of the collaboration with the extreme challenge has ended, there are still users watching live replay on Taobao live every day, and this phenomenon is almost impossible to appear in UGC live broadcast. "PGC live broadcast is really linked with the stickiness of the content, rather than the state of leaving after a sale."

However, from the perspective of GMV, the overall UGC live broadcast GMV must be higher than the PGC live broadcast. "From the efficiency of PGC itself, it is not to transform the transaction, but to realize the empowerment of the electricity supplier through content", purple dream said.

According to the data revealed, the first "extreme challenge" was broadcast live with Wei Ya. Finally, the turnover of the "extreme challenge" live coverage is 1/3, and 2/3 is more than the direct broadcast studio. This also touches the combination of Taobao's live trial content and the real realization of the integration of goods and marketing.

Purple dream said that the future PGC live broadcast and UGC live broadcast must develop together. This is why Taobao's live broadcast has been continuously exporting the anchor through IP cooperation, while attracting the influence of IP to the station.

Based on the need for differentiation of live broadcast on the bottom logic, it is foreseeable that the future PGC live broadcast will surely occupy a higher proportion in the whole live broadcast ecosystem. In this regard, purple dream also said that "Taobao live can not be sold purely, after all, we are content providers, the charm of content, where the content of the way of expression, must be achieved through the way of IP."

But in the process of content taking, purple dream thinks that goods are still the core. "In the whole live broadcast of Taobao, the proportion of goods and content is about 8:2 at the present stage, and the latter will be transferred to 6:4, but at most it can only be 4:6. Content is actually the empowerment of goods, if there is no goods, no matter how good the content can not be sold. "Therefore, ensuring the quality of goods and selecting products will be the focus of the next breakthrough.

At present, the number of PGC agencies settled in Taobao has reached 500, and the live broadcast of Taobao is open to the entry of PGC institutions. The terms of the meeting are 1 million of the registered capital and the general taxpayer. In addition, only direct broadcast programmes are required to ensure that the professional production team is not personal anchors.

When it comes to the planning of PGC live broadcast, purple dream says that this year will adopt the strategy of "3+4", that is, 3 central media +4 satellite TV grade media. The central media are CCTV news, people's daily and Xinhua news agency. Satellite TV is Zhejiang, Jiangsu, the Orient and Hunan.

Taobao live will be launched through the way of IP integration, so that the media and ecological partners of the big screen can feel the charm of the small screen, and then do the linkage according to the startup rhythm of the IP itself and the broadcasting situation. Secondly, for Taobao's live broadcast, it can also explore various modes of cooperation in different IP cooperation, and precipitate to consumers different live experience. In addition, it will further hatch more IP and improve the diversification of Taobao live broadcast variety.

According to the introduction, this year will create more IP live broadcast, and the upcoming 618 period will have specific IP projects landing. Purple dream said that this year is still in the cold start stage, hoping to explore different modes of cooperation through continuous attempts and proofing, and will enter a more systematic and more regulated stage next year.