Live platform, family, anchor for three minutes
“the difference in the content of live broadcasts depends directly on the anchor. The true loyalty of the fans is not to the live platform, but to the anchor, which, once transferred, will be followed by traffic, which is directly related to the interests of the live platform and why it is worth millions.” suscho, who had previously worked on the live broadcast platform, told journalists that starting in 2015, the contracting fees for the anchor began to rise, gradually sharing the cost of bandwidth, which was one of the reasons for the high cost of the live broadcast platform。
According to sun, “the costs of anchoring are on the one hand contracted and on the other hand maintained: the presence of well-known anchors on the platform will bring in many fans and will attract more users to become his fans and, once the anchor jumps, more fans will be taken away. So all the major platforms were very interested in investing money in the anchor. There was even an excavation war in the course of 2015, and for any platform, the collective jumper of the air anchor was a significant shock.”
Journalists were told that the income differences between the anchors in the broadcaster's circle were literally above ground. Prominent lol anchors, such as jiji, rufus and miss, spend millions of dollars a year on contracts, but most anchors, especially game anchors, still have a minimum salary of 3,000 to 5,000。
For her, being the anchor of the contract gave her some confidence in the way forward. The company with which she was contracted was not a live platform, but a brokerage company specializing in broadcasting, known as the “family” or “public”。
On a live platform, some of the leading human anchors tend to be the actual managers of a “family” or “public” society. Through the identification of suitable anchors on live platforms, training them in a contractual manner, the provision of live spots and equipment to guide them in their interaction with viewers, and the attraction of them through "comer" before moving them to different platforms. In this form, the “family” or “council” is drawn directly from audience consumption as a profit。
It is suggested that joining the “family” is relatively easy to grow while the “family” attracts more consumption by brushing gifts。
Journalists have learned that a number of brokers specializing in the training of red anchors of the internet have entered into private agreements with live websites to buy the highest-ranking gifts at extremely low internal prices, using internal puppet accounts to paint their own radio booths, which are known as the yellow bulls. Such gifts, which are self-inflicted, can be brought to the attention of the anchor either by a convergence effect or by a comparison of mentalities, by some of the undiscovered “touchers” who bring the real gifts with them。
In addition to the reward, the anchor, the “family” and the platform work with commercial activities to increase income through advertising and promotion of their own treasure shop on the air. Both approaches are now the main profit-making models for the relatively less interactive live play。
The fast-growing live market
In april, the novelty of mobile social applications was updated to version 6. 7, placing “live” directly on the main screen, which meant that strangers raised mobile live broadcasting to a strategic level and officially declared joining the live platform. In addition, another major social media platform, weibo, announced that it was about to launch a live feature in collaboration with technology。
At the annual meeting of the china green company 2016, held at the end of april, the chairman of the new wave and ceo cao wei said that hundreds of companies were currently competing in the live market。
The reaction of the market was first manifested in the mad influx of capital. The 1 billion people in the era of festivities are on live broadcasts to tigers and me, with 100 million signatures to host miss; 400 million investments in the battle fish, whose market valuation has now reached $1 billion; 80 million yuan in investment by newly created viewers in institutions such as quinlongwanye, the rmb a round; 60 million yuan in financing for live broadcasts; 360 rolls out of peppers, seconds of live broadcasts and msee, and live functions. According to industry reports, the market size of the live industry was approximately $15 billion in 2015, and by 2020 it would have risen to $10. 6 billion. Of these, only one live live mobile show is expected to take a market size of $40 billion。
Dulles live on b
It also attracted the attention of stars and commercial brands. The opening of liu tao's first live video broadcast in five minutes resulted in the paralysis of the live broadcast platform and a record 710,000 viewers. Dulles just aired the 100-person test of darius on b. At the same time, various practitioners invested heavily in the production of content: “the zhao family” students were active in the screening, and there were many “good voices” on the live air of the peppers. The masters of the salty eggs played new players such as sheng yen, huang jing yu through the internet, me sponsored the national concert of the deer’s deer’s deer, mets worked with zhang xie xing, fan, and panda tv signed angelababy to host the show. Even facebook on the other side of the ocean began to strategically position live, and zuckerberg expressed shock at the potential for live broadcasting. (reporter zhang yan)
