With more viewers no longer solely focused on one screen, programmers and marketers must think strategically about content and advertising that resonate across all three screens – TV, Internet and mobile.
When I was young, on Chinese New Year Eve, our family (as well as many other Chinese families) will turn on the TV, sit on the table to have a big family dinner together, and watch once a year CCTV’s (China Central Television) New Year’s Gala on television. In that time, we don’t have computer and Internet, so watching the New Year’s Gala program has become a traditional family event.
Then time pass by and things changed, the number of audience that watch New Year’s Gala also changed even TV still plays an important role in this special season. Chinese consumers nowadays are different as our time, they increasingly creating their own “converged” network, according to a new study by Nielsen.
Form above figure, you can see in the year 2011 video website usage increased significantly compared to year 2010. They used other media platforms much more than during the last Chinese New Year’s Gala show.
Unfortunately, singular TV can’t satisfy Chinese consumers any more, more and more consumers want to enrich their TV experience with additional sources of information found on the Internet and mobile devices. There was a significant shift from TV to the Internet during prime time on the CNY Eve compared to last year.
What they do? Chinese consumers took full advantage of the interactivity offered by the online platform using forums and microblogs as a way to connect with others and express their opinions about content and performers in the CNY shows.
Lessons to Learn – Programmer and Marketer
See, how Chinese consumers’ behavior changes – they are changing very fast, so by that, the role of media must change too.
The changing role of traditional media and the emergence of newer platforms extend the programmer and marketer’s role well beyond the delivered audience. Programmers and marketers today need to have a deeper understanding of how consumers engage with different types of media at each stage. It is tough work but we have no choice, must go for it.
Since consumers are engaging more often in real-time conversations, particularly on social networks and other digital platforms. Social media is a great way to involve consumers as their richer interactions that can help marketers improve targeting, great content (both program content and ad content) are important part in making success happen.
Beside that, identifying the appropriate screen that is most appealing and convenient for the desired audience, and know how consumers interact with it in this era of convergence are also important key to success.