【流媒体网】摘要:移动视频直播行业风起云涌,无论是用户量的激增,还是巨额资本的涌入,以及各大平台的白热化的烧钱竞争,都预示着这个行业正处在风口红利期。广电媒体是否要跻身期间,投身到汹涌的直播大潮中呢?
移动视频直播行业风起云涌,无论是用户量的激增,还是巨额资本的涌入,以及各大平台的白热化的烧钱竞争,都预示着这个行业正处在风口红利期。广电媒体是否要跻身期间,投身到汹涌的直播大潮中呢?
广电为什么要进入直播?
直播最吸引广告主的,就是直播作为渠道拥有其他媒介不具有的优势。既然广告主和受众都在被新媒介分流,广电媒体无论从占领宣传渠道还是从自身生存发展的角度,都应该进入直播。
直播平台流量巨大,大量用户涌进来寻找内容和服务,越早进入越有机会获益。现阶段用户急于从美女和才艺之外寻找新的直播态内容,对内容的要求不高;而且目前获得粉丝的成本也不高。
由于直播的低门槛,广电进入直播后其实是和美女网红、草根主播、行业大佬等不同层级的竞争对手们站在同一起跑线上。
除了一定的资源调动能力和团队规模,广电在直播内容生产方面并不具有特别明显的优势。因此广电进入直播的基本原则是:一定要基于社群!先具有引流能力,再进入直播;必须解决直播入口的问题,否则必然面临流量低的尴尬。
如果旗下已经形成以栏目为核心的垂直社群,以此为切口进入直播更为合适。广电需要重新重视粉丝这个概念。粉丝对收视率和收听率的贡献可能占比并不高,但在直播领域却成为关键力量。对广告主而言,粉丝也是比模糊的观众群体更为清晰明确的对象。
广电要直播,目标人群定位一定要清晰。营销的对象与直播的目标观众群需一致,营销才会更精准,流量才有更大的可能转化成购买。
媒体产业板块也应加入直播元素。促销是媒体的商业基因,媒体发展产业的最佳模式就是在产业链的消费环节发挥其最擅长的作用——促销,时下最炙手可热的“营销神器”——直播必然不可错过。
直播提供所见即所得的体验感和亲近感,打破时间和空间的局限,让用户仿佛身临其境,产品或服务的信任感得以提升。因此直播特别适合广电媒体为旅游、电商、各类会所、场馆、楼盘、幼教机构、养老机构等类型的广告客户服务时采用,与各类线下互动相结合,也有很好的传播效果。
准备搭建垂直电商平台的广电媒体,更要与直播深度结合,通过直播构建产品(服务)与观众的转化连接,通过自有线上平台呈现直播过程,形成所谓从内容到用户到转化的完整闭环。
目前直播营销的几种流行模式,如直播+发布会、直播+产品体验、直播+互动活动、直播+解密、直播+广告植入、直播+访谈,以及直播+产品售卖等,无论是宣传自家节目资源还是给企业做推广,其实这些形式广电都可以尝试。
总而言之,直播对于广电媒体来说不妨一试。至少目前直播正是风口红利期,进入的成本不高,就算只把直播看做新的营销手段和新的推广媒介,也应该积极学习尽快熟悉。
毕竟对于转换经营方式、拓宽创收渠道的广电媒体而言,正在成为“营销神器”的移动视频直播绝不是可以忽视的存在。
由于聚集了巨大的流量,直播和微博微信公号一样,将是推广标配。尤其是现在多数企业都在大幅度增加社交媒体的传播预算,甚至逐渐将社交媒体作为主要传播渠道,广电人因此更要熟稔时下最热的社交媒体——直播的玩法。
已经吃过直播“螃蟹”的广电同行是怎么玩的?
对于传统广电媒体而言,直播就像是继微信公众号之后的又一个低门槛互联网渠道,但玩法完全不同,而且玩转并不容易。利用直播元素进行营销,是目前进入这一新领域的最便捷方式。
网红主播带来的巨大流量让直播成为吸睛神器。从娱乐人物吸粉、娱乐事件营销到品牌推广、新品发布,直播被称为所有娱乐向、营销向内容的“最强外挂”、推广标配。
一些广电媒体也已经开始意识到直播在营销推广方面的价值。江苏卫视《星厨驾到》涉足直播分“三步走”:
先是让节目明星嘉宾做客斗鱼直播间,然后又邀请斗鱼五大主播和星厨“明星炊事班”零距离全接触;最后联合斗鱼、熊猫、me、B站、一直播五大平台,策划一期明星和网红主播共同做饭的节目,将明星和网红比拼厨艺的直播过程引入节目正片,该直播环节吸引了累计1300万人次观看。其中,佘诗曼和斗鱼人气主播陈一发创下在线同时段最高人数值,达到141万。
湖南卫视抓住自身优势最大的暑期档,于近期推出“暑期粉丝直播季”,号称掀起 “十大平台网红百场直播大战”。湖南卫视打通所有线上节目、剧场、晚会资源,邀请人气网红、频道主播、节目嘉宾、忠实粉丝、媒体记者,用直播的形式进行录制探班。
值得注意的是,本次与湖南卫视合作的10大直播平台中,有不少出镜的主播均来自于湖南广电旗下的签约艺人。与此同时,湖南卫视的粉丝们也可以通过报名成为粉丝主播,有机会来到现场,与美女、帅哥主播一起近距离来到活动现场探访台前幕后,与明星亲密互动。
湖南卫视也想借此看看自家积累多年的粉丝资源能否导入为直播平台的流量、导流效果如何。芒果粉丝与网红粉丝有着很高的重合度,湖南卫视独树一帜的“年轻态”基因也更容易与直播这一全新的社交媒介实现对接。
7月30日,深度结合直播要素的暑期综艺“大杀器”《夏日甜心》正式首播,将直播的典型互动要素、互动氛围和经典玩法在演播室完整还原,让观者能够通过电视屏幕体验直播快感,同时还能通过6大直播平台观看31位甜心的候场直播。台网互动、全新打开,《夏日甜心》俨然已是电视综艺与直播要素结合得最成功的范例。
不仅如此,《夏日甜心》更让人隐隐觉得湖南卫视有借该档节目亲手打造网红主播、深度介入直播经济的企图。从节目内容推广到主播价值营销,不难看出湖南卫视通过敏锐的嗅觉和超强的创新能力和执行能力,欲将芒果生态圈与网红经济无缝对接,打造更广泛价值链条的野望。面对直播新风口,湖南卫视又一次走在了所有广电媒体前面。
再看多数广电媒体都在尝试的“节目内容+直播”模式,对旗下内容资源的推广营销以及对赞助品牌的产品露出也都有明显的积极作用。
广电内容产品对直播元素的有效利用,绝对是谈合作时吸引广告主的亮点。但从长远来看,这种模式主要还是利用了网红主播带来的巨大流量,而非依靠节目本身或明星嘉宾产生流量,广告主如果看清这一点,完全可以越过电视台和节目组,直接联系网红主播进行针对产品营销的直播策划。
由于直播当下处在“主播即内容”的发展阶段,广电在直播内容资源的占有方面其实并不具有优势。
而在内容制作角度,广告公司和传媒公司的无论软硬件都不逊于电视台,在生产能力、创新能力以及对互联网传播的熟悉程度可能还大大超过传统广电媒体。面对这样强劲的竞争对手,电视台如果要从内容生产角度切入直播,就必须放弃那种“让直播为节目锦上添花”、把直播当节目“外挂”的想法,除非只准备将直播作为营销推广手段。
目前广电媒体在移动视频直播上的尝试,基本还都是作为营销推广手段和吸引年轻群体的手段、或者多屏互动的方式之一,说白了就是拿直播当微博、微信在用,并未真正激发出直播独有的变现潜力,因而也没有分享到直播经济的红利。
直播对于拉动节目收视有多大提升、观看直播的用户最后有多少沉淀下来成为节目的粉丝并成为可开发的资源,不得而知。从受众层面而言,这种不彻底的“转型”无助于减缓广电入口地位弱化的进程;从广告主层面而言,转化率更高、效果更为明显(直接促成购买)的直播也比这种夹生的“节目+直播”更有吸引力。
现阶段,广电在节目生产方面介入直播,可以参考陈鲁豫提出的“AB面”模式,用鲁豫本人的说法就是“有一个常规的做日常电视节目的团队,还有一个新媒体团队,就好像两个大厨,面对同样的材料,我根据不同人的口味做出两种不同的菜,很有可能是正餐,很有可能是快餐。”
为此,《鲁豫有约》在传统电视节目和新媒体内容上做出了明确区分,《鲁豫有约》的微信公众号以及相关的APP都是按照新媒体的方式运作,配备专业的新媒体团队。
因此现在的《鲁豫有约》已经不再仅仅只是一个电视节目,而是一个媒体矩阵。而《鲁豫有约》通过王思聪的熊猫TV上直播“王健林的一天”,其实就是在媒体形态和内容层面的又一次“B面探索”。
与之类似,电视台也可以围绕一个节目IP或主题,调动能够调动的资源,在电视和移动直播两个渠道生产不同的内容产品,电视产品和直播产品当然互融共生,但必须各自作为独立的产品、按照各自的生存环境和传播规律来打造。
广电要自己搭建直播平台吗?
直播对于用户而言,进入的门槛很低,但对于平台而言,进入的门槛很高。流量、内容、资本如今已成直播平台的关键竞争力。一些广电媒体在科技公司的技术支持下,搭建了自己的直播平台,开发了直播APP。
这些广电直播平台主播以台内主持人为主,但流量规模普遍不高,同时直播的房间屈指可数,很多时间点开连一个直播都没有,全部都是回放,即使是热门直播最高观看人数也不过一千。
在正在弱肉强食、迅速洗牌的直播行业,试图自建平台与近300个财大气粗的直播前辈竞争的广电媒体,显然对直播大战的惨烈程度估计不足。
成本问题
自建平台首先面临的是成本问题。网络直播运营中需要消耗巨大的服务器和带宽成本。就CDN(内容分发网络)一项来看,照业内的标准,假设按照峰值在线人数100万每人消耗1M流量来结算,就意味着带宽至少为1T。
1T的市场价现在大约是每月2000万。不少平台峰值人数往往不止百万,由此形成的费用更为惊人。以欢聚时代为例,媒体报道显示,仅去年第四季度就支出1.611亿元的带宽成本,折合每月超过5000万元。
各直播平台的用户数量激增,消耗的带宽成本也随之迅猛上涨,很多直播平台都处于亏损状态。除了在带宽与服务器基础设施上的巨额成本压力,为了给用户提供稳定、流畅、高清的观看体验,直播在推流——服务端——CDN分发——播放器端每一个环节对技术研发也都有着苛刻的要求,直播平台在技术层面的竞争也是缺乏技术基因的广电难以涉足的。
直播平台的另一大成本支出是主播资源。目前直播平台主要靠主播驱动,最能吸引流量、扩大用户规模的内容依然是当红主播,因此各平台都在争夺主播资源,靠当红主播来建立竞争壁垒。
随着直播行业涌入的平台越来越多,主播的身价也不断攀升,个别主播的年薪已过千万。目前直播平台的主流盈利模式还是以打赏分成为主,暂时还没有能够覆盖高昂成本的理想商业模式,各平台唯有继续争抢主播、甚至相互“挖角”,因为大家都想借当红主播的高人气来推高流量进而继续融资。
这就让直播平台们不可避免地走入“赔本赚吆喝”的烧钱模式。以虎牙直播为例,财报显示,虎牙2015年4个季度分别营收5500万元、8530万元、8240万元和1.336亿元。但以分成和内容为主的营收成本,却分别支出了6.727亿元、8.333亿元、9.055亿元和8.073亿元。
如此巨额的亏损只有拥有强大资本支持的直播平台能够承受,而更多中小直播平台则只能沦为在烧钱模式下的“炮灰”。
流量问题
有业内人士分析,能否在市场中占据稳定的流量,能否将可观的流量变现,从而形成可持续的商业模式,将成为加速网络直播行业洗牌的关键。
广电媒体要自建平台,流量甚至是比成本还重要的问题。要先有流量才能变现,可流量从哪儿来?用户凭什么从300个直播平台中选中你?广电媒体一直津津乐道自己的用户存量,但实际上有两个概念没有理清。
第一,有线电视用户并不等于广电媒体的用户,有线电视用户量不会等量平移、成为广电自建直播平台的流量;
第二,收视率(收听率)不等于流量,某个时间段内有多少人看过某频道,不代表这些人就成了该频道的粉丝、愿意用手机去看该频道的直播,更何况收视率是抽样调查,少数样本户与其所代表的推及人群可能差距巨大,推及人口的数量更不可能算作广电媒体的存量,然后等量平移到广电直播平台成为流量。
也就是说,广电媒体要自建平台,以往的观众(粉丝)流量是不可能完全导入直播平台的,至于能导入多少,要看你的主播、你的内容有多大的粉丝吸附能力?节目或主持人的粉丝是否符合直播用户的特性,他们愿不愿意跟随你到直播?
有的广电媒体认为我可以请明星做直播,明星有粉丝,问题是明星粉丝跟着明星走,而明星对平台没有忠诚度,除非独家签约,费用肯定是天价……因此平台粉丝才是真资本,广电得有粉丝流量才能导入直播平台,受众结构偏向中老年的广电媒体玩直播存在先天的流量弱势。所以先把受众结构年轻化吧。
直播平台的竞争是强者恒强,在生态层面比拼用户数与主播数;在资本层面比拼持续融资能力。光这两点就鲜有广电媒体够资格参与竞争。最后,高昂的投入和技术门槛之外,以用户为中心的产品运营方式、灵活的体制机制,也是作为传统媒体的广电难以逾越的竞争壁垒。
监管问题
周鸿祎(360公司董事长)曾说:“直播最大的魅力,就在于你永远无法知道下一秒发生什么。”但这也给平台监管带来了最大的麻烦。从“斗鱼脱衣门”、“战旗更衣门”再到今年1月的“网络直播造人”,主播涉黄、违规的问题一直让各大平台头疼不已。广电作为官方媒体如要自建直播平台,监管更是一根崩得最紧的神经。
据悉,目前直播平台的监管主要有两种方式,一是技术上基于文字、图片的自动识别过滤;二是人工识别。技术识别局限性较大,人工识别则成本极高,映客一个班次平均要有300人盯着屏幕,连续不断地看截图,发现疑似违规的还要前后翻看十分钟的截图确认。
即便如此高的成本仍然难以杜绝直播中出现违法违规的即时画面和即时评论,因为移动直播的即时性和不可控性,无法像广播电视那样进行延时处理。一旦出现违规不违法的情况,普通用户面临最严重的惩戒只是账号关停,对平台的伤害却是巨大的,有被监管部门重罚甚至勒令下线的风险。
解决办法是对用户群体进行限制,如只允许广电主持人或记者成为主播,其他用户只能观看不许发起直播。但在内容上仍然风险很大,如灾难或事故现场直播,如果出现重大伤亡的残酷画面,连马赛克都来不及打。
当然更重要的是如此处理平台规模将大受限制,而且更严重的是完全背离了移动视频直播“全民直播”、“社交互动”的根本属性,最终变成一场投入巨大却无人捧场的独角戏。因此,与其费力不讨好地自建直播平台,广电不如从内容生产的角度介入直播,更主动、更可控,无需承担监管压力,专心做好直播内容即可。
今日头条提供的直播方案靠谱吗?
7月27日,今日头条宣布,他们要给国内的所有媒体机构,提供完整的移动视频直播解决方案。已经入驻今日头条头条号平台的2000余家媒体,将马上可以开启视频直播,并透过今日头条的精准分发,找到对直播感兴趣的用户。
今日头条高级副总裁赵添表示:“很多人都可以直播,但是有价值的信息并不多,同时拍摄手法也很重要。这是专业媒体,特别是有视频经验的纸媒和电视媒体,擅长的领域。说实话,我认为,这是传统媒体最近两年在移动互联网上遇见的为数不多的真正的风口,是在移动端重塑自己品牌社会影响力的一个非常好的机会,很多媒体都动起来了,但他们的痛点非常明显:没有手机直播技术、没有足够好的传播平台。我们就是看到了这样一个市场需求,才决定去为媒体打造一套移动视频直播的解决方案。”
认为直播是“有视频经验的纸媒和电视媒体擅长的领域”,某种程度上是一种主观臆想。纸媒的微信公众号就一定比广电的公众号阅读量高、粉丝多?这种判断是有问题的,仍然在天真地从一个全新的媒介中寻找旧媒介的某些特性,然后以此确立旧媒介进入新领域的优势。
今日头条的直播方案,相比其他提供直播技术支持的科技公司,最大的优势其实在于两点:一,个性化精准分发,能把直播视频推给真正有强需求的人,而且可以支撑直播的长尾分发;二,今日头条的流量优势。理论上,今日头条巨大的用户基数能够保证任何时候上线的媒体直播,都有足够多的人来观看。
可以看出,今日头条针对传统媒体推出的直播方案,主要还是一种技术支持,尽管今日头条的流量巨大,但能否有效地利用到,还得靠传统媒体自己直播内容的制作。换句话说,传统媒体要进入直播领域,技术并不是最关键的问题。
从内容切入直播,先要明白直播的内容逻辑
内容才是广电进入直播最适合的途径,目前辞职进入视频领域的媒体人,全部是在内容制作方面非常资深的媒体人。但对于作为传统媒体的广电来说,这同样并非易事。
直播的发展空间巨大,但内容制作能力仍然是关键。一切具有内容生产能力的都是竞争对手;不仅是传统媒体同行,还有推广需求和资金实力的商业品牌、明星个人和明星经纪公司、娱乐公司、内容制作公司,由于直播的技术门槛之低,当草根主播凭借创意逆袭时,广电的技术能力和团队储备也许不堪一击。
广电不但要清醒认识到直播内容制作的竞争环境,更重要的是,要理解直播内容制作的游戏规则。
《传播的偏向》的作者伊尼斯说过:“一种新媒介的长处,将导致一种新文明的产生。”这句话换个角度来理解,就是每一种新诞生的媒介,都具有独具一格的逻辑和游戏规则,旧媒介的玩法和规则在新媒介上都不再适用。
就像广电媒体做微信公众号不能直接把节目内容直接搬上去一样,移动直播也绝不意味着“不就是手机代替摄像机嘛”,而是以手机为载体,强调“互动”和“分享”的移动社交直播。传播关系的变化、内容消费逻辑的变化和商业模式的变化,将直接导致内容生产逻辑的变化。
直播中,用户能够更明显地左右着内容的走向,而且这种影响是实时的,直播当中随时都有观看者进入,他是带着期待进来的,希望看到不一样的东西,而主播要争取让每一个进来的用户——不管他什么时候进来,都停留尽量长的时间、甚至沉淀下来成为主播的粉丝。对主播而言,能否留住一个随时进入直播的用户,机会可能只有几秒钟。
《社交红利》的作者徐志斌对此有着深刻洞见,“直播非常典型的用户行为习惯是,用户一进来的时候给你两三秒看你的内容,你的内容很好,就看下去,一直不断地看下去,如果你的内容在那一刻,在几秒钟抓不住,他就掉头而去,跟你再没有关系。这种行为变得更加苛刻,这种苛刻的行为习惯又让整个内容的提供变得完全不一样,你要有一个好的东西要怎么传递给他,整个完全不一样。”
直播这种典型的用户习惯,不仅影响直播的内容逻辑,也让直播的互动逻辑与微博、微信等其他社交媒介完全不同。
因为你要留住每一个切进来的用户,必须放下身段,让对方感觉到被关注、被重视,要让他觉得自己和你是平等的,不论你是大V、明星还是国际大品牌,所以连罗振宇直播时都要“谢谢宝宝点亮”“谢谢宝宝打赏”。
这种主播和观看者之间的关系造就了直播独有的互动文化。直播中实时的强互动关系,是对广电人熟悉的“媒体-受众”关系的完全颠覆,主播和观看者是完全平等的,而且观看者在实时地左右着你的内容表达,所有的主播也都是平等的,不管你是广电大媒体还是草根主播,都要站在同一起跑线上去吸引用户,然后在直播中直面所有的鲜花与鸡蛋,并随时根据用户的反应做出实时调整。
所以表面上看,广电有视频内容的制作经验、有技术、有设备、有主播、有团队、有流量(观众),好像进入直播就会如鱼得水、优势很大,其实并非如此,直播的内容逻辑与广电人熟悉的节目逻辑不是一回事,玩法完全不同。
“隔行如隔山”这句话放在不同媒介上是很恰当的,就像微博大V当年进军微信公众号时完全玩不转一样,因为短文表达不适应长文表达的玩法。
准备进入直播的广电人必须思考,什么样的内容、什么样的内容呈现方式、表达方式和互动方式是在直播世界是受欢迎的,是让直播用户愿意停留在你的房间一直看下去、并愿意一键分享到他的朋友圈的,是让看过你直播的用户愿意关注你、追随你的下一次直播。
从UGC到PGC——直播内容的生产趋势
真正适合直播平台的内容是什么?所谓的全民直播其实指的是直播的低门槛,草根网红主播崛起和自媒体KOL(关键意见领袖)的机会更大了。但低门槛带来的最直接的弊端,就是节目水平的参差不齐。
当直播平台以UGC(用户生产内容)内容为主时,缺乏内涵的同质化内容必然成为主流,主播们之间的竞争将变得愈发激烈,竞争高压之下又没有能力生产优质内容,只能向下突破底线搏出位,以脱和露的低俗表演获取流量,此举必然成为监管部门的重点整治对象。
这也是目前斗鱼等以秀场为主的UGC平台最为困扰的难题。因而“全民直播”只是就技术门槛而言,并非真实写照,话语权和资本实际上只会流向有能力生产优秀内容和深谙直播玩法的少数头部玩家,绝大多数用户主要作为社群的一份子参与直播。
有业内人士指出,直播平台对PGC内容的需求将越来越高,直播将呈现从UGC(用户生产内容)向PGC(专业生产内容)演化的趋势。秀场、游戏直播并没有生产新内容,这些内容可以存放,却没有办法沉淀,更没有办法转化成其他介质上的内容再次传播。
从本质上,秀场和游戏直播都是基于陪伴的场景。而基于陪伴的竞争,就决定来了直播平台竞争无法差异化。打开各种直播平台,除了logo不一样,内容设计、道具功能等方面都没有太大区别。直播有特定的价值,但直播也有局限的场景。直播+垂直行业的想象空间比直播平台大,但更重要的是深挖垂直行业具体的需求痛点来找到适合自己的市场。
数百个直播平台、多如牛毛的主播,如何让用户知道好内容在哪里才是关键。特别是UGC直播平台,随着内容的暴增,筛选和沉淀好内容所需付出的时间成本会更高。当用户失去了刷直播的新鲜感,唯有PGC的优质内容才能迅速抓住用户、沉淀用户。当用户成为沉淀下来的粉丝、成为社群的一员,就不需要付出寻找优质内容的成本了,只需follow自己关注的PGC即可。
很多垂直领域需要提供稀缺的资源和内容,必须有符合场景的专业主播,光靠网红和明星的直播方式并不灵;而在流量与购买之间,目前大部分企业都缺乏有效的桥梁。
在未来直播平台的商业模式中,广告和实物电商将会扮演更加重要的角色,来自虚拟礼物的收入占比会呈逐年下降的趋势,这有赖于拥有高质量粉丝群的网红主播,因为具有承载主流广告投放和引导实物电商的巨大潜力。而PGC模式为何会成为直播内容生产趋势?关键在于它触及了直播商业模式的核心——社群经济。
广电进入直播的几个建议
围绕拥有规模化忠实粉丝群体的栏目打造各种垂直PGC,让这些已有的粉丝作为种子用户,通过创新性的话题刺激他们分享,然后引发流量裂变。让风格独特、有粉丝基础的主持人或嘉宾担任主播,打造本地网红或垂直领域网红。网红主播不仅是注意力焦点也是资源,对你的粉丝人群感兴趣,才会有相关企业和品牌找上门来。
严肃对待直播的内容制作,尊重技术层面的操作规律。话题策划最重要,要有强吸引力;内容要有亮点、准备要充分;主播要会聊,要有娱乐基因,氛围要轻松;互动环节要设计好,才能留住人;直播时要多鼓励用户分享;选准人群和平台,才能导入有效流量;设计推广时间轴,做好直播预热;找到种子用户,刺激他们分享成功的直播。
最后还要回到“互联网思维”这句老生常谈。从用户角度出发、尊重规律,勤于思考和反思,这在微信公众号时代就应是传统媒体具有的能力。要懂直播的游戏规则,不能自以为是、自娱自乐;要目标明确、选准用户人群,从用户角度策划话题,观察并分析用户的行为习惯;要有数据思维,观测每场直播的数据变化,分析原因。
否则,微信公众号玩不转,直播也一样。不要认为直播是视频,广电就能凭借先天优势如鱼得水,上面已经说过,移动视频直播和广播电视直播是两回事。
以上仅为基于直播现阶段发展情况的一些思考和分析,未来的直播行业将会更多地从商业模式、内容形态、用户体验等层面展开竞争,“广电+直播”还有更多可能等待我们摸索和实践。
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