/ August 18, 2022 GUANGZHOU -- TV dramas such as "The Stars are Shining" and "The Moon Rises the Sea" have become the hottest summer TV series recently. After the premiere of the TV series, the popularity of the series has exceeded 30,000 for 10 consecutive days, and the popularity of social topics has also remained high. And the call for the cast to live together is also increasing. In response to the diversified needs and preferences of users, Tencent Video announced on its microblog and website on August 17 that it would open the screening ceremony of the finale of "The Moon Rises the Sea" on August 18, inviting the leading group to live broadcast online and go to the finale together with all the "Moon Chasers".
Industry experts said that for video platforms, there are always various demands on social platforms during the broadcast of hot content. How to balance and meet the differentiated needs of users is the top priority. The launch of the finale preview ceremony responds to users' expectations with the combination of drama content and innovative service mode. The event design inviting the leading actors to gather together may bring users a new immersive and three-dimensional viewing experience.
As the plot enters the final climax stage, Ling Buqi and Cheng Shaoshang's frequent candy in "The Moon Rises the Sea", many viewers are highly praised, and "moon chasers" are increasingly eager to see Ling Buqi's revenge journey and the ending of "the Shang couple". In the voice of users, "The Moon Rises the Sea" finale screening ceremony came into being. Starting from 20:00 on August 17, users can make reservations in various ways to get the viewing packages. Among them, "Shengcang Gift Package" includes a ticket to watch the live broadcast of the show (including playback), plus a coupon to watch episodes 22-29 of "Moonrise Sea". Tencent Video VIP members can obtain it by means of free redemption of membership points, free win in the lottery or 18 yuan special purchase. In addition to viewing tickets, the "Moon Package" and "Star Gift Package" that are available to all members will also include value content such as membership cards and limited peripheral items for users to choose on demand.
According to the information on the activity page, there will be a number of leading actors to participate in the online live broadcast, which will greatly meet users' expectations for actors to interact with the frame. And the "Moon chasers" who share the same passion will also create a sense of ceremony and atmosphere for users to welcome the finale together through the form of simultaneously watching and "team building". In addition, members of the lucky draw to win the gift link, in addition to providing free access to "Shengcang gift bag", there are wechat red envelope cover, random signed photos of the stars and other benefits. The planning and launch of this live Dianyingli event is realizing the comprehensive touch of users' functional and emotional appeals through the link between products and services and users' emotions.
At present, no matter from the global development trend, or the development stage of the domestic video industry, the exploration of diversified value-added service mechanism is the general trend. As of December 2021, the number of Chinese online video users (including short videos) has reached 975 million. Under the huge number of users, different definitions of "happiness" of users have pushed various user demands to video platforms. In an earlier interview, Ju Shang, deputy secretary-general of the Consumer Protection Commission of Jiangsu Province, said that the diversified demand for online video consumption is a reflection of the trend of quality consumption, and the platform's exploration of business models is also legitimate.
In the process of the gradual stratification of user needs, video platforms continue to explore diversified services to meet users' yearning for a better life. The launch of Dianyingli Live broadcast is an exploration result driven by users' personalized needs, and also a concrete reflection of the importance video platforms attach to users' voices.
In the future, video platforms will continue to iterate and upgrade service modes based on high-quality content, and the market and users should also give more tolerance and encouragement to these innovative attempts, so as to achieve win-win results for users, high-quality content and platforms.
