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LIVE直播拥抱用户:一种泛娱乐文化拓展的全新时代

2016-12-23 17:30:32   

这次对彭颖霞、林璜采访时间非常长,细节也很多,为了更完整和准确的表达,我们将采访中方方面面的实录进行了整理:

Q:LIVE直播的定位是什么?自身的优势在哪里?

彭颖霞:在全民直播的时代,给出清晰的定位比较不易,简单来说,LIVE直播立足于娱乐领域,以多元化、高质量的内容给用户带来快乐和轻松。具备的优势除了各条产业可以支撑品牌内容,对主播的出口也有自身优势,能提供多元化的选择。

Q:Live直播虽然发展时间不算太长,但做了不少泛娱乐拓展,能取得如今的成绩相比也有一些艰难的探索经历?

彭颖霞:是的,LIVE直播有如今的成绩并不是一帆风顺。最开始也进行了“素人直播”的尝试,但发现不是每个人都可在镜头面前随性展示自己,用户分类比较多。后来我们调整了策略,加入不少专业的网红和主播,并进行了培训机制,确实吸引了不少人。

Q:6档IP节目内容不同,那对质量又有哪些要求?让平台推出节目在这么多的直播和网综中脱颖而出?

林璜:众所周知,要建立一个经典、广为流传的IP是件很难的事情,不管对什么平台的网综都是“质”比“量”重要,和《新歌声》的合作更像是借IP,我们更注重开创自己的IP,注重类型与质量共生长。用户对平台的忠诚度取决于平台的内容与艺人,好的内容才能吸引用户,我希望明年我们能开创出自己的IP,在业内能叫得上号。

Q:直播平台与网综结合的理念,可以给用户带来哪些惊喜?您所突出的“用户互动性”具体体现在哪?

林璜:我认为直播综艺和电视综艺、网络综艺相比,最重要的一点是视角转变。电视、网络等平台网综的呈现,观众总是处于第三人称的位置,他们可能只能看,电视等移动端其实最大的弊端是你难以真正进入其中,而直播并不稀奇,但网络直播可以给观众更多的互动感,我就算家里面也不会觉得自己只是个评论者和第三人称,我要真真切切影响到现场,突出互动性,我的喜怒哀乐也能反馈到屏幕的另一边。

Q:直播行业已经进入泛娱乐领域,LIVE最近已经开始尝试与电商合作,可以介绍下这个领域的尝试吗?

彭颖霞:“双12”时期LIVE直播携手淘宝天天特价,打造淘宝亲亲节直播就是一个尝试,淘宝大流量与我们自身用户群的配合做出了非常亮眼的成绩,LIVE直播商城与巴士在线V大人总销量突破2100万元,平台新增用户也提升了50%。由此看来,我们将直播、社交、电商三方面融合在一起,具体来说,社交包括连麦功能,可以用一对一、一对多等多种方式沟通,基本上在月底的版本就可以实现;至于直播与电商,之后我们还会与电商持续合作。很多东西我们依靠自己的能力来建立,但也不是所有方面都占优势,如果选择比较好的平台会强强联合,更有竞争力。

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