Qual­ity be­yond beauty is key to real-time fun

China Daily (USA) - - BUSINESS - By MASI masi@chi­nadaily.com.cn

With eyes glued to her smart­phone screen, Wang Lim­ing, a 22-year-old col­lege stu­dent, is busy send­ing dig­i­tal lol­lipops on YY.com, a lead­ing Chi­nese live stream­ing plat­form.

Her goal is am­bi­tious: to send out 1,000 vir­tual lol­lipops within 10 min­utes. IfWang and thou­sands of fans like her meet the tar­get with joint ef­forts, they can ask a popular en­ter­tain­ment star­who­live-streams a con­cert on­line, to do five push-ups or sing more songs.

YY’s on­line show thus suc­ceeded in en­gag­ing users for pro­tracted pe­ri­ods. Such a strat­egy is part of the Bei­jing­based com­pany’s broad ef­forts to grow the sup­ply of qual­ity con­tent on its plat­form.

The stress on qual­ity fol­lows the re­al­iza­tion that the live stream­ing mar­ket in China is get­ting in­creas­ingly crowded.

Th­ese days, on­line plat­forms of­fer a chance for ev­ery­one and any­one to show­case their tal­ents. This has spawned a large amount of user-gen­er­ated con­tent.

But to thrive and dif­fer­en­ti­ate one from the other, shows and pro­grams pro­duced by pro­fes­sional agen­cies will be key, in­dus­try ex­perts said.

“In the long term, beau­ti­ful faces alone won’t be enough to lure au­di­ences,” said Zhou Jian, gen­eral man­ager of YY’s en­ter­tain­ment busi­ness. “Who­ever con­trols qual­ity con­tent will be the king of the en­ter­tain­ment in­dus­try. This is a thumb rule, and it ap­plies to the nascent live stream­ing sec­tor as well.”

Last month, YY part­nered with pro­fes­sional con­tent pro­duc­ers in­clud­ing TV sta­tions, film com­pa­nies and tal­ent agen­cies to ex­pand its port­fo­lio of qual­ity con­tent and to counter mount­ing com­pe­ti­tion from newen­trants.

The com­pany will team up with Zhe­jiangHuace Film and TV Co Ltd, a lead­ing film pro­ducer on the main­land, to livestream a drama’s pro­duc­tion process in the sec­ond half of this year.

It will cover many as­pects, from writ­ing a script, shoot­ing, post-pro­duc­tion to be­hind-the-scenes mar­ket­ing.

“Through YY, au­di­ences can get in­volved in the whole pro­duc­tion process. They can in­ter­act with our pro­duc­ers and ex­press their views on as­pects like cast­ing,” said Cui Chao, vice pres­i­dent of Huace’s en­ter­tain­ment busi­ness.

“Live stream­ing short­ens the dis­tance be­tween au­di­ence and movies, of­fer­ing a far more in­ter­ac­tive and in­ter­est­ing ex­pe­ri­ence,” Cui said.

YY and Huace have al­ready or­ga­nized nearly 100 live on­line ac­tiv­i­ties, one of which at­tracted as many as 300,000 view­ers at one mo­ment.

Live stream­ing also of­fers au­di­ences a win­dow on tal­ent agen­cies’ meth­ods of cul­ti­vat­ing stars. YY will join hands

In the long term, beau­ti­ful faces alone won’t be enough to lure au­di­ences.” gen­eral man­ager of YY’s en­ter­tain­ment busi­ness

Zhou Jian,

the num­ber of view­ers at­tracted by an on­line ac­tiv­ity co-hosted by YY and Huace

with­Hu­nan TV, one of China’s largest broad­cast­ers, to stream how popular en­ter­tain­ment shows take shape and how celebri­ties be­have off stage.

“TV sta­tions have a strong pool of popular shows and easy ac­cess to celebri­ties. By part­ner­ing with YY, we can of­fer real-time in­ter­ac­tion and reach newau­di­ences,” said Li Zhi­hua, vice pres­i­dent of Hu­nan Mango En­ter­tain­ment Lim­ited, an af­fil­i­ate ofHu­nan TV.

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