As a new national vehicle media, what kind of platform is the Central-Guangzhou Vehicle Networking? What is the main content? What is the replicable significance of cooperation with car companies? Dongfang Finance interviewed Liu Huajin, executive general manager of Yangguang Car Network. The following are some excerpts:
What kind of platform is the Central-Guangzhou Vehicle Networking?
The Central Broadcasting Network is a vehicle-mounted media platform. Firstly, the related background is introduced. In recent 10 years, the development of media has changed rapidly. Especially from the perspective of the Central Radio and Television General Station, the General Station is striving to build a world-class new mainstream media. At the same time, it requires us to transform into new media according to the strategy of "network linkage, network background first, and mobile priority", and also requires us to follow the "thought+technology+art" in content creation.
At present, the mainstream position can be said to have been completely transformed into the mobile internet, including the TV screen, mobile phone screen, computer screen and central control screen of the car, which we all know well, including the intelligent cockpit and intelligent cockpit. These screens should be said to be the mainstream communication position at present. As a national media and mainstream communication position, we should adapt to such trends and provide better media content services for the vast number of users.
The positioning of the Central-Guangzhou Vehicle Networking is the national vehicle-mounted new media, which mainly undertakes two functions: first, to ensure that the central voice can reach every car and ensure the smooth flow of the central voice; At the same time, it meets the growing demand of the majority of vehicle users for content and services.
Why do you want to listen to the content of the Central Broadcasting Car Network? What is the main content?
The first is the mission we have to undertake, that is, the transformation of broadcasting to mobile internet. With the change of technology, in the past, we may rely on TV channels to watch TV and frequency to listen to radio. Now relying on the mobile Internet platform, we can send more content with users. We have gathered 1900 live streams from national radio stations, provincial and municipal radio stations and above the county level through cloud listening.
The second is the content construction. We have obtained the copyright license of the content of the main station, and the copyright of audio is gathered in the cloud listening car platform of our Central Broadcasting Car Network. At present, there are 18 channels and more than 200 sub-categories, and the total duration of audio content has exceeded 4 million hours. In terms of audio content, broadcasting in the past may be a way of live broadcast. Now, whenever you want to listen to good content, you can request it at any time.
Third, in the past, radio provided the audience with the function of media service. For example, traffic radio can provide the audience with information on road conditions, and life radio can provide the audience with various information on catering and entertainment. Now we are also strengthening the construction of media service content, including loading the information of travel service into our vehicle space through the linkage of transportation departments.
Another one, we have also connected the information system of national emergency broadcasting to the cloud listening vehicle platform. When an emergency comes, we can push the emergency broadcast information to the vehicle users in time.
How long is the practical experience? What is the status quo? Did you achieve the envisaged goal?
The time when Yunting went online was in 2020, and it represented the revival of everything in 24 solar terms. From the user’s dimension, with its high-quality content and services, Yunting has a total user scale of over 260 million. As of November, 2023, the number of users of cloud listening vehicles exceeded 79 million, and the growth rate of industry scale was the first.
The second dimension is from daily life. At present, there are more than 2 million daily active people on the vehicle side, sharing two interesting data. The average listening time of each user is 56 minutes per day, which is basically consistent with the average commuting time in big cities. There are billions of people listening to radio stations through cloud listening every year, among which "Voice of China" listens more than 100 million times every year.
Therefore, whether in the past FM terminal or the mobile Internet terminal, you can feel the push and spread of audio content very well.
Why can it develop so rapidly in just a few years? Where is the core competitiveness?
From the background, as a new media enterprise under the Headquarters, we must build a new position.
The whole investment is quite huge. The reception desk is the largest content production media organization in China, and the aggregate production capacity of content is the support of resources.
At the same time, in the whole process of user construction, resources, policies, user needs, including the needs of car companies, have been well connected. Especially with car companies, at present, we have many ways to jointly operate users with car companies. Now the media and car companies have entered the user era together, and the media industry and the automobile industry are highly unified in the dimension of user service, from content to activities, and constantly enhance user stickiness.
What cooperation do you have with car companies? Does it have the significance of replication and promotion?
As far as broadcasting is concerned, the main communication position in the past was vehicle space. As a new platform for broadcasting transformation, we know more about vehicle enterprises and vehicle users, and can provide better services for users.
For example, there are co-branded radio stations, which can push different contents for different users, provide personalized services for different customer groups, and even organize motorists’ clubs to better combine the offline service ability and online connection ability for car companies to spread brand value and extend sales value.(Reprinted with deletion)
Source: Yangguang Car Network