In the pilot film Haha Farmer, which was launched on March 1, the tail flight layout changed the visual structure system of left and right layout used by Mango TV, but adopted the form of up and down layout.
Coincidentally, this season's program "My Wife's Romantic Journey 2" returned in February did not use the form of the first season in the packaging layout of the tail flight. The following is the tail flight of the new season, which only accounts for one-fifth of the height of the whole picture, while the advertising space is highlighted in the upper left corner, which makes it more comfortable to watch.
The previous layout was in the left middle of the screen, while the screen part was full screen, the theme content was highlighted on the right side, and the logo was implanted in the right half. There are too many overall elements, the visual perception is relatively messy, and there are many interference factors in obtaining key information.
For users, this change visually highlights the content of the next episode preview, improves the user's experience of watching the content, and improves the user's complete viewing rate. From the microscopic point of view, we can see that the adjustment of variety shows from left and right layout to up and down layout is not only a simple upgrade of content packaging and a change in the display form of advertising rights, but also what kind of industry signals have been released during this period?
Generally speaking, the tail flight style of satellite TV platform is consistent with its positioning and temperament, and there is little difference between programs. For example, the tail flight of Hunan Satellite TV is mainly orange, and Zhejiang Satellite TV is mainly blue. But there will be differences in details. For example, the lower part of the tail of some variety shows of Hunan Satellite TV will be pasted to highlight the concept of "Happy China".
The refinement of visual packaging is more prominent in the net heald platform. According to the observation of Fengfeng think tank, the color of the net-integrated tail flight is basically the same as that of the package in the program, and more attention is paid to highlighting the individual characteristics of the program, and the package is in a state of "letting a hundred flowers blossom". For example, the children's education program "Take me to a faraway place" is in line with children's preferences, with clouds as the shape, starry sky as the background and stars and the moon as the embellishment elements; And "Miss Sister's Flower Shop" is an additional element of flowers and castles, which fits the temperament of the program itself; And "challenge it! Space is the fusion of space elements such as planets, with a sense of metal and edges, and more distinctive scientific and technological attributes.
In addition to the innovation of visual packaging, the content is gradually enriched and characterized. Throughout the tail-flying content of Youai Tengmang Variety, iQiyi is the most abundant. Take Youth with You as an example. Wei Fei's content is as long as three minutes. In addition to the traditional work, the promotion and marketing functions are further subdivided, including IP expansion, VIP plan, commercial communication, public relations activities and other categories.
In addition, the content of its tail flight also includes the list of departments and staff who cooperate within the platform, such as member business department, bubble, entertainment center, entertainment channel, affectionate fan, early flight of iQiyi, sudden return of entertainment, fashion channel, iQiyi VR, etc. Such a big list is quite meaningful for making programs with the power of the whole platform.
The characteristics of tail flight are unique in wording. For example, the tail-flying copy of "Beautiful Boys with National Style" deeply integrates the temperament of the program "National Style" and is different from others. Take the traditional cooperative media sector as an example. According to the attributes and characteristics of the media, it can be divided into many categories, such as new charm of culture, new charm of entertainment, new charm of teenagers, fresh wind of national tide, new strength of Huasheng, new aesthetics of fans, new cross-border inheritance, and national wind playing a call group.
Generally speaking, the length of the tail flight depends on the length of the oral broadcast and the length of the ending song. According to the observation of Bian Feng think tank, Wei Fei is not only quietly changing the overall content layout, but also adjusting the playback speed.
The satellite TV platform headed by Zhejiang Satellite TV has impressive tail flying speed in most projects, which is comparable to Hua Shao's Good Tongue of China. However, through the comparison of Bian Feng think tanks, it is found that the tail flight speed of different programs on the platform will be different. For example, a series of programs such as I am an Actor, The Birth of an Actor and Ace to Ace produced by Wu Tong's team have a slow tail-flying speed, while programs produced by external program teams such as Familiar Taste and High-energy Youth League have a relatively fast tail-flying speed.
Sharp think tank believes that this may be related to the internal production team promoted by the satellite TV platform. In the dimension of building the brand of TV platform program team, Hunan Satellite TV has carried out system reform in recent years, tried out the first-line team studio system, and promoted 7 teams among more than 30 program teams to grant studio licenses. After the implementation of this system, it became prominent at the end of the program, and the logo of the studio was also newly added.
In addition, in the "Singer 20 19" produced by Hong Xiao Studio, in the VCR introducing the singer lineup in the first season, every singer appeared with his screenwriter next to him, and the studio logo was posted at the end of the VCR.
In terms of online video platform, with the rise of self-made variety content of video websites, the division of labor among channels is becoming increasingly clear. Wei Fei no longer only accommodates the production team list, and the content weight will change much more slowly. This phenomenon may be related to the need for platforms and program teams to build personal brands.
On the one hand, the video platform pays more attention to the brand building of its own platform, generally starting with the related responsibilities of the platform. Take Tencent's self-made video variety show as an example, the producer Sun Zhonghuai, the chief producer Ma and the producer are generally regarded as "Depth Charge", followed by the list of relevant personnel in the column group.
On the other hand, most variety shows of video websites are produced by external program production companies. Since most variety show production companies are founded by TV executives who run out of the system, at present, it is basically the ability and reputation of producers/general directors who endorse the companies. For example, to wow wow, to Yue, to Hangying to atomic entertainment.
Among dozens of variety shows observed by think tanks, "Seeing Words as Face" is the most prominent in the personal brand building managed by the general director, and stayed as a single-screen content for 5 seconds. The program "Seeing Words as Face" is produced by Strength Culture, and Guan, who is the general director in the program, is also the chairman of the company, holding 30.63% of the shares and becoming the second largest shareholder. Through the construction of personal brand, it is also a word-of-mouth endorsement of the strength, culture and business ability.
However, judging from the viewing curve of the program, the tail flight is the place where the viewing rate drops the most. The general viewing habit of viewers is to quit the webpage or change channels after the program ends. In order to improve the retention of the ending, the platform also adopted corresponding strategies. For a series of programs, such as Miss Sister's Flower Shop, My Girl, and Beautiful Boys, in order to attract the audience to see the ending, eggs will be set at the end of the film to attract the audience to see the ending with surprise content.
In the field of film and television, Wei Fei's position is not only a battleground for the protagonists, but also a material for film marketing. For example, in Han Han's film debut "Goodbye", Han Han's daughter Han Xiaoye was the last one on Wei Fei's thank-you list, which caused a lot of discussion. This is because Han Han won the title of "national father-in-law" by sunbathing his daughter in Weibo during the filming of See You Later, which promoted Han Han's flow and attention and guided his work.
Coincidentally, in the recently broadcast online drama "Golden Pupil", Wei Fei deliberately added a "special assistant" link, in which Lei was his special camera assistant, lighting assistant and recording assistant. The performances in the tidbits were supplemented by screenshots, which became a big discussion topic on the night of the series. It can be seen that Wei Fei has also become a potential point in the marketing of film and television dramas, and has become a topic public opinion field outside the content of the drama itself.
But at present, the purpose of the variety show "Tail Flying" is still to serve the advertising rights and introduce the team behind the show. In the future, it remains to be seen whether this content section can become a new breakthrough in the promotion and marketing of variety shows.