This is an era when big data affects all aspects of life。McKinsey Consulting Company first proposed the concept of "big data"，And predicted: "People's mining and use of massive data，It indicates that the arrival of a new wave of productivity growth and consumer surplus wave。""，This prophecy is being continued to be confirmed。With the big data for production、Intervention in all aspects of life，Promoting the conversion of the entire information communication mode，The TV industry is facing important paradigm transformation。

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The traditional TV industry is mainly business -oriented，Activity takes task to complete。So，Resources that match specific activities、Technology、Equipment and manpower allocation，All business -centered。In this production mode，TV content content、Popularity needs、Advertising effect、Lack of scientific and effective market analysis such as communication channels and other participation links，Experience decision -making and subjective decisions becomes more common industry behavior，Then the product is disconnected from the market、Demand between supply and demand、Bet365 app download It is difficult for advertisers to connect with the audience，Industrial value cannot be achieved well。and have a large number of (volume)、Velocity、Variety、Value、Vericity and other significant features of big data technology，It can make up for the above defects。

Big Data Age，Data has become a very important resource。When "multi -screen interaction" and "mobile internet" become the norm，Data resources between different platforms、communication and collaboration between different links are particularly important。Special characteristics of big data，Not only in mastering the huge data information，It is even more specialized in these meaningful data。In other words，Any industrial uses big data to achieve profitability，It is "processing" through data to achieve data "value -added"。Complex links in the TV industry，and every link will generate massive data during operation。How to achieve data "value -added"，The key lies in effective data mining and analysis，Then provide various information services、Improve operational efficiency、Promote mutual cooperation。In this change process，The data center of the TV becomes a data management processing center，Production of content products、Production and transmission is adjusted and optimized with information formed by data analysis，Real -time monitoring and real -time decision bet365 best casino games -making，Make full use of resources。Not only that，Big data reflects a guideline and trend judgment，Accurate data analysis is conducive to organizational strategy formulation and competitive strategy，The ability and influence of improving the precise communication of the TV station。

　　"content is king" occurred in a submerged change

With the emergence of the "audience center" theory，The impact of the personal needs of the audience on information dissemination is increasing。The emotion of the audience、Attitude、Will、Emotional、Experience and other restrictions on content production is increasing，It is getting stronger and stronger。So，All aspects of the television industry are reflecting the needs of the audience as much as possible。For the general public，How to change the form of the media、How to develop the technology of communication、How to change the information receiving method of the audience，They still consume content products。In fact，Technical progress, especially the emergence and application of big data，Make the audience's media contact、Information acquisition、Consumption experience and other behaviors become easier、Convenient and efficient。At this moment，Content products of audience consumption，Not only the well -known TV content such as TV news、Reality Show、Talk Show and other TV shows，bet365 Play online games It also includes the interaction of the audience when watching、Games and shopping, a series of consumption and emotional experiences。

Some people say that the current is an era of flooding information。So how can the majority of the audience look for their favorite content products from a large amount of information? Schrame's medium selection or aspect formula can give us some revelation。He pointed out，"Media's chance of choice" is equal to "the efficacy of the media" divided by "the degree of labor"。That is to say，The content of the audience ’s content product consumption process is a search、Comparison、Measured process。Which content and services can bring them higher effectiveness (psychological satisfaction) and pay lower costs，The possibility of this content and service will be higher。Big Data Age，Which medium can more effectively lock people's personalized needs，Can provide more comprehensive needs for these personalized needs、Faster information and services，It means that this media can increase the molecular value of the formula，Improve your attraction to the audience or users，Form your own unique advantage。In the communication ecosystem composed of many media，TV is one of the members who are working hard to compete，Can you hold the TV audience group，It also depends on its ability to control the audience。

　　Precision marketing replacing one -way communication

Under the traditional mode，A series of processes from production to dissemination of the TV industry are essentially the product value implementation process，belonging to the "unity"。In the era of big data，This value realization process has changed，The production process of content products is more "two -way" process。This is also the result of the two -way development of content and service。TV content resources、Information Resources、Program resources are no longer limited to the TV field，Instead, it forms a new communication form and communication style through media integration，Transfer freely and efficiently in different channels，Rich and diverse display on different terminals，S three -dimensional and multi -dimensional reflection on different products，so as to make the IP resources fully and repeatedly use，To maximize the market value of the industry。

Analysis of full samples through big data，The uncertainty brought by individual differences with the advantages of quantity，The mixedness of data weakens the inaccurate factors brought by human factors，The correlation between the data replaces the conventional causal logic。New processing mode of big data，Data mining and analysis，It can make the owner have stronger decision -making and deeper insight discovery。Those bet365 Play online games "details information that cannot be revealed"，It is the important element of discovering and understanding the real content of information and the relationship between information and information。People use it，The truth that can be closer to the facts，Then improve the ability to optimize the process。

TV big data analysis，Just watching behavior of the TV audience、Analysis of social behavior and consumer behavior，Observe more accurately、Understand and analyze the personal hobbies and personalized needs of the audience，Then control market changes。On the basis of mastering user data，TV stations created a giant cloud information service platform，Get a large amount of text、audio and video information，Classification and screening of information relying on information processing technology、Digestion and deep processing。Then，Realization of information and audience personalization through technical means、Intelligent matching between customized needs，Realize the on -demand supply of information and services。Final，Send the information and services required to accurately to personal hands，Provide convenient online finance or online payment means，Realize the social value and industrial value of the product。

　(Author Unit: Beijing Academy of Social Sciences)