It is said that the end of a star is live streaming, and TVB (Hong Kong Television Broadcasting Co., Ltd.), the cradle of Hong Kong stars, is no exception.
Recently, the topic of "TVB artists collectively practice Mandarin for live broadcast sales" has been on the hot search. At the beginning of March, TVB’s Taobao live broadcast first show achieved sales of 23.5 million yuan in 6 hours, but many viewers expressed that they could not understand Cantonese, so TVB assigned tasks to its artists-to quickly improve their Mandarin skills within one month, to be able to Freely switch between Mandarin and Cantonese in the live broadcast room. As soon as the news came out, it caused heated discussions on social platforms. Some netizens laughed and said that they seemed to see themselves learning a foreign language. Some netizens praised the professionalism of the artists, and some netizens ridiculed them. mandarin……
Founded in 1967, TVB is the most popular TV media organization in Hong Kong, and its film and television works have been popular in mainland China for a long time. Xuan He was once in a predicament for a while, and this time "entering the Amoy", TVB's determination to actively seek transformation can be seen. In the future, what deeper cooperation will TVB and Taobao Live have? For consumers and audiences who love Hong Kong dramas, what new entertainment experiences will TVB create? How do TVB artists view the new identity of anchor? On March 29th, TVB held a media meeting in Tseung Kwan O TV City, Hong Kong. Many TVB management and artist representatives attended and responded to topics of concern to the outside world.
Peng Mingye, President of Shanghai Emerald Oriental Communication Co., Ltd. (TVBC) (second from left), Zhou Rong, head of supply chain business of Shanghai Emerald Eastern Broadcasting Co., Ltd. (first from left), Cheng Daofang, general manager of Taobao Live Broadcast Division (third from left), Taobao Live Broadcast Division Ye Zhenshen, the person in charge of ecology (first from the right)
Move the Hong Kong drama studio to the live broadcast room, and the next "Rush to the Sky"
In the first live broadcast, Shidi Chen Hao partnered with Chen Minzhi to sell a seafood product called "精心食宝". The high-reduction scenes and tacit cooperation immediately awakened the audience's Hong Kong drama DNA. After the live broadcast, TVB's share price also continued to rise sharply. Therefore, both platforms are optimistic about the online traffic and potential purchasing power that TVB can drive. "As an eternal memory in the hearts of Chinese people around the world, TVB has great vitality and potential to be tapped."
At the meeting, TVB expressed the hope that the form of "artist + content + live broadcast" can give traditional e-commerce more room for imagination and bring win-win results for both parties. Next, it will work with e-commerce platforms on multiple levels around the field of live broadcast deep cooperation.
In terms of live content, TVB will mobilize its powerful content planning and production capabilities to bring a "TVB-style" shopping experience to the audience. TVB plans to launch more than 48 live broadcasts this year. Compared with the first live broadcast, it will make more comprehensive planning in terms of participating artists, live broadcast duration, scenes and product selection. Extending to 12 hours without interruption, more cross-border products will appear.
It is worth mentioning that TVB will move the studio to the live broadcast room to restore the classics. For example, the second live broadcast held on March 30, with the theme of the classic Hong Kong drama "Rising to the Sky", was hosted by Ma Guoming, Chen Minzhi and Chen Ziyao. Many shooting scenes of "Rushing to the Sky" were completed in TVB TV City, and the live broadcast room carried out the real scene construction of the cabin to restore the shooting scenes and classic shapes to the greatest extent. In this regard, the audience also gave positive feedback such as "the sense of atmosphere is full", "the overall ability is quite strong", "I have already lived in the live broadcast room".
Chen Minzhi is currently live, and Chen Ziyao and Ma Guoming will also appear in the evening.
In terms of artist selection, TVB has a strong artist matrix capability. Regardless of the protagonist or the supporting role, TVB artists are recognized in the hearts of audiences across the country in terms of recognition and professional ability. In the future, more TVB artists will "enter Taobao". In addition to entering the live broadcast room as anchors and guests, they will also open up a variety of ways to play. As for the choice of the live broadcast theme and guest artists, it will be jointly decided by the viewers and users of TVB and Taobao live broadcast.
Is it difficult to live broadcast the marathon? "Our TVB artists are all supermen"
In TVB, it is live streaming, and artists are selected for their positions. For example, Chen Minzhi, who performed well in the first and second live broadcasts, won the championship in the TVB celebrity sales variety show "Knowing the Goods" before, and is quite professional in bringing goods. Looking back on her acting career, she has transformed from a model to an actor. She is not a professional. Best Supporting Actress at the Thousand Stars Awards Ceremony.
Chen Minzhi, Chen Ziyao
At this meeting, when the reporter asked Chen Minzhi, is the 12-hour non-stop live broadcast a great test of physical strength? Chen Minzhi smiled: "Our female artists on TVB are all superwomen. When I was filming, I tried not to sleep or take a shower for 3 days, and kept switching between the set and the location. So being an anchor is already very happy, and Air conditioner." She also said that she is a fan of Li Jiaqi, "I learned from his experience by watching "All Girls' Offers"!"
Asked how to balance the work of actors and anchors, Chen Ziyao said that in the past, the work of an artist was more unilaterally focused on filming, but now besides filming, she will also devote herself to managing multiple platforms, being a good KOL role, and sharing her life with fans. Therefore, new jobs with goods are very welcome. She said that the psychological pressure of facing the 12-hour marathon live broadcast naturally exists, but after many years in the industry, she has developed the habit of mobilizing the excitement to the greatest extent once she faces the camera, no matter how tired she is.
In addition, Chen Minzhi and Chen Ziyao said that they look forward to recreating the classic Hong Kong drama "The Princess Is Married" in which they both starred in the live broadcast. Chen Minzhi also made a wish, hoping to invite Charmaine Sheh, who has collaborated with "Apostle Walker", as a guest.
At the event site, the reporter also met several fresh Hong Kong sisters. Lin Yuwei, Liang Chaoyi, and Xing Huimin are all experts in online shopping. They shared a lot of experience in online shopping for furniture and other daily necessities when they moved recently. It seems that as the times change, Ms. Hong Kong's first job after her debut may also change from playing soy sauce in TVB dramas to becoming an anchor with goods.
TVB artists Chen Minzhi, Chen Ziyao, Huang Zhixian, Jiang Jiamin, Zhu Chenli, and three Hong Kong sisters Lin Yuwei, Liang Chaoyi and Xing Huimin.
Can TVB, which has gone through ups and downs for more than 50 years, reverse its decline and create another glories through "entering Taobao"? Let's wait and see.
