On January 25, the last 10 days before the Beijing Winter Olympics. From official publicity and a series of events, to athlete preparation stories, to ubiquitous programs, reports and interactive gameplay on Internet platforms, 1.4 billion people and every aspect of the country have made the final efforts for the upcoming Olympic feast.
From 2008 to 2022, from the Summer Olympics to the Winter Olympics, with technological upgrading and universal coverage, the role of Internet platforms in Olympic coverage is also quietly changing. The feast is coming, and the Beijing 2022 Winter Olympics on the doorstep is particularly exciting.
Text / Guo Yang
01
The countdown is ten days, when the Winter Olympic sprint is in progress
2378 days ago, a "Beijing" sound came from Kuala Lumpur, Malaysia, marking the success of Beijing's bid to host the Winter Olympics, kicking off the prelude to the preparations for the Winter Olympics, and igniting the enthusiasm of the whole people to participate in ice and snow.
Four-digit, three-digit to today's ten-day countdown, the pace of the Beijing Winter Olympics is getting closer and closer, and the seeds of ice and snow sports have taken root and sprouted in the land of Shenzhou. With the efforts of workers from all walks of life, the grand goal of "bringing 300 million people to participate in ice and snow sports" has been successfully achieved, and Beijing has become the world's first "double Olympic city" as promised, attracting the attention of the whole world.
Entering 2022, the enthusiasm for ice and snow is getting higher and higher as the Winter Olympics approach. The acceptance of the Winter Olympic medals was completed, the first Winter Olympics online conference was held, the Winter Olympic heritage report collection was released, the Winter Olympic torch was publicly displayed, and the torch relay route was determined... One after another heavy official activities were carried out in an orderly manner, constantly setting off the fiery atmosphere of the Winter Olympics at home and abroad.
On January 20, the Central Radio and Television Corporation and the National Copyright Administration jointly released the "Copyright Protection Plan" for the Beijing 2022 Winter Olympics. Responsible persons of more than ten relevant departments, including the Central Propaganda Department, the Beijing Winter Olympics Organizing Committee, and the Central Cyberspace Administration, attended the event.
As the official broadcaster of the Beijing 2022 Winter Olympics, Tencent also attaches great importance to copyright protection. Sun Zhonghuai, vice president of Tencent and CEO of Tencent Online Video, said that Tencent has rich experience in reporting Olympic events, and for the Beijing Winter Olympics, Tencent will make full use of AI technology and blockchain technology, and work with the headquarters to do a good job in copyright protection of the Winter Olympics.
In fact, as early as 2008, Tencent was authorized to broadcast the Beijing Olympic Games, and in the past 14 years, Tencent has grown into the most experienced Internet platform among the official broadcasters. After many Olympic Games experience, at the 2020 Tokyo Olympic Games, Tencent handed over excellent answers with its diversified Olympic theme content and a variety of products of the Group, and ranked first in the "Internet Platform Tokyo Olympic Information Brand Communication Ranking" released by the new list.
From the Summer Olympics to the Winter Olympics, from the "Bird's Nest" to the "Ice Ribbon", Beijing, the "city of the Two Olympics", is ready. Looking forward to the ice and snow event at the doorstep of the upcoming Spring Festival holiday, the Internet platform represented by Tencent is also ready: the whole broadcast, the linkage of eight major products, more than 40 high-quality original Olympic programs with more than 30 kinds of interesting interactions, the first-hand information of the front expert report team, the production of public signals for the event...
"Snow Dance Hearts Gather for the Future", an Internet-based national Winter Olympics event is ready to start.
02
From shows to interactions, how the internet plays the Winter Olympics
From the perspective of the Tokyo Olympic Games, athletes are still the most influential part of the competition report, and the content that users are most concerned about and most interested in is all aspects of athletes inside and outside the arena, so programs and content focusing on athletes themselves can often take advantage of the "eyeball effect" of the Olympic Games to get the heat of breaking circles and brushing screens.
Gu Ailing, who has recently been "red and purple", also provides an example. As a representative of China's new generation of ice and snow athletes, Gu Ailing, who has outstanding qualities in image, cultivation and competition, has won the love and attention of all parties. The fact behind "Everyone Loves Gu Ailing" is that the real, multi-dimensional and outstanding Gu Ailing meets the requirements of the majority of sports lovers for the new generation of sports idols. This paradigm implicitly points to the needs of users in the new era to create better quality and more publicly recognized Olympic content.
Kryptonian learned that a network-wide exclusive documentary about Gu Ailing, "Gu Ailing: I, 18", will be launched on Tencent's major platforms during the Winter Olympics. Compared with the content of the event and the fragmented information, the documentary that pursues authenticity and quality can become a sketch board for star athletes more completely, helping the audience understand Gu Ailing's growth experience and feel how the young role models in the new era are refined.
Screenshot from the "Gu Ailing: I, 18" documentary
In addition, Tencent also specially created "Great Champions", taking the cross-border project of summer Olympic athletes as the starting point, combined with the interviews of athletes, so that the summer Olympic heat formed a long tail effect, superimposed on the winter Olympic cycle to bloom the brilliance of "double Olympics".
In view of the special time node of the Spring Festival, which is a family reunion, Tencent specially launched the program "Warm Chinese Taste", through the fireworks of the athletes' families, combined with immersive interviews, so that the audience can feel the warm stories of the athletes in the atmosphere of Chinese New Year's Eve meals.
As athletes such as Su Bingtian, Yang Qian, Lü Xiaojun and Gu Ailing have won one commercial endorsement after another, a trend of the times is that athletes are becoming high-quality role models for China's young people. Through Tencent's media content products with different platforms, different angles and different content forms, the positive, energetic and positive characteristics of athletes are expected to be fully displayed and presented.
Ice and snow sports are becoming the most popular cool lifestyle at present, after entering the snow season, every weekend, ice and snow sports punch cards will often brush the screen in the circle of friends. According to the Statistical Survey Report on Driving 300 Million People to Participate in Ice and Snow Sports, young people aged 18 to 30 are the "main force" participating in ice and snow sports, accounting for 37.27% of the total number of participants. For the platform, how to make the ice and snow Olympic content feel cool, so as to attract the attention of more Generation Z, has undoubtedly become the issue of the times for winter Olympic reporting.
This time, the international male singing group INTO1 officially announced that it was appointed as the "Tencent Winter Olympics Report Snow Dance Ambassador", through their influence among young people, I believe that more young people can become interested in ice and snow sports, watch peripheral programs and personally participate in ice and snow sports.
In addition, the members of INTO1 will also bring the ice and snow competition outdoor sports reality show "Hot Snow Wave", with the unique perspective of Generation Z teenagers, interesting brain holes, eager sportsmanship and sports gods to embark on a young journey of natural ice and snow, urban ice and snow, and future ice and snow, which ultimately drive the "Generation Z" and ice and snow sports in both directions.
We also noted that the six-episode documentary "Ice and Snow Generation Z" created by Xinhua News Agency and Tencent Video was also launched on January 24. This documentary uses documentary methods to shoot a group of teenagers who dream of the ice and snow world, and resonate with the Z generation with their own ice and snow dream stories.
When the Winter Olympics meet the Spring Festival, in such a warm moment of family reunion, the time-free Winter Olympics and uninterrupted program content will become the best footnote for the 2022 Spring Festival. Tencent's "Win the Ice and Snow" will invite hundreds of sports and entertainment stars to help, borrow the spring festival heat to gather together, bring 8 hours of uninterrupted live broadcast every day, ignite the passion of the winter Olympics at all times, and attract the full attention of young and pan-sports people.
In addition, as the first reality show in China to explore the human story of ice and snow, "Snow chaser" invites artists and ice and snow athletes who love ice and snow to explore the stories behind ice and snow characters by experiencing the local ice and snow culture, appreciating the natural scenery and humanistic characteristics, and promoting ice and snow sports in the form of entertainment.
Not only that, a series of original programs such as "Hot Snow Call", "Star Luck Radio", "Origin of Ice and Snow", "Please Answer 2008", "Temperature of Ice and Snow", "Winter Knock" and so on will also show the charm of the Winter Olympics and ice and snow sports in an all-round way through Tencent's major platforms.
It is worth mentioning that Tencent, which has a large number of users, has a strong social attribute itself, and based on such characteristics, Tencent has created a series of fun and interesting interactive activities in major products. For example, in the "Quadruple Welfare Red Packet Fly together" campaign, whenever a medal is generated by Chinese ice and snow athletes, Tencent Sports Client will distribute red envelopes within 1 hour to cheer, and in the "Cheers!" In the "Dream for Ice heroes" activity, users can participate in Tencent Video's ski games and daily knowledge answers.
Such a series of interactive activities can fully mobilize the interactive enthusiasm of users during the New Year, so that the ice and snow culture will continue to spread and heat up in the social scene of the New Year. Users can participate in platform activities with family and friends, and win a series of rewards while socially interacting, effectively cheering for athletes.
In the "era of mass media" where the Internet links everything, different media of internet new media such as video, social networking, news, and short videos have become high-quality carriers of Olympic culture. Tencent also demonstrated the confidence of the Internet in contracting the life of users in the Winter Olympics in an all-round way with the rich content and interaction of the overall "combat readiness level".
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From 08 to 22, how does the Internet fully embrace the Olympic Games?
In 2008, China officially surpassed the United States to become the world's most populous country of Internet users, and behind the 290 million Internet users, there is a rising new era of the Internet.
Also in 2008, at the Olympic event at the doorstep, Tencent obtained the Internet broadcast authorization for the Olympic event for the first time, leaving a generation of netizens with the mark of the Times about the Olympic Games.
In 2022, when the Olympics come to China again, the number of our netizens has exceeded the 1 billion mark, and the Internet has penetrated into all aspects of our lives. This time, Tencent has once again become the official broadcaster of the Beijing 2022 Winter Olympics.
With the exponential development of China's Internet, the way Internet platforms participate in the Olympic Games is also constantly evolving, with deeper, more comprehensive and more three-dimensional coverage.
For example, after the stunning appearance at the Tokyo Olympics, Tencent Studio Technology Center will continue to provide signal production services for the Winter Olympics.
For another example, the Press and Publicity Department of the Beijing Winter Olympics Organizing Committee launched a torch network publicity and promotion activity with the theme of "Striving to be an online runner and accompanying the torch to welcome the Winter Olympics", of which the official WeChat video account of the "Beijing 2022 Winter Olympics" is the main media platform.
Behind these "hardcore" supports, it shows that Tencent, as a representative of the Internet platform, is deeply involved in the Olympic reporting, comprehensively linking all aspects of the Olympic communication.
Fourteen years have passed, as a representative of the Internet platform, Tencent's Olympic tasks on its shoulders have become more and more heavy - from broadcasting to signal production, from forward reporting to massive self-made wonderful programs, from auxiliary communication to interactive participation, Tencent, which has made great progress, has also gathered the strength of the company to link up with major products. Its increasingly complete Internet "arsenal" provides a solid and powerful guarantee for the challenging task of reporting and disseminating Olympic content.
Not to mention, in the special period, many people can not go to the scene to watch the game, which also gives the online platform the mission of the times to link more users. Nowadays, more and more complete Internet platforms can help the spread of phenomenal events such as the Olympic Games through reports, link more users, and provide their own unique value in social communication and cultural empowerment.
As an ordinary Internet user, even if you can't come to the scene in person, you can also watch the Broadcast of the Winter Olympics on Tencent's major platforms, chat about the Winter Olympics on WeChat and QQ, track news and watch programs on Tencent Video, Tencent News, Tencent Sports, Video Number, WeTV and other platforms, and even set off the atmosphere for ice and snow sports in the game world.
Krypton learned that Tencent's "Peace Elite", "QQ Flying Car", "QQ Dance Series Games" and other game roles have served as Tencent Winter Olympics reporting snow dancers, and during the live broadcast of Tencent's special program "Win the Ice and Snow", they will also appear in the live broadcast room to cheer for Chinese athletes. These games also provide ice and snow props and costumes in the game, develop exclusive maps and actions for ice and snow sports, and help young people participate in the creation of ice and snow atmosphere in their own way.
It can be said that Tencent is fully mobilizing all the products of the whole company, promoting the participation of more than one billion users covered by the products in the Winter Olympic Games, and actively demonstrating its social value in the way of the Internet.
A generation has a generation of Olympic Games, the Olympic Games accompanied the growth of everyone, but also become the carrier of the centralized projection of human culture, society, science and technology changes, and the blessing of the Internet, to help more people to the Olympic Games and the Olympic spirit behind it into a part of the way of life and values.
With 2008 as a starting point, each Olympic Games will bring a different experience to the public than before. At the Beijing Winter Olympics at the doorstep, in this big test of Internet content, dissemination and interaction, what new surprises will we usher in? The major platforms are already poised for the momentum, waiting to present an all-round and multi-dimensional ice and snow feast.
The Beijing Winter Olympics are approaching, under the expectations of hundreds of millions of people, with the help of the escalating Internet, the long-awaited future is unfolding in front of our eyes. The dream of the Winter Olympics of "going to the future together" is no longer far away.
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Beijing 2022 Winter Olympics Event Highlights Guide