Text / Liu Jintao
Edited by / Guo Yang
Last night, the Beijing Winter Olympics came to a successful end. As the world's first "city of two Olympics", Beijing staged a successful Winter Olympic Games. At the same time, Chinese ice and snow athletes achieved the best results in the history of the Winter Olympics with a total of 9 gold, 4 silver and 2 bronze medals at home.
When the song of "Me and You" resounded through the bird's nest again, Chinese sports achieved a transformative leap in 14 years, and the voice of Song Shixiong, who explained the Olympic memory of generations, was awakened.
In the closing ceremony special program "Winter Olympics, Goodbye" launched by China Mobile Migu, Song Shixiong told the Olympic memories from radio, television to today's ultra-high-definition era, in which the "shooting group" Huang Jianxiang, Wang Meng, Zhang Hao, Zhang Jiahao and others recalled this extraordinary ice and snow journey, bringing the "strongest review" of this Olympic event, telling the Olympic spirit from different perspectives.
This live broadcast attracted a large number of viewers to stop, not only for the winter Olympic closing ceremony, but also for Wang Meng's expectations, Migu initiated "you want Wang Meng to 'weld to death' what to do in Migu" and other related topics, netizens launched a heated discussion.
In the past 16 days, Wang Meng and Migu have become a phenomenon-level national topic, and now after the end of the Winter Olympics, the "post-Winter Olympic era" belonging to Wang Meng and Migu is about to usher in a new chapter.
01
Shoujin met Wang Meng, and Migu fired the first shot of the winter Olympics
"My eyes are rulers!"
On the fifth day of the Chinese New Year, the second day of the Winter Olympics, with this inspiring cry, Wang Meng and the first gold of the Winter Olympics were on the hot search together, becoming the focus of the whole people's attention, and also stirring up the atmosphere of the entire Winter Olympics to a climax.
Perhaps no one could have imagined that the first shot of the winter Olympics national heat would be Wang Meng, a retired athlete. After that, Wang Meng's "nagging commentary" began to spread throughout the Network, and a large number of viewers and netizens poured into the live broadcast room, only waiting for the match between Wang Meng and the Chinese delegation, which also made Migu a phenomenon-level national focus platform.
Indeed, from the opening ceremony "down jacket catwalk" to the ice pier, it can be seen that the attention of the Olympic Games held on the doorstep of the family after 14 years is extraordinary, which is not only a stage for athletes to become famous, but also a great opportunity for video platforms and commentators to show themselves.
Wang Meng's popularity is no accident, as the first single winter Olympics "Triple Crown" of mainland short track speed skating, Wang Meng's professionalism is unsurpassed, which makes her confident and courageous judgment, coupled with the humorous personality and the joy of the "big ballast" accent, making Wang Meng become the same national "darling" as the ice pier.
At the same time, the power of the platform cannot be ignored. Relatively speaking, Migu gave the "newcomer explanation" Wang Meng a more relaxed environment. In the live broadcast room, Wang Meng can speak freely without being too restrained, and even shoot the case and shout with his arms raised, and when facing the first gold of the Chinese delegation, Wang Meng's natural outpouring has infected hundreds of millions of viewers. But this is far beyond the scope of traditional interpretation of the profession.
The whole network screen of Wang Meng's explanation also confirms the success of Migu's "commentary tiantuan" playing style and content operation professionalism. Since the 2018 World Cup in Russia began to enter the super sports IP, Migu has taken the commentary lineup as a sports broadcast feature strategy, and invited Zhan Jun, Li Yuankui, Li Xin, Liu Yue, Zhang Li and other commentators at that time, and last year's European Championships and Olympic Games also continued this style of play.
At the Winter Olympics, Migu continued to expand multi-channel commentary, launching more than 150 commentaries + program guests, and more than 530 fully self-made commentaries. For example, Song Shixiong mentioned in the opening chapter, and Qiu Zhaoyi, a professor at Beijing Sport University who explained the participation of his disciples, in addition to the heavy addition of Han Qiaosheng, Cai Meng, Liu Jianhong, Yang Jian and other commentators, as well as the participation of Olympic champions and world champions such as Li Jianrou, Zhou Yang, Chen Lu, Pang Qing/Tong Jian, and Zhang Hao.
Adhering to the strategy of creating a "commentary team" for sports events, Migu not only established a platform advantage, but also naturally attracted more and more world champions, professionals and KOLs to join, further enriching the understanding camp, so that Migu's "trump card" formed a virtuous circle.
Interestingly, on the closing day of the Winter Olympics on February 20, Migu launched the topic of #You still want to see what Wang Meng does on Weibo, attracting many netizens to interact, Migu announced that it will open a comprehensive cooperation with Wang Meng, and in the future, in addition to commentary and recording variety shows, the cooperation between the two sides in sports MCN and peripheral IP is also worth looking forward to.
02
Technology and content are added, and Migu presents a panoramic Winter Olympics
The huge commentary lineup brings a variety of viewing experiences, and Migu, which is backed by China Mobile, has injected richer scientific and technological elements into the development of spectators and ice and snow culture.
Migu's characteristic cloud viewing technology application capabilities have always been online, and the ultra-high-definition technologies such as 4K/8K, HDR Vivid, VR/XR, multi-screen viewing, and multi-channel commentary accumulated in the past competition broadcasts have been continued, providing the audience with a rich experience.
For example, in October last year, China Mobile through self-developed technology, based on Gu Ailing as the prototype to create the ice and snow number intelligence talent Meet GU officially launched, during the Winter Olympics has been applied in the sports studio, recording room for ice and snow information broadcasting, as a member of the Migu Winter Olympics guest group, she and Gu Ailing on the field to achieve a fantasy linkage between virtual and real, it is reported that this is also the first time in the history of global Olympic Games live broadcast, there are several smart people as guests appeared in a grand event.
For example, in the large-scale events of the Winter Olympics, Migu Video also launched the "smart subtitle" function, which has a warm name - "For you who can't hear", which is called the warmest function of the Winter Olympic Games by netizens, providing a guarantee for special groups. Relying on speech recognition technology, combined with neural network algorithms, intelligent subtitles apply real-time error correction natural semantic capabilities of sports vertical scenes, and for the first time in China, realize the innovative large-scale commercialization of real-time bilingual subtitles for large-scale international events ultra-high-definition live broadcasts, meet the needs of users in many countries and regions to watch live broadcasts, and make the commentary "audible" and more "clear".
In the context of the Winter Olympics of science and technology and smart viewing, such black technology has helped Migu's explosion. At the same time, Migu is promoting the participation of the public in ice and snow through frequent cross-border alliances of culture and sports, and conveying the enthusiasm of ice and snow sports among the people.
In terms of self-made programs related to the Winter Olympics, Migu has created more than ten self-made programs with themes such as documentaries, variety shows, dramas, interviews, instant connections, and cheering songs, including "Chasing Dreams in Beijing", which records the preparation of Chinese ice and snow athletes, "Winter Olympics ONE ON ONE" that deeply dialogues with China's ice and snow banner figures, "Winter Olympic Express" that directly attacks the Winter Olympics with daily broadcast information, "Ace Landing" and "About Big Names" with focus athlete interviews, "5G Winter Olympics" in 24-hour landscape slow live broadcast of Winter Olympic venues, "Winter Olympics Theme Variety Show and Reality Show" Boil it! Narrator", "Follow the Champion to Ski", "Sportsman Lianmao" and so on.
On the eve of the opening of the Winter Olympics, Migu also released the ice and snow cheer song "Ready", Lang Lang, Han Geng and Yang Yang and other cross-border celebrities used the beauty of music and sports to interpret the beauty of music and sports, and warmed up the ice and snow event with a "sports entertainment feast"; before that, the second season of "China's Ice and Snow Expansion" known as the "most burning Beijing Winter Olympics promotional film", "Ice and Snow Peers to the Future", was launched in Migu, and the classic animation images of Sun Wukong, Snow Child, Nezha, and Hulu Brothers appeared together, showing their magic to play ice and snow sports, which attracted heated discussion on the whole network; Migu's "Ice and Snow Boy" blockbuster was also launched on the eve of the Winter Olympics, telling the story of Gu Ailing, Xu Mengtao, Sui Wenjing/Han Cong, Ren Ziwei and other members of the China Mobile Ice and Snow Team who constantly surpassed themselves and opened up their firepower. These contents also demonstrate Migu's increasingly complete operational skills.
Relying on the continuous upgrading of technology and content, Migu, which presents a multi-dimensional winter Olympic scene, has also won an excellent winter Olympic record.
03
Migu video, the first choice for sports users?
From the data point of view, in the 16-day ice and snow journey, Migu's cumulative hot search has reached 480, and the cumulative exposure is 49.372 billion. Migu Video once entered the second place in the app store free list, and its download volume has also been greatly improved. Outside the station, the Weibo index of China Mobile and Migu has also soared all the way, and once jumped to the second place in the list of the Douyin Communication Index.
Diversified strategic play makes Migu one of the winners of this Winter Olympic Games. This is also reflected in China Mobile (600941. SH) in terms of share price. It is reported that since the opening of the A-share market in the Year of the Tiger, the cumulative increase in the market value of China Mobile has exceeded 100 billion yuan, and even the next day when Gu Ailing won the gold, it rose and stopped strongly.
Many netizens have said that Migu video has become a national sports platform, and even formed a group habit of "watching sports events, must see Migu commentary". In the "post-Winter Olympic era", how to continue this heat and continue to become the first choice of sports users is a new proposition in front of Migu.
From the perspective of the development of the sports industry, the law of "content first" makes the event continue to occupy the core position of sports value, and the importance of live broadcasting and commentary of events related to the user's viewing experience is self-evident, and this happens to be Migu's advantage in the field of sports.
On the one hand, Migu has accumulated the richest sports IP resources in China. Including the five major European leagues (Premier League, La Liga, Ligue 1, Serie A, Bundesliga), NBA, CBA, UFC, Volleyball Super League, WTT, snooker and other sports events, as well as this year's Qatar World Cup, which is unparalleled in the Internet long video platform.
On the other hand, from last year's European Championships to the Tokyo Olympics to the Beijing Winter Olympics, Migu has proven its scientific and technological strength in ultra-high-definition live broadcasting, as well as its operational capabilities at the content distribution level inside and outside the station, which will continue to bring natural attraction to Migu to reach more users.
The successful convening of the Winter Olympics in the mainland has stimulated the curiosity and participation of countless Chinese people in ice and snow sports, under such a development trend, Migu has continuously increased sports content, used "culture + technology" to bring a rich viewing experience, and helped the development of domestic sports events and industries, harvested success in complying with the call of the times, and further formed a closed loop of development, more comprehensively boosted national sports participation, and also provided a case for the world communication operators to increase sports content.
Migu's successful exit at the Winter Olympics is undoubtedly the reward of years of layout of the sports landscape, and this also proves that in China's current social development, sports still have a strong enough influence and attraction.
Over the years, Migu has used diversified ways to drive the public's participation in ice and snow sports, and during this Winter Olympics, it also presented a panoramic Winter Olympic event for the people, writing a successful page in the ice and snow story. We look forward to the success story of Migu in 2022, the big year of sports, which will bring more confidence and encouragement to the recovery and development of the sports industry and jointly embark on a new journey."