Recently, YY live broadcast's first talk show variety show "Crooked Talk" officially ended, after 6 episodes of fierce competition and MVP special live broadcast show, the total live broadcast of "Crooked Talk" program live broadcast exceeded 10 million, Weibo topic reading reached 50 million, the total number of short videos on the whole network exceeded 42 million. YY anchor QJY finally won the title of "YY Burst Terrier King" and received a gift package of tens of millions of promotional resources provided by YY Live and Baidu.
The successful conclusion of "Crooked Theory" marks the upgrading and expansion of YY's live content quality and anchor support strategies. On the one hand, it adopts a new form of program presentation and design, opens up a new PGC program form of live interaction + recording and editing, breaks the previous "star-driven" mode, and explores the upgrade to the "anchor-driven" model. On the other hand, it is necessary to increase the empowerment of anchors in the middle waist, and provide support other than money to anchors, from "teaching them to fish" to "teaching them to fish", opening up a bigger stage for anchors.
Three major innovations open up a new model of PGC network synthesis
As the first talk show variety show of YY Live, "Crooked Talk" adopts innovative program design, broadcast and star-element cooperation mode, and adopts the method of live interaction + recording and editing to create an innovative live PGC variety show.
From the perspective of program design, "Crooked Talk" adopts the mix-and-match cooperation form of talk show anchor + star debater, and conducts the same debate on live broadcast, emotion and life-related issues that the public is concerned about through the three links of exhibition competition, knockout competition and challenge, bringing wonderful visual and auditory experiences to the audience.
From the perspective of the form of broadcasting, "Crooked Talk" for the first time adopts the way of live interaction + recording and editing, of which the core variety show part adopts recording and editing to ensure the high quality and fast pace of the program core, while the anchor lianmai after the variety show part and the voting MVP link show the advantages of the live broadcast platform, maintain sufficient interactivity, and bring more behind-the-scenes footage, Easter eggs, and the real ideas and friendships of the anchors to the audience, which is the continuation and sublimation of the core variety show.
From the perspective of the anchor empowerment model, "Crooked Talk" has created a new star-element cooperation chain, that is, from the traditional star-driven chain of "inviting stars - selecting anchors - star-element partner performances" to a new chain driven by supporting anchors in "selected fields - customized programs - selection anchors - inviting stars".
Empower the mid-waist anchor and open a bigger and more exciting stage
Behind the innovation of the anchor empowerment model is the determination of YY Live to increase its efforts to empower anchors, especially mid-waist anchors. It is understood that during the recording of the "Crooked Talk" program, star debaters Liang Qiuyang and Feng Xiaotong, as mentors, conducted in-depth training for 8 YY anchors, greatly improving the debate and thinking level of the anchors in a short period of time, and finally showing such excellent performance. After the show, the outstanding performance of the 8 anchors was recognized by the star debaters and recommended that the anchors participate in the audition activities of the new season of "Strange Story".
From a small live broadcast room to a network live broadcast variety show, and then to a well-known big stage in the country, YY has witnessed the anchors grow step by step, complete the transformation, and constantly introduce new ways, expand new fields, strengthen the empowerment of all kinds of high-quality anchors on the platform, and help the middle-waist anchors grow rapidly.
Each episode of "Crooked Talk" will give birth to a "full-time MVP" through user voting, obtain millions of traffic resources, and the anchor QJY with the highest number of votes in the end also won the title of "YY Burst Terrier King", and obtained tens of millions of traffic resources provided by YY Live, Baidu App, Baidu Tieba and Good-looking videos, so as to achieve continuous exposure after the program.
Previously, YY Live has successively launched anchor support policies for key categories of the platform, such as the "YY Musician Plan", through the selection of the first and second seasons and the creation of the third season, a large number of high-quality music anchors have emerged on the YY live broadcast platform, such as Xiao Aqi, Wu Dailin, Rice Sisi, Dai Yutong, and other top Internet celebrity musicians with more than 10 million fans, in 2021, Dai Yutong's song "Late" was released for one month, and the number of Douyin song topics exceeded 4.12 billion, and the use exceeded 720,000. Topped the Kugou TOP500 list, QQ Music Hot Song Chart/By You Musician Chart.
Through the empowerment and creation of the platform, more and more YY anchors have begun to base themselves on the live broadcast room and use their professional skills to open a broader stage. The relevant person in charge of YY Live broadcast said that "Crooked Talk" is an important attempt by YY Live in content upgrading and anchor empowerment in 2021, and the platform will launch more activities and columns in the future to help anchors with strength and potential to achieve breakthroughs in their own value and bring more high-quality live content to users.
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