This is an industry that accompanies the daily lives of hundreds of millions of people every day, and this is a chef who fills the "ears" of hundreds of millions of people every day, but many people do not know what kind of chef creates those fine foods in what kind of central kitchen.
At the Audio Forum of China "Online Literature +" Conference, Sun Yu shared interesting stories about the development of the audio reading industry on the spot, sharing the following content:
01
The rapid development and iteration of audio reading
As a radio and television host for more than ten years, I have become acquainted with sound, and I have the honor to participate in the entire development process of the audio reading industry, becoming a rare "veteran" in the audio reading industry. In 2003, China's first Internet audio platform "Tianfang Listening to The Book Network" was born, because there were not so many social anchors, at that time, it was radio and television hosts and voice actors to participate in the recording of sound content, and I also joined in the embryonic stage of audio reading development as an editor-in-chief.
In the past 20 years, with the rapid development of the Internet and the migration of Internet user habits, audio reading has undergone tremendous changes, and the development of the industry has had highs and lows, but the industry's desire for "good content" has never changed. In 2016, I founded CG AV with the core positioning of producing head quality content, and from the perspective of content production operators, I witnessed the rapid development and iteration of the audio reading industry in the past five years.
Compared with 2020, the number of audio readers in 2021 increased by 63%, and in the era of the epidemic, the total length of user listening increased by 100%. The listening habits of audio reading users have gradually matured, the market demand for audio content has surged synchronously, the payment rate and unit price of audio users have increased significantly, and audio books adapted from online literature and children's audio works have become the preferred content of current users.
02
Audio reading commercialized standard configuration
Through the development process of the audio reading industry, from the industry itself, in fact, it is not complicated, good content and good anchors, good channels and good profit models, which does create some illusions for some people who want to join the industry, but in fact, the real sound commercialization requires very fine content production management, and it is not as easy as imagined.
In the ecological chain of the entire audio industry, multi-dimensional content + professional anchors + industrial production standards + multi-type income models are the standard configurations for audio reading to be better and better in commercialization.
The upstream online literature practitioners are the source of providing us with a wealth of audio works that can be adapted. In order to ensure the continuous good original work products, China Guangdong Video has also set up an original content team. In addition to self-built original teams, copyright cooperation with major publishing houses, literary websites, and well-known writers is a core basis for ensuring multi-dimensional content output.
It is also very necessary to develop channels and develop more stock works. In addition to the seven mainstream platforms in the current audio market, some overseas channels are also things that China Broadcasting Audio and Video is currently trying to promote, including taking some exclusive copyrights and striving to achieve exclusivity in a certain category in the market, which is also a very important thing in the sound breakout. That in terms of stock works, the current overall volume of works of Zhongguang Audio-Visual is about 40,000 to 50,000 hours, in addition to audiobooks adapted from online literature and published audiobooks, children's audio-visual product lines will also focus on breakthroughs. Like the original children's audio drama "Pauline Lamp", "Little Thunder God School", "Left Left Left Right Detective" and so on have developed more than a thousand original children's IP, a large number of picture books and fairy tales imported and adapted from abroad such as "The Adventures of the Black Cat", children's books have always been the market's just needed products, in physical publishing is so, digital reading is like this, so is audio reading.
At present, when the content of doing knowledge payment has become a "road that everyone will take", only by doing high-quality paid content can it break through. For example, "Understand These and Then Cross" is an audio work of astronomical knowledge, which has been favored by publishing houses because of its high-quality content, so that it has been published as a physical book, which is also a successful case of the transformation of sound to physical publishing.
Good works are inseparable from good anchors. Since its inception, China Broadcasting Audio and Video has signed many exclusive head anchors, such as Mr. Zhou Jianlong, the anchor of "Ghost Blowing Lights" and "Notes from the Tomb Robber", and Mr. Thorn Er, the anchor of "Full-time Master". Looking at the top 10 works on the current core list, almost all of them are interpreted by well-known and stable and self-contained anchors. Therefore, it is particularly important to grasp the style of the anchor, especially the style that adapts to the needs of the market. Our anchors are divided into several types, including academics, hosts, dubbing circles, grassroots and other types in the system, and their broadcast style, voice characteristics and the types of fields in which they are good at can meet the needs of existing works in most cases.
We made a comparison. Taking China Broadcasting Video and Audio as an example, at present, the anchors we have exclusively signed, each person has his own studio style, just like the host, has his own hosting style, and the news class to host the entertainment class is almost meaningless, this little "meaning", is a professional listener's ears can feel it. Therefore, to make the style of each anchor "perfect match" with the work is a "hard bar" requirement of Zhongguang Video and Audio in the production.
03
Work evaluation system VS production standardization
With the content, with the anchor, the rest of the link is production. To be precise, it is industrialized standard content production. From the perspective of operation, it is difficult to develop rapidly without a standardized industry, and the same is true in the audio industry, if it is not standardized production and operation management, it is impossible to meet the "ears" of these hundreds of millions of people in China.
Audio platforms and other peers, including our output content, have their own work evaluation systems, but after years of work experience and exploration, we have formed a unique work evaluation system. Work evaluation is a very important need to rely on experience to complete the future prediction, but does not mean that experience can not be formed through the technical model of the digital standard evaluation system, such as the number of words of the work, the subject matter, the proportion of e-book revenue, the work card point setting, ROI value, ARPU value, etc., through a series of comparisons and algorithm deductions, basically can be accurate to a work, after making the platform revenue is how much, the loss is not lost, so that it effectively avoids some of the invalid investment with excessive copyright costs and " "Labor and Fruitlessness" appears in a rough way.
Second, this is the standardization process for the production of sound works. About 70 years ago, Shanghai Radio produced the novel radio drama "Li Yong SwingIng Mine array" online, and the radio station, as the birthplace and solid founder of audiobooks, laid a standard model for the existing sound works production that can be learned from and copied.
A standardized production process needs to be controlled in terms of cost, time and quality. "Controllable" needs to use the work review standard system, the work level quality standard, the anchor management system, the broadcast level standard and the sound effect evaluation standard, etc.
Good works such as cooking small fresh, a good sound work is inseparable from every author who makes efforts in the production process of the work, anchors and those behind the scenes. Everything comes out of here, everything also makes the sound "sound", whenever you are happy, depressed, sad, I am willing to talk to everyone about the new "sound" sound through the magic sound.