Research On Mobile Live Webcast Of The People's Daily

In 2016,by virtue of powerful social gene and real sense of presence,the mobile live webcast detonated the market rapidly,setting off a craze of universal live webcast.In this era when everyone is able to produce contents and the communication channel of traditional media is gradually weakened,the mobile live webcast has undoubtedly become the new channel for the traditional media to connect with users as a new content communication form.Therefore,the traditional media,especially the paper media have successively drawn support from the mobile live webcast,expecting to catch up with the new media more faster.Mobile live webcast is a new form of live webcast,which is further developed after live webcast of picture and text,sound and PC video.Live Webcast of the People Dalily was born under the background that users' habits of watching videos had been changed,live webcasting had become a basic and standard configuration of the Internet,and the industry of network broadcast had entered a shuffling period,and has carried the wish of People's Daily of adapting to the development tendency of mobile live webcast,leading public opinions and consolidating discourse power of mainstream media.Along the development process,People's Daily has worked on platform and content construction.Regarding platform construction,People's Daily launched its nationwide mobile live webcast platform,the People Live Webcast,on February,19,2017,which has attracted a number of media to enter in,so as to build a positive energy-delivered news live webcast aggregation platform.it has maintained a foothold of the "Microblog,WeChat and APP" platforms,adopted a client terminal as a core entry to live webcast,entered the largest live webcast platform in China—"Yi Live Webcast",widened channels for live webcast,and expanded the influences of the "People's Live Webcast".For content construction,the People's Daily always adheres to correct direction and rationally arranges contents,focusing on content header and meantime considering the long-tail content.From the user thinking,it pushes contents to close to the users as much as possible,endows contents with factual information and emotive information,meets user needs during live webcasting as well as balances the seriousness and appetency of discourse.Also,some new techniques such as VR and unmanned aerial vehicle(UAV)are adopted to reform the representation form of live webcasting contents,and sustainably supplied positive energy-rich and high-quality live webcast.Relying on these rational strategies,contents in the mobile live webcast platform of the People's Daily achieve million times of traffic repeatedly.However,the lack of UGC capacity,disperse live webcast contents and insufficient interaction hinder the long-term development of mobile live webcast of People's Daily.On that account,the People's Daily should increase the support for UGC,classify to integrate live webcast contents and maintain user relationship,so as to deeply mine user resource,integrate platform contents,Strengthen interaction capacity and push contents precisely.The final purpose is to continuously improve the mobile live webcast strategy based on user thinking mode and really release the efficiency of mobile live webcast on the integrative development of the People's Daily.