Intelligent voice outlets will sweep the information industry? The major media began to read tightly
With the 2011 Apple "Hi, Siri!", Microsoft's Cortana, Google's Assistant, Amazon's Alexa and other intelligent voice assistants are released, followed by Microsoft Invoke, Google Home, Amazon Echo, Apple HomePod and other intelligent voice devices They are coming out.
In this competition by Internet giants competing for the future IoT voice interaction portal, the consumer groups and profit models of smart voice devices are still starting, but the major media have stepped up to create content. For media with content advantages, the potential to mine smart voice interactions in a timely manner may have a revolutionary impact on their information dissemination.
Team building: recruiting horses
Intelligent voice editing team ready to go
In the early days, the content obtained from the voice assistant was mainly the work of the product personnel. The media only took the appropriate information from the TV or the Internet and put it on the voice assistant, and did not re-edit the content. However, with the continuous iterative update of intelligent voice systems and devices, the attitude of the media to intelligent voice devices has changed. They have begun to increase the editing resources of voice assistants, hoping to create exclusive content on the devices. To this end, they formed a dedicated team to cope with the work, as Joel Scherman, vice president of NPR (new public partnership), said: "This is not to buy an air hockey that is idle in the basement. table."
Six members of NPR (National Public Radio) work around intelligent voice assistants, and they are also preparing to create an editorial position focused on voice assistants; at the same time, the New York Times has released smart voice editing posts. Recruitment announcement, hope to redefine its own content on voice-enabled devices.
According to the recruitment notice, the staff of this position will participate in some special projects and engage in the related prototype development and release of the first voice experience system on each intelligent voice platform.
In addition, some media have set up a team dedicated to intelligent voice work -
Al Jazeera recently appointed a senior editorial producer to do news screening and content creation on smart voice devices;
The editorial office of the Washington Post selected six people from the audience development team earlier this year to form an intelligent voice work team focused on podcasts or other voice stories.
Julia Beizer, chief product officer at Bloomberg Media, said that two or three employees are responsible for getting content like Market Minute on devices such as Apple HomePod, Amazon Echo and Google Home.
Smart voice content side: short and more frequent
Many media have begun to design content specifically for smart voice devices, some use automation technology to convert the original text content into content suitable for voice devices, and some media will redistribute the content already on the podcast to the smart voice device. on. And those who are equipped with employees specializing in intelligent voice work have begun to create proprietary content for smart voice devices, which are often shorter and more basic than regular podcast voice content.
The Washington Post now has "Daily 202" and "Retropod", which are short and succinct and cleverly conceived;
NPR has launched a shorter and daily updated version of "The Indicator" based on its "Planet Money".
Media thinking: problems and opportunities coexist
Under the voice of intelligent voice, for the media, even if it has already grabbed the attention of users from the content, this does not mean that the situation is optimistic: when the media starts to transfer some resources to the intelligent voice platform, the team workload The increase is naturally self-evident, and the media may be disappointed if there is no effect on both user growth and earnings.
At present, there are still many problems in the use of intelligent voice devices by the media. Among them, “realizing” is an important issue. Even if the media can be profited by looking for program sponsors or interstitial ads, how to insert into the device without losing users. advertising? What is the advertising model based on smart voice devices? Does adding a screen to a voice device lead to more advertising opportunities? How can device manufacturers make it easier for users to find content and make full use of it?
“In the process of realizing, there are many problems that need to be solved. For example, 'discovery' is still a challenge,” said the Washington Post’s voice director. “In fact, users can do a lot of things through voice devices, but we can’t tell What about them."
At the same time, as the number of device manufacturers and models grows, device manufacturers are very cautious about sharing user data. It is difficult for the media to specify how much money to invest in a device, but even so, the media is constantly in the smart voice. On the "bet".
But things always have a good side. eMarketer said that since the advent of mobile phones, smart voice devices have been popular faster than any technology. It is expected that the number of US smartphone users will grow at a compound annual growth rate of 47.9% from 2016 to 2020. According to reports from NPR and Edison Research, 18% of Americans have a smart voice device, 51% of whom use it more often, and news access is a major goal of people using smart voice devices, 73% The most interesting things for device owners are news and current events.
"Our responsibility is to increase the distribution of our content. Considering that news is one of the primary purposes of people using smart voice devices, the media must think about how to make better use of smart voice devices. After all, this is the gateway to the Internet of Things. The door. Five years later, you can even have a conversation with your house," said Michael Weaver, vice president of business development at Al Jazeera.
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In this competition by Internet giants competing for the future IoT voice interaction portal, the consumer groups and profit models of smart voice devices are still starting, but the major media have stepped up to create content. For media with content advantages, the potential to mine smart voice interactions in a timely manner may have a revolutionary impact on their information dissemination.
Team building: recruiting horses
Intelligent voice editing team ready to go
In the early days, the content obtained from the voice assistant was mainly the work of the product personnel. The media only took the appropriate information from the TV or the Internet and put it on the voice assistant, and did not re-edit the content. However, with the continuous iterative update of intelligent voice systems and devices, the attitude of the media to intelligent voice devices has changed. They have begun to increase the editing resources of voice assistants, hoping to create exclusive content on the devices. To this end, they formed a dedicated team to cope with the work, as Joel Scherman, vice president of NPR (new public partnership), said: "This is not to buy an air hockey that is idle in the basement. table."
Six members of NPR (National Public Radio) work around intelligent voice assistants, and they are also preparing to create an editorial position focused on voice assistants; at the same time, the New York Times has released smart voice editing posts. Recruitment announcement, hope to redefine its own content on voice-enabled devices.
According to the recruitment notice, the staff of this position will participate in some special projects and engage in the related prototype development and release of the first voice experience system on each intelligent voice platform.
In addition, some media have set up a team dedicated to intelligent voice work -
Al Jazeera recently appointed a senior editorial producer to do news screening and content creation on smart voice devices;
The editorial office of the Washington Post selected six people from the audience development team earlier this year to form an intelligent voice work team focused on podcasts or other voice stories.
Julia Beizer, chief product officer at Bloomberg Media, said that two or three employees are responsible for getting content like Market Minute on devices such as Apple HomePod, Amazon Echo and Google Home.
Smart voice content side: short and more frequent
Many media have begun to design content specifically for smart voice devices, some use automation technology to convert the original text content into content suitable for voice devices, and some media will redistribute the content already on the podcast to the smart voice device. on. And those who are equipped with employees specializing in intelligent voice work have begun to create proprietary content for smart voice devices, which are often shorter and more basic than regular podcast voice content.
The Washington Post now has "Daily 202" and "Retropod", which are short and succinct and cleverly conceived;
NPR has launched a shorter and daily updated version of "The Indicator" based on its "Planet Money".
Media thinking: problems and opportunities coexist
Under the voice of intelligent voice, for the media, even if it has already grabbed the attention of users from the content, this does not mean that the situation is optimistic: when the media starts to transfer some resources to the intelligent voice platform, the team workload The increase is naturally self-evident, and the media may be disappointed if there is no effect on both user growth and earnings.
At present, there are still many problems in the use of intelligent voice devices by the media. Among them, “realizing” is an important issue. Even if the media can be profited by looking for program sponsors or interstitial ads, how to insert into the device without losing users. advertising? What is the advertising model based on smart voice devices? Does adding a screen to a voice device lead to more advertising opportunities? How can device manufacturers make it easier for users to find content and make full use of it?
“In the process of realizing, there are many problems that need to be solved. For example, 'discovery' is still a challenge,” said the Washington Post’s voice director. “In fact, users can do a lot of things through voice devices, but we can’t tell What about them."
At the same time, as the number of device manufacturers and models grows, device manufacturers are very cautious about sharing user data. It is difficult for the media to specify how much money to invest in a device, but even so, the media is constantly in the smart voice. On the "bet".
But things always have a good side. eMarketer said that since the advent of mobile phones, smart voice devices have been popular faster than any technology. It is expected that the number of US smartphone users will grow at a compound annual growth rate of 47.9% from 2016 to 2020. According to reports from NPR and Edison Research, 18% of Americans have a smart voice device, 51% of whom use it more often, and news access is a major goal of people using smart voice devices, 73% The most interesting things for device owners are news and current events.
"Our responsibility is to increase the distribution of our content. Considering that news is one of the primary purposes of people using smart voice devices, the media must think about how to make better use of smart voice devices. After all, this is the gateway to the Internet of Things. The door. Five years later, you can even have a conversation with your house," said Michael Weaver, vice president of business development at Al Jazeera.
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