Online live broadcast is an emerging online social mode. It absorbs and continues the advantages of the Internet, uses the video system to broadcast live online, and can publish product displays, company introductions, online surveys, dialogue interviews, online training and other content and sites on the Internet. The characteristics of the Internet such as intuitiveness, speed, rich content, strong interactivity, no geographical restrictions, and audience segmentation help live video to strengthen the promotion effect of the event site and products. In addition, after the live broadcast is completed, it can continue to provide replay and on-demand for viewers and consumers at any time, effectively extending the time and space of the live broadcast, and can maximize the value of the live broadcast content.
Types of live broadcast
1) Online interactive live broadcast is mainly composed of live broadcast client, live web page and management background. It is different from TV live broadcast and video live broadcast, and pays more attention to the interactive communication between the anchor and the audience. Many users use it in online activity scenes such as online seminars, marketing meetings, and online sales, effectively improving the management and operation efficiency of activities, and directly promoting the sales performance of enterprises and the improvement of their competitive
competitiveness.
2) Online live broadcast refers to the online live broadcast program launched by TV media websites. This kind of live broadcast on the Internet brings a new perspective experience and visual impact to the audience with its novel style and relatively convenient service. In particular, the two-way flow of the Internet shows the characteristic of giving due respect to the audience, which is favored by netizens, especially young netizens.
There are three main reasons why TV media websites launched live broadcast on the Internet: First, live broadcast on the Internet is a service extension of various programs of TV media; second, it helps to gather popularity, retain basic audiences, expand, cultivate and develop new audience groups on the Internet; finally, it conforms to the development of Internet technology and the changes of commercial portals, meets the needs of netizens, and enhances the image of the media by trying new means of expression on the Internet.