In the face of the trillion-year-old market, broadcasting and television need to come to the field thinking "Great Leap Forward"!

Older people are a big market, but also a big business, especially in the context of the aging of our country, so that the Party Central Committee and the State Council issued a special request to attach importance to the health care market.

According to relevant statistics, China's aging industrial market is currently developing rapidly, showing a geometric growth. The national market for old-age industries was 1.87 trillion yuan in 2015, and it is expected to exceed 8,000 billion yuan in 2020. The prospects are very impressive.

It is an undoubted fact that there is a natural coincidence between the groups of radio and television users and the elderly. But how to start from the actual needs of older people, to serve these elderly people and provide the products and services they need. Radio and television people need new thinking and reengineering.

In fact, we can see the clues of differentiated needs of older people from some subtleties:

A network company in the province started from the actual operation of watching TV on an elderly person and designed a simple and convenient remote control for the elderly. It was said that the listing would sell out of stock, so that it would take a back door to grab it.

On the contrary, in some previous provinces, Internet companies provided smart services for elderly people, smart pensions, and other services, including one-click alarms, health monitoring, and elderly online communities. The effect was greatly reduced, and even became unwieldy. Sexuality.

It can be seen that the requirements, structure, and analysis of the needs of older people from multiple dimensions can provide the products and services that they really need, and Radio and Television can truly share a share in this trillion market.

Recent short-term observations noted that radio and television network companies represented by Jiangsu Cable, Guizhou-Guangzhou, and Xinjiang Radio and TV Networks have already had some new ideas and new ideas.

For example, Jiangsu Cable directly puts on the informationization of the National Aging Office, which understands the needs of the elderly, and hopes to realize the first-mover advantage of broadcasting in the aging industry through the pilot project of “filial piety and music”.

The Guizhou Radio and Television Network took the line of the civil affairs system. The two sides signed a strategic cooperation agreement between the colorful Guizhou "Radio Power Cloud" and the Smart Pension Cloud to create an old-age service brand with Guizhou characteristics.

The Xinjiang Radio and TV Network specially developed the “Lao Lai Le” TV product and completely reorganized the UI and content according to the old people’s habits.

The new market, new needs, but also need "a hundred schools of thought, trial and error, fault tolerance", but there is no doubt that the development of radio and television has a path.

1, Xiao Lok Engineering

On September 12th, the signing ceremony of the “filial piety project” of the country and the symposium on promoting the filial piety and respecting the aged culture and innovative public services for the elderly were held in Nanjing.

The “filial piety project” is a comprehensive service platform for the national elderly group jointly created by the National Aging Office, the China Senior Citizens Information Center for Senior Citizens and Jiangsu Cable (which means that it is not a radio and television project but a national-level project). It aims to build the four major service platforms for health, education, culture and entertainment that are of the greatest concern to the national elderly population, meet the spiritual and cultural needs of the elderly, promote the development of the industry for the elderly, and share the aging population in the new market competition environment. Development opportunities and market dividends.

Jiangsu Cable will explore the “Jiangsu new model” that integrates the development of the nation’s aging undertakings and broadcasting and television culture services under the new situation. Through content integration, market promotion, offline activities and other means, Jiangsu Cable will jointly innovate, build and actively pilot, and establish a radio and television network. Based on the national model of TV aging service, the company will rely on the advantages of listed companies to promote the “filial piety project” in channels such as national radio and television broadcasting (promoted nationwide after the pilot is mature) to help the nation’s aging industry achieve high quality and sustainable development.

It is expected that the "filial piety project" will be exclusively launched at Jiangsu Cable by the end of October 2017. It will initially serve more than 16 million senior citizens in Jiangsu Province; from 2018, it will be broadcast jointly by the National Aging Office and Jiangsu Cable to the nation, with Jiangsu Cable as its content. The main body of operations (Jiangsu Cable will also have a nationwide business), and gradually build a special content system for the service of elderly people across the country, benefiting more than 200 million elderly people.

2, smart pension cloud

On the afternoon of September 25th, Zhu Xinwu, Director of Guizhou Bureau of Press, Publication, Broadcasting and Broadcasting, and Luo Ning, Director of the Provincial Civil Affairs Department, signed a colorful strategic cooperation agreement between Guizhou “Sports Cloud” and Smart Pension Cloud, relying on the advantages of a colorful Guizhou “Sports Cloud” integrated service platform. With Guizhou characteristics of the elderly care brand.

The construction of the old-age care service system in Guizhou Province is a development plan for “a goal, three major plates, and three platforms”:

“One goal” refers to: Giving full play to Guizhou’s advantages in climate, transportation, culture, and tourism, and building Guizhou into a national pension base and a world pension market.

The “three major sections” refer to the government’s pursuit of pensions to raise the level of basic old-age, basic medical care, and basic livelihood protection for the elderly; vigorously develop community home-based care for the elderly in need of urban and rural residents to provide convenient community home care services; We will develop the middle and high-end pension industry in the society and actively develop services that suit the characteristics of the elderly such as culture and entertainment, sports and fitness, education and training, financial management, leisure travel, health services, spiritual comfort and legal aid.

“Three platforms” refers to the establishment of the Guizhou Provincial Pension Development Fund, the establishment of a financing platform for the pension industry, the establishment of an investment and development company for the pension industry in Guizhou, the establishment of an investment platform, and the realization of an open and converged cloud platform for the elderly, and a service management platform.

According to the agreement, the two sides will rely on the advantages of the colorful “Skycom Cloud” integrated service platform in Guizhou to extend the provision of elderly care services and terminal services to rural areas, communities and families, build an inter-connected pension service system, and provide aged care for regulatory agencies, pension institutions, and community homes. Service sites and socialized pension service providers provide informational support and big data services, in-depth structural reforms in the supply side of the elderly care service in our province, and strive to build Guizhou into a national pension service base and a new highland for the pension market. Characteristic old-age service brand.

At the same time, the two parties will make full use of their respective advantageous resources and actively promote the construction of the new “wisdom community” and “wisdom village” in our province.

3, old music TV

On April 28th, Xinjiang Tiandian Yunlaolai Product Symposium held by the Xinjiang Radio and TV Network was held in the conference room of Xinjiang Radio and TV Network Company. Dozens of elderly users from Urumqi’s various industry units were invited to attend the forum.

Xinjiang Radio and TV Network Co., Ltd. tailored to the elderly a TV interactive product that is more suitable for them to use, enhance their quality of life, make Internet + TV can better serve the elderly, facilitate and enrich their daily life, Xinjiang Radio and Television Network has conducted a number of market researches on the upcoming elderly version of the TV product “Tianshan Yunlao Lailai” in advance, and invited dozens of senior users from all walks of life to actively participate in the exchange discussion. meeting.

The old Lai Le TV is designed with large fonts and pictures, simple operation and clear classification, including all the old people's favorite content. In operation, the combination of online and offline activities is highlighted. You can register online to participate in activities and introduce more content, such as nursing homes, communities, and so on.

The guests present expressed great satisfaction with the page layouts of the “Lao Lai Le” product displayed by the staff. He believed that the design was in line with the appeals of the elderly user groups and there were many guests who said that they hoped to add “in the design” "Financial management", "stock market" and some other financial sections will solve the negative problems of old-aged users who are easily using their mobile phones for financial management and are cumbersome.

At the same time, many intelligent designs and operations of “Lao Lai Le” products have also been recognized by the guests present. Many guests stated that “Lao Lai Le” products are like televisions and computers, making it easier for more elderly people to use them. A quick way to get the latest information online, you can solve many problems and experience more fun without leaving home.

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