Migu’s World Cup time: left hand “immersed”, right hand “breaking the circle”
Entertainment Capitalism
Original
2022- 12-8 23:35 · From Beijing · Media person
Author｜Bu Kong
At 23:00 on December 5, Asian teams will usher in a key match of the Qatar World Cup.
The successive "upsets" of the Japanese men's football team allowed Asian teams to shine in the Qatar World Cup, winning consecutive games against Germany and Spain - before, no Asian team could defeat two former teams in a row. World Cup winning team.
This year, the Japanese men’s football team is separated from the Croatian team from the quarterfinals of the World Cup. Once on the field, the Japanese team showed strong fighting spirit and launched a fierce offensive. However, as the runner-up in the last World Cup, Croatia still has outstanding strength in midfield control and defense.
When it came to the final penalty shootout, after more than two hours of confrontation, every player's face was covered with sweat. The Japanese players' faces were full of anxiety and uneasiness. The dreams of generations of players were bet on these few penalty kicks. The camera panned across the auditorium, and the fans had stopped cheering, clasped their hands together in a prayer gesture, and still focused their eyes on the goal, waiting for the final moment.
Unfortunately, Rostov’s 14 seconds happened again, and the Japanese men’s football team fell outside the quarterfinals of the World Cup.
In the camera, the Japanese players, with tears and sweat intertwined, buried their heads in the blue jerseys and hugged each other on the green field in Qatar. After years of struggle, they are only one step away from success. Regret and unwillingness may become their deepest regrets about this World Cup. At this time, the atmosphere in Migu's live broadcast room was very different. The comment area praised the Blue Warrior as "even though he was defeated, he was still glorious." In the eyes of Asian fans, the Japanese team's ability to break out of the group of death represents the rise of Asian teams.
Although it is already early in the morning, the Migu live broadcast room is still very lively. Die-hard fans talked about the reform strategies of Japanese teams in recent years to the development systems of Asian teams. The technical and professional discussions added a lot of enthusiasm to Touye. It is worth noting that there are also many football novices eager to take part in the discussion, causing the trend in the comment area to change again and again.
In this battle for users of the World Cup, Migu, which has been involved in sports events for many years, can be said to stand out with an absolute advantage. The ultra-high-definition immersive game viewing experience not only responds to the demands of professional fans, but football novices can also find a quick guide to watching the game here.
From ultra-high definition immersion to interactive fun,
Migu unlocks new ways to watch football
One of the reasons why football has such great charm is that There is never a final score in a 90-minute match.
Even Argentina, a strong team with the help of Messi, will face a situation of being broken out by Saudi Arabia. Opening the football notebook, the plot of a big score reversal is difficult, but it is not uncommon. It can be said that every move of every player on the field affects the final outcome. Therefore, picture quality is the underlying demand of die-hard fans when watching the game.
“When watching the game, I wish I could open my ‘eyes in the sky’. I have to clearly see the movements of the forwards, defenders, and midfielders, so that I can analyze whether the ball can be scored or not.” He has been watching football for ten years. The experienced Tian Cheng is a fan of the Portuguese team, and Portugal is also the favorite to win the championship among many fans.
As a video platform with experience in live broadcasting of many major sports events, Migu is well aware that ultra-high-definition picture quality is the decisive factor affecting users’ live broadcast experience. During the 2018 World Cup, Migu realized 4K commercial live broadcast in China for the first time, bringing a subversive World Cup viewing experience to fans that year.
This year, Migu is still one step ahead in technology and has launched the "eye color vision" perspective. This perspective relies on China's independent AVS3 and Audio Vivid codec standards to bring a "visual + auditory" all-round ultra-high-definition immersive experience. This is also the first time that domestic ultra-high-definition audio and video standards are used for World Cup live broadcast.
The technical driver of 4K video and HDR effects is the international video coding standard HEVC, and my country's independently developed video codec technology AVS3 has improved coding performance by nearly 30% compared with HEVC.
From the perspective of watching the game, under Migu's "eye-color perspective", any player's confusing fake moves can be clearly displayed in the eyes of fans.
The French team's rookie Mbappe used "speed changes + fake moves" to tear through the opponent's defense many times. Through the "eye-catching perspective", fans can clearly see Mbappe cutting in, shooting from the middle, and grabbing headers. Wait for a series of actions. It can be said that changes in the stadium are within the fans' vision and control.
For die-hard fans, to watch a game heartily, they not only need to "see six directions", but also "hear all directions". The cheers and cheers in the stadium are the best way to release the fans' enthusiasm. Combustion accelerant". Unfortunately, audio effects are often ignored by many live event platforms, and fans can only purchase professional audio equipment to improve the listening effect.
Migu’s “Eye Color Vision” has also made breakthroughs in auditory effects, fully supporting the Audio Vivid codec standard. This is the world's first audio coding and decoding standard based on AI technology. Its power is that it not only emphasizes the sound quality, but also further highlights the spatial sense of the sound. The sound of collisions on the court, the occasional whistle blown by the referee, and the cheers of the spectators on the sidelines came from far and near. As long as you put on ordinary headphones, you can experience the immersive audio effect of being at the World Cup.
On social platforms, the atmosphere of the World Cup has also infected many football novices, and they have also shown a strong interest in this sports feast. However, compared to the situation on the field, the studio scene where the commentator is located is what they pay more attention to. Because only with the help of commentators can these "pseudo-fans" understand the changes in the stadium.
Little attention is paid to the studio scene in the live broadcast of the game. Usually two or three commentators sit in front of a monotonous background board and talk incessantly. The boring rehearsal method dampens the enthusiasm of many football novices.
In order to retain the attention of these fans, Migu presented an XR virtual studio during the Qatar World Cup. With the support of AR and XR technology, the studio can change scenes at any time according to the live content. The weather sometimes stands above the clear water with gentle waves, sometimes restores the urban style of Qatar, and sometimes presents naked-eye 3D visual effects, making people feel like they are in the stadium at all times.
In the match between Iran and the United States, Wei Yidong and Wang Xiaolong started the game commentary in the urban science fiction style studio, while in South Korea's match against Ghana, Lin Mengge and Wang Duoduo's studio moved to the turbulent above the sea. The "blind box" studio allows every live broadcast to bring different surprises and new ideas to fans.
Insight into needs, break boundaries,
Refined operations to revitalize traffic
"Experts see the door, laymen see the excitement", football is a very inclusive sport In sports, no matter whether you know the ball or not, you will cheer when you score a goal. Regarding the content operation of this World Cup in Qatar, Migu has a more open mind and has conducted more refined operations based on the needs of users in different circles for the event.
In short, Migu not only provides die-hard fans with professional and diversified game content, but also creates a "Quick Guide for Football Novices" ".
"Real" fans like Tian Cheng who have been watching football for many years know that the stadium changes even in a few seconds, so they not only hope to "see clearly", but also hope to "see everything" .
When traditional football games are broadcast live, camera switching and screen content depend entirely on the director, making it difficult for fans to fully see the cooperation between the teams. Migu's event live broadcast has launched a multi-screen simultaneous viewing function and multiple guest commentary, which means that Migu has a deep understanding of user needs in terms of content operation of live sports events.
Migu continues to pay more attention to people with visual and hearing impairments. As early as the Beijing Winter Olympics, Migu used speech recognition technology and neural network algorithms to launch AI smart subtitles "For You Who Can't Hear". This initiative helps people with visual and hearing impairments better understand sports events and injects warmth into cruel competitive sports.
During the World Cup, Migu upgraded the "For You Who Can't Hear" AI smart subtitles function and created the digital sign language anchor Yi Tang to explain the digital sign language of "subtitles + sign language". The format provides real-time content of the game.
In addition to the ingenious live broadcast of the game, Migu also created a series of derivative programs with the theme of the World Cup outside the stadium.
In order to satisfy die-hard fans’ discussions about the event, Migu has launched multiple vertical programs for the World Cup. In terms of program types, there are not only highly professional forum programs, but also story-focused interview programs.
Of course, facing the impact of short videos, Migu is also simultaneously developing lightweight content.
"Fighting World Waves" is a live forum program launched on every match day. It invites Liu Jianhong, Huang Jianxiang, Zhang Lu and other famous speakers to conduct real-time analysis of changes in the stadium. On the one hand, it will analyze the changes in the stadium from the perspective of technology and tactics. Analyze and discuss aspects of the event, and also predict the progress of the event. The strong professionalism meets the needs of vertical users and also helps warm up the World Cup.
In addition to professionalism, Migu also works hard to popularize science about football culture, creating a series of interview programs for football novices focusing on science popularization and communication. "The Strongest Voice of the World Cup" joined by Song Shixiong is the most played program of the same type on the site, with nine episodes played more than 350 million times. In the program, guests such as Song Shixiong, Han Qiaosheng, and Zhan Jun discussed the integration of football and culture from the past anecdotes of the World Cup. The intertwining of pain and joy made these celebrities shed tears at the scene.
At the Beijing Winter Olympics, Wang Meng, who made his mark with "My Eyes Are the Ruler", once again partnered with Huang Jianxiang to bring "The Lord Meng Is Coming: My Eyes Are the Ruler" and invited cross-border stars Su Xing, female football player Zhao Lina and others chatted about the World Cup, revealing interesting stories such as Huang Jianxiang being blocked by Su Xing.
Migu also created a football talk show with Zhan Jun as the core - "Zhan Looks Before and After", which lasted less than ten minutes. Zhan Jun gave his own unique interpretation of the game process. This can be seen as one of Migu’s attempts to impact the short video platform. It is worth mentioning that a single episode of this program has been played 53.34 million times, which means that Migu’s explosive power in Chinese videos cannot be underestimated.
"Sports+" cross-border integration and innovation
Diverse content breaks the boundaries
Football is for the world, and sports is for the public. Different from the traditional platform's understanding of sports content, Migu has gone a step further in creating sports content, using the method of "sports + entertainment + technology" to find new ideas for breaking out of the sports circle, and has also made a leap forward on the road to popularizing sports. style development.
Under the trend of younger users, Migu uses technology as the fulcrum to leverage the needs of young users. This year, Migu "moved" the World Cup to the Metaverse.
On December 8, China Mobile officially opened the Interstellar Plaza, a hyperspace party, providing users with space and a place to watch football in the metaverse. Users can quickly log into Star Plaza through Migu Video, Migu Music, Migu Kuaiyou and other channels. "Come to Star Plaza, join the Time and Space Party, and have fun together" will become a new way to watch this year's World Cup.
Faced with the emerging technology of the Metaverse, Migu not only boldly takes steps and dares to innovate, but also starts from reality and focuses on user experience.
After logging into the Star Plaza, users can create their own avatar, DIY their own digital avatar, and join the Time and Space Party to have fun together. In the first phase, Star Plaza opened five major spaces including the main stage, joy scene, World Cup Mall, World Cup Exhibition Hall and football games. These five spaces have different contents and different gameplay.
Of course, the core focus of the Metaverse World Cup is watching football. In the center of the main stage of the Star Plaza, a large circular scene giant screen will rotate content around the clock. During the game, users can watch the game progress in real time with millions of fans in front of the giant screen. The atmosphere of watching football in the Metaverse is still hot. In addition to the 3 a.m. game schedule, the huge scene screen will also rotate variety shows, sports and film and television content around the clock, allowing fans to smoothly switch between the stadium and the theater.
In addition to tens of thousands of people watching football on the same screen, Star Plaza also provides space for friends to watch football online. In the happy scene, fans can invite friends to join the "cloud box" and "talk" about the game with voice while watching the game. At the same time, in order to satisfy the fans' consumption enthusiasm, the World Cup Mall has put on the shelves a variety of World Cup merchandise and clothing figures, including "World Cup Top" mascot Raib figures, Portuguese national team number printed sweatshirts, and the officially authorized World Cup No. 5 football Doha All kinds of money are available.
Whether they are die-hard fans or football "newbies", they will go to the World Cup exhibition hall to make an online "pilgrimage", providing a place for fans to express their emotions. This exhibition hall has recorded countless wonderful moments of the World Cup. Messi with long flowing hair in 2006 has become a classic moment in the hearts of many fans. At the same time, fans can experience the "holy object" - the Hercules Cup "from close distance", leaving a unique mark on their World Cup watching.
The fusion of sports and music is natural. The Qatar World Cup even made the 2010 World Cup theme song "Waka Waka" popular again, becoming an excellent example of sports breaking the circle. Following this idea, Migu also invited many Chinese music celebrities such as Jay Chou, Li Yuchun, Deng Ziqi, Zhou Shen, and guests such as Liu Genghong, Wang Meng, Xu Mengtao, etc., to upgrade and create the World Cup with the support of China Mobile's 5G+ computing network technology. Metaverse music festival.
The uniqueness of this World Cup Metaverse Music Festival is that the guests and several other homo sapiens avatars perform on the same stage. The boundary between reality and virtuality is completely collapsed, bringing a new immersive music event to the audience. .
At the same time, based on the experience of past Metaverse activities, if you want to retain the audience's attention, you need to find another way in terms of interactivity. Therefore, in addition to music appreciation, Migu also added interesting interactive gameplay to this festival. After users enter the venue through the Metaverse Space "Constellation·M", they can not only create their own personalized image, but also receive a Metaverse exclusive social ID. At the same time, they can also collect energy rewards by checking in trendy landmarks in the six major spaces. , making the ceremony more attractive.
Of course, behind Migu’s strides towards convergence and innovation, what deserves more attention is China Mobile’s technological advantages. The help of technology has given Migu the confidence to create the "metaverse" of the World Cup and enhance the user experience in terms of interactivity, immersion, and clarity.
The innovative and upgraded "views" and "gameplay" of the Qatar World Cup are a powerful footnote to Migu's in-depth understanding of sports event operations. The diverse and rich content not only meets the needs of fans, but the refined operational ideas further allow football to break through circles and knock on the door of popularizing sports in the form of sports + entertainment + games. From technological innovation to content matrix, and then to operational ideas, Migu has demonstrated a mature platform’s precise control of major sports events, providing the industry with a new model for sports event operations.
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