From supporting to leading, network self-made turn burden

For the first half of the past 2015, the "qualitative change" of the domestic video website is no less than any important industry, the rise of pay-for-movie, and the self-made mode of Internet content began to go on in the new Year. From the rise to the "blowout" of the situation, the network of self-control in just two or three years time. During this period, several major mainstream video sites have launched a self-made program to be able to shoulder the traditional comprehensive arts, especially the Iqiyi and other platforms with significant force.

In the past, a self-made comprehensive art single-period broadcast volume 5 million is the norm, and broken billion is the basic elusive. But recently, to Iqiyi art "wonderful 2", "I go to school" and so on behalf of the self-made arts and crafts but achieve a single period of the goal of breaking billion. And this two-stage comprehensive art single-phase program flow has broken billions of dollars behind, also means that the network of self-control is taking place "nuclear change", what is the presses of this "nuclear change"?

　Talent: Traditional TV people "defection" internet home-made productivity increasingly powerful

Since 2014, more and more capital, talent, from the traditional TV drama production industry to the network of self-made areas. Self-control, has already faded "pure eye interest, shoddy" without the growth brand, in this field, the new order is forming. With the Iqiyi art as the representative, has formed a professional, replicable, a mix of television production experience and the Internet reform of the new network of self-made system.

The original Zhejiang Satellite TV program Center this year, Deputy director Chen Wei, former CCTV economic channel deputy director Zheng have joined Iqiyi Art, and in a short period of time launched the "I Drop song God Ah", "I go to school" and other programs. At present, "My Song God Ah" the first play volume has exceeded 50 million times, "I go to school" four of the playback volume has been broken 280 million times. Judging from the data performance, the market response of these programs is more enthusiastic. And an indisputable fact is that more and more traditional TV people "defected" video site, relying on the new self-made system of video web site, the productivity of the network self-control will become more powerful.

　　Content: Radically typed, subverting the expression of traditional thinking

Every program producer is in pursuit of the phenomenon level, however, the world is not so many phenomenon level, in the "follow the bandwagon" prevailing in the comprehensive arts market, accurate positioning, thoroughly understand a market, in fact, can stand out. In short, it is the "phenomenon level" of this single category. Take the "Flower said", as a non-ordinary way to talk reality show, "Wonderful Flower," in a short time set off a popular hot debate is undoubtedly worthy of attention, enough to be said to be a "phenomenon-level" comprehensive art. And before that, perhaps no one would contemplate the possibility of a serious debate and a deep integration of the art form.

"The flower said" let the industry see the plasticity of this exclusive category program. "The Flower said" the first quarter of the 260 million results, the network discussion exceeded 1 billion, the second season to more than half of the 300 million has exceeded. In the face of the target audience, after 00, this network of self-made programs to try to find the most direct and most authentic expression, which not only makes the debate from the rigid atmosphere of the entertainment of the release, but also set up young people to the time to speak out of the platform, To some extent, liberated the mainstream ideology dominated the "discourse hegemony", has contributed to the youth sub-cultural group discourse system of the overall subversion.

Operation: Pay, interactive gameplay innovation, self-made commercialization prospects are clear

Not only is the field of self-made arts and crafts, with the "tomb-robbing Notes", "psychological crime" as the representative of the network play performance also let the industry to see the strength and potential of network self-control. In the innovation of play, the network self-made content is also the brunt. Iqiyi Art "tomb Grave Notes" opened the "members pay to watch the complete" model, and this is the domestic first differentiated fee model let Iqiyi arts VIP member growth rate of 100%. Immediately thereafter, "psychological crime", "beauty of the Personal master" also adopted the model.

With the introduction of a series of home-made content of the major video sites, video sites in the field of self-made content production and operation, the fierce data warfare and promotion game. Iqiyi, founder and CEO of Gong Yu, said, "to create top-level self-made content is another breakthrough in the future," wonderful "," psychological crime "," fall in love with supermodel "," tomb-robbing notes "and so on are the iqiyi of self-made content. 2015, Iqiyi will use more money, manpower, wisdom to do top-notch self-control. "(Wen/Lone Yi Feng, subscription number: Worldlun.") Some things on the Internet "subscription number: Toutiaoshi)

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From supporting to leading, network self-made turn burden