How to detonate the value of a variety show?

In the variety show this plate, each home video website Harmony Situation, I am afraid is going to be gone forever. Let's take a look at the 2014 List of arts and crafts so far:

-China show fifth quarter, China sound third quarter-Tencent video alone;

-Happy camp, Day day, hundred change Big Coffee show, where father, Kangxi came--Archie Yi PPS alone;

-Non-prudential do Not disturb the LED Jiangsu satellite TV all the--PPTV alone;

-I'm a singer. Second season-------------music video

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Simply put, is the Tencent Alliance can star, Archie Yi bag under Hunan TV, PPLive won the Jiangsu satellite TV, le see enough is not easy, is from Archie art there hard to grab back a file "I am a singer." Interestingly, the acknowledged boss of Youku and claiming to have recently become a variety of the first Sohu has not shot, do not know is the other film and television category copyright is too confident, or spelling money Tencent Baidu Suning These tyrants, anyway, these two next year's comprehensive arts channel is indeed worrying, not to say was hollowed out, At the very least, there is limited stock in the large scale.

Video sites have been established for so much of the year, such a large scale of the whole art of the tide, is really the first time. Can everyone wake up and suddenly realize the value of the variety show?

The art of the past is underestimated

In this category, I think it was really underestimated by the video website.

In fact, we think carefully about the development path of the TV station, we remember Hunan TV, the first reaction is a TV show, or "Happy Camp", "Super girls"? After the Jiangsu satellite TV, Zhejiang Satellite TV, is what a battle to turn over, is a TV series, or "not sincere don't disturb", "China good voice"?

Comprehensive arts and film and television dramas, artistic forms of expression are different, but are eye-catching sharp weapon. For the broadcast platform side, the comprehensive arts can actually foster the audience on their own long-term stickiness, loyalty, and brand awareness, because the life cycle of the comprehensive arts is relatively long, generally can run through the year, the short also at least one season, not like film and television dramas, twenty or thirty days after sowing. So many times, even if the TV station is meager profit, even lose money, also want to gamble on variety show.

Unfortunately, in the past few years, the whole arts market is relatively weak, at least relative to the film and television dramas, can detonate the topic of the boutique is not much. In the Celestial World, the film and television drama is actually the media field of the most market-oriented segment of the industry, the competition is more adequate, private companies are already the mainstay of the industry, natural is more angry, and the basic arts or TV after the garden, the system of innovation, we understand.

As a result of a few years ago, the entire art market is not particularly hot, video site before the comprehensive arts did not report the enthusiasm of the big.

The trigger effect of a good sound

But, in 2012, mutation. The comprehensive arts market was suddenly detonated this year.

Must say, the variety show's This round revival, "The Good voice" is the RAM, this is born outside the system the program may say lets the outside world recognize the great value of the comprehensive art. The first quarter invested 80 million, earning more than 300 million, and the second quarter had not yet started, incredibly sold 1 billion ads. Zhejiang TV, a tepid for many years of satellite TV, overnight among the first-line TV. Such ROI, who looked not jealous.

The power of example is infinite, good voice of the demonstration effect so that this year each satellite TV in the battlefield of the comprehensive arts kill red eye, investment no 50 million or 60 million, are embarrassed to speak out, although the quality of everyone have to judge, but can not be denied, whether it is a stage, star lineup, or post-production, many aspects, The domestic comprehensive art indeed is after the good sound Chine, has entered the big time.

In the comprehensive arts, video website or TV station downstream, so the reaction lag a beat, but also quickly reacted to come over, began to increase investment, grabbed the right to solo. and the fastest response, when it belongs to Sohu.

Although Sohu is not the leader of the video circle, but the impact on the industry is really not small, and do not say Koo, gong these people are Sohu old will, Charles Zhang led the piracy, the price of copyright after the soaring also plays a direct role.

In the whole art of solo broadcast this thing, Sohu is also the first to eat crabs. The sound of the second season, Sohu is a gambling mentality, good sound after the heat, the family want to rob the second season back alone, but, 100 million of the copyright price is really too high, the people are scared back, only Sohu chose to take a hand.

As a result, Sohu successfully sold 200 million ads, smooth back to this. Moreover, back in the outside, Sohu also earns a lot of new users, but also pull other programs advertising prices. PPS founder Zhang Hongyu and I said that this performance is indeed beyond the industry's expectations, Sohu video Q3 ads Rose 3 times times, no doubt is the right bet. According to Eric's data, Q3 the entire online video advertising market size is 2.65 billion yuan, growth is just 43%, Sohu has won the market far away.

Two times development is the key

Solo play, this is a new battlefield, to a certain extent, the technical difficulties of this battle than the solo broadcast TV drama higher.

Film and television drama, the basic is to fight the money, spell vision, fire, click Rate High, advertising will sell much, on the contrary, it is a loss trading. As for fire, video site Although can also work hard at the marketing level, but the basic still depends on the quality of the play itself, the site can add to the added value of not much.

Variety shows are different, this is a two-time development of large space plate. Let's see what Sohu has been tossing about in good voice.

Can see, Sohu Video good voice zone is equal to this program's official website. Internet companies to get out of the official website is better than the television itself to make a decent.

Content, in addition to the good sound of the program itself, Sohu also added news, tidbits, students, music, games and the first season of the review, each part of an album. At the same time, around the sound of the project, Sohu also got six matching programs:

The King of K song: good voice students as guests, Hua Shao host, mainly with the audience interactive spit;

--Hero Spectrum: Interviews with good voice learners;

Entertainment broadcast: Behind the scenes of the behind-the-scenes (compared with the previous trailer, this more attention to behind-the-scenes tidbits);

--true voice: This is a good voice of Zhejiang TV supporting programs, but also interviews retrospective type, do not need to white;

--Growth Classroom: Instructor training students documentary;

--Sprint good voice: good voice before the premiere, Sohu's own audition program, some players can enter the blind election;

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Why Sohu can sell 200 million ads, the key is two times development, otherwise good sound playback volume again, before selling the sticker is the most capital preservation. Sohu's approach is actually around a good voice to do a set of derivative programs, a good sound fire, it is natural to be able to drive the entire program performance, and then, the new advertising bit came out, and, not only the front patch advertising, there are a variety of crown, special, implantation.

A cursory look, in these programs have voted to sponsor the addition of more than treasure, Samsung, hundred finches, Ke Lu, le, Wahaha, the birds and so on. This kind of advertisement sells the way, and the TV set of the game is the same. Video This mode of transmission is this good, you can carry a variety of ads on the body, a little bit of it does not matter, not very damaging user experience.

In fact, the Web site to engage in homemade programs, the biggest motivation is to be like the TV program, can sell implantable ads, and not just rely on the front patch, but can let advertisers to pay the high crown fees, this program is enough cattle. Although the video site in bulk robbed the audience, but the ability of the program self-control is not as good as the TV station.

Satellite TV in the content or there are two large moat, one is news, one is a large-scale comprehensive arts, the former is mainly policy factors, the latter is the financial and co-ordination capacity is too high. is the TV station going to die? Not！ "In the article, I have explained that the first-line satellite TV in the financial capacity is still very good feet." Therefore, for the current self-control ability can only afford interviews, talk show, entertainment news, network skits video sites, to the large-scale comprehensive arts to catch up with the TV station, the difficulty is too big. Cooperation is now a wiser choice.

Sohu to make a singing program, sell the name estimate will not have how many advertisers response, but, borrow the power of sound, this thing becomes much easier, too many advertisers want to sound to hit the money, good voice can not do more than 10 of the name of the business bar, we rob but Gado, back and seek second, to the good voice of the Affiliate program to cast points.

It should be said that this is for a high-quality cultural products to maximize the value, and, this thing can only be done on the website, the TV station broadcast time is so long, supporting programs do more and no place to broadcast. Good voice in the second season when the hand Sohu, can star CEO Tianming said, now the production of comprehensive arts is to shoot a pile of material, only pick one of the most essence of a little to use, the rest of the material a lot, just to the broadcast of material cut out, it is already a good program. Therefore, the role of video web site is not only the channel side, but the value-added producers.

A new task of network linkage

In the operation of a high-quality cultural brand, how to fully network linkage, this is a new topic. As mentioned earlier, Sohu has made some attempts, the effect is not bad, so attracted Tencent Archie artists have followed.

However, this is still a difficult new subject.

For example, the Internet audience and television audiences are now looking at it's not exactly coincident, there's bound to be a difference in preferences, how derivative programs are more in line with the tastes of the web audiences, the more elements of the Internet, such as social interaction, and how the mobile internet age fits some of the fragmentation requirements;

Can be seen, sohu around good voice do these programs and TV production content is still very similar, network characteristics are not strong. In order to strengthen self-control, each video site has dug a lot of people from traditional TV stations over the past two years, but traditional TV people can strengthen the production standard of network programs, but they also have no experience on how to use the unique properties of the new channel of Internet. It is said that the foreign countries have some good exploration, before the big hot you draw I guess it was made into a program, and game combination, interactive is very strong.

Therefore, this time in the comprehensive arts on the big shot Tencent, Archie Art, pplive, chicken and duck fish is bought back, next, see if we can really make a table good dishes.