Hulu mode Close Visitation

This newspaper reporter Zhu Hongjun Hulu website was founded in March 2007, referring to the traditional media growth cycle, now only three years old it is a "brat" child. However, it was the "clown child" that was once seen as a last-minute struggle by traditional media in the face of new media, creating a series of eye-popping results in just over three years on the stage. 2008: A research report by the US Market Research Institute, Screen Digest, shows that Hulu's annual advertising revenue is nearly 45 million dollars, and 2009: The American Interactive Advertising Agency (IAB) released statistics, the first half of 2009,　　Hulu's advertising revenue is $75 million trillion, which accounts for 20% of all video-site advertising revenue in the United States; 2010: The latest figures from the interactive advertising agency show Hulu's total video traffic ranked second in the US video site. Hulu's rapid development has led to a Hulu-style research craze in the US, as well as in developed countries such as Japan and the UK, and everyone is trying to find the magic elixir of Hulu, the Chinese explanation for Hulu. At home, due to the barrier of geography, language and other factors, we are only limited to the level of superficial media coverage of Hulu mode.　　In June 2010, Hulu President Kilar visited China for the first time and gave a speech at Tsinghua University, where he was interviewed by The Economist and got a chance to explore secret secrets from the boss of the treasure gourd. Identity authentication: The new position of the digital strategy of traditional media giants from the identity, and in the video site of the world's most-dominated YouTube, the iphone, and so on, Hulu is completely invested by traditional media.　　Among the four major broadcasters in the United States, except CBS, the other three companies, the United States National Broadcasting Universal (NBC), News Corp's Fox, and the Disney group's ABC are all investors in Hulu. According to Mr. Kilar, three major broadcasters have invested heavily in creating Hulu, mainly based on three factors: first, the traditional video company's self redemption. The reason why the Chine set up professional video site, the biggest power from the online video site development Too fast, the impact of traditional film and television is too big. Various data suggest that the traditional film and television market is being eroded by the alarming speed of online video websites, and the audience, especially the young people who have grown up with the internet, are very accustomed to watching video programs online.　　If the traditional video companies do not conform to the trend and open up new media business, even such as NBC, FOX, ABC and other veteran broadcasters will face the elimination. Second, online video site market potential is huge. According to ABI, the global online video market is expected to reach $16.1 billion trillion in 2012, and according to our projections, online video market SizeWill go far beyond that figure. Compared with the traditional video watching, online viewing of video, whether in the richness of the program, the speed of transmission, or in the portability of convenience and so on, have unmatched advantages. In the past online video will also appear due to narrow bandwidth and playback is not smooth, computer screen resolution Low program is not clear, and so on, now these are not a problem. It can be said that in the next 10-15 years, the market share of online video will greatly exceed the traditional video.　　The parent companies, such as NBC, FOX and ABC, have a wealth of capital investment experience, of course, interested in online video with such a huge market space. Third, it has its own unique advantages. Compared with YouTube, itunes, Hulu is the successor, has lost the first advantage, but does not mean that we will fail, because we have many innate advantages, especially in the brand, the content of the two major aspects of resources. In the video site, for the successor, there are two hurdles: first, how to hit the visibility, so that the audience on their own strong stickiness; second, how to solve the problem of lack of programming resources. Both of these problems are non-existent for Hulu. NBC, FOX, ABC are world-renowned veteran video companies, the three major companies produced by the film and television programs are very recognized. The huge brand effect of the three big companies will naturally greatly reduce the cost of Hulu marketing.　　In addition, the three major companies have nearly two-thirds of the United States film and television programs, huge program data resources, on the one hand can help Hulu to remove the video site to purchase the copyright difficult problem, on the other hand, can also solve the video site usually shows insufficient resources, not enough new deficiencies. Four, the network technology threshold is reduced. Originally engaged in video site technology threshold is high, many technologies are in the research and development phase, such as bandwidth increase capacity problem, video resolution increase problem, making investors often need to hit a lot of money. Today, none of this is a problem.　　This is the network technology in the field of traditional media is not good at cutting down the technical threshold. Content positioning: Rich, high-quality, genuine, free content rich. In the case of Hulu, for the latter, it is only possible to add more content in order to create a strong competition for itunes or YouTube, and to create an effective blow to rampant piracy.　　As a result, Hulu's goal is to become a streaming service store with the largest number of programs on the Internet, one-stop service, in other words, if Hulu is to achieve a network of Hulu, it basically does not have to go to other networks to watch the program's goals. To achieve this goal, Hulu has four main ways to solve the program source problem: The first is the three major investors own video programs, that is, NBC, FOX, ABC three companies have news, interviews, serials, music, concerts, movies and other video programs, and the second is with other large traditional media content business cooperation. Hulu Partners existing Sony, MGM, Warner Brothers, Lion Door ShadowIndustry and the NBA, more than 220 major traditional media content providers, third is the content provider of the channel, including comedy, The Sundance Channel and PBS such as small channels;　　Includes TV channel official website, some entertainment websites (including social networking sites) and so on. Quality。 For a long time, there have been two major factors affecting the quality of online video programs, one is too narrow bandwidth, program playback is not smooth, one is the computer display screen resolution is low, the program definition is not high.　　At present, for the latter question, Hulu has completely resolved, for the previous issue, because Hulu broadband connection recommended speed per second IM, so if the DSL line or mobile internet browsing, viewing the effect will be reduced, but compared with other similar products, Hulu online video shows the best viewing effect. Genuine。 "Insulated from piracy," is Hulu always uphold the corporate philosophy. Admittedly, earlier, some video sites made their homes out of illegal use of pirated products. But in the view of Rahl, first of all abide by the law, which is the cornerstone of a firm's foothold and development. Secondly, the development of online video web site, with the sound of the law and the rights of people to raise awareness, and then want to gain profits through piracy is impossible.　　Again, our investors, NBC, ABC, Fox have been suffering from piracy, we do not want to let others to fight this pain, and do not want to destroy their brand. Free。 For reasons to choose Free, Hulu explains. First of all, Hulu belongs to the successor, for the market to enter the novice, how to stick to the user is its ability to gain a foothold in the market and the key to effective development. Cyberspace, netizens have formed a free consumption habits, at this time we have to do is not eager to break, but to adapt to this habit. When consumers have a certain dependence on your product, it is not too late to step up the charge.　　Again, we have a huge video library of investors backing, therefore, the relatively low copyright prices, the licensing method is relatively simple, coupled with the three major companies for the intermediary and bring the rich advertising customer resources, we have the strength to provide free service. Channel features: The convenient high-end Starbucks model "how to help viewers find and appreciate what high-quality video, and when, where and how to access these videos, we are actually inspired by Starbucks." Starbucks coffee shops in Seattle can be seen everywhere, Starbucks in the hope that customers enjoy Starbucks coffee while also increasing consumption, but we also want to let the audience enjoy the quality of the video program.　　To achieve its own Starbucks model, Hulu focused on the design of the channel to show a convenient, high-end features. Convenient。 Convenient, one of the biggest features of the Starbucks model. The Hulu user interface design is very clean and concise to make it easy for customers to find and use products. The top of the page, according to the type of program, the source of the film classification, in addition to provide the day hot, this week popular, last month, popular video retrieval.The company, which began his career with Walt Disney, said he wanted Hulu to have a rich but clean design of Disney theme parks, rather than "a night view of Tokyo." In addition, in order not to increase the complexity of the user's use of the product, Hulu abandons the industry's usual practice of requiring users to download independent players, allowing them to play directly on the Web page.　　' I'd like to see Hulu's online video, even my mom can take 15 seconds or less to do it without my help, ' said Kilar. High-end。 Some coffee chain stores, there is a common shortage of places, that is the product to go fast food, low-end road, therefore, the selection of raw material quality of coffee beans, and bring up the coffee fast food flavor is very heavy. This kind of coffee chain is very difficult to form a brand, the substitution is very strong. The difference is that Starbucks is a high-end service to the road, not only the raw materials good, but also carefully modulated, many flavors and unique. Hulu also targets high-end positioning in channel operations.　　First of all, the interface design is simple but not clear atmosphere, and second, firmly do not let pirated products into Hulu website, and finally, most of the video works are carefully selected. Advertising concept: "Less is more" and "choice" in advertising management, Hulu pursues the concept of "less is more" and "interaction".　　It's not only a small number of ads, but also short time, usually only one-fourth of the length of TV ads, users can also choose to see ads, scoring ads, playing advertising games. The benefits of this advertising philosophy, in the view of the Lord Rahl, are that it enhances the attractiveness of advertisers. Hulu currently has more than 400 advertisers.　　With a handful of advertisers advertising, it's easy to stick to big advertisers that can make a lot of money, and today Hulu's advertisers include big global companies such as McDonald's, Bank of America, Best Buy, and rim of Canada. The second is to meet the network characteristics, advertising communication more efficient. From a psychological point of view, the audience on the ads will have a conditioned reflex of the psychological, due to advertising in the audience, more is a violation of will, forced information received behavior. Audiences want to see a, advertising hard to let the audience look at themselves, this compulsive behavior will certainly let the audience disgusted.