A huge change in the video business model

In 2012,good voice of China this TV program is undoubtedly the most fire, not only make the advertisers big investment, but also attracted video site infighting. At the end of 2012, the in Shanghai search Fox Video announced with the "good voice of China" production Fongcan production to reach strategic cooperation, will spend billion in the second quarter of "China good voice" new media all rights and interests, and online student solicitation platform for the synchronization and the country's several major urban ground training to start, for this industry people believe that Sohu video in increasing the development of differentiation and synchronization significantly increase the profit forecast.

Since the peak of the Internet video copyright market in the past, the hit play per episode cost more than million yuan, since last year, copyright prices fell sharply. "China's good voice," the popular, making variety show copyright prices have also been changed, Sohu Video this time to buy the second quarter of "good voice in China," the network of exclusive rights, it is likely to pull off the video site competition for variety show Resources Prelude.

According to the information released by the latest video web site rankings, Youku, Sohu Video, potatoes ranked in the top three video industry. Analysts believe that with the completion of the combination of Youku and potatoes, the domestic video site pattern will form a model of sharing with Youku and the integrated portal model represented by Sohu video.

Industry "Comprehensive Arts" column of a single big

Looking back on the cooperation between the first season of "China good voice" and the video website of Zhejiang TV, we can find that the copyright of the network video is sold at that time, and the price is roughly at million. In the first quarter of "China good voice" hot screen, Archie Art, the exclusive cooperation of the interview program "China Good Voice after biography"-"Cool true voice", and divided into TV broadcast version and network full version. Popular Network and music network also took action, launched the first season, "China good Voice" Students Shanghai Station Promotion Conference and "China Sound growth Classroom", the first quarter of "China good Voice" extended decryption version.

And last year, Sohu Video launched a "Good voice" Sogou method skin different, Sohu video monopoly of the second quarter "good voice of China" media rights means that other video sites will not be able to play its network video. Why can star production choose Sohu Video?

First of all, Sohu video deep pockets, there is a strong father as the backing of financial support. Sohu chief financial Officer Yuchuyan said, Sohu Video in 2012, the cost of copyright procurement as high as 60 million U.S. dollars, is expected to invest in 2013 to 70 million to 80 million U.S. dollars. With the increase of bandwidth cost and the cost of human resources, Sohu's spending growth in 2013 will show an upward trend. With the second season of "China Good Voice" network playback rights, Sohu expects the third quarter broadband costs will also be significantly increased, and then the overall platform for Sohu's advantages to give the star enough confidence.

Sohu CEO Charles Zhang revealed that Sohu Video has become one of the core business of Sohu Group, is expected to achieve profitability in the next 18 months, 2013 will continue to increase the support for video business and investment efforts. Youku alone in the video playback than Sohu video high, but the Sohu group has a full platform of media and entertainment resources, this is unmatched by Youku. Data show that Sohu Video monthly independent users have reached 350 million.

The deep tillage of "network linkage" mode

At present, Sohu Video has been with Sohu Weibo, Sina Weibo, Tencent Micro-blog to achieve two-way interoperability and launched a "watch" function, users can directly think of themselves as the most interesting part of the video playback time to share the beginning of the three micro-blogging platform. Using the interoperability mechanism, Sohu video access to social media feedback, will be in the development of more close to the user's products. It is reported that, after the realization of interoperability functions, users watch the Sohu video, whether in the station to watch, or be spread to the micro-Bo platform, users can see the video of all the comments to achieve the spread of the virus-type effect.

In addition, relying on Sohu "entertainment + video" dual platform advantages as well as the first quarter of "China good voice" super high man Gas, Sohu video in this cooperation will operate three-screen All-in-one platform, strengthen the computer network screen, mobile phone screen, mobile end pad screen of the cross-screen integration services and marketing, and the second quarter of the "good voice of China" TV platform --Zhejiang satellite TV, to achieve full network full channel coverage. So that users through television, computer networks, mobile phones, pad access to different terminal characteristics of content and interactive services. It is understood that "China's good voice against the strongest sound" (that is, the Chinese sound Circuit concert) in the Sohu video total playback has exceeded 31 million. In addition, Sohu video aimed at "The Sound of China" students before the behind-the-scenes visit to reveal the first homemade documentary "Raid the Strongest team" online has made about 20 million clicks.

February 27, 2013, Sohu Video in Beijing announced the United star production, Zhejiang satellite TV launched the second quarter of "China Sound" exclusive official website and opened the second season, "China good voice" the only official collection platform. Sohu Video, the collection and online collection and offline solicitation Two ways, now has opened a PC end, mobile end, such as a number of platforms, students only need to login to the official Sohu video platform reference operating procedures can participate in, as of the press has more than 30000 people attend.

For Sohu Video has spent 100 million yuan to buy out the second quarter of "good voice of China" network exclusive rights of the news, Sohu video related people said that the current will not disclose the amount of copyright purchase and advertisers contact. Sohu Video CEO Deng Ye that: "and can star production cooperation is not simply a copyright purchase, but set copyright use, product research and development, marketing as a whole." Although the overall average price of the industry is starting to get a correction, but because of the ' pyramid tip ' effect, some good video content, the price is always expensive. ”

At the same time, Tianming, executive director and CEO of Star Media, said: "Like the first season of China's good voice, video sites simply replay does not meet our requirements, so we are determined to find a partner who can cooperate in depth." "China's good voice" is not simply the Internet into a television program replay platform, we hope that with the Internet cooperation has greater innovation, is not a simple replay and combination, but the depth of integration, integration can create new interactive form, is the television can not be achieved. At present, several video sites in China have their own characteristics, the reason to choose Sohu, mainly considering Sohu in addition to have strong internet technology genes, the entire team for content creation from top to bottom have a passion and values, which is also our production concept of star. ”

Some analysts on the cooperation is very optimistic: "The cooperation between the two sides of the network is gradually from the simple content dissemination to more reflect the Internet value of the interactive cooperation, do not exclude other comprehensive arts talent show to follow." ”

Content Plus channel is kingly

Not long ago, the official client of "good voice of China" has been online, its application main interface is the first season "China good Voice" in the Top 16 players album, users can listen to each player's classic track, can also check their social dynamics, to their favorite players to send voice or text messages. At the same time, Tianming also revealed: "is planning the ' good voice of the internet ' and ' app good voice ', not simply put the TV version of the" Chinese good voice "on the internet to spread, but to create a new, independent, similar to the network community programs. "After the launch of Hunan TV based mobile Applications" Hula ", the total user interaction in 13 days will be broken tens of millions of times. From this view, in the three-screen era, TV program client is no longer only the extension of the recommended TV program, the future will be as a breakthrough in the mobile internet to seize the market. We often discuss a topic--is the content for the king or the channel for the king? I think, through the haze of 2012 Doomsday, 2013 network linkage will be "content plus channel is king" era.

Recall last year, Taiwan Network linkage classic case, Sohu video and Hunan TV cooperation show "Up!" the response of the unusually hot scene as if vividly. It is reported that since the launch of the event in February 2012, a total of more than 200,000 Chinese youth enrollment participation in Sohu video total visits reached 570 million. With the cooperation experience of Hunan satellite TV last year, when the second quarter of "China good Voice" met Sohu video, the network linkage mode will be more diverse, whether from the concept of program production, technical cooperation, the media broadcast form will have a new bright spot, the program's ratings and the network's playback volume will also be high.