Video site in the end and strive to "upstream" why?

Taking advantage of the movie boom of the summer vacation, the video site also joins the fun. After the first internet movie "Old Boy Raptors Crossing the River" produced by Youku, Confucius and LeTV, the love of China's No. 1 film and television portals Fantastic Art has also been included in the film industry's faction, first held the "Ikkyi Internet new movie" movie strategy conference, the official announced the establishment of Iqiyi Pictures, followed by the introduction of "love 7.1 movie plans ", Opened the industry's first Internet video company and film industry integration win-win curtain. For Aiqiyi set up studio, into the upper reaches of the film industry chain, many industry bigwigs have shown great interest, have been hot Aiqiyi this move, and hope to work together to embrace the new Internet media.

Whether it is music or Youku to today's love Fantastic Art, fought on the Internet video sites are now no exception to the film industry upstream of the content in the field, in the end video site and strive to "upstream" why? Is the scenery "upstream" really "unique"?

Competing for the layout of the film into a new trend

Internet video companies are often the focus of people's eyes, will always set off many new wave of industry. In content competition, the video site has explored the distribution of copyright procurement, procurement of independent broadcast and home-made models. "Compared with the copyright procurement and distribution, the copyright content broadcasting mode is the most popular today." Liang Mingliang, for example, said that PPTV Co-operation had achieved a total success of over 450 million in the summer theater through its exclusive broadcast rights. But obviously the video site is not satisfied with the content from the traditional television programs, the major Internet video company just ended near the battlefield in the smoke of the World Cup, then entered the film industry chain "upstream" big battle. Love Fantastic Art is not the first Internet video company into the upper reaches of the film industry chain, of course, will not be the last one.

Nanfang Daily reporter learned that as early as before love Fantastic Art, there are many Internet video companies have worked hard to enter the industry upstream. LeTV is undoubtedly one of the earliest moves in the film industry, one of the earliest movements in the music CEO Jiayue Ting view, the content provided by the film is its "platform + content + terminal + application," the most important part of the business model . In addition, Youku Tudou, the first domestic internet movie marketing company, has begun to taste the "fruits" of moving into the field of film industry. Including the "Overheard" series and the "old boy" and other big movies are produced from Youku "hand."

Tencent video with strong traffic resources is also actively involved in the production of video content. "Diablo" is a high-quality suspense drama created by the team leader of "Dragon Gate Escort" created jointly by Tencent Video and Ci Wen Media Group. Data show that "dark" first quarter Tencent video on-line theater alone broadcast. On-line less than three weeks, "Diablo" in the first quarter of broadcast over 40 million, continued to be favorable for the audience. And Sohu video is the technology and content integration, to create China's first 4K network drama "hurried that year", and strategic cooperation with the appliance maker to advance in a large number of 4K TV terminal display "hurry that year" Related clips and content, the event will cover more than 10,000 home appliance stores and 3C stores across the country, as well as various online and offline channels, is the history of the largest Internet content and 4K television terminal cooperation.

For the "content differentiation" fight "upstream"

Film and television industry to provide content, video sites to provide channels, the Internet video in the area followed many years of business model, as the video site competition to "upstream" and change.

"Nowadays, the distance between the Internet and the traditional film and television industry is getting closer and even closer to one another, but this should not be regarded as an impact. In fact, the online drama and the traditional drama should not be contradictory. We believe that in the future, users Habit, end media and new media changes to promote the television industry into a new multi-screen era, the traditional television industry and the emerging Internet are organic integration and good complementarity. "Tencent video that the integration process is not between the two major media This shift in the relationship between the resonance and win-win relationship. "In fact, the film industry and video sites have always been interdependent." Liang Mingliang, an Internet analyst, told Nanfang Daily reporters that as a video enterprise, the Internet is the cradle of its existence. However, the Internet has a lot of information and is full of A variety of pirated video to ensure that their own site video content genuine, original to attract more viewers has become a problem every Internet strong business to consider, at the same time the film production company also need to use the Internet for advertising and box office sales. However, the high price of copyright in video content has put pressure on video websites. After years of study and exploration, the video websites are increasingly fledgling and have the power to go upstream. The attempt to make video content is also In line with the law of development. "

Appears in many video site industry, in addition to being able to resolve the high cost of copyright, through participation in video production not only to protect their own site video genuine and original, but also through the production of video features in line with their own site to create distinctive features of the site, Communication site concept, comply with the needs of the overall market environment. "With the entry of a new force with a strong background in the domestic online video industry, the already brutal market will become even more fierce. Coupled with the current price melee in the copyright market, videos that have always been seeking differentiated competition have been sought after Web site accelerates the pace of change, once the video site truly their own original content to do a certain market, not only to avoid the impact of traditional television stations, while the user's viscosity will be greatly enhanced.

In the first five years of development of the online video industry, the video websites of the second five years will focus on the "content creativity" and the competition of "content differentiation" under the framework of a hundred schools of thought. The charge number is already sounded, into the upstream production of video content becomes an inevitable.

Although the "upstream" attractive investment needs to be cautious

Active video sites to the "upstream", on the one hand out of the product layout, on the other hand is also the film industry is currently booming market conditions, a good look. The data show that Youku Tudou and the 20th century Fox recently reached a year-long movie on the marketing cooperation has been set and the "Captain America" ​​and "X-Men: Reverse the Future," the two films both 700 million burst attractive Scores, while the music video investment "Little 3" also released 4 days will break 300 million at the box office. In such a temptation, the major video sites and strive to upstream is also taken for granted.

However, analysts believe that "upstream" Although the current return on investment quite attractive, but for the video site itself needs a lot of cautious. "To enter the field of upstream film and television is definitely not a fuel-efficient lamp, and now many video sites are still at a loss, the video site industry has always been a burning industry, then investing in upstream will undoubtedly cause the company's funds will be tight, leading to risk Increase. "Liang believes that the video site in a limited attempt, although it has tasted a certain degree of sweetness, but from the film and television industry experience, not blockbuster film and television works abound, and the resulting loss is huge. "Video websites should make layout adjustments with full understanding of their own situations and should not blindly stretch the industrial chain."

In addition to the production, promotion, distribution and other work, IQIYI film industry can use its own Internet genes, often get through the derivatives industry chain, such as online games, movie tickets online sales and other e-commerce services, as well as the use of Ikki Media resources to increase the ability of the film's interactive publicity, which is the traditional film industry can not have the advantage. "Magistrate chief content officer Ma Dong seems to march into the" upstream "of the film for the love of Fantastic Art is also the use of the Internet means An attempt to transform the traditional film and television industry. "Through analyzing the accumulation and analysis of Baidu and our own data, IQIYI can push back the movie box office through the analysis of preferences of the entire Internet users' behavior, and the accuracy rate reaches more than 80%."