Video website exerting force homemade drama: The change of profit mode use large data to play the movie

Video site Intensive exerting the cause of the drama, one is a homemade drama reflects the diversity of video sites, to help deepen the impression of the channel, the second is to grasp the initiative, the three return on investment high.

In fact, the outside world for the location of video sites, more is the video content of the broadcast, but with some of the network of homemade play hit, we will see more movies on the big screen, TV shows are from the production of video site figure.

Into the 2014, the major video sites are for homemade play.

The first half of this year, including Archie Art, Youku potatoes, Sohu Video, Tencent video, including video sites are exerting their own content.

The previous August 29, Youku Potato Group in Beijing announced the establishment of "Unity pictures." As China's largest application and network video platform, Youku Potato led the development trend of multiple-screen integration, is committed to creating o+o (online fusion) of cultural entertainment platform.

In the industry's view, Youku potato in the film and television dramas, homemade drama has its own team to do, and now, it also set up a film and television company, is the force of film and television drama Field of a signal.

Koo, chairman and chief executive of Youku Potato Group, says making movies is both a personal dream and a key step in the group's strategic goals. "In eight years of Youku, from video sites to apps and web video platforms, from UGC, PGC to homemade content, to the creation of a film company today, we set sail with our dreams." Today, with the establishment of the Union, we will open up the film industry on the various value chain, with O+o (line online fusion) of ideas, to the upstream of the industrial chain. ”

Play a movie with big data

"In the age of self-control, we will continue to scale the success stories and produce more and better homemade content." "Youku Potato Group PR Liu told the Financial Weekly (http://www.lczb.net) reporter.

In the industry, today's cool potatoes around the xuan hair, homemade programs, ticketing, hospital lines and large data, has formed a film industry chain one-stop movie propaganda chain.

And according to the concept of the industry, Youku potatoes Harvest quite a lot.

According to the press favorably cool potato group obtained information, nearly two years have 58 domestic and foreign film marketing preferred cool potatoes, box-office revenue reached 16 billion yuan, accounting for China's total box-office 30%. Among them, the deep marketing movie average box office exceed 400 million yuan.

In fact, before the establishment of the Unity film, Archie Yi Archie Arts and television company, music and video, Sohu video, such as the storm has been quietly layout.

On April 25, 2012, the "Le Vision film Strategy Launch", the music and Visual Studio announced the 2012-year 10 films of the investment, production and distribution program, planning to issue 20 films in 2013, and the launch of 2014 years 10 major film development program.

"From the perspective of this series of planning, at least the speed of content layout in the film field has prevailed." "A video industry practitioner on financial weekly reporter introduction.

In addition, as early as April this year, Archie founder, CEO Gong officially announced the "Archie Art studio Strategy" fully launched, the first set of Ma, Chun, Gao three studios with nearly 30 of their own content of the collective debut of the project. By the end of June, financial writer Wu Xiaobo announced that he would join the Archie Art studio and broadcast the financial talk show Wu Xiaobo channel.

Before, Sohu CEO Charles Zhang in Sohu Video production of the net drama "hurried that year" press conference, said that 2014 is the first time, Sohu video for self-control will be twice times the 2013, the flow of homemade content output will be 2013 4 times times.

"Self-control will surpass the comprehensive arts, become Sohu Video layout after the series category, will also become Sohu video the first to achieve profitable content product line." "Charles Zhang introduced.

However, in the eyes of more industry, although less than the latter, but in depth, breadth, the unification of the film may be better.

In fact, for Koo and his youku potatoes, they would like to use large data to play the film industry.

According to the CEO of Zhu Huirong, "The Unity film is the original Internet movie company, will rely on large data and o+o fusion of the two major features, the creation of an open cooperation with the film industry platform to help push large production and marketing of the precision." At the same time, will build IP incubation, studio people and fans of the three platforms, to achieve from the content creation, talent training to the full coverage of the fan economy, so that the line under the full integration of online. ”

"In addition to content creation, Youku Potato Group into the film industry set up the IP incubation and fans of the two platforms are new, and no longer limited to the content level, opened the movie's outreach pattern." "Zhu Huirong said.

The change of the profit model

"The video website develops to the mature state, will want to have the more independent choice the right, promotes the brand."

"Homemade dramas, on the one hand, embody the diversity of various video sites, and a homemade play helps deepen the impression of the channel, which you will recognize from this show," analysts said. "Another aspect is the high return on investment in homemade dramas," he said.

In addition, under the soaring copyright price and the profit pressure, increases the investment self-control to become the video industry has to face the choice.

Hou Tao, vice president of Art Consulting, told reporters that from the input-output ratio, the cost of each episode of homemade drama is only 1/3 of the traditional film and television drama, but by the amount of playback, may not be one-third so little, or even more.

And this is the source of the power produced by homemade dramas.

In fact, people who know youku potatoes know that early in the early 2009, Youku did not merge with the potato before, has begun to try homemade drama, according to Liu recalls, "at that time the most fire to several homemade comedy hip-hop quartet." ”

"On the basis of successful cases, we began to scale production and further upgrade." ”

Liu Introduction, to 2014 years, Youku's self-made content has been from the original ecology, podcasts, pats, cattle, etc., began to enter the quality, large-scale reproduction stage, including films, TV dramas, variety shows and so on. "such as Youku ' said series ', Potato ' most series ', micro-movie" Old boy "also upgraded into a big movie. ”

"In the scheduling, the previous video site must be based on television stations to set the time, lack of initiative." Zhu Xianyang, chief content executive of Youku, said to the Http://www.lczb.net reporter that these reasons make it an inevitable choice for a video site.

Talk about the difference between the profit model of the Oneness film and the previously homemade content of Youku's potatoes. "Earlier homemade content, our income model is more diverse." Liu said, "Homemade content makes network video no longer rely on a single patch advertising revenue model, revenue diversification, such as embedded advertising, naming, spots, derivatives, virtual gifts, user fees, and even direct purchase models." ”

For example, she said, "Cool all Entertainment", "Friends", "Miss Puff" and other boutique-made programs to attract Mengniu excellent C, Jeep Grand Cherokee, Nestle "Playboy Tube" and other advertising title or depth of implantation; potato Homemade program "potato Music", jeanswest input total value of billions of of resources; "Never thought of" Advertisers have to line up.

"Unlike homemade programs, the goal of the Oneness cinema is to make a strategic contribution to the film industry, which is not primarily profitable at this stage," he said. "Liu said.

In the video industry analyst Roland View, Youku potatoes from UGC started, from UGC resources to talent, there are a lot of accumulation, do original has its own advantages. On the other hand, from the present situation and the future forecast, self-control is a development trend.

As a film company that was born on the Internet technology platform, the Unification Studios said it would invest in no less than 9 Internet movies each year, offering quality content to shoot large films, providing them with Internet and hospital-line platforms.

For example, like the formation of internet idol, "male Goddess of God", "companion line", "Never thought of", our weekly broadcast theatre, All-weather Interactive live music reality show "Potato Live" are intended to create brand content. "Liu said.