From the original and homemade play to the level of clarity

From the competition to the copyright, from the original and homemade play to the clarity of the battle between the video site is increasingly fierce. With the promulgation of last year's policy of "limited entertainment order" and "restraining order", advertisers in traditional TV industry began to look to the new media camp represented by video websites. 2012, the online video industry will usher in "holding Regiment" cooperation, the fittest year.

Advertisers increase investment in the video industry to welcome the golden period

The trend of the year

Recently, Credit Suisse released the latest China Internet industry Research Report, the "Limit entertainment order" after the promulgation of the TV station entertainment volume decreased by two-thirds. Based on the two bans on the SARFT is a good news for the video site, Credit Suisse to maintain the Chinese Internet industry as a whole "overweight rating."

Credit Suisse's analysis argues that manufacturers may be putting more advertising budgets on online video sites for three points: users spend 33% of their time on the Internet, and advertisers devote only 14% of their advertising budget to the Internet; Because of the habit of watching videos online, The number of Internet video users in China has been steadily increasing; in Beijing and Shanghai, CPM (cost per thousand) of online video is far below television.

Therefore, some insiders believe that all online video sites, other new online advertising and media outlets will benefit from this environment, the video industry will usher in the golden period of development in 2012. Under this background, the original strength of the video website, the deep integration ability of the network linkage and the innovative marketing ability will become the watershed of the industry competition.

Internet analysts said that the online video in the field of original self-control can be a breakthrough in the 2012, one of the key battles, this kind of homemade column once ushered in a large number of new generation of strong consumer participation and interaction, will be more to win the demand for accurate brand demands of advertisers.

Chain

Frequency cooperation video site into the era of holding group

Reporter noted that, in this context, into the February 2012, video site to change the past, the characteristics of the single fight to the powerful joint group of the road.

Potatoes & Sina Weibo

February 6, Tudou announced it has become the first external video site to support Sina Weibo users ' video uploads. Users in Sina Weibo upload video to publish and share, you can choose Sina Podcast or Tudou. This means that Sina Weibo will get a better video platform support, Tudou for Sina Weibo to provide video upload, save and share, but also stimulated its own platform users upload and playback growth.

Tudou project leader said, non-Tudou registered users, in Sina Weibo upload video to potatoes, will automatically register as a Tudou user, the user name and password and micro-blog account is consistent. Tudou will be the highest upload video quality transcoding out of 1080P above the HD version, the largest can upload 2G video files.

Lok Vision Network & NetEase

After the potato announced and Sina cooperation the next day, the well-known video web site music and the four major portals of NetEase jointly announced that the two sides will build a video cooperation platform. Lok Vision and NetEase to build a video cooperation platform domain name: http://163.letv.com, the domain name to music network. Le Vision Network is responsible for the platform to provide video content and video playback technical support. NetEase on the cooperation platform to select the video content provided by the music network, and is responsible for the cooperation platform video advertising business.

It is understood that NetEase will pay the cumulative guaranteed operating income of the net total value of 100 million yuan. The funds will be paid in 3 annual instalments of 30 million yuan, 50 million yuan, 20 million yuan. In addition, according to NetEase's operating performance of the platform, the two sides will be divided by the number of playback.

Industry insiders said that the music and netease cooperation, effectively alleviated by high copyright costs brought about by the cost of pressure.

Youku & Tencent Weibo

A week later, Youku announced on Valentine's Day that it would collaborate with Tencent Weibo to achieve video commentary. For example, users in Youku upload video and share to Tencent Weibo, the two platforms added comments will be synchronized display, and labeled as from outside the station.

Youku, the completion of this function, the implementation of two platforms of video commentary content seamless return, users uploaded to the Youku video content, whether in the station was viewed, or was the netizen to share to Tencent Weibo, any comment on this video content, will be displayed in the original video, and the logo tips from outside the station platform.

For the current video site to take the sharing strategy, Analysys International analysis that video site cooperation can achieve video content sharing, expanding the capacity of video library, while minimizing costs. The more participants in the Industry Procurement Alliance, the less the copyright pressure on the site.

It is reported that the video site in the purchase of copyright content will be evaluated content value, such as will not become a hit drama, how the market response, and collective procurement in the content of the promotion has advantages, everyone will buy their own content to promote, more easily stir fire content.

Development direction

Video sites will enter the knockout stages

With the video site into a key year, the video site in the exclusive copyright competition is increasingly fierce, a few open year drama "Country Love 5", "New Journey to the World", "Strange Man Ouyangde", "Beijing Love Story", "Ruyi" and so have become the video site for the cake.

There are insiders believe that the end of the 2011-year video site after the scuffle, this year or will become a video site gradually stabilized and began to small and medium video site of the fittest year. and exclusive copyright and homemade drama will be the key to the survival of video sites.

Sohu Video

In the domestic hit drama has always been a ruthless Sohu video, before the festival won the "Country Love 5", "New Journey to the Heart", "Ruyi", "Cliff", "Beijing Love Story" and other 9 hit big drama, become the video industry hit drama No.1.

followed by the flow of traffic, advertising and other business volume of rapid growth, including the double crane pharmaceutical, flying Crane Dairy, Maigao Dairy and other well-known manufacturers, and Sohu video on the play reached a commercial cooperation.

At the same time, Sohu video together with Hunan TV to create a reality show, "Up!" was also officially launched yesterday. The reporter learned that, as the online video industry's first large-scale reality show, "Up Bar, Young!" with the Hunan TV ace show "Day Up" of the gold producer Zhang Yibei, the leading domestic television program production team to build, mainly for young people to provide talent display platform.

Tencent Video

Tencent Video 2012 will be heavily invested in the content of procurement, from film and television content, homemade production and major event marketing three aspects of the content to build the whole industry chain.

After the 2011 Tencent video launched into the market, the investment Huayi 450 million, film and television play procurement 360 million, investment culture, China 210 million, successively with Huayi Brothers, Days entertainment, pony Pentium, King Group and other entertainment giant crocodile deep cooperation, aiming at film and television industry upstream launch impact.

Liu Chunning, general manager of Tencent's online video department, said 2012 will be the key year of the development of the video industry, Tencent Video will continue to increase the film and television play copyright procurement investment, not only will launch nearly 20 solo play, 100% coverage of Hunan TV hot episodes, but also to strengthen and Hollywood and the domestic big film Company's cooperation.

2012 years, Tencent Video has introduced the "Phoenix Totem", "New Liang Jian", "King of Legends", "Gong Bead", "Beijing Love Story", "New Journey to the Heart", "Datang fan", "Hongwuda case", "Strange Man Ouyangde" and other 10 dozen drama, but also won the new Lunar new film "Big Magician" Exclusive copyright on the line.

In addition, 2012 is the London Olympic year, netizens to sports events of high concern and jet lag factors, resulting in online video will play a significant role during the games.

Tencent video plans to spend hundreds of millions of on the London Olympics, sharing the visual feast of the 2012 London Olympics with users through a TV-packaged column and a trend-leading micro-film.

Other sites

Odd art, potatoes, Youku, pps and other sites are not to be outdone, have launched a series of homemade programs. For example, Youku plans to launch this year, "Let Dream fly-China's most cattle" in the second season, Tudou is planning to launch a number of self-made arts and entertainment programs. And in the copyright purchase, potatoes, exotic arts, music, etc. also have their own exclusive copyright variety show or TV series. such as the potato "Kangxi came", "Naruto", the odd art of many Taiwan idol drama, music, such as many American dramas. Le Vision Network has recently set up a "music video TV Brand", the introduction of the first 3D Cloud video Super Cleaning machine, officially into the Internet HD field. It is reported that the new music video TV will be launched mainly for high-end high-definition video enthusiasts 3D cloud products, such as ultra-clean.

Industry Analysis

Analysts said that the 2012 domestic online video competition will enter the white-hot stage, some no funds and platform of small video sites will choose a complete transformation, the competition of several big giants is not limited to only in the volume of copyright purchases, but also includes original resources and video technology.

"To the next stage of competition, the number of play is no longer the decisive factor, but more test of the strength of the video site and the accuracy of the purchase of the play, as well as the subsequent performance of the drama." Otherwise, only to lose output, or anticipates, will be thrown into a huge loss and be eliminated. The analyst said.