Homemade dramas are crazy.

Absrtact: At the end of June Sohu Group chairman and CEO Charles Zhang and Youku Potato Group Chairman and CEO Koo, before and after foot came to Shanghai. June 27, Youku Potato Group launched a multi-frequency strategy in Shanghai, Koo came to preach. And a week ago, Charles Zhang was just

At the end of June Sohu Group chairman and CEO Charles Zhang and Youku Potato Group Chairman and CEO Koo, before and after foot came to Shanghai. June 27, Youku Potato Group launched a multi-frequency strategy in Shanghai, Koo came to preach. And a week ago, Zhang was just here for the Sohu video released a homemade content DreamWorks plan platform yell.

Just after the 7 birthday of Sohu Video increasingly rely on the group. Charles Zhang Frank compared with the game, Sogou, Sohu Video more needs to help the group to combat foreign. This is not only a tactical need, but also Charles Zhang's entertainment dream. and homemade content is Sohu Video future strategy important backing.

Video sites around the "two revolutions" of homemade content seem to be on the verge of a hair-trigger. Archie Art, Tencent video, music network in the self-made content and original content are again footnotes. Domestic video sites have moved from a frenzied price war on copyright purchases to homemade content. Yang, the Tudou president, said in an interview with the Economic Observer that a series of homemade content products would emerge in the second half. Tencent Video general manager Liu Chunning also believes that homemade content is the core of future content strategy.

Self-made strategy

Homemade content on the small test, so that Zhang Chaoyang and even the entire Sohu group to cheer.

Dream Factory plans for the future is based on homemade content products, to get through the upstream and downstream industry chain, from the network content to the film, to the TV series constantly open up a variety of platforms. At the same time, Sohu Video hope that through the open content upload platform, so that Sohu video production both investment, incubation, manufacturing, marketing a variety of functions for the video industry practitioners to provide hatching functions.

At present, Sohu Video's original self-control ability can provide an annual output of more than 2000 hours original video content. Among them, "Cock Silk man" series has exceeded 300 million playback volume. The single episode of "My Best is my predecessor" is over 10 million. It is worth mentioning that the self-made content has begun to reverse output to each satellite TV.

Initially from the TV to buy drama, to feed the television to become a professional content manufacturer. Charles Zhang's interpretation of the content of the space began to rise, the entire video industry began to move towards the mainstream.

Early video sites, due to the lack of content, regulatory deficiencies, piracy found a hotbed of wanton breeding. In the stage of horse-racing, the content of the scale to obtain user traffic, so as to win the market share of a minority. At that time, Youku, potatoes, Sohu Video and other "War of words", accusing each other of embezzling their own play.

Although the subsequent crackdown on piracy norms of the film and television drama copyright market, but at the same time elevated the TV play network broadcast right of the procurement threshold. The price of copyright purchase has risen sharply. From the initial thousands of yuan to tens of thousands of, and then to a few 100,001 sets of network unicast copyright everywhere. But in order to rob users and advertisers, video sites from home to buy abroad. "The blood will only make the family black and blue." "Xiongfei, a video industry analyst, thinks the copyright market for online playback is a bit misshapen. such as Sohu Video, Archie Art, Tencent video, such as the "rich second-generation" continue to obtain the parent company's ammunition support; Youku began to combine potatoes; with the accumulation of copyright purchase in the early years, the music network of the financing channel is also becoming more and more comfortable.

Although the impact of the video site gradually increased, advertisers also began to look to their eyes, but did not take the lead. Charles Zhang believes that video sites have never been mainstream, but only as a traditional TV series distribution pipeline.

And behind the madness of copyright purchases, video companies do not have a long tail effect on earnings. Using hit dramas can quickly get users and brand names for early video sites, but for already-mature video sites, users who buy TV dramas or film copyrights get less sticky. "It's no different than taking money to buy traffic," said Yang, the Tudou's president. ”

The content strategy has to be adjusted.

Second revolution

If the copyright reserves to the video site to bring the first bucket of gold, homemade content will be the video site two revolutions chasing the dividend.

Zhang said that compared to the copyright procurement, the content of the main direction of self-control. Koo also emphasizes the importance of original content at the meeting of Multi-Frequency strategy. In Youku's latest revision of the Web page, Youku produced the original content on the first screen.

Behind the strategic change in these video sites is the impact of new media on the traditional TV market and the changing habits of users watching TV dramas. Users start to switch from the TV to PCs and mobile devices. and Internet content began to reverse output to television.

State Press and publication SARFT Development Research Center released the latest "China Audiovisual New Media Development Report", quantifying the new media impact on traditional radio and television: survey shows that the PC, tablet computers, smartphones, the impact of the Beijing TV boot rate from three years ago 70% down to 30%, Traditional radio and television audiences to the elderly focus on the 40-year-old consumers to become the mainstream audience, television viewing of the age structure of the population presents an "aging" trend. The internet has become the main channel for watching TV dramas for "dual-screen users" who also watch online video and television.

Advertising to the audio-visual new media migration trend is increasingly obvious: 2007-2012, China's network video advertising market scale growth of three years more than 120%, much more than the same period of television advertising revenue growth, audio-visual new media distribution of the market "cake" more and more.

In addition to the changes in the user's watch habits, more important is the content of the homemade video site to master the initiative. "Homemade content is not only cost-effective, but also can be customized for the main advertising depth." "More and more advertisers choose to put on their own content," Xiongfei said. ”

Therefore, reducing the procurement of professional copyrights, not only can reduce the cost of content, but also can increase the interaction between advertisers and users. More importantly, through the accumulation of these years, platform users, brand influence, professional team makes the video site can be self-made content, and feed to the traditional TV.

Since last year, the number and quality of homemade content in video websites have been greatly improved.

2012 Archie Arts to all levels of radio, television, the reverse output of self-made program content has been more than 40,000 minutes, the output of different program forms more than 10, output to radio and television agencies total of nearly 30.

In the same year, the first network drama "The northeast past the underworld 20" online, created a 11-day online traffic over billion. As an important part of the ecological content, the self-made content has become the most important way for the COO competition, while the homemade content is one of the important strategies in the future, Le Video network Liu said.

Previously stressed UGC Tudou, immersed in a year, but also the content of the strategy focus on the content and original content. Starting in the second half of the year, Yang said potatoes will have a series of moves around the content of the young user's homemade contents.

And the entire Youku potato group is in the first quarter to achieve the first loss narrowed. Koo described this is the group's adjustment to the content, will focus on the development of UGC,PGC (professional original content) and self-made content, and so on, further reduce the reliance on professional copyright content, improve the difference of competitiveness. "Homemade content must be the direction that needs to be increased in the future." "Liu Chunning that for the platform and users are not missing Tencent, content is the root of the king."