How long is the network home-made dramas maintained?

"I wanted to make a reality show when I started my business in 2006, but if I do it, I think it is quite possible that this (Youku) company is now gone."

Eight years ago, Koo gave up the entrepreneurial direction of the production content, in turn, to establish a video sharing platform. Today, he is already the chairman of Youku Tudou, but also in a circle, back to the content production on the road.

Not only Youku potatoes, around home-made content, fierce fighting in the field of video today. In the first half of this year, video websites including Ikki, Youku Tudou, Sohu Video and Tencent Video all exert their own efforts. After the wave of mergers and acquisitions, online video giants try to take the "content" of self-made content.

Homemade drama intensive strikes

Although the online video rights of popular television programs such as "Where are you going to go to Dad" and "China's good voices" have reached record highs, for Yudatatsu and Ichimaki, they may even prefer to borrow homemade content as the "Hunan Satellite TV ".

In April of this year, Ai Qiyi founder and CEO Gong Yu officially announced that the "Ai Qiyi Studio Strategy" was fully launched. The first batch of three major studios, Ma Dong, Liu Chun and Gao Xiaosong, brought nearly 30 files Collective appearance. By the end of June, Wu Xiaobo, a financial writer, announced that he will join AiQiYi Studio and broadcast the talk show "Wu Xiaobo Channel."

Not long ago, Sohu CEO Charles Zhang in Sohu video production network drama "hurry that year" conference on the "First Financial Daily" told reporters that 2014 is the first year of self-made, Sohu video for self-made investment will be 2013 2 Times; home-made content traffic output will be 4 times this year; home-made beyond variety, become Sohu video layout second only to TV series, will also become Sohu video first profitable content product line.

Even the announcement that Storm will be listed on the domestic GEM video, but also began to move home-made drama. Not long ago, Storm Media announced the completion of the "Micro-Cinema Line" project and its opening up to the public. At the same time, it announced the launch of the "V Program" of its own home-made drama by Storm Media Network, which aims to support outstanding home-made video content. The industry believes that Storm Media is hoping to transition to the online playlist, overweight for the listing.

56 Net also said that in 2014 "56 produced" investment will account for more than 50% of the overall content costs, far more than the purchase of movies and other copyright.

According to Koo Koo's plan, in 2014 will invest 300 million in funding to increase efforts to develop self-control network. Youku potatoes from the second quarter of 2014 to the first quarter of 2015 will launch 17 home-made dramas, and will follow the European and American drama, weekly play.

In July of this year, Youku co-produced TV series "Little Times", which will premiere on the Internet before being broadcasted on traditional satellite television. Previously, the Internet-made reality show "Lvxing" landed on CCTV and "nurtured" the content of traditional television stations.

According to the estimates of En-En Consulting, in 2014, the major video websites will invest 100 million yuan in self-made online games, doubling the number of episodes compared with 2012. In the meantime, network home-made plays were broadcast in over 1 billion times in 2012 and are expected to reach about 1.2 billion throughout 2013 and nearly 1.4 billion in 2014.

It is worth mentioning that, in terms of user clicks, homemade drama is not inferior to the traditional television.

Network home-made drama "never imagined" the second quarter released in Youku, only took a day, Youku click on up to 28 million; and love Fantastic Art broadcast of "waste wood brothers" on the line only 5 days playback volume all the way Soared to nearly 80 million, the rate of increase in traffic even more than the "Dragon Gate Escort" and other popular drama.

"In the computer screen, mobile phone screen and TV screen and other multi-screen Internet rise, the user scale to a critical point, self-made partners more and more recognized Internet user base, which became the driving force for the development of homemade content." Victor Koo told reporters analysis It is expected that the next big self-made era will enter a fast-growing channel. The trends include large-scale, high-quality and large-screen distribution.

Profitability patterns varied

In 2005, the hottest TV show was a super girl, when Koo had already planned to invest tens of millions of dollars and found host Wang Han and some star directors and producers to prepare for a similar program on a TV station. "But when you find that you are holding money, holding a host and a producer, it is very difficult to negotiate conditions with TV. If you insist on doing so, you may soon go bankrupt in 2007." Koo said, Finally, the brakes, decided to first or do the platform.

Youku cut into the video sharing platform from 2006, experienced the brutal growth of grass-roots user-generated content era, around a circle, Youku taste home-made drama in early 2009, by 2014, Youku's homemade content has been from the original ecology, to create Single successful podcasting, filming, cattle, etc., began to enter the fine, large-scale reproduction of the stage, including movies, TV series, variety shows and so on.

"The development of video sites mature state, you will want to have a more independent choice of rights, when the market's content can not meet their own needs through other self-made ways to optimize the content and enhance the brand; In addition, in the broadcast, the video site must According to the broadcasting station scheduling time, the lack of initiative. "Youku chief executive officer of the potatoes Zhu Xiangyang told this reporter that these reasons to make dense self-made drama become the inevitable choice for video sites.

Especially when the traditional television station represented by Hunan Satellite TV began its efforts to support its own online media platform, some high-quality exclusive content no longer favors the play on the third-party platform, which also forces video websites to speed up the pace of homemade content.

On the other hand, under the pressure of rising copyright prices and earnings pressure, increasing input into self-made video industry has to face the choice.

Hou Tao, vice president of Enne Consulting told reporters earlier, from the input-output ratio, the cost of homemade drama per episode is only 1/3 of the traditional film and television, but by the amount of play, probably not a third So little or even more.

Analysys International analyst Pang Yi-ming also believes that "home-made drama on the one hand reflects the difference between various video sites, a home-made drama can help deepen the channel impression, we will recognize this site from this drama." Another reason is Homemade drama has a high return on investment.

A set of self-made drama cost more than tens of thousands, cheap twenty thousand or thirty thousand; from which you can also implanted advertising, title broadcast, custom advertising, as well as the daily patch ads and commercials, "This calculation from The drama is very popular with advertisers. "

In addition, the profit model surrounding home-made dramas is more diversified than previously purchased copyrighted content.

"It's a common phenomenon that you can extend a variety of derivatives around clothing, commodities, games and e-commerce, especially when the entire market is being developed by you." Zhu Xiangyang told reporters for example that Disney acquired Marvel Since then, there have been many adaptations of Marvel animation, including the transformation into the TV series, as well as the creation of new video contents for the marginal characters in the previous popular animation.

The Youku Tudou homemade drama "goddess goddess", for example, on the PC side of the page to play the right, there will be popular characters in the drama PK list, the user has been able to give the like characters at different prices from the virtual gift.

Victor Koo said that now diversified model is still in its infancy, but has been able to see the future. After Alibaba shares, Youku potatoes will have more synergies in terms of e-commerce payment, big data, content self-made and derivatives. The future may be such a scene, the user watching the drama, see the stars who like the clothes, direct purchase.

However, behind all the fierce competition for home-made content, it is still the "content-based" rule that has remained unchanged for many years in the field of video.

Previously Charles Zhang told reporters: "Although there are disadvantages of self-made, that is, you made this thing can not guarantee that it must be successful, which is not the same with the purchase of TV series, because in the market to buy, then buy must have been successful. We are particularly scared of home-made words as a stupid move and a 'dumb gun' because it is entirely possible. "