Limited entertainment to show the extrusion effect of video site competition "Self-control"

SARFT issued the "Limit Entertainment order", "limited to" the extrusion effect is accelerating to appear.

February 6, Sohu Video announced with Yili, Fonda two well-known brands to reach a deep strategic cooperation; previously, Youku, potatoes, Archie art, etc. also out of the news, obtained The Advertiser's "New Year Big single." In this wave of advertisers to carry out position transfer of the "Great Migration", there are more and more traditional industry advertisers to join in.

"In 2012, we predicted that advertisers would transfer more of their marketing budgets from traditional TV to online video," said Wang, co-president and chief operating officer of Sohu. One of our top priorities is to use this trend to further monetization our massive user traffic. ”

Credit Suisse's latest China Internet industry Research report shows that the number of TV entertainment programs has dropped by two-thirds after the "Limit Entertainment order" was enacted. The two bans on SARFT are good news for video sites, maintaining an "overweight rating" of the Chinese Internet industry as a whole.

Credit Suisse's analysis argues that advertisers may be putting more advertising budgets on online video sites for three points: users spend 33% of their time on the internet, and advertisers have previously spent only 14% of their ad budgets on 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. As a result, 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.

Despite the "two restrictions", there will be a lot of advertising share will be lost from the TV station to the video site, but the specific video site can be "Leackage", which also depends on the video site "self-control"-the ability to produce their own programs.

In fact, the video site has already started the "self-control" competition, but did not think that the decisive time of the sudden advance. Under the two restrictions of extrusion effect, video web site in the field of original self-control can make a breakthrough, the 2012 is a critical campaign.

Video site's homemade column once ushered in a large number of new generation of strong consumer participation and interaction, will be more to win the brand demand for precision advertisers favor. With the limited entertainment to the TV stations, the large compression of recreational programs, users of entertainment programs will be to a certain extent transferred to the network. From the current point of view, in the homemade "TV drama" aspect, each video site's ability is the same as the same, in other words, this is money can be done. Therefore, the rest of the battlefield is homemade "entertainment", you can say, who will be the most production of online entertainment, who can take the lead in the first opportunity. This is not only to compete with money, but also to compete with the network. From this condition, it is not difficult to screen out, itself with the entertainment DNA Sohu Video, its advantages from top to bottom in the entertainment circle will be the largest, from the applause into a draw, a sharp pull off the distance with the competitor.

In the past, the network interaction is basically the television station to occupy the initiative, with the promulgation of two restrictions, video site in the cooperation of the role of more and more weight, network interaction "interaction" two words, embodies more obvious.

Recently, the video website has launched a series of homemade programs. For example, Youku plans to launch the second season in 2012, "Let the Dream fly-China's most cattle", and Tudou will launch a number of self-made arts and entertainment programs. And Sohu Video, Hunan satellite TV "every day up" deep cooperation "blood growth Show" "Newface Up, Young", is Sohu video to join hands with Hunan TV upgrade "Taiwan network linkage" model after the new program, the program innovative and Hunan TV Ace column "Day up" depth through, The contestants will be in the two-month draft process at the same time on the "Day up" as a performance guest. It is reported that the project investment of up to tens of millions of, is the network video field so far the most investment, the largest large-scale growth and self-help activities.

And by virtue of Baidu powerful search function of Love Qi art and television platform in the Spring Festival before and after the increase in cooperation, Archie Yi First and Zhejiang satellite TV launched "New Journey to the World," Taiwan network linkage broadcast obtained a huge profit, February 6, Archie Yi hand Hunan satellite TV launched a large costume palace espionage drama "Deep Gong", for this cooperation, By insiders known as lightly combined to create a "palace play" peak. For Taiwan Network cooperation, Archie CEO Gong (micro-Bo) said, "as the complementary value of TV and network platform constantly highlighted, Taiwan network linkage has become a major trend in the video industry." and Archie Art and television cooperation is also reflected in its big play marketing strategic focus.

In the film and television drama copyright prices by leaps and bounds, the video site more and more profound awareness of the competition, "people stupid, money," the way to compete is difficult to endure, especially the film and television drama of the value of the loss of fast, far less than the creation of a brand-name column that can be

"Eating Out" is love, "under the Kitchen" to live.