Mango TV: Catfish and Wolf

Article: Wen Jing Liu Shuifa Source: Media Conforming (reproduced please indicate the source) "Media conforming" view--on the surface, Mango TV by virtue of "solo" reputation, so that its users and access to a surge in the achievement of the annual best results list; But in fact, the most valuable kernel behind these appearances, is a powerful high-quality video IP resources can bring "head flow." The latter, is how many video sites dream of. The 2014 Mango TV was obviously successful. On the one hand, its success stirred the seemingly pattern of the network video market, Cross Thorn to kill a mainstream new army, catfish effect play incisively and vividly; On the other hand, its success defines the development path of network audio-visual, that is to fine, exclusive copyright, high operating value of audio-visual IP resources, pry the big industrial lever with small beats; Third, according to its own genetic advantage, in the living room Internet, mobile internet and desktop internet simultaneously, centralized firepower break through the living room Internet (internet TV), showing the aggressiveness of the wolf; outside watching Mango TV, and Mango TV to see themselves, there must be some error; There is also the strategy of commercial competition, do not rule out the intention of competitors; So, let's talk about Mango TV today. The keynote speaker Zhang Juopo The true thoughts of his and his little friends. This includes, but is not limited to, the true strategy of the Mango TV, an objective commentary on the market's friends, and a positive judgment of 2015. Happy Sunshine CEO Zhang Juopo, December 4, the media conforming and other organizations interviewed, the media conforming extract the essence of the interview to share with friends-Mango TV website and TV clients have how many users, it is necessary to do with the same as the cool potatoes? Zhang Juopo: Mango TV's daily average of independent users around 20 million, although less than Youku, But we still have a big market. But our mango TV and Youku potatoes are two completely different ways to go. The user we serve is a partition. We do not follow the original video site to serve everyone, we do is the so-called head flow, do boutique content, this part is actually the most effective advertising benefits. Any video site actually has the so-called 28 theory, strong IP of the large content of its 80% traffic, access to 80% of the ads. Mango TV has more than 4 million real active users, ranked in the forefront of the industry. From the advertising value, our traffic can create 六、七个亿 ads, and we pay the cost compared to other video sites will be a lot smaller. Our common video site is from the peaks of each side of the mountain, our complete ways are different. The video website advertisement market grows more and more steadily each year, to a certain node must take the profit as the goal, this time will give the mango TV to cause the relatively big impact? Zhang Juopo: If you put the mango TV in the angle of a spoiler, it's also a must, because we were climbing from the other side of the hillside, To develop this video site on the core of your own production content, we don'tis to go mass flow, but the strength of the IP traffic. See Mango TV itself must put it in Hunan radio and television as a whole to see. Hunan TV is a large content production base, is content production and organizer, the production of things should be to the full terminal coverage. Mango TV plays the role of this channel. Other video sites are still very unstable, they are still fighting skills, and then caused the price is high, the purchase cost is too high, directly affect they are not profitable. And we do not lose money, make money, stand in Hunan radio and television point of view is not a loss of money, Mango TV and Hunan TV each do the program to the two channels, each side to get their own advertising, advertising has a linkage, marketing has been through. This point, customers with Hunan Satellite TV and the special network of special make a combination of boxing, and then sell in the market to achieve its maximum dissemination. In the long run, if the price of TV play is a little bit, we can also participate in it, we can further enrich our content. Mango TV does not consider the combination of capital to go to the market to buy copyright? Zhang Juopo: We don't need it now, I'm the show now, there's one-tenth more traffic than Youku, and the ads I get are far higher than their ARPU, because we're doing head flow. For example, when it can do 3 billion or 5 billion, we can do 6 to 1 billion of the situation, is very good, and this time they are at a loss I am in the profit, my advantage lies in my first day of profit. We are now the core competitiveness is the content, Youku, Sohu is also doing content, our advantage is? Zhang Juopo: The production content itself is really a long-term culture of things, and the best match is the way we are now, that is, satellite channels plus network platform. If any satellite TV is willing to broadcast, the video site will be willing to sell the program. In fact, all the best video site One way is to get another satellite TV, if possible to buy a satellite TV, the acquisition of a strong satellite TV. Do you want to use the Mango TV brand as an independent operation, or do you want it to be a brand of mango? Zhang Juopo: Brand image, one called Hunan TV, a mango TV. It is not taboo for users to associate Mango TV with the extension of a body. I just want to tell everyone that we are family. Hunan TV is a channel of performance, the real core competitiveness is behind the production team and its production and organizational capabilities. Today's variety shows in the video site, the basic is absolutely exclusive, so the video site will gradually be separated, will become clearer, through its own program and its purchase of the program, its organizational ability slowly formed, which is from pure media properties. Of course, we mango TV than the head flow, compared to the ability to do content, this will be more and more clear in the future development process. The production team is the core competitiveness, afraid of other rich companies to dig people? Zhang Juopo: Hunan TV can do the phenomenon class or do the best program, there are some essential elements naturally. We have a good producer., because the best programs are built by the strength of the team, not just individuals. We imagine the future to do the most excellent head flow television programs, to do the best TV show, it is the most important platform where? Now, the excellent producers to the Hunan TV rally, because the early years we in the competition process made a good platform, so people would like to come. What is the platform element that the next top production program needs, and I think it exists in a media channel with satellite channels and all the channels of network communication. Because the value of the person doing the show here and the effect of the program can be maximized. Now the major licensing parties also have a homemade plan, Mango TV's strength and opportunity where? Zhang Juopo: Video site in the solid, they desperately put their own content, began to do their own programs, to do the media, the television station Hollow, to make their own a simple by the country's licence to eat, even the brand is not, is a channel just. All of its programming, even advertising, is outsourced, but can you imagine which video ad site is being wrapped? So many TV stations have no chance, just Hunan TV has the opportunity, so that not everyone can do this thing, but Hunan TV is the most suitable for dry, at least in the head flow of the most suitable for dry, and Hunan Satellite TV can keep doing this, the future of the phenomenon of large-scale programs will occur on this platform. Do not network this end, the future phenomenon-level program will not happen to us, because you can not maximize benefits. and Hunan TV and Mango TV This combination is to build a huge platform, on this platform, the program here can be magnified maximum effect. Compared to all the video sites, our current core strengths are here. When will Mango TV's earnings come up against Hunan TV's past copyright distribution revenue? Zhang Juopo: 2015 advertising revenue will be far more than the previous copyright distribution revenue. From media content What's the plan for Mango TV? Zhang Juopo: We also need to encourage and build a diversity of homemade content on our platform, we want to achieve the content of the sea quantification. Hunan TV originally has a program called "New Youth", the equivalent of today will be Wu Xiaobo Forum people to our television station to broadcast. The TV station is linear, time is limited, we will be in the future on Mango TV platform can be gradually self-made such programs. We'll slowly figure out where our users are, and we'll stretch out some new forms of programming for them. Like Hunan TV next year and this year's program will be different, but it is a linear platform, its total program is limited, our Non-linear platform video total is no limit. Which one is our user group focused on? Zhang Juopo: Hunan TV is 18-39 years old, we are 5-6 years younger than it. Such people are more active in the Internet. Advertisement this piece of potential is big, customer's response how? Zhang Juopo: The Advertiser response is very good, because we belong to the pyramid tip this part of content, certainly is the advertisement response very good. We do this end because there is no long tail, the average length of browsing is the highest site. A person inOur site stays at least 1.5 times times more than the second. He just came to us as a boutique. Mango TV is a broadcast channel, to what extent affect the production of content? Zhang Juopo: Our present mode of production is the common investment, is the TV program is the joint investment. Part of the future we will be completely homemade, entirely by our Mango TV team launched. We now have a lot of producers to join our company in the form of a studio. But I hope they do not only do our platform, but also want to reverse output to other satellite channels. What's our producer team now? Zhang Juopo: In two aspects, on the one hand, we set up a studio and production team, on the other hand, we outsourced. At present, Mango TV has opened the first studio-Hai studio, this is a Hunan radio and television senior Gold program producer. Hai join, not only can enrich our self-made program team strength, there is also a deep meaning-release a signal, Hunan radio and television mature research and development ability will be in the new media field to be continued. The second is the foreign production of the play, all by our investment drama, now has been photographed 四、五部. "Gold Matchmaker" has been on the second part of the "Tricks of the river" to be on. First on the "accosted Master", and then on the "Tricks of the world." "The pattern of rivers and lakes" has completed the trial, I think the quality is good. I have always stressed that Mango TV's homemade programs need to have their own tune, the requirements of the self-made team is: "Martial Arts" is that we can as a reference to a bottom line. Homemade variety show what is this piece of concrete in doing? Zhang Juopo: Still looking desperately at mode, we are now every day is desperately looking at the new patterns outside. Imitation is a very important thing, and then see which is more suitable for us, we hope to launch next summer vacation a relatively large mango TV's own production of a variety of art programs. The plan has been to next summer, perhaps some time ago we are doing small and with Hunan TV linkage program.