Mango TV Solo in Hunan TV trump card art: 1 billion worth

"Mango TV next year will be the full start of the solo strategy, the whole network of Hunan satellite TV all the strongest IP content, including the classic column" Happy Camp "," Day Up ", Ace column" Where Daddy Go "," I Am a Singer "and so on, market value exceed 1 billion. "Happy Sunshine (Mango TV operating side) President Zhang Juopo in the Mango TV2015 Annual investment conference announced.

In addition, the future of Hunan satellite TV program content will be produced by Hunan Satellite TV, Mango TV together, the two sides will spend 1 billion to create a dual-play theater, Mango TV from the broadcast platform into the production side.

All along, Hunan TV's ace variety show by the video industry as the most hot resources, this year, the Music Network and Archie Arts, respectively, "I Am a Singer" second season and "where Dad go" second season, such as six popular comprehensive arts, have achieved extraordinary results. The data show, the music network solo broadcast "I Am a Singer" the second season full screen total playback volume has also exceeded 1.5 billion, the first half of the industry data rankings are ranked in the top three. and Archie art alone "Where's dad?" The second quarter not only create more than 1.4 billion of the network playback, only the program title income close to 100 million yuan, has not broadcast on the basic recovery of the cost of copyright.

While the solo strategy makes video sites profitable, it has to be admitted that the good old days are gone. In Archie Art 2015 years of investment meeting, Archie Art CEO Gong said, rely on buying their own alone, by creating sky-high record of the era passed. Now the industry to upgrade, Archie in 2015, the cost of homemade drama unit costs more than the TV series, the investment of self-made arts and crafts more than the television station.

First-line video sites are looking for a new development model, and have the first-line video site to benefit rich content resources, Mango TV can bring new variables for the video industry? Li, founder of the video incubator Mars culture, said to TechWeb that, on the whole, Mango TV, even if it has an impact on the video industry, is also a small variable that has little impact on the pattern.

Li predicts that the strength of Mango TV, even next year, the comprehensive solo broadcast Hunan TV's popular comprehensive arts, it is difficult to enter the video industry's top five. On the one hand, as the industry's successor, Mango TV brand awareness can not be compared with Archie art, music and other video sites, on the other hand, Mango TV lacks a large flow platform for their own diversion.

Video Top five? Mango TV faces many problems

According to Mango TV related person, Mango TV in the start of a comprehensive solo, but also launched the launch of the "Gold Matchmaker", "the pattern of rivers and lakes", "accosted the master" and other homemade dramas, relying on the content of Hunan TV production team advantages, in the content of the full force. Data show that in May this year, Mango TV broadcast "Flowers and Youth", "where is Dad" after the second season, the total number of independent users across the platform has exceeded 20 million, mobile-end cumulative download has exceeded 30 million.

Hunan Satellite TV's high-quality content resources so that Mango TV in half a year to obtain a high-speed growth, but it is undeniable that it and the first-line video site still has a certain gap. At present, the biggest challenge for Mango TV is the lack of content resources, and it is not enough to rely on a few variety shows if you want to get a sustained high flow, says Pang billion, an analyst at Analysys think-tank.

As the video website of Hunan satellite TV, Mango TV has its high quality content broadcast copyright, but the special identity also decides cannot obtain other first-line satellite TV's content resources. At the same time, in UGC, such as long tail demand, Mango TV is congenitally deficient.

In Li's view, there is no reliable diversion platform, Mango TV for a short period of time the flow can not make a greater breakthrough. For the value of the diversion platform, the most classic case is Archie art backed by Baidu, only four years to stabilize the video industry in the top three. Prior to that, Mango TV in the second season, "where the father went," a 360 search for cooperation, but according to TechWeb obtained the exact news, 360 will and light media set up a new video site, can continue for the possibility of Mango TV diversion is not much.

Content production team as beneficiaries

Mango TV alone strategy to the video industry, the change is that the content of high-quality comprehensive arts as a scarce resource, video site on satellite TV quality of the competition is also more intense. Recently, Archie and Youku potato because a variety show will be broadcast in Beijing TV show "Dream Maker" opened the "war", both sides said they had bought exclusive internet rights for the show, although it was not clear who had the final copyright, but it is certain that the video site has a high level of demand for premium copyright variety shows.

This also leads to the video site must take more ways to expand content resources, the most reliable is to support more content production team to develop self-control, this content production team will be a good news. Li is seeing this trend, leaving service for many years of traditional video sites, founder of the Martian culture.

In Li's view, the real content of the market is new media content, that is, for the new media platform and crowd characteristics, tailored programs, the time is shorter than TV, language more refined, is to use the Internet users prefer to do the show, rather than traditional TV programs using big-name stars.

Such video programs cost less than traditional TV programs and have lighter patterns. But the problem with this model is that it loses the power of traditional TV programs and must think about how to reach more users. Analysys International analyst Roland said that the key factor in the success of these content lies in two aspects, whether to meet the audience's taste and how to promote later, these two factors are indispensable.

Li also agrees with this view, in combination with his own experience in the promotion and marketing of traditional video sites, he has positioned Mars culture in incubators, only research and development in content production, content studios, and Mars through distribution and operations, marketing capabilities to help content studios solve problems outside of production programs.

"Even high quality content used to be a bargaining power before a strong channel, but that is changing," he said. New media platform for the growth of content demand for high-quality content has more and more bargaining power, even in front of a strong channel also occupied the initiative, which will inevitably lead to more traditional TV people into new media content production, and thus benefit. "Roland said.