Music video network: The creator of the field

To ask what is the hottest American drama in 2013 years, the card house is a well-deserved one. Digital media Netflix, which spent 100 million of dollars on copyright, became the hottest online show in the United States and more than 40 countries for its first foray into the original drama. Its great success shows that the new media has gained the possibility of countering or surpassing traditional media through self-made content. Nearly two years, the domestic mainstream video sites have increased the input of homemade content, due to the form of novel, content grounding gas, has won the pursuit of many netizens. The homemade drama and the self-made art and so on have gradually become the video website to get rid of the high copyright expense Fetter, realizes the content difference, enhances the user stickiness and builds own brand the core strategy. "Industry's largest film and television copyright library" for the content advantage of the music view, from 2011 onwards also began to actively exert the field of self-control, the creation of "Le Vision manufacturing" This original content brand, has launched the "My Name Kang Congming", "Tang Dynasty Good Man", "Pmam", "Star Moon Private Words" and many of the distinctive personality, unique style, A reputation for homemade dramas and homemade variety shows. According to 郝舫, the chief producer of the original program center of the Music network, as the pioneer of the web-made content, Le sees a lot of attempts and innovations in this field. Quality: Completely comparable to the traditional TV program, "The north-east past the underworld 20" is the first homemade drama. However, no one thought that this is not a big star, big production of the small cost of the network play only 16 days, the number of broadcast breakthrough 200 million, by netizens called "The history of the most cattle homemade drama." "That is the first Test water network, although slightly immature, but its success has determined us to take the confidence of the development of homemade drama, and the concept of the network of homemade play is formally presented as music." 郝舫 told The Advertiser. According to the 2013 Q1 earnings, the operating profit for the first quarter of 2013 was 82.04 million yuan, an increase of 39.62% over a year earlier, with a total profit of 82.2 million yuan, up 30.74% from a year earlier; Music to see 2013 the first quarter of the advertising business to achieve revenue 148 million, an increase of more than 142%, and in the company's main business accounted for the first time than other business, ranked the main business contribution of the first. Among them, the self-made content to the overall earnings growth is not. Just finished the first network of ancient costumes through the self-made drama "Tang Dynasty Good Man", to more than 200 million of the number of players successfully settled into LeTV billion star Club, this figure is almost equivalent to a cost of tens of millions of royalties to buy the TV play volume. Following the first season of "Women's help Girl" 1 billion of the volume, the head of the "second generation" halo of "Women's help Girl" in the second quarter also held on July 23 launch conference. 郝舫 revealed that, with a good foundation for the first season, "Women help girls" has not yet been filmed in the second quarter, investment work has been completed 80%. In fact, none of the homemade dramas has been profitable. Why are the homemade dramas so favored by advertisers? 郝舫 that there are three main reasons. One is the reasonable use of large data. Many homemade dramas are roots.According to the network popular novel adaptation, such as "Northeast past the underworld 20", "Tang Dynasty Good Man" and so on. and decide whether to buy the basis of the right of adaptation, is the number of clicks, Baidu Search heat, micro-blog topic index and other hard indicators, through these actual figures, 郝舫 will determine whether the script has a wide range of network audience base. The accumulation of massive user data is the most important reference of the users ' preferences, viewing habits and target audiences, and the most important reason for the success of the repertoire. Second, excellent program quality. There are two criteria for judging the quality of a homemade play, one is the technical standard and the other is the aesthetic standard. It can be said that the music of the homemade drama no matter from which standards, can be directly to the TV station to play, no less than the TV drama. The third is the exclusive content of the program. From the successful experience, the exclusive content is always the most attractive to the user. At present, Le sees the hand to hold 80% popular network novel's copyright, believed that these unique content can produce the huge explosive force. In the promotion of homemade content, le Vision also formed its own unique mode, namely the Internet and traditional media cross-border operation. In addition to the traditional public transport, subway, building advertising, give full play to the Internet as the basis of social media platform role. The full play of Baidu Bar, Micro Bo, micro-letter, forum, social networking sites, such as the proliferation of media, on the basis of effective guidance to form a system linkage, so as to achieve large-scale, extensive dissemination of information, and even derived a unique set of music-vision ecological communication system. Of course, the importance of the search portal for homemade content promotion is self-evident. Compared with "quality content", "exclusive content" can better play the guiding role of search engine. "The Tang Dynasty Good Man" as an example, regardless of user from 360 search, Sogou, Baidu which entrance to enter, will eventually enter the music video playback platform. "There is a significant difference in the exclusive content, and long-term guarantee of quality of content, in order to become the king of the internet age." "郝舫 said. Revolution: The innovation and change of the mode of advertising sales for advertisers, homemade content also offers innovative ways to sell advertising. "At present, in addition to SMD advertising, naming, implant and brand customization, music also through the technical means to create interactive, highly participatory forms of advertising, such as Click the Lottery, set multi-function buttons." At the same time, based on the eco-industrial chain layout, we can in the smartphone, Tablet PC, PC, music video network TV version, video TV Super TV and other terminals for the content of simultaneous landing, the realization of a real multiple-screen integration, so that the brand display more user-friendly, more diversified output channels. "The current revolution in content and technology products is far ahead of the sales revolution, and the problem is that advances in products and technology need to be better communicated to advertisers so they truly recognise the superiority of the new model," 郝舫 said. Le Vision also in the latest launch of the music video TV Super TV set up a homemade drama channel, can be personalized for advertisers and customized services, and successfully attracted the BMW Mini launch orders. To the traditional brand placement of advertising methods, le Vision is also activelyTry to break through and innovate. "In the first season of women's help, we branded the Gold kitchen cabinet." However, in addition to simple product display, we pay more attention to the brand advocated by the spirit and concept of implantation. In the play, the heroine not only uses the products of the gold kitchen cabinet, but also enjoys the happiness brought by the modern city people's meeting place in the kitchen, thus transmits the fashion, the love, the healthy life idea accurately. "郝舫 said. This classic case, won the 2012 micro-film Jin Yu Award "most commercial value Network series Gold Award", 2013 Tigers Classic Communications award silver, and "economic Observer" sponsored Outstanding Marketing Award "excellent Case of the Year" award. Each Krame's custom play "My name is Kang Congming", then took a more innovative road. The heroine Kang Congming's job is the employee of a diamond mall in Latin America, and her optimistic personality, which is still full of positive energy after setbacks, fits perfectly with the brand spirit of "polished diamond life" in Latin America. At the same time, the first attempt to subvert the three innovative modes of television broadcasting on the show. First, "See Kang Congming win the Diamond Life". Based on the plot answer to collect diamond ring reward netizens, through the integration with the theme of the spread of the month, the realization of friends watching the drama side interaction. Second, "The end of each episode North Drift life Sentiment." At the end of each episode, the "North Drift" collected from the network before the premiere of the video, through social transmission of the North drift tear video, triggered the emotional resonance of netizens, echoed the repertoire protagonist "North Drift Big Girl" emotional exchange. Third, "The brave confession, the sentiment fixed 415". Collection of true love Confession story, and from the election of a video, on April 15, the same day with the millions of of the advertising resources to promote the same time, creating a social topic, the innovative video advertising marketing mode to the user and enterprise-class audience. Every Krame is very satisfied with this pioneering initiative, it is learned that "my name is Kang Congming" the second quarter is also in preparation. As for music, the investment of homemade dramas and self-made arts and crafts is no longer a problem for them. "Many of the content in the preparatory phase of the attention of many advertisers, they even actively find us to talk about cooperation." This shows that the music vision around self-made content innovation advertising, content quality, audience value has been fully recognized by customers. "郝舫 that as long as it is a good model, a good platform, advertisers will not refuse to change." "At present, more and more advertisers have gradually accepted and recognized the value of video sites, large-scale transfer of advertising budget can clearly illustrate this point." Of course, for advertisers, fully adapt to the new model often requires a cognitive training process. But I believe that this day will come soon. "Trends: self-control represents the future of video web sites" in terms of homemade content for online video, the water test period is completely over. As the core field of the future exerting force, self-control has risen to the strategic level of the music vision. 郝舫 introduced, at present, the music of the homemade drama, in the weekly to Friday 12 o'clock noon, will be in the "le-video Midday Theater," updated on time. By 2014, it will increase to two episodes a day,The total amount of homemade drama will also reach more than Chihu. In 郝舫 's view, the volume and influence of the network video platform has changed, enough to support the playback of homemade content and to achieve sensational effects. The new media in the game with traditional media status is gradually improving, more and more traditional media people began to flow to the new media may also prove this trend. One of the advantages of online video content is that the production cost is low and the profit is relatively high. At the same time, video site can be a low cost to the network of mature TV stations, and its ease of play anytime and anywhere is more suitable for young internet audience fragmented viewing habits. In the future, with the development of video web site, its own platform has become more and more influential, homemade content can be exported to the TV station, creating new profit points. "Le Vision is trying to use a subversive internet thinking, to carry out cross-border innovation and revolution, to shape a new internet ecosystem." Believe that through our efforts, advertisers will eventually recognize the network video this media platform contains great value. 郝舫 said with great anticipation.