Traditional entertainment and the Internet, who do you watch?

Some time ago, the article and Liade derailed the uproar, instead, the "apology Statement", published by Weibo, has also received unprecedented attention, breaking the record of Chinese social media attention, or even Liade, and triggering the TV frenzy of "article Yili" old drama. This trend, if you think that the impact of the internet on the traditional entertainment industry knowledge of entertainment information on the gossip has repercussions, then you are too underestimate the Internet. In fact, as the internet and mobile internet sweep through the Chinese landscape, traditional entertainment is almost dispensable.

In this multi-screen era, more and more users like through smartphones, tablets and other small screen terminals to obtain content, while the traditional entertainment business model is "riddled with holes", not keep up with the development of the Times. On the one hand, the threshold for user access to content is getting lower, if the traditional film and television companies, publishers also isolated in the big screen, paper books, on the internet to earn a meager on demand, subscription fees, entertainment giants can no longer be born "hundred years old Shop"; On the other hand, despite the Internet's preference for UGV (user-made video), it even spawned the Never thought of, "Call Beast" and other grassroots brands, but most of the content is still uneven, distance forging "Transformers", "Avatar" and other entertainment brands far.

Therefore, the traditional entertainment and the internet to carry out multiple, deep integration is imperative. Recently, after Disney announced the "Avengers Alliance" authorized Tencent to adapt the tour, but also to the Sony, the Shadow and other giants "inspiring" and the latter to carry out cooperation negotiations-believe that every morning to wake up the boss of the entertainment giant is not the sun, but how to catch the Internet Express?

Traditional entertainment will die?

As we all know, in the past few decades, the traditional entertainment business model has been like "small workshop", "investment production-output-production-income-transfer of copyright", the main source of revenue is box-office revenue and copyright sales, such business model seems "impregnable", in the fundamental sense, There is no essential difference between this and the traditional manufacturing line production mode.

Although the traditional television industry individual art talent show to create a crazy audience rating. But on the whole, the impact of the internet and mobile internet, the overall decline in the rate of return and advertising revenue is an indisputable fact. A survey showed that the rate of television start-up in both Beijing and Shanghai was less than 30% last year. This will also extend to the film industry, which is bound to hit the traditional box office economy because consumers are increasingly inclined to choose the movies they want to see on their personal device screens. Therefore, more and more entertainment giants also through copyright sales to obtain economic benefits, although this can lead to income growth, but it has lost the direct control of users, resulting in the right to speak and pricing power of the weakening, can be described as "outweigh the gains."

Due to the lack of in-depth excavation of the surrounding derivative industries, coupled with the Internet industry is actively moving towards the traditional entertainment layout, the growth of traditional entertainment more worrying-some investment banks have seen the concept of entertainment stock price.

Catch the Internet Express?

So how can the traditional entertainment industry get on the Internet? From now on, there are two ways:

One is to unite with platform. In recent years, the media to enter the Internet, film and new media integration is not uncommon. If the film industry to give full play to the advantages of content manufacturers, and Internet enterprises to carry out cross-platform cooperation. Hunan Satellite TV and Tencent video cooperation network set up the "couple that Thing", "Fairy tale One-second" and other programs, to the video site to make up for the blank space of TV media, promote the brand influence of film and television works and ratings promotion; Zhang Yimou has also chosen to set up a video fund with Le Vision, which will be located in the film works area of the music video Super TV.

Second, the development of extension products. More and more traditional entertainment industry people realize that facing the Internet tide, the future way out may not only be to grab the entrance, build platform, content and content-based extension may be more important, such as games, interactive social mobile application development, electricity and so on. Traditional entertainment companies can not do their own, you have the choice of Tencent as the representative of the Internet platform to cooperate. Early, "star Change", "war" and other adaptation games, once attracted attention.

Who will be the first to ship?

With the advent of the content of the King era, the parties are seeking a deeper strategic layout.

March, Ali launched the so-called 100 yuan can be cast film project "Entertainment Treasure" project, the first phase of the project, including the film "Small Times 4" "Wolf Totem" "illegal operation" and so on. However, from the actual point of view, "entertainment treasure" gimmick more than practical. Bat on the other side of the penguin early in a few years before the layout of "Pan Entertainment", that is, "IP operation as the axis, based on game operations and network platform, across the field, multi-platform business development model." ”

Under the guidance of Pan entertainment strategy, Tencent and all the IP parties began to try to cooperate in the broader field. For example, Tencent and set up the British community to launch the "Naruto ol." There are signs that Tencent's layout may have brought more imagination to the traditional entertainment industry. After all, Tencent has a game, animation, literature, film and other platform-wide real estate industry, as well as a considerable social platform and a large amount of users, which will be the entertainment industry to ride the Internet to provide an important cornerstone of the car. There are even rumors of the April 16 of the Tencent Interactive Entertainment Annual conference, the global entertainment industry giants set Ying, Vindenans Dream Palace, Disney, Warner, Huayi Sony will be gathered on the site to release significant cooperation.

On the surface, the traditional entertainment industry and the Internet industry to cooperate is to achieve a win, then from a deeper level, this is more like the inevitable result of industrial integration and upgrading, like E-commerce changed the traditional industry, the future of the Internet will also change the traditional entertainment industry.

In the 2014, the traditional entertainment transformation of the script has been written, there is only one reality: see who moves faster.