Video site homemade counter-attack

Reporter Huang Huang Shanghai reported

On July 2, the studio of the first batch of celebrity studios contracted by LeTV, Wu Zongxian and Su Mang will launch three types of home-made programs such as "big movie, big drama and big variety" in LeTV in the future. LeTV said it hopes its new studio will bring more stable content and traffic to LeTV platform.

Not only music, Youku, iQiyi and other websites have recently increased the input of homemade content, trying to create a number of brands and traditional programs to match, in order to reduce reliance on television.

Recently, there have been frequent contradictions between television stations and video websites. From Mango TV and Ai Qi Yi on the "Dad where to 2" broadcast network dispute over to CNV to its exclusive CCTV World Cup, hold the traditional content of high quality television stations, more and more reluctant to become just the Internet " worker".

In fact, the "sole broadcasting strategy" announced by Hunan Satellite TV in May this year has already laid the groundwork for the contradictions of today. Hunan TV, CCTV and other traditional television stations in order to keep user entrance, plans to gradually recover the rights to broadcast home-made programs, which makes the major video sites are suddenly facing a lot of content supply crisis.

To some extent, the ability of video websites to create high-quality, self-made content has become a key factor in their continued rapid growth. In major video sites have increased investment in self-made drama background, the choice of third-party content production company and stand in line, will accelerate the formation of new industry pattern.

Draw a line

All along, the Internet as a "saboteur" as a siege, so that the long-term recession of the content industry helpless and resentful. Only recently, the contradiction between the two is heating up.

Recently, the most striking feature of the show's copyright war was the controversy over mango TV and Ichigo about "Dad Go 2". Obviously, the most direct purpose of cooperation between Mango TV and 360TV is to import more traffic to its platform and expand its influence faster. To a certain extent, this is exactly the same as the media controversy triggered by "the headlines of today". The deeper issue behind this is that the Internet industry that plays the role of communicator is eroding the content industry that plays the role of creator.

The rise of channels make content producers restless. Because of this, Hunan Satellite TV decided in the future will no longer be distributed Internet home-made copyrighted software, even if it will lose mass sales of Internet viewers and copyrights.

Not long ago, Lv Huanbin, director of Hunan Radio and Television Broadcasting Station, talked about Hunan Radio and Television Reform when he announced that Hunan Satellite TV will create its own Internet video platform. The home-made program will be autonomically broadcast by "Mango TV." He previously stressed that the entire Hunan Radio and Television Station will attach great importance to copyright work in the future (including the Internet copyright, the copyright of purchased programs, especially the copyright of home-made programs, and must include or as far as possible the Internet copyright). All program copyright should be controlled by In their own hands, and never allow programs produced by Hunan Channel's all channels to cooperate with the new media outside.

It is reported that in addition to the beginning of the year has sold the network broadcast rights to Ai Qiyi's "Dad where to go 2", "every day up" and other programs recently produced by Hunan Satellite TV "Singing Wars", "Metamorphosis" (eighth season) Programs such as "Flowers and Teenagers" will only be broadcast on the mango TV platform, no longer selling Internet copyrights abroad.

As a result, as Hunan Satellite TV expected, mango TV alone with "flowers and youngsters" a poor class of home-made programs, traffic increased tens of times than before, daily active users in more than 3 million people. Similar to the explosive growth of mango TV, the CCTV network after its broadcast also exploded during the World Cup. Its Baidu (189.96, -1.32, -0.69%) index has risen nearly eight times during the World Cup.

If more traditional TV stations join the sole-casting strategy, this is not good news for a video site that looks more like a channel.

"Recently, some traditional TV stations have taken a self-protection in their content because they saw an urgent and acute sense of crisis in the distribution of video websites to television viewers." Economic Reporter.

In his opinion, the move of the television station is a "double loss" approach, which harms both itself and the industry. "A lot of high-profile content needs to be done by interacting with the Taiwan network," he said. "There are more communicative topics for television and video sites to play together, and these topics need to be hosted on the web or on social media." "

Video counter-attack

Although menacing, compared to the traditional television industry, the current size of the video site is still small. According to statistics, the revenue of the radio and television industry in 2013 was about RMB13.2 billion, of which revenue from broadcasting and television in Hunan was 18.3 billion yuan, revenue from broadcasting and television in Jiangsu was 12.3 billion yuan, revenue from TV broadcasting from Zhejiang was 10.2 billion yuan, and broadcasting and television revenue from Beijing and Shanghai exceeded 10 billion yuan. The video industry listed music Watch, last year's revenue was 2.361 billion yuan.

Even if the income gap is wide, in some people in the industry, it seems that the friction between the traditional television station and the video website will come sooner or later. In the complex emotion of content providers to channel operators, the strongest is from the "subversive" fear.

In the face of the independent broadcasting strategy of the television station, the current strategy of the video website seems to only increase the input of self-made programs. Not difficult to find, Youku, music, love Fantastic Art and other giants will self-made content referred to an unprecedented height. According to Yi En consulting statistics, this year's video site compared to last year's investment increased by 100% -200%, and some even as high as 300%.

It is reported that, as last year released more than 300 sets of network homemade drama, this figure rose to more than 700 sets. Produced by the network drama "super teacher", known daily average of 5 million hits. Once the station stop authorization, the video site also has some "immunity." In the words of Liu Hong, the home-made dramas of LeTV are nothing less than those hit super dramas. "All the dramas broadcast on the prime time of the TV shows are not as good as our own dramas."

In fact, after the separation of broadcasting and broadcasting in China's television industry, the production of television drama has been basically marketized. In the eyes of Liu Hong, the video site with economic strength, the same can ask third-party production agencies tailored for their own home-made drama. Right now, as its own online novel procurement and production team, has more than 100 people.

According to people familiar with the situation, the major influencers of the television broadcasting strategy are some popular variety shows. Such recovery of copyright may have some impact on the video websites. However, at the moment, many traditional content production companies consider the rewards from video websites when they plan new programs, and even work exclusively with video sites.

At the moment, the quality of the television programs is still superior to that of the video websites, which in the short term are hard to get away with the content advantages of the television stations. However, in the future, the video websites are likely to capture audiences through their own thinking and communication power and train them as Fans and fans, to complete the transition from the transmission channels to the entire industry chain operations.

In this case, the traditional team of content production companies and options, will accelerate the reconstruction of the new pattern of the video industry. (Editor Lu Aifang Xin Court Wei)