Video sites collectively absent from the Olympic Games because the price is too high

Absrtact: Right now, the four-year Olympic Games are in full swing. Compared to the Beijing Olympics four years ago, the people of the London Olympics have become spectators from their masters. Because of the time difference, the Olympic Games mostly in Beijing night, for the audience to

For now, the four-year Olympic Games are in full swing. Compared to the Beijing Olympics four years ago, the people of the London Olympics have become spectators from their masters. Because of the time difference, the Olympic Games mostly on the night in Beijing, may be another problem for the audience. Also from the host into the audience, there are many domestic video sites.

Video sites collectively absent from the Olympic Games because the price is too high

And the Beijing Olympic Games video site smashed money to buy live broadcast rights, the London Olympic Games in the country did not have a video site to buy the right to live. According to NIU network, video site to buy the right to live the Olympic Games through the CNTV and CCTV purchase, and this year CNTV to the London Olympic Games new media broadcast rights to implement a, B, C Three distribution plan: Class A for 55 million yuan (mainly including Live + on-demand + CCTV program), B class for 35 million yuan (Live + on-demand), Class C is 28 million yuan (on demand). Compared to the Beijing Olympic Games, the 45 million yuan, a full rise of 10 million yuan.

Some people for the video site to calculate a ledger, a class of 55 million yuan price enough to buy three and "Huan biography" same hit, influential TV series, while the B-type scheme of 35 million yuan equivalent to the first-line satellite TV all the golden time of all TV series royalties. Compared with the Olympic Games, which lasted less than one months, video sites seem to prefer to buy copyrights for a long term.

It is understood that, in addition to the four major portal sites to buy the category C VOD rights, other video sites are to buy new Olympic media broadcast rights. Industry analysts, most of the London Olympic Games in the night, and sports events live viewers more likely to live on TV, rather than webcast. First, live TV is smoother than the webcast, there will be no cotton, drop line and other accidents. Second, the television experience is much better than the computer, and can be viewed by many people at the same time.

Industry insiders believe that the current video site in the face of film and television copyright prices have returned to the rational, not like last year, the same burning money crazy Rob. And too high the right price of the live broadcast video site to give up the reason, relative to the film and television content of long-term profitability, the Olympic Games during the marketing difficult in a short period of time to achieve the desired effect.

The "Curve Saves the nation" in the absence of live

Although the video site has no movement in the live, but in the self-control aspect is very good. According to Niu Network, before the Olympic Games began, Tencent video has been in the public transport, subway and other people gathered position ads, advertising content is to introduce to the audience Tencent video for the Olympic special launch of the homemade program. In addition, Sohu, Youku, potatoes, Phoenix video and so on also launched a number of homemade programs on the Olympic Games.

Unlike other video sites, PPLive chose to collaborate with CCTV CNTV, which lists detailed Olympic events on the PPLive Site page, but all links point to the CNTV site, which means that users can go to pplive to watch the Olympic live. Another network of PPS is more low-key, although the Olympic special channel online, but the content is relatively unattractive, only to give some short video on demand and schedule introduction.

From the Olympic Games broadcast situation can be seen, the domestic video site has shifted the center of gravity has been transferred to the content level, who do not want to give up the four-year Olympic Games, homemade program has become this year's video site to attract users of a big killer. According to Niu NET, the four major portals have invested large sums of money in homemade programs. Among them, with the advantage of video operation Sohu is the most rapid, more than 10 of homemade video program will be "on line" during the Olympic Games, and Cntv to form the Olympic strategic partnership.

Industry analysis, the Olympic Games in a short period of time to achieve a certain marketing effect, but can not be implemented as a long-term plan. So the video site selection cycle short, make a simple homemade program as the Olympic carrier, not only can achieve the effect of propaganda site, but also can be gathered in a short time to attract a large number of users, and the opportunity to recommend the site to users of other resources.

It is worth noting that the video site of the Olympic Games is mostly video-sharing site with UGC experience, such as Youku, potatoes, a rare site of the main battalion commander video. And this year, the video of the main network is also involved in the Olympic Games short video competition. According to the NIU Network, the music network specifically for the Olympic Games set up special topics, and to music as the title of the sports channel. This channel content originates from Cntv, the music sees the network in the set-top box, the movie content and Cntv has had the cooperation.

Analysis of the industry, the music network may be a move to enter the short video field signal, but the information by the music network denied. Le video Network said that the music sports only during the Olympic Games, and also did not enter the short video field of the plan.

Portal News War still netease hand site navigation to superior

In addition to video, Olympic news is the most important. During the London Olympics, web site navigation became the object of a scramble between portals. According to Niu Net understand, Baidu new home Olympic column headline news generally from Sohu, and Baidu's website navigation Hao123 Olympic theme, its news, video content links all point to Sina. The four major portals of NetEase is the choice of 360 Web site navigation to promote its Olympic news, in the 360 site navigation in the lower right corner of the Olympic column, news and video links all point to NetEase.

Sohu on the one hand to Baidu's new home, on the one hand, also use their own Sogou Web site navigation to do promotion. In addition, Sina bought Baidu search, Sogou search two search engine results, users as long as the search box input similar to the "Olympic" keyword, Sina Olympic Games will appear in the first place in search results. And NetEase Youdao, Tencent Soso is to take care of their own Olympic channel, did not sell him home.

There has always been a news war between portals, but during the information-intensive Olympics, the families have had to take some extraordinary steps to ensure that their news hits and influences. There are insiders believe that, although the four major portals did not buy the right to live the Olympic Games, but in the news information on the end of the battle is more intense. Sina, NetEase respectively hand Hao123 and 360 Web site navigation, Sohu use their own Sogou site navigation, and Tencent is using a huge QQ client to promote.