Video sky-high copyright era or end of big video market pattern appears

After the combination of cool potatoes, and did not reach the "video site copyright cost reduction" of the expectations, on the contrary, but also a trend of rising.

March 27, the palace drama "The Secret History of Taiping Princess" at the same time landed Archie Art and Hunan satellite TV, it is reported that the play by Archie Art with 50 million yuan to buy. It is noteworthy that the sale price of the play has become a new high in the video industry copyright price.

The last "nobleman"

And at that time Sohu to each set as high as 1.5 million yuan price buy "new also bead Princess" After, the video website has ushered in "the network alone to sow the right Hewes leader style" the trend. As the back of the love of Baidu Tree of course will not be left behind, put 50 million yuan won the "Taiping Princess Secret History" exclusive network copyright.

Archie Art This time the purchase of the drama has been a precursor, as early as the end of 2011, the industry will be out of the Archie of 2 million yuan per set of funds to buy a big play. At that time, the pattern is: potatoes and super "blood bank" music vision to cooperate, so that has been positioned UGC (user upload generated content) of potatoes, again to the "big drama department" Closer. Tencent cost 450 million yuan to buy the film and television production company Huayi Brothers 4.6% of the shares, in order to cover the entire film and television industry chain. Sohu specializes in a major drama strategy promotion, claiming that 2012 Sohu video will be the monopoly of 15 hit big drama.

In fact, the 2012 copyright prices did show a good trend of rational gradually, rational buying plays is a sign of the gradual development of industry norms. Shang, vice president of operation of Qi Yi, told the China Business News reporter.

Shang's rational buying plays are not the closing words of the era of high copyright. But and in the past every film and television copyright video site will never let go of the "irrational" consumption, video sites in the purchase of the play more weight than quantity. "It turns out that most of the video site's traffic contribution is based on one or several excellent films, and it is much better to buy a handful of such resources than to diversify the money." "Analysys International analyst Guo Yang said.

And on the love of Qi Yi 50 million Yuan investment, "Taiping Princess Secret History" is likely to become the video industry, the highest copyright price, but also the last one of "your drama."

It is noteworthy that, from the "New Pearl" to the Secret History of Taiping Princess, themes are concentrated in the court drama, and recent succession of insiders predicted that with the ancient costume, Gongdou and other themes of the series, film production costs will also be reduced (costume drama in the scenery, clothing, props and other aspects of the cost of huge), In addition, the audience's aesthetic gradually weakened, court heat will also be in the "secret History of the Princess Taiping" after the Fever.

Network game

And the usual practice is different, Archie Yi and Hunan satellite TV in the "Secret History of Taiping Princess" on the cooperation for the first time tried the network, TV "0 jet Lag" synchronized broadcast, before this, even if the network to get the right to broadcast the video site must be slower than the TV broadcast time lag.

At least until 2011, video sites and television stations can not match the status. But because the video website's user base is big, the television station regards it as the biggest competitor. Also put the video site to accept the exorbitant price of copyright, but also face playback lag of the "unequal Treaties."

A ban on a piece of paper became the "ice-breaking ship." "From January 1, 2012 onwards, the national television broadcast TV series, the middle of each TV series can no longer be in any form of advertising, this ban will lead to the loss of advertising revenue to reach 20 billion yuan."

Industry sources said the preparation for the star of the television station has given up and rebuilt the Internet. It is reported that the cost of the star on the television up to billions of dollars, and after the star was examined and controlled by a greater extent, so, to increase the homemade program and build a platform to become the model reform of the two knives.

"TV stations and video sites are separated from the network to Taiwan Network linkage, network integration direction." Web site from the initial broadcast terminal, to the video program industry chain upstream expansion, while the traditional television station closed, a single mode of production is increasingly unsustainable: it left the network space a wide range of creative support, user-made video support and even the majority of netizens participate and concern, bound to the edge, Mobile and Internet transmission is just the dawn of the big industry of TV station. "CCTV Industry and New Media Research department director Li Bin said.

Although the television station intends to set up its own Internet platform, but it is not easy to throw away the user stickiness, quantity and visibility do not say that the start of time behind the first mishap is the TV station. The best way to apportion costs is to collaborate on a well-established video site.

"The best result of network linkage is not on the surface of cooperation, but with its long, complement their own short, to maximize the benefits." And the hostile relationship between video sites and television stations could be thawed, "Guo Yang said.

Video sites are no longer the supplementary status of television media. Because the television station and the video website have the certain user stickiness respectively, the video website synchronized broadcast in builds this drama popularity and the accumulation sentiment aspect role will be more prominent.

Big video market pattern has appeared, the new shuffle is about to begin. For TV stations and video sites, content + communication both indispensable, full media, multi-channel, full channel operation is the inevitable trend. Operators who do only the channels or do content will be out.