Video web site's "Two Revolutions": by homemade drama reverse attack?

21st Century Network News in the temporary end of the "alliances", video sites have their own exerting force, making a "two revolutions", and "revolution" is the theme of homemade drama. In the 2010, when a micro-movie called "Old boy" caused thousands of clicks, viewers saw feelings and the video industry saw another way to make money. This year, the video site sounded the clarion call to enter the homemade play. For video sites that are still "burning money", the business of seeing cash returns is really few. Under the double attack of the expensive copyright fee and the same drama, the homemade play becomes the inevitable choice. Compared to the purchase of copyright, the cost of homemade play is only 10% of its own, and not more than 50%, and through the advertising of customized, SMD advertising, the cost of the homemade play in the broadcast has been withdrawn. Not to mention if the marketing is proper, it will further enhance the brand of the website. However, as with the rise of many internet concepts, with the heat of homemade dramas There are good and bad production and immature markets, and analysis shows that the return on homemade play compared to the cost of buying a copyright play is simply a drop in the bucket. When Netflix, America's largest online DVD rental company, used the card house as a "myth" for people to combine big data with homemade dramas, Archie, senior director of the Ministry of Business Development, expressed a more rational expression. In her view, the 100 million dollar investment in the card house is the foundation of its success. And only after the domestic video website profit, perhaps can be more comfortable in the homemade play. So, in the final analysis, or back to the video site when the old problem of profitability. The cost of input is at least 50% lower when you want to see the "Bankrupt Girl" in China this year, landing several video sites, found that there is this episode, so, you choose a site casually, even do not remember where you are looking at-this is the current video site drama similar embarrassing situation. Good play natural Many people chasing, now the video site may not have access to the exclusive play of the emboldened and financial resources, and homemade drama has become a means of differentiation of competition, not to mention, the homemade drama of the investment and profit more balanced. Yi think the analyst Pang billion Ming on the 21st century Network said that at present in the homemade drama investment, the strength of the different, Sohu video, music, Youku, etc. are earlier layout, content is also more, Tencent is this year began to vigorously invest and promote. 郝舫, general producer of the network, said to the 21st century network that homemade plays help to improve platform and content differentiation, enhance platform brand value, but also better meet the needs of brand advertisers. And the core also believes that in the higher copyright costs, homemade drama no matter from the advertising revenue or output, is a new way to explore. "To the Internet video enterprises, simply to buy the copyright, our monetization capacity has not reached the same as the TV station, you can make the cost and input in direct proportion, so that if we have been so bought, despite the rapid growth of users, but the advertising revenue has not been able to rise, the inevitableThe pressure of the cost of the industry has caused a great impact. However, we have a large number of users in the channel or platform has matured, so we are willing to do some new attempts. Like homemade dramas and homemade variety shows, this is a new beginning. "The piece Core" to 21st century net is called. In fact, the pressure on copyright costs is obvious, with the example of the second quarter of 2013, which was released August 9 by Youku, the cost of copyright procurement as a percentage of consolidated net income remained as high as 40% per cent in the context of increased content investment. In contrast, the cost of making a homemade play is at least half as much as the cost of buying a copyright, and some of the homemade drama is only 10% of the royalties. 郝舫 told the 21st Century network, "Women help girls" second season, and other plays in the filming period, has been recovered costs, online will also have SMD advertising revenue. There is no doubt that the video site relies on advertising, and homemade drama gives advertising more space. In addition to the patch, a lot of homemade play itself is the advertising custom play. 郝舫 said there would soon be a name for the midday homemade theater. "In fact, most of the internet's income is still advertising, most of the micro-movies or homemade dramas that started out were started with ad sponsorship, but I believe that over time, most homemade dramas will want to play their own content brands rather than simply serve customers. "The core of the 21st Century Network analysis road." The 21st century network of analysts at the Analysys think-tank said because of the low cost of actors, the simple scene, the overall cost than the copyright content has a very obvious advantage, relatively easy to achieve break-even, according to the Enfodesk think-tank recently released the 2nd quarter of 2013 China Network video market quarterly monitoring data show , in the 2nd quarter of 2013, advertising revenue for China's online video market was 2.88 billion yuan, an increase of 18.5% in the first quarter and a 49.7% increase compared with the same period last year. Self-made play returns: a drop in the bucket in the present situation, some homemade drama counter attack TV is not impossible. The "Pmam", which was aired at the midday Homemade theatre, was broadcast on Taiwan's Zhongtian television station. Youku's homemade program "Xiao said" has been registered in Zhejiang TV gold file, "Cool all Entertainment" output to Beijing satellite TV, Shanghai Oriental TV; Archie's character interview program "The Youth Thing" and the variety show "Heroes of Chinese characters" Respectively landing Hebei satellite TV and Henan TV. In summing up the advantages of homemade drama, 郝舫 said, first video site has a certain degree of advantages, the subject matter is more extensive, secondly, the video website has more control to its own drama, and it is more convenient to communicate with the advertisers, meanwhile, some homemade play broadcast and clips are synchronized, can be in the clip at the same time, quickly into the Advertiser's appeal. There is also a short video site production cycle, based on the views of fans in the clip to control the rhythm, more suitable for network users to watch the rhythm and habits. And for the core, homemade drama more function is to different channels to do different content of the output-after all, can sell the TV show is still too little. "Video site this market share inConstantly increasing, mainly he to the whole TV market segmentation presents an inevitable trend, market segmentation is doomed to the next to different channels to produce different content. The core says. However, on the other hand, the content of the current homemade drama, vulgar and many, quality standards are mixed. Popular Network CEO Lo Jiangchun has publicly said that the video site homemade drama model is not optimistic, and said that the popular network will not waste money to try this model. He believes that the production of film and television plays should be believed in professional standards, so the non-professional homemade drama model at present, in addition to cause market concern, can not bring real benefits for video sites. At the same time, some analysts point out that the return on homemade drama compared to the cost of buying a play, is simply a drop in the bucket, and compared to TV stations and professional film and television organizations, video sites in the program production, planning, packaging and promotion of a series of aspects of the professional less than many, this approach can only to some extent to alleviate the financial pressure but not the root causes. Yi think the analyst Pang billion Ming on the 21st century network, although some of the homemade drama, homemade program has a certain degree of concern, but the current demand for video users are still more focused on the hit film and television dramas, the acceptance of homemade play and watch will also need constant guidance. However, and the current stage of homemade drama is not enough to help the overall profitability of the enterprise. To this, the core of the 21st century Network expressed, homemade drama is the trend, but can not constitute the main video site revenue, internet sites are not profitable, homemade play for their own platform to provide a hematopoietic capacity, the future and other video sites more and more large, have their own sold content, this and the development of the TV station is a truth , the television station also did not have its own variety show, is the external purchase, along with this platform cover gradually enlarges, the profit increases, starts to do the program by oneself, oneself hematopoiesis this trend is must have. Input is in fact, the introduction of homemade drama, the United States Netflix launched the "card House" after the success of the big Data + homemade drama model seems to open up the imagination of space. And the core of the 21st century network said that large data is not so knew, also do not have to myth its role. In fact, the appearance of the card house only changed the traditional American TV series. "In analyzing the card house, the most important fact is that Netflix is spending more than $100 million on the show," he said. Therefore, you can invite famous writers, please well-known actors, can have sophisticated production, will be a lot of ideas to achieve. Large data statistics of the more accurate, without this money input, it is also 0, also successful. The core of the 21st century network expressed. Yi think the analyst Pang billion Ming on the 21st century Network said that at present, the investment in homemade drama, the strength of the home is not the same, Sohu video, music, Youku, etc. are earlier layout, content is also more, Tencent is this year began to vigorously invest and promote. But overall, the investment in self-control relative to the copyright content is still a small part of the cost of content is still the purchase of copyright contentMainly。 So, in the end, everything is back to the input. Can there be a big investment in the domestic network of homemade drama? "To wait for the site first profit, this is for sure." All success comes from the success of business models, Netflix is a lot of money first, then the data to support the drama, the domestic video site is the same, the data are available, but there is no money, it is possible in the next 1-2 years, in addition to buy TV dramas, we will slowly put money into the production of homemade drama to , but it also needs to be explored and certified gradually. "Zhang Core said." And a video industry veteran of the 21st century Network said that because of the United States classification system, its broadcast content is not limited, and in China, broadcast content is limited, so that the network can only broadcast slightly vulgar things, to distinguish TV stations, highlighting the characteristics of the network play. However, the real Internet play should not be equated with vulgar, low-cost. Only by the broadcast system, lack of funds and many other restrictions, leading to the current view of the Internet is bad, the root cause of the spoof, in fact, the quality of the network play should not be worse than the traditional TV, the difference is only in the broadcast channels. Yi-Chi think-tank analyst Pang billion Ming on the 21st century network that the homemade play in the next two years will not cool, but still need to grope. "In order to reach the level of the card house, we need technology and experience." In the next year or two, the strategy will continue, and gradually become the normal, with the accumulation of experience, video users of the promotion of awareness, homemade drama will become a video site content of an important component, and will be able to bring some considerable revenue contribution. "Pang billion Ming said. In fact, Netflix's big foray into American dramas has also brought a huge reward. According to Netflix's first-quarter earnings report. Netflix's first-quarter revenues reached $638 million trillion, the highest in the history period, thanks to the homemade online play "Solitaire". In addition to record revenues, Netflix's subscribers have increased significantly. The first quarter of the new subscriber 2.03 million, almost all by the "card House" brought, and its stock prices also increased significantly. Netflix executives say the next step will be to continue the online drama program, which will put more money and more manpower. "For domestic video sites, are now in the initial stage, after the heat of swarmed, we will calm down to think what kind of homemade drama." In the next 1-2 years there will be a big increase in homemade dramas, but this speed will not be as fast as everyone expected, the future still needs to be rationalized thinking and operation of this matter. "The piece Core" to 21st century net expresses. (21st century Net wears leap second dairm@21cbh.com)