Video website return to rationality

Absrtact: A short time ago in Hunan TV broadcast "Taiping Princess Secret History" (45) last year to 50 million yuan to sell the total price of the network broadcast copyright, this price becomes the highest price of TV series, but also reflects the video site on the TV play copyright crazy robbery phenomenon. Then this

Not long ago in Hunan TV broadcast "Taiping Princess Secret History" (45 episodes) last year to 50 million yuan to sell the total price of the network broadcast copyright, the price of the TV network is the highest price, but also reflects the video site on the TV play copyright crazy Rob phenomenon. Then this phenomenon gradually changes this year, in this year's Spring Festival television promotion meeting, 0 network copyright turnover rate, let everybody notice the return rationality of the video website. According to the Sohu Video Copyright center Director Mark revealed that this year's first series of internet copyright prices fell by at least half, and some episodes even no market. Video site cost pressure is too large, resulting in the network broadcast copyright prices more and more rational. At the same time, some new initiatives are emerging. such as, Archie Art, Sohu Video, Tencent and other three companies set up "content Cooperation Organization", the joint purchase of copyright, share resources and so on. Video site owners said that the network copyright price TV series in the market lever of the regulation of return to rationality.

The phenomenon of first-line episodes has fallen by 50%

2009 on screen hit "Latent", in 2008 only 10,000 yuan per episode of the price of the sale of the network broadcast copyright. With the increase in competition for video sites, from the beginning of last year, TV network copyright prices soared: the first half of the price also remained in the single episode of 300,000 to 400,000 yuan, the second half of the series has risen to 800,000 to 1 million yuan. There are rumors that Tencent video to a single set of 1.85 million yuan in the price of "Gong bead" to create a history, but according to reporters understand that 45 sets of 50 million yuan in the secret history of Taiping Princess is the real "king."

"Buying a TV last year was a robbery, there is a bid to raise the feeling, we just ask ' can not buy ', robbed a year, began to reflect the value is not worth, Archie, senior director of the Ministry of Arts Business Development, said, since last November, Archie Art is no longer consider the purchase of false-priced plays.

In March this year, the spring television show in Beijing, no one video site to buy TV drama copyright, "low turnover, low price, the phenomenon of holding currency is obvious". The director of Sohu Video Rights Center, Marco Polo, said the internet copyright price of the first episode of this year fell by at least half, "last year's Hunan TV drama (determined in Hunan television drama), the single set of prices in the million or so, but this month, the price has fallen to single set three hundred thousand or four hundred thousand. Two or three-line series, some at a very low price by the copyright party acquisition, and some have no market. Tencent Vice President Liu Chunning speech: "Video industry has done for nearly eight or nine years, and now still at a loss." No industry will ever burn the money down. ”

Most video sites are aware of the lack of sanity in competing for a high price for TV dramas, and are trying to adopt new models to push the market to adjust copyright prices, which includes collaboration with multiple video sites. "Although copyright prices have fallen all the way this year, there is a certain distance from rational market transactions," said Liu Chunning, vice president of Tencent. Video sites to jointly enjoy copyright content, enhance the content of circulation, promote the copyright price return to rationality, optimize the market structure, will promote the healthy and rapid development of the industry.

The reason cost pressure is big, market lever adjusts

The video website plays the TV series to collect three kinds of modes: advertisement, copyright distribution and charge on demand. If the site is to buy a single broadcast of copyright, you can only advertise or charge on demand, only the purchase of exclusive copyright to do the copyright distribution (the right to play to other sites).

After several years of development, video site industry pattern has been preliminarily formed, in the profit model has formed two camps: one is Youku, Sohu video and other portal video as the representative of the "Free Watch + advertising" camp, their recycling mode to the main advertising revenue, and the other is to be regarded as a representative of the HD Pay camp, pay on demand, Copyright distribution and advertising constitute its main source of income.

A sudden rise in the network broadcast copyright prices, so that the cost of video sites more and more, advertising revenue, pay-for-demand models can not maintain the cost and income balance. The industry has spread that Archie art 50 million Yuan bought the "Taiping Princess Secret History", its advertising revenue only One-tenth, on this Archie Art CEO Gong (micro-Bo) admitted that "the more expensive drama loss greater."

Director of Sohu Video Rights Center Marco thinks, the price of video copyright falls is the market behavior, any overheating will appear self-adjustment. "In order to compete for market share, 2010, 2011 video site Large-scale financing, competition for film and television copyright, in order to compete for the flow and status, so as to elevate the network copyright prices, the formation of vicious competitions." But the reality is that the advertising price is twice times higher, copyright is more than 10 times times or even a hundredfold rise. Marco revealed that the network copyright price single million of TV dramas, so far no more than 10, "million is a Karez, this price is not likely to reappear for some time."

Influence

1. Find your own position and then sell

According to the SARFT released data, 2011 National production completed and access to domestic TV series issued a total of 469 of the Repertoire of 14,942 episodes, but only 3,000 episodes TV series can meet with the audience. Video site in the film and television to provide a new channel of broadcasting, but also consolidate their own picky buyer status. After the net copyright price is lowered, the video website is more rational and cautious when buying the series, no longer scramble for the swarm.

Mark said: "Last year, all the TV stations want the play, the website wants to take." This year is the focus of the play at a cheap price to buy, but do not buy the buy. TV series mainstream or service for the television, purely television drama, is not suitable for online broadcast. Video sites need to be based on their own positioning and user needs, to buy in line with their own platform broadcast, the play of the Internet. ”

2. Improve the quality of homemade programs

On the other hand, the video website enhances the cooperation with the content producer, this kind of cooperation also means that the free broadcast platform's copyright agent profit space is greatly compressed. This March Archie Arts and a number of film and television content production agencies to adopt a "sweet taste" of the content strategy, that is, Archie art to low-cost or even free video copyright, the two sides can be divided into the mode of advertising to obtain their respective income, Zhang Core said "this will greatly reduce the cost of copyright procurement pressure." In addition to shrinking purchases of copyrights, video sites have also increased the cost of homemade programs, improved content quality and diversified content to some extent easing the weight of copyright.

3. Website cooperation Purchase Copyright

April 24, Archie, Sohu Video, Tencent Video in Beijing announced the alliance to form a "video content cooperation Organization", forming the current Chinese Internet video industry's most powerful integrated propaganda and marketing platform, covering video, portals, search, social networks and other domestic mainstream Internet applications. For the collective favorite repertoire, three joint purchase of copyright 1/3, and then use their resources to focus on promotion, joint broadcast. At present, the three parties have reached 9 plays can be such cooperation agreement. In addition, copyright swaps will also become a new tripartite cooperation model, that is, each individual to come up with their own exclusive rights play, the three sides to discuss which items can be exchanged. Tencent Vice President Liu Chunning explained that "This is like TV to buy a play, there is a joint purchase, there are buy alone, there are homemade."

In fact, it is not the first time that the video industry is buying copyright. As early as the end of 2009, 酷6网 and Sohu Video jointly established the first "international film and television copyright Joint Procurement Fund"; in February 2010, Youku and Tudou also announced alliances and launched "network Video broadcast mode", but the video copyright price is not stable. Video website cooperation, whether can let the copyright price return to a reasonable interval, realizes "the common ground, the benign competition" the profession goal, remains to be observed.

Another sound

Le view: Hit play prices will still rise

Le Video Network senior vice president Goofy believes that the current film and television play the copyright price fluctuations, but the first hit film and television drama Price is still strong, "because with the increase in network video influence, film and television play in the video site coverage of the crowd, bring advertising revenue will be greatly increased." As bullish on its prospects, Goofy revealed that the video network has been locked 2012 years over 60% and 2013 40% to 50% of the popular TV series exclusive network copyright.

Producer: Star's fee will not be slashed

Wan Wenjun, head of the maker of the mind, said: "A big drop in video copyright has a certain impact on the producers, but not too big." "There is also said that the video copyright drop will promote a reasonable return of star pay, to this Wan Wenjun said" stars up the pay will not be a big downward, but because the market recovery prices down, delivered to the front-end production costs drop, the possible situation is a large number of new cost-effective more reasonable.