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"Content is king" in the network video and film industry are irrefutable truth. In the face of the soaring copyright prices of film and television dramas, content construction has become the most important in the development of all video websites, and in this environment, a kind of video content called "net Play" came into being. "Hip-Hop quartet", "Very Love Crazy", "Natural sports mania" in the millions of playback, perhaps in 2010 for the video industry to bring a new model of profitability.

"Virus Video" welcomed the audience

Into the April, Youku launched by its planned production of two original network drama-"Very Love Crazy", "natural sports maniac." In less than a week's time, the two original net plays are nearly million clicks and dominates Youku's most watched video.

Wei, vice president and assistant director of Youku operations, who took part in both films, said the success of the film was actually thanks to "the internet drama, not only to meet the people watching habits, but also to integrate marketing, trans-media marketing, interactive marketing, implant marketing, Seed marketing, and so on all kinds of video marketing means can be effectively realized through the network drama concept.

2007 years or so Wei began to dabble in the net play, the reason why he chose to enter the net play is very simple. On the one hand, the emergence of homemade network skits will change the pattern of TV production company Monopoly, so that video sites to find new marketing space. On the other hand, in the early stage of the internet drama, there are many advertising companies for their own advertisers to shoot the film, because it is not suitable for television playback, so the advertising company or advertisers and video site contact, want to put on the video site to play.

"The ads that were filmed by advertisers were actually so-called ' viral videos ', and they were called ' viral videos ' mainly because this type of video was viral marketing," he said. This kind of marketing method is a form of network integration marketing, it emphasizes the communication source and the communication carrier's latent demand conformity, thus produces one kind of enterprise demand stimulation. Viral marketing emphasizes the characteristics of communication, because it emphasizes a fast sharing, and the invitation-hungry marketing is often the most popular way of viral marketing. Later, we feel that the proper term advertisers are not very familiar with, so more renamed as ' Seed Video ', now has become the industry's generic name. This is the embryonic form of online self-portraits. "With the development of video sites, the maturity of technology, the audience's increase, the main advertising video site and advertisers tried to start doing 2 episodes, 3 episodes, 5 episodes, 7 episodes, such as long video, until last year successfully launched the" hip-hop quartet ", defined it as ' network play ', referred to as ' net drama '. ”

NET Play + advertising = Successful breakout

The "hip-hop quartet" mentioned by Wei is one of the most successful online skits in the country. "There are only 8 episodes of video, the number of clicks played to 40 million." The number of broadcasts per set of quite 5 million people is higher than that of the traditional TV dramas broadcast by some TV stations. Wei said cheerfully.

In the modern city office, when the friction with colleagues angry, grab a bottle of Kang Master Green Tea irrigation belly, immediately refreshing; Why don't you go to Google and then go to Baidu again "and other humorous gestures and language so that all netizens crazy infatuated with these network skits.

And this short play not only brings a relaxed smile, but also let more advertising brands in the hearts of the people. As one of the "Hip Hop quartet" Investors, Kang Master green tea, in the "Hip Hop quartet" in the process of sales rose 10%. Even a lot of netizens wrote in the comment column that "the Office hip-hop quartet" doesn't know how many bottles of Master's Green tea I drank. By the Great Bird Investment film "Born Sports Crazy" is to let its "I exercise, I am happy" slogan popular. The popularity of the network drama so that more advertisers in the new media marketing strategy successfully breakthrough.

The short time will become the future main profit point

According to Wei, Youku now has a dedicated team in charge of the work of the network drama. "We have an original channel, every day there will be a large number of new sharp director, original studio will be the original video uploaded to Youku, with the increase in clicks, will get different playback volume and evaluation, the formation of natural screening process, we will find some high-quality creative team, Our staff will keep a close communication with them, when we play the script, we will communicate with the original team, who do you think is more suitable for this film, or you have any good ideas to add to this script, and gradually create a new work, The next step is to select the right actor to contact the broker company that has been in close communication, and then enter the filming period, which will be played on the platform of Youku video when the filming is finished, forming such an industrial chain gradually. "Wei said.

"The cost of making a web play is generally millions, but the number of specific investments and income has not been disclosed." Although Wei did not disclose to reporters how much revenue they received through the original skits, it said the original skits would become the main trend of future video-site advertising patterns. "Video site high operating costs, the advertising profit model is not clear, and even some advertisers for the video site is not fully identified, has become the current video web site development bottlenecks." Video site advertising so far has not been a unified standard, basically in a fragmented state, for advertisers personalized advertising, is basically creative coupled with the main form of expression. Wei said that the current Youku is not part of the advertising revenue is still the source from the video of the patch ads. "Compared to online video skits, patch ads are essential to our diet ' big rice ', while the Internet skit is our ' dessert '." ”

And in the spring of 2010, the Capital Television program Promotion Conference network Video cooperation panel, many video sites and production company bosses have expressed the desire to seek in-depth cooperation, joint production has become the most mentioned cooperation model.

"In fact, the network video and the production side and the television station has just begun, we still have a lot of concrete cooperation did not unfold." "酷6网 CEO Shanyou said that in the past the network can only play movies, TV dramas, or grass-roots production of video programs, but in the new era, film and television production companies in the flower power to shoot large films, but also with a little bit of power with the video site to shoot a lot of online movies and network TV He also made clear that 酷6网 had a joint venture with the film company to make a play.

Has the industry analysis, the current video rights soared, the vast majority of video sites have their own development goals have been put on the play. Tudou CEO Wang also said recently that this year will be more suitable for Chinese netizens, dapper potato drama. With the Chinese shadow in the future cooperation will be the first "Mr Thunder" drama This new media drama into an influential series, and has been a genuine construction-led leisurely network also said that will further consider into the network drama market.

NET play should be rooted in the construction of content

For the future development of the net play, Chanhai, general manager of China Film Group production branch, believes that "content is king" is the irrefutable Truth in the network video and film industry. And in the video site and film company's cooperation in the initial stage, how to change the creative way, what content, how to do the content well, is undoubtedly the first problem to be solved. "The most we need to do is to make audiovisual programs look good, attract channels and attract consumers," he admits. ”

Chanhai analysis, and the production of traditional film and television dramas need different Professionals, a major feature of the new media audio-visual programs is "grassroots" sex, "every mobile phone and internet users can be new media audio-visual program creators and communicators." He said: "In the face of this ' grass-roots ' sex, if still in accordance with the traditional way of making the emphasis on quality, may do very well, but because of slow speed, ignoring the new media production and dissemination of characteristics, may not be the enemy of the ' grassroots ' play." ”

In response to the "grassroots" Nature and the short program length of the two new media program features, Chanhai proposed that the production of new media audio-visual programs must be "occasion". "A program 35 minutes, time is very short, the shorter the time to the intention, emotion, state of communication will be more difficult, so must ' occasion '." He said, "' occasion ', is to borrow the social hot spots, borrowed some of the rhetoric and image." ”

In addition to the "occasion", Chanhai stressed that another point is fast. "We do traditional movie and television, every process is in the hands of the studios, but in creating new media audio and video programs, we do not have to complete a project on our own, but rather for the vast number of creators on the Web, acquiring their finished products or semi-finished products, and then providing technical and artistic support to process them better. With the ' occasion ' and fast two points to ensure that the new media audio-visual content has a good quality. ”

There is still a risk of entering the internet drama

Yu Xiaogang, president of the Capital Production Industry Association, is located in the north-south film and television as early as 3 years ago set up a dedicated network video broadcast content production branch. "In the future, our TV program production company will work with the video site one-on-one, they order according to their own demands, we are tailored." "Yu Xiaogang said. In his view, in the past, the television, the production side and the network has no common intersection, now has the intersection, this relationship is the three-win relationship, there will not be too much conflict between.

For the network specializing in the production of programs, Yu Xiaogang also reminded that "investment risks, to enter the need for caution", in addition to consider the subject selection, the production of long video or short video is also a great learning. In his view, the network play to take short video of the way is more feasible at this stage. As opposed to television media, the network in the short video has irreplaceable advantages. Moreover, compared with the long video program, management in the direction of management and cognitive, the scale of the short video is obviously not the same.

Ma Zhong, chairman of the Tzu Chi Film and television production company, said that at present they are considering a special video site designed to make TV dramas more suitable for the platform. "The network audience is not the same as the traditional TV viewers, so we are definitely different from the TV stations in the production." "Ma Zhong said, and the audience in the passive watching TV programs, through the network, people can actively choose to enjoy the content, so in the production of online dramas, to the audience segmentation and research."