Why did the solo strategy start in advance? What are the strategies that Mango TV will pursue?

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"Flowers and youth" when the mango TV alone two period, happy Sunshine (Hunan TV's wholly-owned new media company, specific operations including mango Internet TV, Mango TV mobile TV, Hunan IPTV, Mango TV video site, including the multi-terminal video business) CEO Zhang Juopo's office, Zhang told the author, Mango TV Website Traffic has increased dozens of times times. "At present the PC end is more than 3 million daily average active user." "(I note: The mobile end is not done yet)," Zhang Juopo said, "The total number of flowers and adolescents have been more than tens of millions of visitors." "He admits that although there is a big gap compared with a big video site," We're at least at an equal level. ”

Zhang Juopo said calmly. Even as early as 2005, he proposed to do online video. That same year, when Sohu president and chief operating officer of Koo just quit business, create video site Youku.

The past cannot be chased. In any case, Zhang Juopo finally came to Hunan TV's new media platform for the major support, taking into account that Hunan TV is still a different voice, Hunan radio and television station long Lu Yibin support is Lipaizhongyi.

"In the future, Hunan satellite TV has a complete set of intellectual property rights of the program, will be" Mango TV "alone, in the Internet copyright is not distributed, so as to build their own Internet video platform. "At a recent meeting, Lu Yibin said.

Hunan Radio and television before not to pay no attention to copyright, but this time they want to change the play. "We must attach great importance to copyright, including Internet copyright, the purchase of the copyright of the program, especially the copyright of the homemade program, must include or, as far as possible, include Internet copyright, all program copyright must be in their own hands," Lu Yibin pointed out, "all channels produced by the entire channel will not allow unauthorized and outside the new media cooperation. ”

Soon, the words handy with a number of reading versions. Such claims as "banning outside broadcasting rights" and "announcing that future programs will no longer work with other new media" and "draw the boundaries of video sites" are spreading rapidly on the Internet.

It is the most basic law of business to say nothing and do nothing. There is no company in the television and internet video industry that can completely exhaust all quality content or channels. If Hunan TV really does so, it seems that there is no strategy, is it really stupid?

"Our solo strategy has been misinterpreted. "I know a Hunan radio and television staff said." "Unicast only in the Internet video field, and did not say can not and micro-bo, micro-letter platform cooperation." "But the rumors are so strong that some people who do not know the specifics of the policy also have worries and complaints:" How much advertising revenue do you have for Mango TV now? But all of our promotional channels are gone. ”

In fact, Hunan TV does not intend to put itself completely on the opposite side of the video site. But the intriguing is that they did not come out to clarify. The author even thinks that before October this year, they may not be anxious to give a statement.

Why? This concerns the first detail of Mango's solo strategy: The strategy is two months ahead of schedule.

The strategy of early-start mango single sowing

"Flowers and youth" in the mango TV alone, some netizens spit the Mango TV experience is not good, Zhang Juopo early psychological preparation. "At first it was impossible to be perfect, we were ahead of the time we asked for, and I was hoping to push back a little bit." Zhang Juopo told the author. "We had a meeting with the technicians yesterday and everyone was too tired to keep their eyes open," he said. ”

But "the flag must be lifted in April." "Zhang Juopo thinks. There are three reasons:

First, the end of the investment, advance training. Hunan TV last year's investment activities were held in October, starting from April in Mango TV training Almost half a year later, "We can announce next year all the programs on Mango TV alone." "In this way we have a period of operation cycle, conducive to the end of the total investment activities," Zhang Juopo said. ”

This is consistent with the author's guess: the recent high profile of the strategy of solo broadcasting, from the surface, the temporary will be Hunan satellite TV and other video site of the delicate relationship. Neither side is content with the current role in the industry chain. Television has long been unwilling to serve only as content providers, video sites have also made a home to reduce the amount of money to rely on the television station, but neither side of the words too full, so as to leave room for other cooperation.

But in order to attract advertisers to bet early on Mango TV, whether it is a real war or false stupidity, Hunan TV all need to do so, so that the production of Mango alone strategy in the first year to maximize the output, to win after the advantage.

The trick is already working. "Originally put Hunan satellite TV customers, basically started a lot of consulting this matter." "Zhang Juopo told the author," We had a broad customer source, soon contacted us, the future of the unicast program is very interested. ”

Strategic High-profile attract customers to visit, advertising on the offer price concessions. Although the ad sales of this piece has just started, there is no focus on doing, but in "short term mango TV advertising price will be lower than the large video site to about 80 percent." This is the "first come first served" rhythm.

Here I would like to mention a wake up: Mango TV can undertake Hunan satellite TV existing advertising customer resources, but in the future should be done in increments rather than stock. Hunan TV's advertising customer type is relatively single, Mango TV needs to develop new customers, and at the same time feed Hunan TV, further improve customer structure; Video site at present to large brand advertisers as the main body, but Ali shares Youku for the latter to bring the development of small and medium-sized customers possibility. The future play long tail effect is also a big trend.

Second, the solo strategy was brewing at the end of last year. "In fact, we began to prepare from the end of last year, from exclusive sales to exclusive broadcast." "Zhang Juopo said. Also in last December, Archie Art announced a 200 million-yuan price exclusive access to "where dad" second season, "Happy Camp", "Day Day" and other 5 variety show 2014 copyright.

It was a bit late to start a solo strategy, so why not just raise the flag at the end of last year? Do not want to take "where the father" such a large program to try. Zhang Juopo revealed, "Try a new show first." ”

Mango strategy First from the "Flowers and Youth", "singing and fighting", "deformation of the eighth season" and other programs began. "Flowers and Youth" (hereinafter referred to as "flower less") although it is a new program, but Hunan TV has long been a keen market sense of smell tell them, "Flower less" open mango alone situation or a play. The key, therefore, is to start the unicast strategy at the same time as the program is broadcast and start promoting it.

Third, "The exam is coming, anyway, to enter the examination room, you go in to say." This is what Lu Yibin said to Zhang Juopo. If we had noticed something else at the end of last year, we could have understood the meaning of Lu's words.

In 2014 ace variety show recommended meeting, Archie Art announced Silver Heron to 66 million yuan price obtained "where dad" second season exclusive network naming rights, nearly one-third of the cost of return, this does not include patches, implants and other forms of advertising cooperation.

Although large video sites to accumulate a huge amount of copyright resources, but a single ace variety show for advertising revenue pull force can not be underestimated. Zhang Juopo to the author to calculate a sum. Excellent soil, Archie art in the copyright of the highest cost of the so-called 1 billion, the general copyright investment 700 million, light buy Hunan's copyright will spend 400 million. "So Hunan's content would have been in any one video site accounted for the big head, Hunan TV itself alone in any video site copyright in the procurement costs accounted for nearly half." ”

Coupled with the "Limit Entertainment order" constraint, popular variety shows more become scarce. Therefore, although technology, bandwidth, operation, copyright accumulation and so on to strengthen the reserve, Hunan TV also dared to let Mango TV "advanced Examination Room."

What do you take to do the first-line video site?

Mango alone strategy to start, bitterly and return to more than just the copyright buyers video site. The mango alone strategy announced two weeks ago, the other is also in the domestic front-line satellite TV echelon buyers have to buy the latter's homemade program "you normal?", Tencent Video gives the same attitude as Hunan TV: do not sell.

"Are you normal?" is a large-scale survey of interactive reality show, by the Tencent video and Shanghai only media joint production. This is also the first embedded chain of the main mobile end of the program involved.

It's not for sale. One end is the premium quality content provider, and the other end is a large internet company that has access to the traffic in both PCs and mobile.

Hunan TV is unwilling to do only CP. Bao, chief executive of Cultural communications, Internet data and digital culture industry expert, said. Large video sites are not idle, on the one hand to increase "self-portrait" strength, on the other hand is no longer satisfied with the simple copyright trading transactions. "It's their new idea to buy from copyright to share copyright." "A third party production company's head told the author, the other side perennial to the major satellite TV and video sites to provide quality content."

This is the beginning of a new round of games.

Long-term strategy, Hunan TV "made a huge determination to do this thing." "The current program for Mango TV is free, and the investment in copyright is at least 400 million or 500 million a year," he said. Lu Yibin is clearly aware of the "open bow does not turn back arrow", Mango TV should also strive to reach the level of a first-line video site within two or three years.

How do you make a gleam? Zhang Juopo is very clear at present Mango TV's stage weakness: Capital Operation originally Hunan Satellite TV is not good at, the future bandwidth and copyright purchase also have no way to pursue massive accumulation and out of the crazy purchase; there is no internet portal, there are not a few major video site Bat Pro Dad or godfather vigorously diversion.

Zhang Juopo's current strategy has two points.

1, is the differentiated content of the operation. Large video sites have basically completed the accumulation of technology, capital and copyrights, creating competitive barriers. Is it possible to build a vertical video platform outside of a massive platform? The author gave Zhang Juopo an analogy: how do you compete with Wal-Mart, which has a huge amount of merchandise? Zhang Juopo's answer is that there is Taobao after the only product will be. "You can always find a commercial gap in the middle." ”

In fact, only Hunan TV's homemade program every year is not enough to support a video site. In this respect, Zhang Juopo revealed that the mango TV alone strategy, will not simply copy the contents of Hunan TV to the Internet, but will take the initiative to exert self-control and existing production force, and will be based on differentiated routes targeted to buy the play.

Mango TV also to "Self-portrait", VIP need money. In addition, the opportunity is there, people for the video site's homemade show more tolerance, early Mango TV can accumulate program number, circle users.

Fragmentation also helps to magnify the income of individual programs. At present, "Are you normal?" three-episode hits have been over billion, and a 45-minute episode is hard to reach. Operation is really internet, but also mango TV to do homework.

2, is the production flow.

Although there are no other channels of diversion, but "in other words, the diversion of the matter itself for the media properties, not the most important, or even the effect of the 10% or 20% is good, because it is mainly from the content." "That's true, and as traffic costs continue to rise today, outsourcing flows are driving up costs," he said. "If you are a flow producer, you are the beneficiary; If you are the traffic purchaser, you are the victim." Bao a word to point out this brutal fact.

But the problem remains.

First, the move can not get rid of the cooperation with other strong new media dependence, so it can be foreseen, after the end of the investment, Hunan TV will be for themselves and Mango TV to seek more external promotion cooperation opportunities, then the interpretation of the strategy will have a different caliber.

Second, how to retain users after the production flow?

Video site traffic growth is rapid, but user loyalty is not high. High-quality content streaming, the user will follow the quality of the exclusive content of the situation, in the context of homogenization, users follow the feeling, playback fluency, UI friendliness and so on will affect the user's viewing behavior.

Large video sites are trying to stick users through membership, annual fees and other means to improve their migration costs. And the Mango TV, which started soon, doesn't seem to fit the measure.

What to do? The author's advice is: through Mango TV, to recreate the opportunity of a fan economy.

Hunan TV's several longevity ace variety show and contest brands have long been a large number of fans. These years of happy sunshine are also trying to strengthen the transformation and build their own social products, but the effect is not significant. When referring to the square-style products such as Weibo, Zhang Juopo said, "You can't do everything well, and our fans may want us to do it, but I certainly can't make a product like Weibo." ”

Although not microblogging, but the long-standing fan base for Mango TV to break the video site user loyalty is not high in the curse of the possibility. Zhang Juopo himself "play interactive" is actually very early. As early as 2000, Hunan Radio and television had formed the first brokerage company, Zhang Zeng as deputy General Manager, the 2004 Mengniu Dairy and Super Girl's cooperation, is the classic interactive social interaction, has been selected Tsinghua MBA case. Zhang Juopo to the author recalled that the super female voice of the crazy fans walked down the street, good words, borrow passers-by mobile phone for the idol vote scene, "that is typical of the network interaction." ”

Unfortunately, smartphone shipments were far from being able to unlock the mobile internet age. Later, the happy Girl, Hunan TV also directly selected with the external new media cooperation.

Cultural dividend of state-owned companies

After Hunan TV put up the flag of Mango's solo strategy, Zhang Juopo began to pay more attention to other "friends" of the movement. A few big TV stations that are in a competitive relationship, will they hold a group in front of a common competitor?

CCTV has already identified the World Cup alone, but Zhejiang TV has said it will not follow suit. Three major TV stations are now three missing one.

All said Jiangsu TV to follow up. But this is not a small variable.

One is the Taiwan long, the most important thing is to straighten out the personnel, although Mengfei and his team fled rumors have been clarified, but the personnel of the earthquake has never broken the argument. It may take time to start a similar move before streamlining the system and reassuring the heart.

Second, Jiangsu Satellite TV and Hunan satellite TV layout strategy is different. Happy Blue Ocean is the main market of Jiangsu Satellite TV, the main energy in the film production and hospital line, the issue of business, "I am afraid that Jiangsu TV is more concerned about the well-being of the market." "Bao thinks.

Video site has long been alliances, but a few big bargaining power of the satellite TV to temporarily put aside, standing on the united Front, in the short term I am afraid a little difficult.

However, Hunan Satellite TV and a few big friends also have a big recruit. The big move could also be a real incentive for the television stations to unite.

We are all talking about business in the front, but whether the television station or the video site is in the industry, we need to consider more than just business.

Hunan Satellite TV to start the mango solo strategy, a lot of challenges. In addition to doing a little late, but also by many factors within the system constraints. But in the system is not necessarily no good, on the contrary, this may become the killer of Hunan TV, and the new round of game to increase the odds.

In order to carry out the 18 strategic deployment of the party's overall deepening reform, the third plenary meeting of the Central Committee of the 18 session examined a number of major issues in the overall deepening of reform and made a number of decisions. The 39th part of the content is very worthy of attention: in adhering to the right to publish, broadcast right franchising, allowing the production and publication, production and broadcast separate. The establishment of multi-level cultural products and elements of the market, to encourage financial capital, social capital, cultural resources combined. We should improve cultural and economic policies, expand government cultural subsidies and cultural procurement, strengthen copyright protection, improve the evaluation system of cultural products, reform the system of awarding awards and introduce more cultural goods.

"This is a major aspect of the state's ideological security." "The author's friends and predecessors, famous new media practitioners, researchers and critics, taught at Shanghai Jiaotong University Media and Design Institute Wei.

In the system of enterprises to participate in the market competition, or domestic enterprises to participate in international competition, the policy dividend influence pattern of strength can not be overlooked, its impact is not limited to traditional industries. People who are familiar with the Internet industry will be able to see how it is now for companies such as domestic social media or map-based services with surveying and mapping credentials not to grasp such dividends. The policy dividend is particularly in the area of cultural media.